Coldwell Banker Residential Brokerage

What Coldwell Banker Residential Brokerage does

Central Mass Real Estate is an independent, privately-held residential real estate brokerage operating in North Central Massachusetts. Founded by Shawn Bernard in 2008 during the Great Recession and headquartered at 900 Main St., Fitchburg, MA, the firm serves individual consumers buying and selling single-family homes, condominiums, townhouses, and small investment / multi-family properties across communities including Leominster, Fitchburg, Westminster, Templeton, Gardner, Ashburnham, and Lunenburg. The brokerage transitioned ownership in 2022 when Bernard stepped back into a coaching and consulting role, with the firm continuing to operate under local founder-aligned leadership. The team comprises roughly 15 licensed real estate agents plus two support/transactions staff (office manager and showings coordinator), with several agents holding multi-state (MA + NH) licenses and designations such as GRI (Graduate Realtor Institute).

The firm's core offering is transaction-based agent representation for buyers and sellers, supported by a layer of inbound digital tools: an iHomefinder-powered IDX property search, a mortgage calculator, a free property valuation tool, a 'Find My Dream Home' lead-capture service, relocation assistance, and educational resources (financial roadmap, buying/selling tips). Multi-channel marketing mixes professional photography, organic social (Facebook, Instagram), the company website, and third-party listing portals such as Zillow to drive both buyer and seller leads. Agents complement these digital funnels with in-house buyer lists and personal networks cultivated through local community involvement.

Central Mass Real Estate generates revenue exclusively through traditional real estate commissions on closed residential transactions (both buy-side and sell-side representation). Commission rates are not publicly disclosed and are negotiated per transaction. The firm has no institutional investors, no parent company, no subsidiaries, and no disclosed external funding; it operates as a founder/private owner-led independent brokerage competing primarily against large national brands (e.g., Coldwell Banker, RE/MAX, Berkshire Hathaway) and other independents in the same submarket. Customer relationships are individual/consumer SMB in nature, with no enterprise accounts.

Name

Coldwell Banker Residential Brokerage

Legal name

Central Mass Real Estate, Inc.

Website

https://centralmass.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Central Mass Real Estate is an independent residential real estate brokerage in North Central Massachusetts, serving individual home buyers, sellers, investors, and relocation clients through a team of ~15 licensed agents supported by an iHomefinder-powered website and lead-capture 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)

akta.pro secondary industry

Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)

Keywords

• Residential real estate brokerage
• Home buying services
• Home selling services
• Property valuation
• Relocation assistance

Headquarters

HQ city

Leominster, Massachusetts

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 Commissions: The company earns commissions on residential property transactions, both buying and selling, for clients in Central Massachusetts. Agents facilitate transactions for single family homes, condominiums, townhouses, and income properties.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Central Mass Real Estate is a residential real estate brokerage that represents individual buyers and sellers of single-family homes, condominiums, townhouses and investment properties across Central Massachusetts. Its agents provide end-to-end transaction services including comparative market analysis, pricing strategy, professional photography, internet and social media marketing, negotiation, and coordination from offer to closing, supported by digital tools such as an iHomefinder-powered property search portal, a mortgage calculator, and free property valuation.

Product overview

Central Mass Real Estate is a residential real estate brokerage offering a comprehensive suite of services centered around home buying and selling. The core offering consists of agent representation services for both buyers and sellers, complemented by digital tools including a property search platform powered by iHomefinder IDX, mortgage calculator, and free property valuation service. Additional support services include relocation assistance and educational resources on financial preparation for home purchase.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Buying Services Agent representation and guidance for residential homebuyers, including local market knowledge, property search assistance, negotiation, and transaction support throughout the home buying process.
• Home Selling Services Agent representation for residential home sellers including comparative market analysis, pricing strategy, professional photography, internet and social media marketing, and transaction management from offer to closing.
• Free Property Valuation Complimentary property valuation service using recently sold properties and current listings to provide homeowners with an opinion of value and preparation tips for selling.
• Relocation Assistance Support services for individuals and families relocating to the Central Massachusetts area, helping them find and transition to their new home.
• Find My Dream Home Service Home search assistance service that delivers the latest property listings directly to prospective buyers based on their specified criteria.

Quantifiable outcome

• Consistent Top Producer status achieved by agents like Giovanna Graves since 2008
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 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 minor and core.

• Massachusetts Association of RealtorsminorOthersProfessional membership organization for real estate professionals in Massachusetts. Giovanna Graves is a current member.
• National Association of RealtorsminorOthersNational professional membership organization. Agents maintain membership as part of industry standards.
• Multiple Listing Service (MLS)coreOthersProperty listing database used by real estate professionals to list and search properties. Critical for listing visibility.
• North Central Massachusetts Board of RealtorscoreOthersLocal board providing networking, education, and MLS access for Realtors in the North Central Massachusetts region.
• Northern Worcester County Landlord AssociationminorOthersJennifer Farnsworth serves as a board member. Community organization for property owners and landlords in the region.
• Graduate Realtor Institute (GRI)minorOthersProfessional designation program for real estate professionals. Kayla Nault is a member holding GRI designation.

Scale indicators4 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Compass: Tech-forward residential brokerage expanding aggressively in Massachusetts. Represents the modern, platform-driven competitive threat that traditional brokerages like CMRE must defend against on agent tools and marketing reach.
• RE/MAX: Global residential real estate franchise with hundreds of independently owned brokerages. Competes head-to-head for individual agent affiliations, listings, and buyer representation in the same Central MA geography.
• Coldwell Banker Residential Brokerage: National residential real estate franchise referenced in the company's firmographic profile. Both deliver traditional agent-led residential brokerage services for buyers and sellers, with overlapping commission models and reliance on MLS/IDX infrastructure.
• eXp Realty: Cloud-based residential brokerage offering attractive commission splits that has been aggressively recruiting agents from traditional independents. Operates nationwide with no physical office requirement.
• Century 21: Established residential real estate franchise competing for the same agents, sellers, and buyers in Massachusetts. Operates an analogous commission-based, agent-centric model with regional office structures.
• Keller Williams Realty: Large agent-centric residential brokerage franchise with a heavy presence in New England. Competes on agent commission splits, training, and tech-enabled productivity — directly relevant to CMRE's agent recruitment and retention.
• Sotheby's International Realty: Luxury-leaning residential brokerage with offices across Massachusetts. Competes for higher-end listings and experienced agents in overlapping geographies.
• Better Homes and Gardens Real Estate: Residential real estate franchise with affiliated brokerages serving similar buyer and seller segments. Competes for agent affiliation and local market share in the broader New England region.
• Berkshire Hathaway HomeServices: National residential real estate franchise serving similar buyer and seller clients. Operates comparable agent-led residential transactions and competes in mid-to-upper tier listings in Massachusetts markets.

Broad incumbents

• Redfin: Tech-enabled residential brokerage and portal with growing Massachusetts coverage. Represents a structural competitive shift in the residential brokerage industry that pressures traditional independents like CMRE.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CentralMassRealEstateSales
• Instagraminstagram.com/centralmassre
• LinkedInlinkedin.com/company/central-mass-real-estate

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 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 Coldwell Banker Residential Brokerage