Phillips Realty

What Phillips Realty does

Phillips Realty is a privately held, family-owned real estate brokerage and property management firm headquartered in Surfside Beach, South Carolina, operating in the Myrtle Beach/Grand Strand market. Founded in 2000 by Linda and Randy Phillips, the company delivers residential and commercial real estate sales representation, rental property management, HOA management, and relocation support across seven Grand Strand sub-markets including Myrtle Beach, Surfside Beach, Garden City, Murrells Inlet, Pawleys Island, Conway, Carolina Forest, and Market Common. The firm serves two principal customer cohorts: residential buyers/sellers seeking a single transaction (sales commissions) and out-of-area investment property owners seeking recurring managed services (currently more than 600 owners), with a secondary population of rental tenants who are also onboarded into a Future Home Buyer credit program that converts on-time rent into purchase credits.

The business model is commission- and fee-based rather than product- or platform-based. Revenue is generated through traditional real estate sales commissions on residential, commercial, waterfront, foreclosure, and short-sale transactions, alongside recurring monthly property-management fees on the rental book. Pricing is not publicly disclosed and is quote-based. Distribution is direct agent-led, supported by multi-channel marketing including internet advertising (Craigslist, Postlets, Trulia), social media (Facebook, Pinterest, LinkedIn, X, YouTube), email campaigns to a Realtor database of hundreds, and in-person open-house events. The company relies entirely on third-party technology rather than proprietary IP: AppFolio powers the tenant payment and property-management portal; IDX Broker supplies listing search and the home valuation tool; PayLease handles tenant payments; and the marketing site is a WordPress site on the AgentEvolution equity-child theme.

Operationally the firm is small (11-50 employees) and bootstrapped, with no external investors, parent company, or disclosed funding. The team of approximately nine identified staff includes two founder-brokers, three sales agents (Jacqueline Maas, Tanya Lehnert, Bobbi Williamson), an office manager and executive assistant in sales support (Cheri Imbs, Lynn Feo), and two rental agents (Nikki Phillips, Dennis Norland). The firm maintains two physical offices in Surfside Beach and a curated referral network of local attorneys, mortgage brokers, insurance agents, home inspectors, and appraisers to support transaction closure. Second-generation involvement (Nikki Phillips in the rental department) signals succession planning, and the firm has served clients across all U.S. time zones and from countries including Eastern Europe, Taiwan, Panama, and Venezuela, consistent with relocation-driven demand in a top U.S. tourist destination.

Name

Phillips Realty

Legal name

Phillips Realty

Website

https://phillipsrealty.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Phillips Realty is a family-owned real estate brokerage and property management firm in Surfside Beach, South Carolina, serving residential buyers, sellers, and investment property owners across the Myrtle Beach/Grand Strand market since 2000.

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

Commercial Real Estate Brokerage (Leasing & Sales) (FSAEAJAB), Buyer Representation Services (BPAJAAAJ)

Keywords

• Residential real estate
• Property management
• Real estate brokerage
• Home buying services
• Rental management

Headquarters

HQ city

Surfside

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Real Estate Sales Commissions: Traditional real estate commission-based model for residential and commercial property sales, including single family homes, waterfront properties, investment properties, foreclosures, and short sales.
2. Rental Management Services: Property management services for investment properties with over 600 satisfied owners. Services include tenant placement, maintenance coordination, and ongoing property oversight.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Phillips Realty is a family-owned full-service real estate brokerage operating in the Myrtle Beach/Grand Strand area of South Carolina. It provides residential and commercial property buying and selling representation, rental property management services for over 600 investment owners, resident services for tenants, and a Future Home Buyer Program that converts on-time rent payments into home purchase credits.

Product overview

Phillips Realty is a family-owned real estate company offering a comprehensive suite of services centered on the Myrtle Beach/Grand Strand area of South Carolina. The core offerings consist of real estate buying representation, selling services with full marketing support, and rental management services. These are complemented by resident services including tenant payments and maintenance support, a Future Home Buyer Program that converts on-time rent payments into purchase credits, and IDX-powered property search tools. The company also provides community-specific pages for seven Grand Strand neighborhoods. The portfolio is managed through property management software (AppFolio) and listing syndication (IDX Broker), with tenant payments processed via PayLease.

Differentiator

Problem solved

Functional benefit

Products and services

• Real Estate Buying Services

Quantifiable outcome

• Over 600 satisfied property owners served through rental management division
• +1 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and supporting.

• IDX BrokercoreTechnology or IntegrationIDX Broker provides the property listing search functionality integrated into the Phillips Realty website, enabling visitors to search for homes by city, price, beds, baths, and via advanced and map search options.
• AppFoliocoreTechnology or IntegrationAppFolio provides the tenant portal used by Phillips Realty for rental payments (Tenant Payments) and resident services including maintenance request submission. Property owners can sign in via AppFolio portal.
• Local Service Providers NetworksupportingStrategic or Co-development PartnerPhillips Realty maintains relationships with local attorneys (Moore Johnson & Saraniti, Neill Law Firm, Raymond Law Firm), insurance agents (Paladin Insurance, Waccamaw Insurance, Moore & Associates), mortgage agents (Movement Mortgage, Integrity Mortgage, Atlantic Bay Mortgage), home inspectors (Clouseau's, House Master), and appraisers (Fred Evans, McMeekin, B & B) to support client transactions.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• eXp World Holdings: eXp Realty is a cloud-based brokerage with growing agent count in coastal South Carolina. Comparable as a residential brokerage with a tech-enabled, low-overhead model that competes on agent economics and recruitment.
• Compass: Compass is a tech-enabled national brokerage expanding into secondary coastal markets. Comparable as a residential sales competitor but differentiated by proprietary platform and capital base.

Direct peers

• Berkshire Hathaway HomeServices (Myrtle Beach franchises): Berkshire Hathaway HomeServices has multiple franchises serving the Grand Strand with residential sales, luxury, and property management. Directly comparable on geography, service mix, and client profile.
• RE/MAX (Grand Strand franchises): RE/MAX has a strong presence across Myrtle Beach, Surfside Beach, and surrounding communities offering residential sales and rentals. Comparable as a competing franchise broker in the same zip codes.
• Dunes Realty of Myrtle Beach: Dunes Realty is a long-standing Grand Strand vacation rental, property management, and sales company. Closely comparable on the integrated rental management plus residential sales model in the same micro-market.
• Garden City Realty: Garden City Realty is a family-owned brokerage and rental management firm serving Surfside Beach and Garden City. A very direct local peer with similar size, service mix, and client base.
• Century 21 Barefoot Realty: Century 21 franchise operators in the Myrtle Beach area offer residential brokerage and property management across the same Grand Strand communities. Comparable as a similarly sized, locally focused full-service franchise competitor.

Broad incumbents

• Coldwell Banker (Myrtle Beach offices): Coldwell Banker has established offices in the Grand Strand providing residential and luxury brokerage. Comparable on services but operates at a national-brand scale Phillips Realty does not match.
• Keller Williams (Myrtle Beach market centers): Keller Williams operates market centers in the Myrtle Beach area with a much larger agent rosters and tech investments. Comparable on core brokerage services but at significantly larger scale.

Regional players

• Beach Vacations / local vacation rental managers: Regional vacation rental and property management firms in the Grand Strand overlap with Phillips Realty's rental management arm. Comparable on the property management side though less focused on traditional residential sales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/PhillipsRealty1

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Phillips Realty