Edina Realty Review: Is it Worth It?

Steven Porrello

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Steven Porrello

December 29th, 2022
Updated December 29th, 2022

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Edina Realty Review

Overall rating | Customer experience | Agent quality | Brand visibility and reach | Service value | Locations | Methodology

✍️ Why trust us: We strive to provide objective recommendations and advice. Learn more about how we research.

Edina Realty is a full-service real estate company and Berkshire Hathaway affiliate. It has 75 offices across Minnesota, western Wisconsin, and (with the recent acquisition of Hegg Realtors) parts of South Dakota.

Founded in 1955, Edina Realty functions as one-stop shopping for buyers and sellers. It has a network of realtors and offers services across the real estate spectrum, including title, insurance, mortgage, and warranties.

Edina Realty might be one of the largest real estate brokerages in the Midwest, but is it right for you? Below we’ll take a deeper look and help you decide if it's the best choice.

Bottom line: Do we recommend Edina Realty?

⭐️Edina Realty: Overall score
4.38
4.5
4.0
4.5
4.5
Ratings based on 1–5 scale, with 5 being the best

The company is especially ideal for buyers and sellers in the Twin Cities (Minneapolis–Saint Paul), as that’s where Edina Realty has its highest concentration of offices.

The brokerage is large — with around 2,300 agents representatives — and most agents have at least 16 years of experience. Customer reviews are generally positive, with no major themes or patterns among negative reviews.

One important thing to note: whether it's Edina Realty or another brokerage, the brand does not determine the quality of your experience. The agent does. We recommend interviewing at least two to three agents (ideally from different brokerages) to find the right fit for you.

🏡 Compare agents, save money! Try Clever’s free agent matching service. Choose from top local agents from the best brokerages, get built-in savings. Learn more.

Edina Realty: Our in-depth breakdown

Reputation and customer experience

📊 Our rating: 4.5/5

  • "Above and beyond" service to meet clients' individual needs
  • High customer ratings compared with other companies
  • Some complaints around high broker fees

Edina Realty has some generally high customer reviews. After analyzing 164 of them across 10 offices, we found the aggregate customer rating to be 4.5. That’s pretty high compared with similar full-service companies.

When we ran Edina Realty’s written reviews through an AI tool that identifies emotional language, we found the following themes:

🟢 Top positive themes
🔴 Top negative themes
  • Closing process

  • Negotiation

  • Home buying process

  • Communication

  • Management

  • Service

Overall, positive sentiments were way more common than negative or neutral scores — a testament to Edina Realty’s good service. This is even more impressive considering that clients will often use third-party review sites to voice complaints rather than approval.

The company also has no complaints or positive reviews with the Better Business Bureau.

Agent quality

📊 Our rating: 4/5

  • Quality of agents is good

  • Agents have an average minimum of 16 years of experience

  • Number of transactions per agent is on par with industry standards

Compared with similar brokerages, the agent quality at Edina Realty is good. Its realtors have, on average, at least 16 years of experience, double the industry’s median of eight years.

In 2021, the number of transactions per Edina agent was around 12.78, only slightly higher than the industry average of 12. That means the agents weren't overextended, so they could provide personalized service without lagging behind the competition.

Individual agent reviews were few and posted mostly to third-party review sites. On positive reviews (4 or 5 stars), agents were applauded for diligence, hard-working attitudes, patience, and knowledgeability. Of the negative reviews (1 or 2 stars), clients complained that agents were rude, standoffish, inflexible about fees, and slow to resolve problems.

Don't let Edina Realty's reputation substitute a thorough initial interview. Take some time to evaluate individual agents, rather than assuming they all have the same level of expertise. Interview two to three, asking how many transactions they complete per year and for references from past clients.

Brand reach and visibility

📊 Our rating: 4.5/5

  • Extensive network, with over 2,300 agents

  • Strong presence in Minnesota and western Wisconsin

  • Large volume of Google searches and website visitors each month

  • Strong social media presence, with active profiles on all major platforms

Edina Realty covers most of Minnesota, with the bulk of its offices operating in Minneapolis and Saint Paul. Given the dense coverage they have in the Twin Cities, Edina Realty is ideal for buyers or sellers operating in that market. The company also has a large number of offices in western Wisconsin.

As for visibility on the web, Edina Realty has a strong brand presence. Every month, more than 98,000 people search for "Edina Realty" and related terms on Google. The company website also has 245,000 monthly visitors. That’s extremely impressive, considering that many regional real estate companies enjoy a much smaller traffic volume.

Service value

📊 Our rating: 4.5/5

  • Full suite of services to buyers and sellers

  • Innovative digital tools

  • Valuable free content and guides on the homepage

All in all, Edina Realty seems like a fair deal.

As a full-service brokerage, Edina Realty offers all the expected services: listing properties and marketing them, handling offers and navigating negotiations, and bringing all necessary people to the closing table.

