Morgan MacLean

Name

Morgan MacLean

Legal name

Morgan MacLean Realty

Website

https://morganmaclean.ca

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (5312), 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 Teams & Agent Networks (Team-Based Brokerage) (BPAJAAAL), Tenant Representation & Corporate Services Brokerage (BPAJABAJ)

Keywords

• Residential real estate
• Commercial real estate
• Property buying services
• Property selling services
• Home evaluation

Headquarters

HQ city

Grande Prairie

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Real Estate Commissions: Commission-based revenue from residential and commercial property sales and purchases in Grande Prairie and surrounding Peace Country communities. Transaction fees are earned upon successful closing of property sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Morgan MacLean is an individual real estate agent operating under Team MacLean at Grassroots Realty Group, providing residential and commercial property buying and selling services in Grande Prairie and the Peace Country region of Northwestern Alberta. Services include full transaction representation, comparative market analysis, professional listing marketing (photography, video, 3D floorplans), MLS access, and a complimentary home evaluation service available 24/7.

Product overview

Morgan MacLean operates as a single-agent real estate practice affiliated with Grassroots Realty Group in Grande Prairie, Alberta. The service offering consists of core residential and commercial property buying and selling services, supported by a free home evaluation tool and MLS listing access. The Grassroots Realty Group sub-brand provides the brokerage framework and marketing platform. There is no platform-plus-modules architecture; this is a unified real estate agent service.

Differentiator

Problem solved

Functional benefit

Products and services

• Real Estate Buying Services Professional real estate agent services helping buyers find and purchase residential and commercial properties in Grande Prairie and surrounding Peace Country communities, available 24/7.
• Real Estate Selling Services Full-service home selling assistance including Comparative Market Analysis (CMA), professional marketing, property staging recommendations, social media distribution, 3D floorplans, video production, and negotiation support through Grassroots Realty Group.
• Free Home Evaluation Complimentary property valuation service provided by licensed professional REALTOR Morgan MacLean to determine current market value of homes in Grande Prairie and surrounding areas.
• MLS Listings Access Access to Multiple Listing Service (MLS) database of available homes for sale in Grande Prairie, including single-family homes, condos, farm land, and acreage properties throughout the Peace Country.

Quantifiable outcome

• Houses sold in less than a month with multiple daily showings in slow market conditions
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Grassroots Realty GroupcoreChannel Partner/ Reseller/ DistributorTeam MacLean operates as an associate team under Grassroots Realty Group, a full-service real estate brokerage in Alberta. The partnership provides access to technology, marketing resources, MLS systems, and a mentorship program. Grassroots positions itself as leaders in technology, marketing, and innovation in Alberta real estate.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Royal LePage Grande Prairie: National Canadian brokerage brand with a Grande Prairie office serving the same residential buyer and seller segments in the Peace Country region.
• Grassroots Realty Group: The brokerage under which Morgan MacLean operates. Direct peer as the parent platform providing MLS access, marketing, and technology across Alberta, with other associate teams and competing teams under the same roof.
• Century 21 Canada: National full-service brokerage with local Grande Prairie and area agents offering the same residential and commercial transaction services to the same buyer and seller segments.
• RE/MAX Grande Prairie: Competing brokerage in the same Grande Prairie and Peace Country market. Directly comparable residential and commercial real estate representation services with the same target customer base.
• Coldwell Banker Canada: National brokerage with agents active across Alberta, competing for the same residential and commercial mandates in the Peace Country region.

Broad incumbents

• Better Homes and Gardens Real Estate (Canada): National and international brokerage franchise operating in select Canadian markets. Broader incumbent with overlapping residential services and brand-driven lead generation capabilities.
• Sotheby's International Realty Canada: Luxury-leaning national and international brokerage brand; competes for higher-end residential mandates in Alberta and offers brand and referral network reach that an independent agent cannot match.

Emerging players

• PropertyGuys.com: Canadian discount/flat-fee real estate broker model active in Alberta. Represents the disruptive fee-compression pressure on traditional full-service commission models like Morgan MacLean's.
• eXp Realty Canada: Cloud-based brokerage model rapidly expanding in Canada and increasingly active in Alberta. Competes on commission structure and agent flexibility, offering an alternative affiliation to Grassroots.

Others

• REALTOR.ca (CREA): Canadian Real Estate Association's national MLS aggregator portal. Indirect competitor/ecosystem dependency because buyer leads originate from this portal and feed into MLS distribution used by all Canadian agents including Morgan MacLean.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/morganmacleanrealty
• Xx.com/morganmacleangp
• LinkedInlinkedin.com/company/morgan-maclean---re-max-grande-prairie

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Morgan MacLean