White Stone Brokers

What White Stone Brokers does

White Stone Brokers is a privately held U.S. hospitality brokerage firm founded by Scott and Allison Crumpton, with roots in the 1994 Oregon Bed and Breakfast Directory and the 2002 founding of White Stone Marketing. The company specializes in buying and selling boutique inns, bed and breakfasts, and small hotels across all 50 states, with three physical offices (Reno, NV headquarters; New York City; Lake Huntington, NY) and a four-person consulting team that includes former innkeepers and owners. Active listings range from approximately $950,000 to $4,300,000, and in 2024 the firm publicly closed three transactions — Jackson House Inn (VT), White Doe Inn (NC), and Historic Smithton Inn (PA).

The firm operates a sales-led, direct-consultation go-to-market supported by a content and education stack: a website with 360° virtual tours and a custom property search tool, The Inner Circle free membership platform, in-person seminars and workshops, an SEO-focused blog, a confidential-listings channel, and a free innkeeping job board. GTM is primarily inbound via website forms, phone consultations, and seminars, with no third-party distribution. White Stone Brokers works in close coordination with sister company White Stone Marketing to bundle brokerage with digital marketing services for sellers.

Revenue is generated exclusively through transaction commissions on successful sales; specific commission rates are not publicly disclosed. The firm holds no external funding, has no public revenue disclosures, and maintains ownership concentration with the founding Crumptons. Competitive advantage is anchored in category specialization, former-innkeeper talent, industry association affiliations (Select Registry, BLLA, Association of Lodging Professionals, New England Inns & Resorts), and integrated marketing capabilities from the affiliated White Stone Marketing entity.

Name

White Stone Brokers

Legal name

White Stone Brokers

Website

https://whitestonebrokers.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

White Stone Brokers is a privately held U.S. hospitality brokerage that buys and sells boutique inns, bed and breakfasts, and small hotels nationwide, serving SMB sellers and buyers through a four-person consultant team and commission-based transaction fees.

Ownership category

akta.pro rank

Product category

Hospitality Brokerage

NAICS

Offices of Real Estate Agents and Brokers (53121)

SIC

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

akta.pro primary industry

Hospitality Brokerage (BPAJABAE)

akta.pro secondary industry

Sell-Side Business Brokerage (FSAEAIAC)

Keywords

• Hospitality brokerage
• Inn and B&B sales
• Boutique hotel brokerage
• Hospitality business sales
• Lodging property valuation

Headquarters

HQ city

Lincoln

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Brokerage Commission: Revenue generated from facilitating the sale of bed and breakfasts and boutique hospitality properties. The company earns commissions on successful transactions when buyers purchase listed properties through their brokerage services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

White Stone Brokers is a niche hospitality business brokerage that represents buyers and sellers of boutique lodging properties including bed-and-breakfasts, inns, small boutique hotels, and small resorts. Beyond transaction brokerage, the firm sells the Inner Circle educational program and live seminars aimed at current and aspiring innkeepers, and provides valuation and consulting services for hospitality property owners.

Product overview

White Stone Brokers operates as a hospitality brokerage firm offering a unified suite of services for buying and selling boutique lodging properties. The core offering is their brokerage service, supported by The Inner Circle educational platform, in-person seminars and workshops, a custom property search tool, industry blog resources, a free job classifieds board, and access to confidential listings. The company primarily serves buyers and sellers of bed and breakfasts, inns, and small boutique hotels throughout the United States.

Differentiator

Problem solved

Functional benefit

Brands

• The Inner Circle: An online educational platform offering exclusive access to industry information, timely social media content, educational blogs, newsletters, and webinars featuring industry experts. Membership is free.

Products and services

• Hospitality Property Brokerage Buy- and sell-side brokerage representation for boutique lodging properties including bed-and-breakfasts, inns, small boutique hotels, and small resorts, serving individual buyers and existing owner-operators.
• Property Search Portal Online searchable inventory of hospitality properties currently listed for sale by the brokerage, intended for prospective individual buyers.
• Inner Circle Educational Program Paid membership-based education and community program for current and aspiring innkeepers, covering how to buy, operate, and sell boutique lodging properties.
• Live Hospitality Seminars In-person or live seminars hosted by the firm on buying, selling, and operating boutique inns, B&Bs, and small hotels, targeted at individual owners and buyers.
• Classifieds Listings Classifieds section on the firm site listing hospitality properties and related opportunities for individual buyers and sellers.
• Hospitality Blog and Content Educational blog content on the firm's website covering topics relevant to buying, selling, and operating boutique lodging properties.