The company also offers an impressive array of digital tools and services, including its own property search bar, an online mortgage pre-approval process, and a dashboard for all your Edina Realty services (insurance, mortgage, titles, buying, and selling).

For full service, however, you’ll likely pay full price for an Edina Realty agent — no matter what the local rates are. In other words, don’t expect a discounted rate. For reference, here are the state averages for the markets Edina Realty operates in:

State
Avg. listing fee
Avg. total commission
Avg. cost*
Minnesota
2.73%
5.41%
$18,000
Wisconsin
3.12%
5.67%
$15,500
* Based on each state's median home price from Zillow

💰 Top agents, big savings:

Clever’s free services matches you with top local realtors from the best brokerages (like Edina Realty) but negotiates big savings.

Sellers save thousands on listing fees. Buyers can get cash back after closing.

View agents

Additional info about Edina Realty

General contact info (corporate office)

📍 Address
6800 France Ave. S, Suite 600
Edina, MN 55435
☎️ Phone
(952) 928-5563
📱 Social media

Edina Realty local offices and contact information

Edina Realty provides a helpful search tool to filter through their dozens of offices. We've also listed the locations that get the most search on Google, indicating they're probably popular or in a highly populated area.

Office location
Email and phone number (main office)
Alexandria
2919 MN Hwy. 29 S, Suite 140
Alexandria, MN 56308
questions.alexandria@edinarealty.com
(320) 762-8181
Brainerd/Baxter
15354 Dellwood Drive, Suite 100
Baxter, MN 56425
questions.brainerd@edinarealty.com
(218) 828-7000
Chippewa Valley/Eau Claire
1903 Keith St., Suite 6
Eau Claire, WI 54701
questions.chippewavalley@edinarealty.com
(715) 839-7653
Duluth
1515 London Rd.
Duluth, MN 55812
questions.duluth@edinarealty.com
(218) 728-7700
Rochester
1301 Salem Rd. SW
Rochester, MN 55902
questions.rochester@edinarealty.com
(507) 288-7665
Siren
24157 State Rd. 35/70 N
Siren, WI 54872
questions.siren@edinarealty.com
(715) 349-7035
St. Cloud
4150 Second St. S, Suite 210
St. Cloud, MN 56301
questions.stcloud@edinarealty.com
(320) 255-9000
Winona
825 E Lake Blvd.
Winona, MN 55987
questions.winona@edinarealty.com
(507) 452-1995
Minneapolis
411 Washington Ave. N, Suite 200
Minneapolis, MN 55401
questions.downtownminneapolis@edinarealty.com
(612) 347-8000

Other Edina Realty services

This review is focused on Edina Realty's core real estate agent service. We’ve listed its other services (mortgage, title, insurance, etc.) and links to their respective websites below.

Make sure you shop around to get the best fit and value. Don’t go with an Edina service just because of the convenience!

Next steps: Start interviewing agents!

Edina Realty or not, you should try to interview at least two to three agents before making a final decision. And don’t get too allured by brand names: you’re hiring the agent, not the company.

If you need help getting started, check out our guide on how to choose the right real estate agent. You can also use Clever’s free agent-matching service to find local agents to interview.

Rating methodology

We evaluate brokerages based on four core criteria we think will help readers make informed decisions. We broke those criteria down into discrete metrics so we could make the score as objective as possible. Here’s a quick breakdown of that criteria and methodology:

Do most people who work with this brokerage have a generally positive experience? Are there any red flags?

What we looked at:

  • Average customer ratings across various third-party review sites, like Zillow, Realtor.com, and Google
  • The content of those reviews, via sentiment analysis tools and manual reading, to pull out key positive and negative themes and summarize key risks and benefits
  • The Better Business Bureau profile for formal complaints

How strong is the agent team? What are the chances of ending up with a solid realtor that will meet different needs, preferences, and availability?

What we looked at:

  • Total number of agents vs. offices to gauge how wide the selection is
  • Average experience of the entire team, based on public agent data on sites like Realtor.com and Zillow
  • Average annual transactions per agent, sourced from RealTrends or brokerage-provided data, compared with the industry average

How much "brand power" does this brokerage have? Does it increase awareness and get more eyes on your listings, more showings, or quicker offers?

What we looked at:

  • Social media presence across all major consumer-facing social platforms (Facebook, Twitter, and Instagram)
  • Online audience size through web traffic volume and monthly Google searches for the brand name
  • Marketing reach, like listings on all major MLSs and populator listing sites like Zillow and Realtor.com

How does the brokerage compare with other conventional brokerages? How does it compare with the market rates for commission (~3% listing fees)? Are you getting too little, the right amount, or more service for the tentative fee?

What we looked at:

What we consider "full service" for a real estate brokerage:

  • Professional home valuation
  • Advice on how to stage your home
  • High-quality professional photography
  • Listing on a multiple listing service (MLS) and home-buying websites
  • Open house management
  • Negotiation
  • Assistance with paperwork

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