Greystone Real Estate

Name

Greystone Real Estate

Website

https://jennypace.com

Company type

Private

Headcount range

11–50 employees

Short description

Greystone Real Estate is a private, small (11-50 employee) Massachusetts-based brokerage based in Farmington that specializes in residential and commercial real estate projects, operating its web presence on the third-party Lofty real estate platform.

Ownership category

akta.pro rank

Product category

Real Estate Brokerage Services

NAICS

Offices of Real Estate Agents and Brokers (53121)

SIC

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

akta.pro primary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

akta.pro secondary industries

Residential Real Estate Brokerage (Buy/Sell) (FSAEAJAA), Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)

Keywords

• Residential real estate
• Commercial real estate
• Real estate brokerage
• Property sales
• Real estate services

Headquarters

HQ city

Farmington

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Core offering

Greystone Real Estate is a small real estate firm that specializes in both residential and commercial property projects, providing brokerage and related property services. The company operates with 11-50 employees and serves clients in the Massachusetts market, supporting buyers, sellers, and investors across residential and commercial real estate segments.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Real Estate Services Brokerage and representation services for residential property transactions, supporting buyers and sellers of homes and residential properties.
• Commercial Real Estate Services Brokerage and advisory services for commercial property projects, supporting investors and businesses involved in commercial real estate transactions.

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Broad incumbents

• Century 21: Global franchised residential real estate brand with established presence in Massachusetts. Comparable core offering, competing on brand recognition, international referral network, and agent marketing resources that a small boutique like Greystone cannot replicate.
• Compass: National technology-driven real estate brokerage that has aggressively expanded into the Boston and broader Massachusetts market. Competes for the same agents and listings as Greystone but with proprietary tech, mortgage/title cross-sell, and a venture-funded marketing budget.
• Keller Williams Realty: Largest real estate franchise by agent count in the U.S., with significant market share in Greater Boston and Massachusetts suburbs. Competes with Greystone for agents and listings, differentiated by its agent-owned cooperative model and substantial training infrastructure.
• Coldwell Banker: Iconic global residential brokerage brand with a substantial Massachusetts franchise footprint. Comparable to Greystone in residential brokerage services, but operates as a franchised national incumbent with vastly greater brand recognition and lead generation infrastructure.
• Berkshire Hathaway HomeServices: National brokerage franchise with a strong New England and Massachusetts network. Comparable residential brokerage offering, but with the backing of a Fortune 50 parent, an established luxury brand (including the New England Properties network), and broader ancillary service capability.
• RE/MAX: Franchised global real estate brokerage with strong presence in Massachusetts. Comparable service offering and agent-centric model, but with global brand reach, referral network, and a commission split structure that competes directly for the same producing agents Greystone would recruit.

Direct peers

• eXp Realty: Cloud-based brokerage operating nationally with no physical office requirement and a high commission split. Direct competitor for the same producing agents in Massachusetts, particularly attractive to cost-conscious boutique operators and posing a structural threat to Greystone's agent retention.
• William Raveis Real Estate: A large family-owned regional brokerage headquartered in New England with deep Massachusetts and Northeast coverage. Directly comparable to Greystone in geographic focus, residential-plus-light-commercial mix, and boutique service model, but at significantly greater scale.

Regional players

• Sotheby's International Realty: Luxury-focused brokerage with strong New England affiliates serving the same high-end residential segment Greystone may target. Comparable in the upper end of the residential market in Massachusetts, differentiated by global luxury referral network and premium brand positioning.

Emerging players

• Redfin: Tech-enabled residential brokerage with a significant Boston metro presence. Competes with Greystone on the same buyer and seller clients in Massachusetts, but with a differentiated model (salaried agents, lower consumer fees, proprietary tech platform) that pressures traditional commission-based brokerages.

Market position

Customer concentration

• Xx.com/GreystoneUtah
• LinkedInlinkedin.com/company/greystone-real-estate-utah

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 Greystone Real Estate