Coldwell Banker Prime

What Coldwell Banker Prime does

Coldwell Banker Prime is a privately held, independently owned real estate brokerage franchise operating under the Coldwell Banker brand in Virginia, USA (legal name: Coldwell Banker Prime,). The franchise relationship is held with Coldwell Banker Real Estate LLC, which is in turn owned by Anywhere Advisors LLC. The company provides residential real estate brokerage services to home buyers and sellers through a network of affiliated licensed agents, with revenue derived from transaction-based commissions on completed property sales and purchases.

The company's operating stack is built on the MoxiWorks real estate technology platform, which powers the consumer-facing website, property search with price and bed/bath filters, agent directory, CMA (Comparative Market Analysis) application for agents, lead capture forms, and relational listing data. Add-on consumer tools include CB Estimate (instant automated home valuation) and Move Meter (location comparison for relocation decisions). On the agent productivity side, the franchise leverages the broader Coldwell Banker technology suite — HomeSpotter, Prospect Square, Listing Concierge, MoxiPresent, Exclusive Look, BrandSrv, and Market Quest V2 — alongside the CBU Learning Center education platform, with reported outcomes of 3x productivity for technology-suite users and 33% closed-volume / 11% closed-units improvement for course participants in 2022.

Operationally, Coldwell Banker Prime serves three customer segments: (1) home buyers and sellers as the primary persona, served through affiliated agents and self-serve digital tools; (2) real estate agents and brokers as the supply-side primary persona, recruited via a dedicated careers page and retained through brand, training, and technology support; and (3) luxury property clients ($1M+ segment), served via the Coldwell Banker Global Luxury program which provides cross-border referral infrastructure across 45 countries and territories. The go-to-market motion is sales-led, combining agent recruitment with consumer lead generation through the website, property search tools, and lead capture forms. Commission rates are not publicly disclosed and are negotiated on a transaction basis; specific revenue and headcount figures for this franchise office are not disclosed.

Name

Coldwell Banker Prime

Legal name

Coldwell Banker Prime

Website

https://coldwellbankerprimeva.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Coldwell Banker Prime is a Virginia-based, independently owned franchise brokerage operating under the Coldwell Banker brand, providing residential real estate transaction services to home buyers and sellers through affiliated agents and a MoxiWorks-powered digital platform.

Ownership category

akta.pro rank

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Real Estate Commissions: The company operates as a Coldwell Banker franchise brokerage earning revenue through real estate transaction commissions. Agents affiliated with the brokerage earn commissions on completed property sales and purchases, with the company taking a portion as franchise/brokerage fees. Commission structure is typically percentage-based on property sale price.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Coldwell Banker Prime is a Virginia-based franchise real estate brokerage office operating under the Coldwell Banker brand. The company provides residential real estate brokerage services through affiliated agents, including buyer and seller representation, property search, home valuation, relocation assistance, and access to the Coldwell Banker Global Luxury network for high-value properties. The website is built on the MoxiWorks technology platform enabling property listings, agent directory, CMA tools, and lead management.

Product overview

Coldwell Banker Prime is a real estate brokerage franchise operating under the Coldwell Banker brand, built on the MoxiWorks technology platform. The offering consists of a consumer-facing property search and agent matching platform (Property Search, Agents & Offices Directory), supported by various agent productivity tools including HomeSpotter, Prospect Square, Listing Concierge, MoxiPresent, Exclusive Look, BrandSrv, and Market Quest V2. The company also offers specialty services including the Coldwell Banker Global Luxury program for high-value properties, the CB Estimate for home valuation, and the Move Meter for location comparison. Agent development is supported through the CBU Learning Center educational platform.

Differentiator

Problem solved

Functional benefit

Brands

• Coldwell Banker Global Luxury: Luxury real estate program offering global reach for high-value properties across 45 countries and territories, with $80 billion in $1M+ sales volume.

Products and services

• Residential Real Estate Brokerage Services Core service offering providing buyer representation, seller representation, listing services, and transaction management for residential properties through affiliated Coldwell Banker Prime agents in Virginia.
• Coldwell Banker Global Luxury Specialty luxury real estate program offering representation and referral services for high-value residential properties priced at $1 million and above, leveraging an international network across 45 countries and territories with $80 billion in $1M+ sales volume in 2024.
• CBU Learning Center Educational platform offering coursework and training programs for affiliated real estate agents. Agents who used the platform showed 33% improvement in closed volume and 11% improvement in closed units.
• CB Estimate (Home Valuation) Automated home valuation tool providing users with an instant estimate of their home's current market worth, accessible as a standalone page on the company website.
• Move Meter (Relocation Comparison) Location comparison tool that helps users evaluate potential move destinations based on living affordability, average home prices, and other factors relevant to relocation decisions.
• Agents and Offices Directory Online directory allowing consumers to search for and connect with affiliated Coldwell Banker Prime real estate agents and office locations serving Virginia.

Quantifiable outcome

• Agents using technology suite products were 3x more productive in 2022
• +1 more outcomes

Segments3 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

Partnerships

One partnership is on record.

• Coldwell Banker Real Estate LLCcoreChannel Partner/ Reseller/ DistributorColdwell Banker Prime operates as an independently owned and operated franchise office of the Coldwell Banker Real Estate LLC system. The company pays franchise fees for the right to use the Coldwell Banker brand name, access to the Coldwell Banker technology platform, marketing materials, training programs (CBU Learning Center), and the Coldwell Banker Global Luxury program. The franchise relationship provides brand recognition, referral network access, and standardized business practices.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• RE/MAX: Global real estate franchise network operating a similar agent-affiliated brokerage model. Competes directly for agent recruitment and consumer-facing transactions across the U.S., including Virginia.
• Better Homes and Gardens Real Estate: Real estate franchise with brand-licensing structure similar to Coldwell Banker. Competes in the same franchise brokerage category with affiliated agents serving residential buyers and sellers.
• Keller Williams Realty: Largest U.S. real estate franchise by agent count, operating a comparable agent-centric model with emphasis on technology, education, and coaching. Directly competes for agents and consumer transactions in Virginia.
• Sotheby's International Realty: Luxury-focused real estate franchise network with global referral capabilities. Comparable to Coldwell Banker Global Luxury program's positioning in high-end property transactions across international markets.
• Century 21: International real estate franchise with comparable brand-driven, agent-affiliated model. Directly comparable in offering residential brokerage services with global referral networks for luxury and standard property transactions.
• Berkshire Hathaway HomeServices: Major U.S. real estate franchise network similar in scale and franchise model to Coldwell Banker. Operates as a comparable brand-driven brokerage serving home buyers and sellers with affiliated agents and proprietary technology tools.

Emerging players

• Compass: Tech-enabled real estate brokerage that has rapidly scaled as an emerging competitor to traditional franchises. Competes for top agents and luxury market share with proprietary technology platform and aggressive commission structures.
• Redfin: Tech-enabled consumer-facing real estate brokerage offering discounted commission models. Operates as a partial disruptor to traditional full-service brokerages like Coldwell Banker Prime, especially in the Virginia market.
• eXp Realty: Cloud-based, agent-centric brokerage that has disrupted traditional franchise models by offering higher commission splits and lower overhead. Competes directly for agent recruitment and provides comparable brokerage services.
• HomeSmart: Fast-growing virtual real estate brokerage offering competitive commission splits to attract agents. Represents the broader shift toward lower-cost brokerage models that compete with traditional franchise offices for agent affiliation.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/coldwellbankerprime

Revenue estimate

Valuation estimate

Number of profiles

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 Prime