Grassroots Realty Group
Grassroots Realty Group is an Alberta-based real estate brokerage operating 35+ branches with 251-500 employees, serving individual buyers, sellers, and landlords through commission-based home transactions and a recurring property management division managing 1,600+ units.
- Company typePrivate
- Founded2017
- HeadquartersGrande Prairie, Canada
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Grassroots Realty Group does
Grassroots Realty Group is a privately held Canadian real estate brokerage headquartered in Alberta, founded in June 2017. The firm operates 35+ branch offices across Alberta with an employee base of 251-500, providing residential real estate transaction services (buyer and seller representation) alongside a property management division launched in August 2018. To date Grassroots has facilitated more than 25,000 transactions representing over $8 billion in cumulative real estate sales, and currently manages a property portfolio exceeding 1,600 units and $750 million in asset value. Founding leadership includes Yuri Smith (President) and Morgan MacLean (Vice President).
The company earns revenue through two complementary streams: (1) commission-based income from real estate transactions, where Grassroots retains a share of gross commission after agent splits, and (2) recurring fee income from its property management division covering residential units on behalf of landlord clients. The Grassroots Advantage marketing system functions as a centralized agent-support platform intended to differentiate the firm's seller-service offering versus traditional and discount competitors. Distribution is built around a multi-branch, hyper-local agent model with offices concentrated in Alberta's primary (Calgary, Edmonton) and secondary markets, including a dedicated Grassroots South sub-brand for southern Alberta.
The firm has received multiple industry recognitions, including placement on Canada's Top 50 Startups list (2020) and Alberta Real Estate Association awards. As a private Alberta limited company with no disclosed institutional funding rounds, Grassroots has funded growth through retained earnings and operational cash flow. Strategic focus to date has been geographic and product-line expansion within Alberta; no out-of-province or franchise operations are disclosed.
Grassroots Realty Group firmographics
Firmographics- Name
- Grassroots Realty Group
- Legal name
- Grassroots Realty Group Ltd.
- Website
- https://grassrootsrealtygroup.ca
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Grassroots Realty Group is an Alberta-based real estate brokerage operating 35+ branches with 251-500 employees, serving individual buyers, sellers, and landlords through commission-based home transactions and a recurring property management division managing 1,600+ units.
- Ownership category
- akta.pro rank
Grassroots Realty Group industry classification
Industry- Product category
- Residential Real Estate Brokerage
- NAICS
- Offices of Real Estate Agents and Brokers (53121), Real Estate Property Managers (53131)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)
- akta.pro secondary industry
- Residential Real Estate Teams & Agent Networks (Team-Based Brokerage) (BPAJAAAL)
Keywords
Where Grassroots Realty Group is headquartered
LocationHeadquarters
- HQ city
- Grande Prairie
- HQ country
- Canada
- HQ region
- North America
Offices11 records
Markets served
Grassroots Realty Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Real Estate Commission: Traditional real estate commission-based revenue from residential property sales transactions. Agents operate under the brokerage and share commissions.
- Property Management: Property management services generating revenue from managing rental properties. The company manages over 1600 units and $750M+ portfolio under management.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Real estate transaction commissions |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Grassroots Realty Group product offering
Product offeringCore offering
Grassroots Realty Group is a boutique residential real estate brokerage operating across Alberta with 35+ office locations. The company sells residential properties through licensed agents and runs a property management division handling over $750 million in portfolio and 1,600+ units. It also operates an online MLS property search platform powered by Pillar 9.
Product overview
Grassroots Realty Group is a boutique residential real estate brokerage operating as a single unified platform across Alberta. The company offers core real estate brokerage services (residential and commercial property sales), a property management division (managing over $750M portfolio with 1,600+ units), and proprietary marketing systems including the Grassroots Advantage marketing program. The platform integrates MLS® property search functionality powered by Pillar 9™ for property listings, and provides virtual tour/video content capabilities. The brokerage operates across 35+ locations in Alberta and has facilitated over $8 billion in sales and 25,000+ transactions.
Differentiator
Problem solved
Functional benefit
Brands
- Grassroots Realty Group: The primary brand for residential real estate brokerage services across Alberta
Products and services
- Residential Real Estate Brokerage Full-service residential real estate brokerage offering property buying, selling, and rental representation across Alberta through a network of licensed agents operating from 35+ office locations. The brokerage has facilitated over $8 billion in sales and 25,000+ transactions.
