Truman & Co
Truman & Co. is a privately held boutique real estate brokerage in Key West, Florida, founded in 2003, representing residential and commercial buyers and sellers across Key West and the Lower Florida Keys through a team of 24+ agents, with a complementary vacation-rental management sub-brand called Best of Key West Rentals.
- Company typePrivate
- Founded2003
- HeadquartersKey West, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Truman & Co does
Truman & Co. is a privately held boutique real estate brokerage headquartered at 1205 Truman Avenue in Key West, Florida, founded in 2003 by five agents, with Terri Spottswood and Lynn Kaufelt continuing as active principals. The firm operates in the residential and commercial real estate markets of Key West and the Lower Florida Keys, serving buyers, sellers, and investors of luxury, historic, and waterfront properties, as well as supporting remote and out-of-state buyers through concierge-style transaction services.
The firm's core product is agent-led representation for property purchase and sale transactions, with revenue primarily generated through transaction commissions; a secondary revenue stream is recurring rental management fees through its sub-brand, Best of Key West Rentals. Marketing and lead generation rely on the company's website (built on the Luxury Presence platform), which offers property search, home valuation tools, neighborhood guides, and the Florida Net Sheet Calculator, supplemented by email, Instagram, video, and paid Meta/Google advertising.
The firm lists over $2.75 billion in cumulative sales volume and has approximately 24+ agents organized into named teams (Team Kaufelt, The Spottswood Team). It maintains membership in Leading Real Estate Companies of the World, providing access to a global referral network of 550+ partner brokerages across 70+ countries. Operations are concentrated in a single local market (Key West and the Lower Florida Keys) with no disclosed expansion into new geographies, no external funding, and no parent company.
Truman & Co firmographics
Firmographics- Name
- Truman & Co
- Legal name
- Truman & Co.
- Website
- https://trumanandcompany.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Truman & Co. is a privately held boutique real estate brokerage in Key West, Florida, founded in 2003, representing residential and commercial buyers and sellers across Key West and the Lower Florida Keys through a team of 24+ agents, with a complementary vacation-rental management sub-brand called Best of Key West Rentals.
- Ownership category
- akta.pro rank
Truman & Co industry classification
Industry- Product category
- Residential Real Estate Brokerage
- NAICS
- Offices of Real Estate Agents and Brokers (53121), Offices of Real Estate Agents and Brokers (5312)
- SIC
- Real Estate Agents & Managers (For Others) (6531), Real Estate (6500)
- akta.pro primary industry
- Owner Services, Reporting & Portfolio Administration (THAMAKAI)
- akta.pro secondary industries
- Office Tenant Representation (BPAJALAA), Corporate / Executive Housing Management (BPAJAFAK)
Keywords
Where Truman & Co is headquartered
LocationHeadquarters
- HQ city
- Key West
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Truman & Co business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Real Estate Sales Commissions: Traditional real estate commission model where the company earns a percentage of property sale transactions. Agents represent buyers and sellers in residential and commercial real estate transactions in Key West and Lower Florida Keys. Commission rates are not publicly disclosed.
- Vacation Rental Management: Through the Best of Key West Rentals division, the company manages vacation rental properties, providing rental management services to property owners and facilitating bookings for guests.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Custom commission rates for real estate transactions |
| Professional services/ project-based | Monthly | Vacation rental management services |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Truman & Co product offering
Product offeringCore offering
Truman & Co. is a boutique real estate brokerage that represents buyers and sellers in residential and commercial property transactions across Key West and the Lower Florida Keys. The firm also operates Best of Key West Rentals, a division providing vacation and long-term rental management services to property owners and guests, and supports transactions with online property search, home valuation, and net sheet calculation tools.
Product overview
Truman & Co. is a boutique real estate brokerage firm serving Key West and the Lower Florida Keys. The company operates as a single unified service offering centered around residential and commercial property sales, augmented by a vacation rental management division called Best of Key West Rentals. Additional services include an online home valuation tool and a Florida Net Sheet Calculator for transaction planning. The firm is powered by Luxury Presence website platform and does not offer a modular software platform or API products.
Differentiator
Problem solved
Functional benefit
Brands
- Best of Key West Rentals: Vacation and long-term rental management division of Truman & Co.
Products and services
- Residential Real Estate Brokerage Full-service residential real estate brokerage buying and selling homes in Key West and the Lower Florida Keys, covering luxury, historic, and waterfront properties with concierge support for remote buyers.
- Commercial Real Estate Brokerage Commercial property brokerage covering business locations, mixed-use buildings, commercial investment properties, and hospitality real estate in Key West and surrounding areas.
- Best of Key West Rentals Vacation and long-term rental management division providing comprehensive rental services, including guest management, marketing, bookings, and turnover support for property owners in Key West.
Quantifiable outcome
- Over $2.75 Billion in sales volume
- +1 more outcomes
Companies that use Truman & Co
Customer profileNamed customers20 records
Segments5 records
Ideal customer profiles3 records
Truman & Co technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Truman & Co partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Leading Real Estate Companies of the World (LeadingRE)coreTruman & Co. holds membership in Leading Real Estate Companies of the World, providing access to a global network of 550+ top-quality real estate companies across 70+ countries. This membership enables global marketing reach, relocation services, and international buyer/seller connections for clients.