Quantifiable outcome

• 60% increase in White Doe Inn asking price from $1.625M to $2.58M through strategic marketing
• +2 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Select RegistrycoreOthersSelect Registry is a prestigious association of independently operated upscale inns and bed and breakfasts. White Stone Brokers works with Select Registry properties and several of their listed properties hold Select Registry membership.
• BLLA (Boutique Lodging Leaders Alliance)coreOthersIndustry association for boutique lodging properties. White Stone Brokers is a member, demonstrating commitment to the boutique hospitality industry.
• Association of Lodging ProfessionalscoreOthersProfessional association for the lodging industry. White Stone Brokers holds membership demonstrating industry leadership.
• New England Inns & ResortsminorOthersRegional industry association for inns and resorts in New England. White Stone Brokers holds membership for industry networking and visibility.
• White Stone MarketingcoreStrategic or Co-development PartnerWhite Stone Marketing is the sister company of White Stone Brokers. Together they provide comprehensive marketing and brokerage services for boutique lodging properties. The White Doe Inn case study demonstrates their collaborative approach, with White Stone Marketing handling digital marketing and White Stone Brokers handling the business sale.
• Bushnell and AssociatesminorChannel Partner/ Reseller/ DistributorRepresented the buyers in the successful sale of the White Doe Inn, demonstrating collaboration in completing transactions.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Transworld Business Advisors: Franchised business brokerage, M&A, and franchise-consulting firm. Comparable model of facilitating SMB acquisitions and divestitures for transaction fees, sharing White Stone's target audience of small-business owners and buyers.
• Murphy Business & Financial Corporation: North American business brokerage franchise with a 25+ year operating history and broad SMB transaction focus. Mirror of White Stone's boutique brokerage / consulting model and similar size profile, but without hospitality specialization.
• Sunbelt Business Brokers: Large North American SMB-business brokerage franchise network. Closely comparable business model (commission-based intermediation of small-business sales) with overlapping buyer/seller audiences, though Sunbelt is sector-agnostic rather than hospitality-focused.

Broad incumbents

• HVS: Global hospitality-focused consulting, valuation, and investment-advisory firm. Like White Stone Brokers it operates in the hospitality property transaction value chain, but serves a much larger and more institutional client base with consulting and appraisal services.
• Marcus & Millichap: Large U.S. commercial real estate investment sales brokerage with a dedicated hospitality division. Directly competes for boutique-hotel and inn investment-sale mandates, but operates broadly across all CRE asset classes rather than specializing in small inns/B&Bs.
• Colliers International: Global commercial real estate services firm with active hospitality investment-sales and capital-markets teams. Competes for hospitality property mandates at a broader, multi-asset-class scale than White Stone.
• CBRE Hotels: Hospitality investment-sales and advisory practice of CBRE, one of the world's largest commercial real estate services firms. Overlaps with White Stone on hotel and lodging investment sales but serves larger, institutional-grade hospitality assets.
• Berkshire Hathaway HomeServices: National real estate brokerage network that handles luxury and specialty property sales, including inns and boutique inns. Comparable buyer/seller intermediation activity but does not niche-focus on hospitality B&Bs or offer dedicated marketing services for boutique lodgings.
• JLL Hotels & Hospitality Group: Global hospitality real estate investment-sales and advisory arm of JLL. Operates in the same hospitality property transaction value chain as White Stone but serves institutional hotel investors on materially larger asset deals.

Others

• VRBO (Expedia Group): Largest vacation-rental marketplace in the U.S. and a distribution alternative that competes for the same pool of boutique-lodging owners and buyers. Not a brokerage, but it shapes how innkeepers monetize and exit their businesses.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/whitestonebrokers
• LinkedInlinkedin.com/company/82941490
• Instagraminstagram.com/whitestonebrokers
• Pinterestpinterest.com/whitestonerbrokers

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 White Stone Brokers