Donna Goings Real Estate

What Donna Goings Real Estate does

Donna Goings Real Estate LLC is a privately held residential real estate brokerage founded in 1985 by Donna Goings and headquartered at 1438 Westwood Road in Charlottesville, Virginia. The firm serves home buyers and sellers across the Charlottesville and Albemarle County region through two licensed agents — Owner Broker Donna Goings and Associate Broker Aly B. Snider — providing traditional full-service representation including marketing, pricing guidance, staging, negotiation, and closing support. The brokerage maintains a stated policy of not acting as a dual agent, committing to single-party representation in every transaction.

The business model is a standard residential brokerage transaction-fee model: revenue is generated from commissions earned on closed home sales and purchases. There are no disclosed commission rates, subscription products, SaaS offerings, or platform economics; pricing is quote-based and negotiated per engagement. The firm has no proprietary technology stack beyond a content website (donnagoingsrealestate.com) and syndicated listings on standard internet real estate portals. Customer segments are individual home buyers and sellers — including first-time buyers, move-up buyers, downsizers, and a secondary segment of investment-property buyers — with no enterprise or institutional clients.

Customer acquisition is primarily through direct referrals, repeat clients (some spanning 34+ years), and organic search driven by hyper-local brand recognition. The firm operates a passive referral network with at least eight local mortgage lenders (including Mahone Mortgage, NEXA Mortgage, PrimeLending, C&F Mortgage, Atlantic Bay Mortgage, Movement Mortgage, Prosperity Mortgage, and Bank of the James) to route buyer clients to financing resources. The firm has no subsidiaries, no parent company, no external funding, and no patents or trademarks on file.

Name

Donna Goings Real Estate

Legal name

Donna Goings Real Estate LLC

Website

https://donnagoingsrealestate.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Donna Goings Real Estate LLC is a privately held, two-agent residential real estate brokerage founded in 1985, serving home buyers and sellers in the Charlottesville and Albemarle County, Virginia region through traditional full-service representation.

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), Offices of Real Estate Agents and Brokers (531210)

SIC

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

akta.pro primary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

akta.pro secondary industries

Seller Representation & Listing Services (BPAJAAAK), Buyer Representation Services (BPAJAAAJ), Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)

Keywords

• Residential real estate brokerage
• Buyer representation services
• Seller representation services
• Home buying assistance
• Property listing services

Headquarters

HQ city

Charlottesville

HQ country

United States

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, Infrastructure

Revenue model

1. Real Estate Commission: Traditional real estate brokerage earning commissions on residential property transactions for both buyers and sellers. Services include listing representation, buyer representation, staging, marketing, and negotiation services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Donna Goings Real Estate LLC is a small, independent residential real estate brokerage in Charlottesville, Virginia, founded in 1985 by Donna Goings. The firm provides buyer representation and seller representation services for individual clients, supported by two licensed Virginia brokers (Donna Goings as Owner Broker and Aly B. Snider as Associate Broker), and supplements those services with featured property listings and standard buyer/seller resource pages.

Product overview

Donna Goings Real Estate LLC is a traditional real estate brokerage offering residential buying and selling services in the Charlottesville, Virginia area. The company operates as a unified service offering centered around two licensed real estate agents (Donna Goings and Aly B. Snider) providing buyer and seller representation. The brokerage features property listings on its website and supplements its core services with buyer and seller educational resources, plus lender referral services. There is no SaaS platform, software product, or modular product architecture—all services are delivered through personal agent relationships.

Differentiator

Problem solved

Functional benefit

Products and services

• Buyer Representation Services
• Seller Representation Services
• Featured Property Listings

Quantifiable outcome

• Properties often receive full price offers and contracts on the first day on market when properly priced and staged
• +1 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor.

• Mahone Mortgage, LLCminorOthersReferral partner for mortgage financing services. Tom Mahone, NMLS# 219677, provides mortgage calculator and lending services for buyers working with the brokerage.
• NEXA Mortgage LLCminorOthersReferral partner for mortgage financing. Larry Saunders, NMLS ID #219732, provides mortgage services for buyers.
• PrimeLendingminorOthersReferral partner for mortgage financing. Daniel MacDougall provides lending services from office at 1414 Sachem Place, Unit 2, Charlottesville, VA 22901.
• C&F Mortgage CorporationminorOthersReferral partner for mortgage lending. Bill Hamrick, VP/Mortgage Lending, provides financing services for buyers.
• Atlantic Bay MortgageminorOthersReferral partner for mortgage financing. Tammy Wilt provides lending services for buyers working with the brokerage.
• Movement MortgageminorOthersReferral partner for mortgage financing. Carl Garrett provides lending services for buyers.
• Prosperity MortgageminorOthersReferral partner for mortgage financing. Ryan Shuett provides lending services for buyers.
• Bank of the JamesminorOthersReferral partner for mortgage financing. Jamie Yowell provides lending services for buyers from Bank of the James.

Scale indicators1 record

Recent moves4 records

Expansion highlights2 records

Regional players

• Howard Hanna Real Estate Services: Mid-Atlantic regional brokerage with Virginia presence. Comparable in residential buy/sell services but primarily relevant as a regional competitor for clients relocating into or out of the Charlottesville market.

Emerging players

• eXp Realty: Cloud-based brokerage model with active Charlottesville-area agents. Comparable residential services delivered through a remote-collaboration model with lower overhead, competing on commission structure and agent economics.
• Compass: Tech-enabled national brokerage with growing Charlottesville presence. Comparable in buyer/seller representation but differentiates through proprietary platform, marketing tools, and agent technology — directly pressuring the subject firm's non-tech operating model.
• Redfin: Discount, tech-enabled brokerage operating in the Charlottesville market offering buyer rebate / lower-commission seller service. Comparable residential offering but competes primarily on price and consumer-facing technology.

Broad incumbents

• Keller Williams Realty (Charlottesville): Large national franchise with a strong Charlottesville/Albemarle agent base. Comparable in buyer/seller representation services but materially larger in scale, technology infrastructure, and agent count, making it a direct competitive threat on listings and buyer leads.
• RE/MAX Charlottesville: Global franchise brokerage with local Charlottesville agents providing residential real estate services. Overlaps in offering but offers brand recognition, technology tools, and cross-market referral network the subject firm lacks.
• Coldwell Banker Realty (Charlottesville): National residential brokerage franchise serving the Charlottesville market. Comparable offering (buyer/seller representation) with brand-driven lead flow that a two-agent independent must compete against for the same local inventory.
• Berkshire Hathaway HomeServices (Charlottesville): National franchise brokerage with local Charlottesville presence offering residential buy/sell services. Comparable in core offering but with brand, scale, and referral network advantages over a two-agent independent like Donna Goings Real Estate.

Direct peers

• Nest Realty: Charlottesville-headquartered independent brokerage serving Central Virginia with a similar full-service buyer and seller representation model. Directly competes for the same buyer/seller pool and is comparable in scale and locally-rooted brand positioning.
• Roy Wheeler Realty Company: Long-established Charlottesville-area independent residential brokerage. Directly comparable to Donna Goings Real Estate in geographic focus (Charlottesville/Albemarle), service offering (traditional buyer/seller representation), and independent ownership model. Both compete for the same hyper-local client base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/DonnaGoingsRealEstate
• LinkedInlinkedin.com/company/donna-goings-real-estate

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Donna Goings Real Estate