Edina Realty is a traditional, full-service brokerage. It serves the Midwest, with a strong brand presence and agents with local expertise in Minnesota and western Wisconsin.
The company is tech-forward, with an online dashboard to help you track your home sale or purchase. Agent reviews are overwhelmingly positive, and the brokerage provides coaching, courses, and marketing support to help agents deliver high-quality service.
However, you’ll likely pay the standard commission rate of 2.5–3%. On a $500,000 home sale, you'd owe your agent $15,000 at a 3% rate. Other companies can connect you with realtors who offer the same services for half that cost.
If you want to save money when you sell, Clever Real Estate can help. Clever's top local agents come from established brokerages and provide the same full-service support you’d expect from traditional realtors. The difference is that with a listing fee of just 1.5%, sellers save an average of $7,000. Find top-rated agents who can sell your home for half the traditional commission rate.
Edina Realty overview
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How it works: An agent provides traditional full service to help you buy or sell a home
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Fees: Standard 2.5–3% of the home sale price per agent
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Customer rating: 4.5/5 across 424 reviews
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Locations: Minnesota, western Wisconsin, and southwest Florida
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Benefits: Well-established company, local expertise
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Downsides: No discount on agent fees
Services
| Listing agent services | Full service |
| Buyer's agent services | Full service |
Edina Realty agents are traditional realtors who provide full-service support.
If you’re selling a home, you can expect a comprehensive range of services, usually including:
- A comparative market analysis (CMA) to help price your home
- Property listing on the multiple listing service (MLS) and major real estate websites
- Professional photography
- Home staging assistance
- Home showings and open houses
- Negotiating with potential buyers
- Assistance with closing paperwork
If you’re buying a home, your agent will typically provide the following services:
- Identifying properties that fit your needs and budget (Edina Realty agents have access to NetworkONE
- Scheduling and attending property showings
- Notifying you when new properties matching your criteria become available
- Assisting you with making a competitive offer
- Negotiating purchase agreements and contingencies
- Assisting with home inspections
- Coordinating with lenders, attorneys, and other real estate professionals
- Assisting with closing, including with title and paperwork
The company also has an online dashboard, MyAtlas, that helps you track your progress when buying or selling a home.
Additional services
For sellers
- Immediate Offer: Edina Realty allows sellers to sell a property quickly for cash in partnership with QuickBuy, an iBuyer. Sellers can receive an immediate offer and close in as little as 14 days.
- List Assurance: This service lets sellers lock the cash offer from QuickBuy for 150 days and explore the option of first putting the home on the market with an agent’s help.
- Sell & Stay: Homeowners who sold their place via QuickBuy can stay at the property longer if needed, with the ability to lease the home back for the short or long term.
- Zoom Casa: This home improvement service connects sellers with a renovation team to prepare the property for sale. Sellers can do it conventionally or move out of the house and into a new place first and then delegate all the work to the Zoom Casa team to avoid dealing with construction and repairs.
For buyers
Edina Realty offers access to mortgage, title, and insurance services. Using multiple services from the same company can streamline the process, and more of your transaction will be trackable through MyAtlas. However, you’re not required to use these affiliates, and it’s still smart to compare options from other companies to make sure you’re getting the best deal.
If you’re working with one of its agents, Edina Realty also provides free access to Updater, a tool that helps you plan and organize relocation tasks.
Edina Realty commission rate
| Listing agent fee | 2.5–3% |
| Buyer's agent fee | 2.5–3% |
At a traditional brokerage like Edina Realty, agents typically charge the standard commission rate of 2.5–3% of the final sale price. Nationally, the average listing fee is 2.82%, and the average buyer’s agent fee is 2.75%.
Sellers previously set the commission rate for buyer’s agents, advertised it in their MLS listings, and covered the fee at closing. But following a settlement with the National Association of Realtors (NAR), buyers now negotiate the commission directly with their agent and include it in their contract. Sellers are still covering the buyer’s agent commission, only now it's offered via a concession instead of upfront.
When working with a traditional agent, you’re technically always free to negotiate the realtor commission. However, in practice, getting a significant discount is challenging. Agents from traditional brokerages often have little leeway or incentive to lower their rates.
If you want to pay less while still getting full service, consider an alternative like Clever Real Estate. With Clever, you’ll still work with a top-rated local agent, but with a pre-negotiated listing fee of 1.5% instead of 3%. You’ll get the same comprehensive support, and keep thousands more in your pocket.
Edina Realty agents
| Quality indicators |
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| # of agents | 2,500+ |
| Locations | 75+ offices across Minnesota, western Wisconsin, and southwest Florida |
Generally, Edina Realty maintains a high standard of agent quality.
Agents are concentrated in the Minneapolis–Saint Paul metropolitan area. If you live in that region, you'll likely find someone with deep local expertise. Local knowledge is important because it allows agents to accurately price homes, identify desirable neighborhoods, anticipate market trends, and negotiate effectively on your behalf.
Edina Realty also invests in the professional development and success of its agents. The company offers courses, coaching, tech tools, marketing help, and support staff.[1] This benefits you by ensuring agents are well-prepared, knowledgeable, and equipped to handle the buying or selling process efficiently.
The company has hundreds of customer reviews, and agents are mostly rated highly, with many reviews mentioning agents by name. Clients frequently praise their professionalism, local insight, and support.
To find a real estate agent, you can search by agent or office on Edina Realty's website.
