Properly Real Estate

What Properly Real Estate does

Properly Real Estate is a privately held, fully integrated residential real estate brokerage founded in 2018 by Adam VanDervoort and headquartered at 462 Broadway Suite 200, Saratoga Springs, New York. The firm operates as a digital-first full-service brokerage serving home buyers and sellers across the Upstate New York Capital Region, spanning Albany to Lake George. Its roster consists of five licensed agents, including the Broker/Owner and four licensed associate brokers and salespersons.

The company's core offering is a brokerage platform that combines licensed human agents with technology tools designed to streamline the transaction lifecycle. Product components include a Home Valuation Tool, Property Search, Featured Properties listings, an Agent Selection Service, Virtual Transaction Management (real-time transaction timelines, tasks, and memos), Paperless Document Management with e-signature, and Instant Escrow Deposit capability. These components run on cloud-based infrastructure accessible from any device and are positioned as differentiators versus traditional Upstate NY brokerages, with environmental impact framing (93.84 lbs CO2 omitted, 10,200 paper spared, 1.22 trees saved). No AI/ML capabilities, mobile app, third-party integrations, or external funding are disclosed.

Properly earns revenue through traditional real estate commissions on residential transactions, following industry-standard 5-6% rates subject to negotiation. Distribution is direct-to-consumer via the five licensed agents, supported by organic Facebook and Instagram presence, a company website with property search and educational content, and an extensive client testimonial library that drives referrals. The firm has no disclosed institutional investors, parent company, patents, awards, partnerships, or subsidiaries, and reports 1-10 employees overall.

Name

Properly Real Estate

Legal name

Properly

Website

https://properlyre.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Properly Real Estate is a privately held, digital-first residential real estate brokerage in Saratoga Springs, NY, serving home buyers and sellers across Upstate New York's Capital Region with five licensed agents and cloud-based transaction tools.

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)

Keywords

• Residential real estate brokerage
• Home buying services
• Home selling services
• Digital real estate platform
• Property transaction management

Headquarters

HQ city

Saratoga Springs

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, 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

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Properly Real Estate is a privately held, fully integrated residential real estate brokerage serving the Upstate New York/Capital Region (Saratoga Springs, Albany to Lake George). It provides buying, selling, and property transaction services through a team of licensed agents supported by a digital platform offering virtual transaction management, cloud-based document storage, e-signatures, instant escrow deposit options, and home valuation tools.

Product overview

Properly Real Estate operates as a digitally-enhanced full-service real estate brokerage platform offering a unified suite of services for property buying and selling. The core platform combines licensed human agents with technology tools including the Home Valuation Tool for seller pricing, Property Search for buyer discovery, Featured Properties listings, Agent Selection Service, Virtual Transaction Management for real-time updates and document access, Paperless Document Management with e-signatures, and Instant Escrow Deposit for faster contract securing. All services are accessible through cloud-based infrastructure, serving the Upstate New York/Saratoga Springs region.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 93.84 lbs CO2 omitted, 10,200 paper spared, 1.22 trees saved through paperless operations

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves3 records

Expansion highlights2 records

Emerging players

• Redfin: Tech-enabled brokerage with a discount positioning and proprietary end-to-end platform. Competes for the same residential buyer/seller audience in markets adjacent to the Capital Region, applying downward pressure on commission rates Properly charges.
• Compass: Tech-forward national brokerage that has expanded aggressively into luxury and secondary markets, including parts of Upstate New York. Competes for the same tech-savvy agents and premium-positioned sellers Properly targets, with materially larger marketing and technology budgets.
• HomeSmart: Tech-forward brokerage with attractive agent commission splits and a national footprint. Targets independent agents in secondary markets like Upstate NY and competes on technology and economics rather than brand.
• eXp Realty: Cloud-based brokerage with a virtual model that appeals to independent agents and competes on commission splits. Targets the same digitally minded agent recruits Properly relies on, and operates across the same NY geography via remote agents.
• Real Broker: Cloud-native brokerage with a tech-stack-heavy agent value proposition similar to Properly's pitch. Operates nationwide via remote agents, including Upstate NY, and competes directly for the same digitally fluent agent talent pool.

Direct peers

• Weichert Realtors: Family-owned regional brokerage with strong Northeast US coverage, including Upstate New York. Competes head-to-head for residential listings and agent recruitment in the same Capital Region geographies Properly serves.
• Howard Hanna Real Estate: The largest privately held real estate brokerage in the Northeast US, with deep penetration across Upstate New York including the Capital Region and Saratoga Springs. Operates a traditional agent-led brokerage model similar to Properly, but at vastly greater scale, making it the most directly comparable regional competitor.

Broad incumbents

• Sotheby's International Realty: Luxury-leaning brokerage brand with affiliated offices in Upstate New York, including the Saratoga Springs and Albany markets. Competes for higher-priced residential listings Properly also pursues, with a much stronger global brand.
• Coldwell Banker: National residential brokerage brand with franchise offices across New York State. Overlaps with Properly on traditional buy/sell brokerage services for residential properties, with broader geographic reach and significantly stronger brand recognition.
• Zillow (brokerage arm): Although primarily a consumer portal, Zillow's connected brokerage services and Premier Agent advertising compete with Properly for seller lead flow and agent visibility in the Capital Region, making it a meaningful adjacent peer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/properlyre
• Instagraminstagram.com/properlyre
• LinkedInlinkedin.com/company/properly-real-estate

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Properly Real Estate