Russell Realty

What Russell Realty does

Russell Realty is a family-owned, privately held residential and commercial real estate brokerage headquartered in McKinney, Texas, founded and operated by Charles Russell (Broker/Owner) and Bethany Russell (Director of Operations, Sales Agent). The firm serves home buyers, home sellers, and affiliated real estate agents throughout more than 21 North Texas cities and surrounding suburbs and rural areas, including Allen, Frisco, Plano, McKinney, Prosper, Celina, and Melissa. According to company materials, Russell Realty has closed thousands of transactions and reports that over 80% of its clients are repeat customers or referrals.

The brokerage operates an MLS-integrated consumer platform at russellhouses.com that includes a property search (with a beta AI-powered search), instant listing alerts, a free home valuation tool, and calculators for home sale proceeds, mortgage payments, and affordability. On the agent side, Russell Realty provides BoldTrail CRM, Brokermint BackOffice, Google Suite, Tom Ferry coaching, lead generation support, and a preferred vendor network covering staging, repairs, financing, moving, and insurance. Technology is largely composed of third-party, off-the-shelf solutions rather than proprietary infrastructure.

Russell Realty's revenue is generated through transaction-based commissions on buyer and seller representation, plus commission splits from affiliated agents, in a standard brokerage model. Go-to-market is sales-led and direct-to-consumer, combining a 20+ agent field network covering North Texas with self-serve website tools, blog content, Zillow reviews, and community events such as "Keys to Homeownership" workshops. Pricing is not publicly disclosed; commission rates and agent splits are described as competitive and transparent, but specific terms are not stated.

Name

Russell Realty

Legal name

Russell Realty

Website

https://russellhouses.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Russell Realty is a family-owned real estate brokerage in McKinney, Texas, serving home buyers, sellers, and affiliated agents across more than 21 North Texas cities through an MLS-integrated platform, a 20+ agent network, and transaction-based commissions.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (53121), Offices of Real Estate Agents and Brokers (531210)

SIC

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

akta.pro primary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

akta.pro secondary industries

Luxury & High-End Residential Brokerage (BPAJAAAC), Buyer Representation Services (BPAJAAAJ), Seller Representation & Listing Services (BPAJAAAK)

Keywords

• Residential real estate brokerage
• Buyer agent representation
• Seller representation services
• North Texas homes
• Property search platform

Headquarters

HQ city

McKinney, TX

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Buyer Agent Commissions: Earns commission when representing buyers in purchasing properties. Standard real estate commission split with agents.
2. Seller Agent Commissions: Earns commission when representing sellers in listing and selling properties. Commission based on sale price.
3. Real Estate Agent Brokerage: Provides brokerage services to affiliated agents with commission splits. Fair commission structure where agents keep more of their earnings.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Russell Realty is a family-owned residential real estate brokerage headquartered in McKinney, Texas, providing buyer and seller representation across 21+ North Texas cities. The firm operates an MLS-integrated property search platform supplemented by home valuation tools, financial calculators, and instant listing alerts. It also offers brokerage affiliation, technology stack (BoldTrail CRM, Brokermint BackOffice), and coaching to affiliated real estate agents.

Product overview

Russell Realty is a locally owned North Texas real estate brokerage offering a consumer-facing property search platform integrated with MLS listings, supplemented by financial tools (Home Sale Calculator, Mortgage Calculator, Affordability Calculator), instant listing alerts, and home valuation services. For agents, the brokerage provides a technology stack including BoldTrail CRM and Brokermint BackOffice, along with coaching and lead generation support through its agent recruitment platform. The company also maintains a preferred vendor network to support clients through the home buying and selling process.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Over 80% of clients have worked with Russell Realty before or were referred by family and friends
• +2 more outcomes

Named customers7 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

Integration6 records

AI capability2 records

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Berkshire Hathaway HomeServices (Texas): National residential brokerage franchise with multiple North Texas offices. Comparable in offering buyer and seller representation with established brand recognition, and competes for the same agents and luxury/relocation client segments.
• RE/MAX: Global residential brokerage franchise with strong North Texas agent offices. Comparable as a transaction-based commission brokerage serving the same buyer/seller segments, and competes for independent agents considering affiliation.
• eXp Realty: Cloud-based national brokerage with a commissioned agent model and aggressive recruitment. Directly comparable in its agent-recruitment value proposition (competitive splits, revenue share, technology) and competes for the same agent talent in Texas.
• Compass: National technology-forward residential brokerage with growing presence in Texas. Comparable in offering buyer/seller representation with a technology platform, but operates at significantly larger scale with venture-backed marketing budgets and proprietary tech.
• Keller Williams Realty: One of the largest residential real estate franchises globally with strong North Texas presence. Comparable in providing brokerage services, training, and technology to agents, and competes for the same agents and listings in the McKinney/Frisco corridor.
• Coldwell Banker Apex: National residential brokerage franchise with North Texas offices. Comparable in offering buyer and seller representation services, MLS-integrated platforms, and agent recruitment; competes for the same pool of relocating buyers.
• Redfin: Tech-enabled residential brokerage with operations in Dallas-Fort Worth. Comparable as a buyer/seller representation service but differentiated by its technology platform and lower-commission model, representing a competitive threat to traditional North Texas brokerages.

Direct peers

• Rogers Healy and Associates Real Estate: Dallas-based independent residential brokerage serving the North Texas market. Directly comparable as a locally-rooted, family/brand-driven brokerage serving the same DFW metro areas and competing for similar buyer/seller relationships.
• Ebby Halliday Companies: Large North Texas-based residential brokerage headquartered in Dallas, serving the same DFW metroplex market. Directly comparable as a regionally dominant, relationship-driven independent brokerage competing for the same buyer/seller pool and agents in McKinney, Frisco, and Plano.

Emerging players

• HomeSmart: Cloud-based brokerage with strong agent recruitment value proposition (competitive commission splits). Comparable in offering residential brokerage services with technology-enabled agent support, and competes for agent talent in Texas markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookm.me/RussellHouses
• LinkedInlinkedin.com/company/russellhouses

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 Russell Realty