What Texas Pride Realty Group does

Texas Pride Realty Group is a privately-held residential real estate brokerage headquartered at 5717 Legacy Drive, Plano, Texas, founded in 2009 by Bob McCranie and operating under the HomeSmart Stars franchise. The firm is positioned as a diversity-centric brokerage, with explicit focus on serving LGBTQ buyers, sellers, landlords, and tenants in addition to the general residential market across the Dallas/Fort Worth, Houston, and Austin metropolitan areas. Its stated value proposition centers on ethics, customer care, and adherence to fair housing principles rather than price or volume leadership.

The company's go-to-market is a traditional agent-based sales motion powered by a Real Geeks IDX website platform. The site surfaces 8,000+ active MLS listings with advanced search functionality across multiple counties and school districts, alongside a home valuation tool and the LGBTQ World Map, an interactive community resource. Lead generation is driven by SEO-optimized city and zip landing pages, social media presence (Twitter, Facebook, LinkedIn, Pinterest), a blog, and a referral network that routes relocating clients to partner agents in other states (e.g., Louisiana). The firm maintains three office contact lines — Plano, a general line, and the Louisiana referral partner — supporting a distributed, agent-led service model.

Texas Pride Realty Group earns revenue entirely through real estate commissions on residential buy-side and sell-side transactions; commission rates are not publicly disclosed and vary by deal. It has no external institutional funding, no M&A activity, no public listing, and operates as a small team within the disclosed 11-50 employee range. Its strategic priorities, as evidenced by the marketing emphasis on inclusivity and the 'Flee Red States' initiative, are brand differentiation through diversity positioning, organic SEO lead capture, and ecosystem-level referrals rather than technology R&D or platform expansion.

Name

Texas Pride Realty Group

Legal name

Texas Pride Realty Group

Website

https://texaspriderealty.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Texas Pride Realty Group is a Plano-based diversity-centric residential real estate brokerage founded in 2009, operating under HomeSmart Stars. It serves LGBTQ and general-market buyers, sellers, landlords, and tenants across the Dallas/Fort Worth, Houston, and Austin markets via licensed agents and a Real Geeks-powered listings platform.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

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 industry

Buyer Representation Services (BPAJAAAJ)

Keywords

• Residential real estate brokerage
• Home buying services
• Home selling services
• Property listings platform
• Affirming real estate representation

Headquarters

HQ city

Plano

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

Revenue model

1. Real Estate Commission Revenue: Traditional real estate brokerage earning commissions on residential property transactions (buy-side and sell-side representation). Agents operate under HomeSmart Stars brokerage affiliation.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Texas Pride Realty Group is a diversity-centric residential real estate brokerage founded in 2009, brokered by HomeSmart Stars, serving the Dallas/Fort Worth, Houston, and Austin markets. The firm provides licensed agent representation for residential home buyers and sellers, supported by an MLS-integrated listing platform with 8,000+ active property listings across North Texas and Central Texas.

Product overview

Texas Pride Realty Group is a diversity-centric real estate company brokered by HomeSmart Stars, offering a consumer-facing MLS listings platform for buying and selling residential properties in the greater Dallas/Fort Worth, Houston, and Austin areas. The company provides integrated tools including an advanced property search, home valuation calculator, and specialized resources like the LGBTQ World Map, all powered by the Real Geeks IDX platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Buyer Representation Services Licensed real estate agent representation guiding individual clients through the residential home purchasing process, including property search, offer preparation, negotiations, and closing support in the Dallas/Fort Worth, Houston, and Austin markets.
• Seller Representation Services Licensed real estate agent representation helping clients list, market, and sell residential homes, including pricing strategy, marketing, and negotiation support across the Dallas/Fort Worth, Houston, and Austin markets.
• MLS Listings Search Platform MLS-integrated property listings portal featuring 8,000+ residential properties across the DFW metroplex, Houston, and Austin, with search functionality by location, price, school district, and property style, powered by Real Geeks IDX.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• HomeSmart StarscoreChannel Partner/ Reseller/ DistributorHomeSmart Stars is the brokerage affiliation under which Texas Pride Realty Group operates. This franchise relationship provides brokerage licensing, compliance infrastructure, and brand association for the real estate operations.
• Real GeekscoreTechnology or IntegrationReal Geeks provides the IDX-powered website technology and listing platform for Texas Pride Realty Group, enabling the 8,000+ property listings, search functionality, and digital lead capture capabilities.
• Nick Herzog REALTOR - HomeSmartminorChannel Partner/ Reseller/ DistributorLouisiana-based referral partner for clients relocating from Texas to Louisiana markets, sponsored through the company's referral site network.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Redfin: Tech-led residential brokerage with an IDX-style search platform and lower-fee service tiers in major Texas metros. Comparable on the technology-enabled buyer-search experience and on competing for the same self-directed online consumer.
• Coldwell Banker: Established national residential brokerage franchise with deep Texas agent networks. Overlaps with Texas Pride on traditional commission-based residential representation and franchise-style operating model.
• CENTURY 21: Global residential brokerage franchise with established Texas operations. Overlaps on agent-led residential representation and franchise economics.
• eXp Realty: Large cloud-based residential brokerage with a high-volume agent model and significant Texas presence. Comparable as a commission-based residential brokerage competing for the same buyer and seller pool in DFW, Houston, and Austin.
• Compass: National tech-enabled residential brokerage with a strong agent platform and active Texas operations. Competes directly for agent talent and higher-end listings in the same metros Texas Pride serves.
• RE/MAX: Large global residential brokerage franchise with significant Texas agent networks. Comparable on commission-based residential representation and franchise-affiliated operating model.
• Berkshire Hathaway HomeServices: National residential brokerage franchise with strong Texas footprint. Comparable traditional commission model and brand-franchise structure.
• Keller Williams Realty: Largest U.S. residential brokerage franchise by agent count with major presence in DFW, Houston, and Austin. Directly comparable agent-led residential model and franchise structure.

Direct peers

• HomeSmart: National residential brokerage franchise and direct parent/affiliation of Texas Pride Realty Group. Operates the same commission-based residential agent model across the U.S., making it the most directly comparable peer in both business model and contractual relationship.

Regional players

• Howard Hanna Real Estate: Large privately-held regional brokerage dominant in the Northeast U.S. with growing expansion into other markets. Comparable as a private, agent-led residential brokerage of meaningful scale, though geographic overlap with Texas Pride is limited.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/intent/tweet?url=https%3A%2F%2Fwww.texaspriderealty.com%2F
• Facebookfacebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.texaspriderealty.com%2F
• LinkedInlinkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.texaspriderealty.com%2F
• Pinterestpinterest.com/pin/create/button/?url=https%3A%2F%2Fwww.texaspriderealty.com%2F

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 Texas Pride Realty Group