- Florida Keys Board of REALTORScoreMLS data sourced from Florida Keys Board of REALTORS enabling property listings visibility and market data access.
- Meta (Facebook/Instagram)minorAdvertising and tracking partnership for targeted advertisements and marketing campaigns.
- GoogleminorAdvertising partnership for targeted advertising and audience creation.
- Luxury PresencecoreWebsite platform provider powering the Truman & Co. real estate website with listing management, property search, and digital marketing capabilities.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Truman & Co competitors and assessment
Company assessmentDirect peers
- Coldwell Banker Schmitt Real Estate: Established Florida Keys brokerage with offices throughout the Lower Keys including Key West. Directly competes with Truman & Co. for residential and commercial listings in the same geographic market, with a comparable boutique agent-team model and luxury segment focus.
- Berkshire Hathaway HomeServices Keys Real Estate: Major franchise brokerage serving the Upper and Lower Florida Keys with a Key West presence. Overlaps directly with Truman & Co. on residential sales, luxury listings, and vacation rental referrals, leveraging a national brand versus Truman & Co.'s local independent positioning.
- Ocean Sotheby's International Realty: Sotheby's-affiliated luxury brokerage with a strong Florida Keys presence including Key West. Directly competes at the high end of the market Truman & Co. serves, offering similar premium listing marketing and an international referral network via the Sotheby's brand.
- The Real Estate Company of the Keys: Boutique Key West and Lower Keys residential brokerage with a similar small-team, local-expert model. Directly comparable in size, geographic focus, and service offering to Truman & Co.
- Vacasa: Largest U.S. vacation rental management company. Comparable as a peer to Truman & Co.'s Best of Key West Rentals division, providing professionally managed short-term rental services in Key West and competing for property owner mandates in the same market.
- Evolve Vacation Rental: National vacation rental management company operating in Key West. Comparable to Best of Key West Rentals on the rental management side, offering an alternative full-service management option to the same property owner base Truman & Co. serves.
Regional players
- Truman Annex Real Estate / Island Properties: Long-standing Key West-focused boutique brokerage with deep ties to the Truman Annex community. Highly comparable in operating model, local focus, and luxury segment, and competes for the same Old Town and Truman Annex inventory Truman & Co. lists.
Broad incumbents
- Robert Slack LLC: Large Florida residential brokerage that operates throughout the state including the Keys. While broader in geographic reach, it competes for the same residential buyer pool and shares a similar high-touch agent team model scaled across Florida.
- Compass: National luxury-leaning real estate platform with Florida Keys coverage. Competes for high-net-worth buyer and seller relationships and has invested heavily in proprietary technology — a different strategic posture but overlapping customer base at the luxury end.
- Premier Sotheby's International Realty: Large Florida-focused luxury Sotheby's affiliate with broader geographic reach. Overlaps with Truman & Co. on luxury Keys listings and benefits from the same global Sotheby's referral network Truman & Co. accesses via LeadingRE.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Truman & Co social profiles
Digital presenceTruman & Co financial estimates
Financial estimateRevenue estimate
Valuation estimate
Truman & Co leadership team
Management profileNumber of profiles
Profiles2 records
Truman & Co funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Truman & Co 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 Truman & Co
What does Truman & Co do?
Truman & Co. is a boutique real estate brokerage that represents buyers and sellers in residential and commercial property transactions across Key West and the Lower Florida Keys. The firm also operates Best of Key West Rentals, a division providing vacation and long-term rental management services to property owners and guests, and supports transactions with online property search, home valuation, and net sheet calculation tools.
Is Truman & Co a public or private company?
Truman & Co is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Truman & Co founded?
Truman & Co was founded in 2003. It employs 11 to 50 people.
Where is Truman & Co based?
Truman & Co is headquartered in Key West, United States, in the North America region.
How does Truman & Co make money?
Two revenue lines are on record. Real Estate Sales Commissions are the primary driver. The others are vacation Rental Management.
Who are Truman & Co's main competitors?
Direct peers on record are Coldwell Banker Schmitt Real Estate, Berkshire Hathaway HomeServices Keys Real Estate, Ocean Sotheby's International Realty, The Real Estate Company of the Keys, Vacasa and Evolve Vacation Rental. Truman Annex Real Estate / Island Properties is listed as a regional player. Broad incumbents are Robert Slack LLC, Compass and Premier Sotheby's International Realty.
Does Truman & Co have an API?
No public API is recorded for Truman & Co.
What industry is Truman & Co in?
Truman & Co's product category is Residential Real Estate Brokerage. Its primary akta.pro industry code is THAMAKAI, Owner Services, Reporting & Portfolio Administration, with a secondary code of BPAJALAA, Office Tenant Representation. Its NAICS code is 53121 and its SIC code is 6531.