The northern light group
The Northern Light Group is a privately held, owner-operated residential real estate brokerage founded in 1999 in Xenia, Ohio, serving home buyers and sellers in the local Xenia market through a team of approximately eight agents led by broker/owner Greg Hull.
- Company typePrivate
- Founded1999
- HeadquartersXenia, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The northern light group does
The Northern Light Group is a privately held, owner-operated residential real estate brokerage founded in 1999 and headquartered in Xenia, Ohio. The firm serves home buyers and sellers in the Xenia, Ohio metropolitan area, providing personalized agent-led representation across property purchase and sale transactions. Broker/owner Greg Hull, who has been selling real estate since 1979, leads the firm, and the team comprises approximately eight agents including Hull, Linda Green, Robert Geist, Roberta Brown, Peggy Liming, Mario Cochran, Mike Brown, and Samantha Scott. The firm's stated value proposition centers on direct broker/owner accessibility, deep local market knowledge, and a higher-than-average sales volume claim versus other area agents.
The firm's offering is purely service-based with no software, SaaS, or digital product layer. The underlying technology consists of a standard brokerage website integrated with the Dayton Realtors Multiple Listing Service (MLS) for property search and listing visibility, plus social media presence on Facebook, Twitter, and LinkedIn. The firm maintains two physical locations in Xenia: a headquarters at 1228 North Monroe Drive and a secondary office at 46 S. Detroit St.
The business model is straightforward transaction-based commission revenue. The firm represents both buyers and sellers in residential real estate transactions and earns percentage-based commissions on closed property sales, consistent with standard residential real estate industry practice. Commission rates are not publicly disclosed and are negotiated per transaction. There are no recurring revenue streams, no enterprise contracts, no ancillary service fees, and no disclosed investors, parent entities, or external funding — the firm operates as a founder/owner-operated brokerage with no AI/ML capabilities, no patents, and no formal partnerships or alliances on record.
The northern light group firmographics
Firmographics- Name
- The northern light group
- Legal name
- The Northern Light Group
- Website
- https://thenorthernlightgroup.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Northern Light Group is a privately held, owner-operated residential real estate brokerage founded in 1999 in Xenia, Ohio, serving home buyers and sellers in the local Xenia market through a team of approximately eight agents led by broker/owner Greg Hull.
- Ownership category
- akta.pro rank
The northern light group industry classification
Industry- Product category
- Residential Real Estate Brokerage
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Timberland & Forestry Properties Brokerage (BPAJADAC)
Keywords
Where The northern light group is headquartered
LocationHeadquarters
- HQ city
- Xenia
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
The northern light group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Real Estate Sales Commissions: The company earns revenue through real estate commission fees on property transactions, representing both buyers and sellers in residential real estate in the Xenia, Ohio metropolitan area.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | — | Transaction-based commission model |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
The northern light group product offering
Product offeringCore offering
The Northern Light Group is a residential real estate brokerage that assists home buyers and sellers in the Xenia, Ohio metropolitan area. The firm represents both buyers and sellers in property transactions through a team of eight experienced local agents, led by broker/owner Greg Hull, leveraging deep knowledge of the local market to help clients find properties that match their lifestyle needs and maximize their investment value.
Product overview
The Northern Light Group is a traditional real estate brokerage firm providing residential real estate services in the Xenia, Ohio area. The company does not offer software products, digital platforms, or SaaS offerings. Their service offering consists of personalized real estate agent services including property search assistance, buying and selling representation, and market expertise in the local area. The company operates with a team of real estate agents and a broker/owner.
Differentiator
Problem solved
Functional benefit
Products and services
- Residential Buyer Representation Real estate brokerage service representing home buyers in property purchase transactions throughout the Xenia, Ohio area, including property search assistance, market guidance, and transaction support.
- Residential Seller Representation Real estate brokerage service representing home sellers in property sale transactions, including listing on the Dayton Realtors MLS, pricing guidance, and transaction management to maximize investment value.
