Equity Real Estate

What Equity Real Estate does

Equity Real Estate is a private, for-profit real estate firm headquartered in Sandy, Utah, that provides property buying and selling services. The firm operates a digital-first presence via gary-samuelson.equityutproperties.com, a subdomain hosted on the ProAgentWebsites.com platform — a 20+ year-old real estate technology vendor serving over 13,000 agents across the United States. Equity Real Estate is identified as one of the platform's trusted enterprise customers alongside brand-name franchises such as Century 21, REMAX, Berkshire Hathaway, Keller Williams, and Sotheby's.

The firm relies on ProAgentWebsites.com's integrated stack — including IDX search, CRM, AI Page Creation, lead capture, automated home valuation, and lead conversion automation — to source, nurture, and convert buyer and seller leads. Platform features include integrated MLS search with interactive maps, lead auto-assignment, SMS and email drip campaigns, video email, click-to-call, AI-generated SEO-ready pages, and integrations with Facebook, Zillow, Trulia, StreetText, Zapier, YouTube, and ChatGPT. As a result, Equity Real Estate's go-to-market is largely enabled by its vendor platform rather than proprietary technology developed in-house.

The firm's underlying customer engagement model follows ProAgentWebsites.com's tiered subscription pricing (Single Agent Lite at $49.95/month to Broker Plus at $149.95/month base plus $10/agent site), with all plans including a 30-day free trial, no setup fees, and no contracts — a low-friction acquisition approach. As a small local real estate firm leveraging a third-party technology platform, Equity Real Estate's revenue and growth are tied to agent productivity, local market dynamics in its Sandy, Utah service area, and the platform vendor's continued feature investment.

Name

Equity Real Estate

Legal name

Pro Agent Websites

Website

https://gary-samuelson.equityutproperties.com

Company type

Private

Operating status

Operating

Short description

Equity Real Estate is a private real estate firm in Sandy, Utah, that provides property buying and selling services, operating its digital presence through the ProAgentWebsites.com platform for IDX search, CRM, and AI-enabled lead generation.

Ownership category

akta.pro rank

Product category

Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Residential Real Estate Brokerage (Buy/Sell) (FSAEAJAA)

Keywords

• Residential real estate
• Property buying services
• Property selling services
• Real estate brokerage
• Buyer representation

Headquarters

HQ city

Sandy

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Subscription - Single Agent Plans: Monthly subscription fees for individual real estate agents with tiered pricing based on features included (Lite vs Full with CRM)
2. Subscription - Team Plans: Monthly subscription for teams of up to 10 agents including shared CRM and lead assignment control
3. Subscription - Brokerage Plans: Monthly subscription for brokerages with unlimited agents and full CRM access
4. Agent Sub-domain Add-on: Additional $10 per agent site per month for Broker Plus tier enabling individual agent sub-domains

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Equity Real Estate is a real estate firm that provides residential property buying and selling services for clients in the United States, with an online presence powered by an integrated real estate technology platform that delivers IDX-enabled MLS search, automated home valuation, lead capture, lead conversion automation, a real estate CRM, and AI-powered page creation tools.

Product overview

Pro Agent Websites is an all-in-one real estate technology platform consisting of Real Estate Websites with IDX, integrated CRM, AI Page Creation, Lead Capture, Automated Home Valuation, and Lead Conversion Automation. The core platform combines website hosting, MLS IDX search, and CRM capabilities into a unified system. Pricing tiers include Single Agent Lite ($49.95), Single Agent Full ($79.95), Team ($99.95), Brokerage ($149.95), and Broker Plus (base $149.95 + $10/agent).

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Property Buying Services Real estate brokerage services assisting individual clients with locating, evaluating, and purchasing residential properties, supported by the firm's IDX-enabled website (gary-samuelson.equityutproperties.com) with property search, automated home valuation, and lead engagement tools.
• Residential Property Selling Services Real estate brokerage services assisting individual clients with listing, marketing, and selling residential properties, supported by the firm's automated home valuation flow, CRM-driven lead nurturing, and Facebook auto-posting for listing visibility.

Quantifiable outcome

• Go live in days
• +1 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability4 records

Feature7 records

Partnerships

One partnership is on record.

• ChatGPT / OpenAIcoreTechnology or IntegrationChatGPT and OpenAI integration for AI-powered page creation and content generation features

Scale indicators5 records

Recent moves3 records

Expansion highlights3 records

Broad incumbents

• RE/MAX: Global residential franchise that directly competes for the same Salt Lake metro buyer/seller pool with one of the largest agent networks globally.
• Compass: Large tech-enabled residential brokerage that built its own integrated platform — comparable to Equity Real Estate in that agents operate on a custom technology stack, but with vastly greater scale and capital.
• Redfin: Tech-enabled residential brokerage with integrated IDX, CRM-like agent tools, and automated home valuation — directly comparable in feature set to the ProAgentWebsites stack.
• Keller Williams Realty: Largest US residential franchise by agent count, with deep technology investment — comparable in leveraging integrated tech for the agent experience but at materially greater scale.
• Coldwell Banker Realty: Established national residential franchise with significant brand recognition and an Intermountain West footprint — competes for the same Sandy-area buyer/seller demand.
• Berkshire Hathaway HomeServices: National residential franchise network with materially larger brand budget and agent roster depth than independents competing in the same Utah market.

Direct peers

• eXp Realty: Cloud-based, tech-forward residential brokerage with a low-overhead agent model — directly comparable to a small independent brokerage leveraging subscription technology to operate efficiently.
• The Real Brokerage: Cloud-based, low-fee residential brokerage targeting independent agents with technology tools — same lean, tech-augmented model aimed at solo and small-team operators.

Emerging players

• Realty ONE Group: Modern, tech-forward franchise model with a flat-fee structure targeting independent agents — directly comparable to the lean operator profile of Equity Real Estate.

Regional players

• Howard Hanna Real Estate: Large regional residential brokerage with strong agent technology programs and adjacent presence to the Intermountain West — competing for similar buyer/seller relationships.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Equity Real Estate