- Property Management Services
Quantifiable outcome
- Quicker property sales through marketing system
- +1 more outcomes
Companies that use Grassroots Realty Group
Customer profileSegments3 records
Ideal customer profiles2 records
Grassroots Realty Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature1 record
Grassroots Realty Group partnerships and signals
Strategic signalScale indicators8 records
Recent moves14 records
Expansion highlights4 records
Grassroots Realty Group competitors and assessment
Company assessmentEmerging players
- eXp Realty Canada: eXp Realty is a cloud-based, agent-centric brokerage that has rapidly scaled globally and into Canada via a low-overhead, commission-split model. It is an emerging direct competitor to Grassroots in Alberta for agent recruitment, particularly among tech-forward realtors.
Direct peers
- HomeLife Realty: HomeLife Realty is a Canadian residential real estate brokerage franchise with a wide agent network. It directly competes with Grassroots in the mid-market residential brokerage segment.
- Sotheby's International Realty Canada: Sotheby's International Realty Canada operates a luxury-leaning residential brokerage franchise with presence in major Canadian markets including Alberta (Calgary, Canmore). It competes with Grassroots in higher-end residential segments and in resort markets such as Banff and Canmore.
- Engel & Völkers Canada: Engel & Völkers is a premium residential brokerage franchise with Canadian operations. It competes with Grassroots in Alberta's higher-end markets (Calgary, Banff, Canmore) and overlaps in the boutique-brokerage positioning Grassroots emphasizes.
- Royal LePage: Royal LePage is one of Canada's largest traditional residential real estate brokerages with a strong agent network and a well-known brand. It competes head-to-head with Grassroots for agent recruitment, listings, and buyer-side representation across Alberta.
- Century 21 Canada: Century 21 Canada operates a franchise model with a large residential agent base across Canada. It directly competes with Grassroots for agent recruitment and transactional market share in Alberta's residential brokerage market.
- RE/MAX Canada: RE/MAX Canada is one of the dominant residential real estate franchise networks in Canada, operating a commission-based agent model with broad geographic coverage. It directly competes with Grassroots for both agents and seller/buyer clients across Alberta and the rest of Canada.
- Sutton Group: Sutton Group is a Canadian residential real estate franchise network with offices across multiple provinces. It competes directly with Grassroots for agent recruitment and residential listings in Canadian markets.
Broad incumbents
- Zillow (US): Zillow is the largest US-based residential real estate search portal and iBuying platform. Although not a direct Canadian brokerage, its portal and consumer-experience expectations set the competitive baseline for digital brokerage experience that Grassroots must match.
Regional players
- Bosley Real Estate: Bosley Real Estate is a Toronto-focused independent residential brokerage with a strong urban brand. It is comparable to Grassroots as an independent, regionally concentrated boutique brokerage competing against national franchise networks.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Grassroots Realty Group social profiles
Digital presenceGrassroots Realty Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grassroots Realty Group leadership team
Management profileNumber of profiles
Profiles2 records
Grassroots Realty Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grassroots Realty Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Grassroots Realty Group
What does Grassroots Realty Group do?
Grassroots Realty Group is a boutique residential real estate brokerage operating across Alberta with 35+ office locations. The company sells residential properties through licensed agents and runs a property management division handling over $750 million in portfolio and 1,600+ units. It also operates an online MLS property search platform powered by Pillar 9.
Is Grassroots Realty Group a public or private company?
Grassroots Realty Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Grassroots Realty Group founded?
Grassroots Realty Group was founded in 2017. It employs 251 to 500 people.
Where is Grassroots Realty Group based?
Grassroots Realty Group is headquartered in Grande Prairie, Canada, in the North America region.
How does Grassroots Realty Group make money?
Two revenue lines are on record. Real Estate Commission is the primary driver. The others are property Management.
Who are Grassroots Realty Group's main competitors?
eXp Realty Canada is listed as an emerging player. Direct peers are HomeLife Realty, Sotheby's International Realty Canada, Engel & Völkers Canada, Royal LePage, Century 21 Canada, RE/MAX Canada and Sutton Group. Zillow (US) is listed as a broad incumbent. Bosley Real Estate is listed as a regional player.
Does Grassroots Realty Group have an API?
No public API is recorded for Grassroots Realty Group.
What industry is Grassroots Realty Group in?
Grassroots Realty Group's product category is Residential Real Estate Brokerage. Its primary akta.pro industry code is BPAJAAAA, Traditional Residential Brokerage (Existing Homes), with a secondary code of BPAJAAAL, Residential Real Estate Teams & Agent Networks (Team-Based Brokerage). Its NAICS code is 53121 and its SIC code is 6531.