Quantifiable outcome
- Higher than average sales volume compared to other agents in the Xenia area
Companies that use The northern light group
Customer profileSegments1 record
Ideal customer profiles1 record
The northern light group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The northern light group partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights3 records
The northern light group competitors and assessment
Company assessmentBroad incumbents
- RE/MAX: Global residential real estate franchise with strong Dayton-area agent presence. Comparable because RE/MAX affiliates recruit and serve the same local buyer and seller pool in the Xenia market, but offer brand recognition and referral reach that NLG cannot match.
- Century 21: Global residential real estate franchise with affiliated brokers throughout Ohio. Comparable because Century 21 affiliates directly compete with NLG for residential listings and buyer representation in the Xenia market, with the advantage of a globally recognized brand.
- Keller Williams Realty: Largest residential real estate franchise in the United States by agent count, with growing Dayton-area presence. Comparable because KW agents compete for the same Xenia-area buyers and sellers but benefit from sophisticated training, lead-generation, and technology platforms.
- Howard Hanna Real Estate: The largest privately held real estate brokerage in Ohio and the broader Northeast, with significant presence in the Dayton region including Xenia. Comparable because it competes for the same home buyers and sellers in NLG's footprint but operates with substantially greater scale, marketing budget, and agent count.
- Coldwell Banker: National residential real estate franchise with Ohio affiliates serving the Dayton market. Comparable because local Coldwell Banker offices compete head-to-head with NLG for residential listings in Xenia, but with national brand, marketing infrastructure, and referral network advantages.
- Berkshire Hathaway HomeServices: National residential real estate franchise affiliated with Berkshire Hathaway, with affiliated brokerages in Ohio. Comparable because it competes for premium residential listings in the Dayton region, leveraging a high-trust parent brand that differentiates on quality.
Emerging players
- Redfin: Tech-enabled residential brokerage serving major Ohio metros including the Dayton region. Comparable because Redfin directly competes for the same buyer and seller leads as NLG, but with lower advertised commission rates and a technology-led consumer experience.
- eXp Realty: Cloud-based residential brokerage with growing Ohio agent rosters. Comparable because eXp agents transact in the same Xenia-area residential market, but with a fundamentally different virtual, commission-heavy model that pressures traditional brokerages on agent recruitment.
Direct peers
- Sibcy Cline Realtors: Cincinnati-based regional residential brokerage serving the broader southwestern Ohio market including parts of the Dayton region. Comparable because it operates a traditional full-service agent model similar to NLG's, focuses on local market expertise, and serves the same demographic of Ohio home buyers and sellers.
- Comey & Shepherd Realtors: Cincinnati-area regional residential brokerage (now part of the Howard Hanna family) with traditional full-service agent model. Comparable because it serves the same southwestern Ohio residential market with a similar localized, relationship-driven approach to NLG.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
The northern light group social profiles
Digital presenceThe northern light group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The northern light group leadership team
Management profileNumber of profiles
Profiles1 record
The northern light group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The northern light group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The northern light group
What does The northern light group do?
The Northern Light Group is a residential real estate brokerage that assists home buyers and sellers in the Xenia, Ohio metropolitan area. The firm represents both buyers and sellers in property transactions through a team of eight experienced local agents, led by broker/owner Greg Hull, leveraging deep knowledge of the local market to help clients find properties that match their lifestyle needs and maximize their investment value.
Is The northern light group a public or private company?
The northern light group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The northern light group founded?
The northern light group was founded in 1999. It employs 1 to 10 people.
Where is The northern light group based?
The northern light group is headquartered in Xenia, United States, in the North America region.
How does The northern light group make money?
One revenue line is on record: real Estate Sales Commissions.
Who are The northern light group's main competitors?
Broad incumbents on record are RE/MAX, Century 21, Keller Williams Realty, Howard Hanna Real Estate, Coldwell Banker and Berkshire Hathaway HomeServices. Emerging players are Redfin and eXp Realty. Direct peers are Sibcy Cline Realtors and Comey & Shepherd Realtors.
Does The northern light group have an API?
No public API is recorded for The northern light group.
What industry is The northern light group in?
The northern light group's product category is Residential Real Estate Brokerage. Its primary akta.pro industry code is BPAJADAC, Timberland & Forestry Properties Brokerage. Its SIC code is 6531.