Before you sign with one of its realtors, interview a couple of others to ensure you find the right fit. Look beyond the firm’s reputation and consider agents’ local expertise and relevant experience. Also, check customer reviews to get a better idea of what it’s like to work with each realtor.
Edina Realty reviews from customers
Edina Realty reviews are generally positive, with an overall rating of 4.5 out of 5 across more than 400 reviews.
Ratings vary by office. If you’re considering working with an Edina Realty agent, it’s best to review ratings for the specific office and agent, and to interview multiple agents to find the right fit.
Most reviews highlight the support, knowledge, and communication of individual agents. There have been very few complaints within the last year, mentioning agents who were unhelpful or didn't communicate.
Here are examples illustrating positive and negative themes:
✅ Strong agent support
Many reviewers say their Edina Realty agents were patient, attentive, and committed to understanding their needs.
Sheryl is the best. She made sure every detail was taken care of for us and made a stressful selling process go very smoothly. She's always on your side and available to help even after the sale is done. She aligns herself with the best so that she knows who to call for any expertise and they are there right away.
Greg Swoboda and the entire team were awesome to work with, very professional and went “above and beyond” to insure our house hunting experience was successful. Greg personally took the time to develop a mutually beneficial relationship with us. Spent time exploring our background, our likes and dislikes, as well as our needs and wants. Once he was satisfied that he had a clear and complete picture of what we were looking to accomplish, Greg worked tirelessly to meet our expectations and exceeded our hopes and dreams. We could not have found our dream home without him.
Maribel showed nothing less of saintly patience helping me find my slice of heaven. She worked with me and drove all over the state to look at places for months until we ended up finding something out of my dreams. ... [Mike and Maribel] work with you to find what you want, and put in the effort to secure a contract that is as much benefit to you as possible.
✅ Knowledgeable agents who go above and beyond
Customers frequently praise Edina Realty agents for their deep market expertise and willingness to put in extra effort.
She took the time to understand exactly what we were looking for and provided invaluable insights about neighborhoods and local amenities. She went above and beyond—arranging last minute tours, answering our many questions promptly, and coordinating everything seamlessly ... . I highly recommend her to anyone relocating and in need of a knowledgeable, attentive, and reliable real estate professional.
We worked with real estate agent Traci Morelli. She was incredible! So informative, proactive, and kind. Even after we purchased the home, she has continued to help us with questions and concerns that have popped up. We can't say enough positive things about our experience with her and Edina Realty.
Chris is fantastic to work with! He's very knowledgeable, answered all my questions thoroughly and quickly, has access to other experts that also quickly responded when there were weird situations, and generally is a great human! I was looking for a condo and he's truly an expert in that space!
✅ Excellent communication and responsiveness
Many reviewers highlight strong communication, noting quick responses and smooth coordination from start to finish.
AMAZING communication, AMAZING advocate!!!
We had the absolute best experience working with Nichole! She helped us find our very first home and made the entire process feel so easy and stress-free. Her communication was amazing — she was always quick to respond, super helpful, and went above and beyond to make sure we were confident every step of the way.
⚠️ Some reports of poor communication and unhelpful agents
A couple Yelp reviewers describe negative interactions, citing slow responses and pushy or inaccurate guidance.
Poor followup. Negative interaction when did finally connect. The information she provided wasn't correct in my view and we purchased through another realtor after deciding she wasn't the one.
My husband and I have talked to two agents from Edina, both of whom were unhelpful, invasive, and pushy. It's unfortunate that this company seems to have a monopoly on our town, we wound up using a realtor from a different town. The two realtors we worked with were not transparent, I wouldn't ever recommend working with anyone from this company.
Credibility: Is Edina Realty legit?
| Founding | 1955 by Emma Rovick[2] |
| Track record |
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| News |
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Edina Realty is a legitimate brokerage headquartered in Edina, Minnesota, and is licensed in all three states in which it operates. Founded in 1955 by Emma Rovick, the company is now led by Sharry Schmid, who serves as CEO.
It's the largest residential real estate firm in Minnesota and western Wisconsin, with $7.4 billion in sales in 2024. The company has built a strong brand presence, especially in the Twin Cities, and intermittently appears in industry news.
Bottom line: Is Edina Realty right for you?
Edina Realty could be right for you if you’re looking for a traditional, full-service agent. Most customer reviews suggest you’ll receive quality services and work with a supportive, knowledgeable realtor.
While the brokerage has a good reputation, it has thousands of agents, and their quality can vary. It's wise to compare several realtors before signing a contract to ensure you find the one that best meets your needs.
If you want to get full service and save on realtor fees, consider interviewing agents from a low-commission brokerage, too.
Companies like Clever Real Estate work with top agents from name-brand brokerages like Keller Williams and RE/MAX. These agents deliver traditional services for less — a 1.5% listing fee instead of the standard 3%. Sellers save an average of $7,000 without compromising on quality or expertise.
- Answer 5 simple questions about your sale
- Get matched with 2–3 top local agents in minutes
- Compare options, choose the best fit, save up to 50% on fees
FAQ
Is there an Edina Realty lawsuit?
Yes, there was an Edina Realty lawsuit. Edina Realty promoted home warranties of Home Security of America to its clients in return for receiving payments from the company. Edina Realty has since settled with the Minnesota Attorney General’s Office for $3.5 million.[5]
Are there Edina Realty commercial real estate services?
Yes, the company has a dedicated division, Edina Realty Commercial, that supports clients selling and buying commercial spaces in Minnesota and western Wisconsin.
