What Morrow Hill does

Morrow Hill is a Dallas-headquartered commercial real estate firm founded in 2004 that exclusively represents tenants, with a dominant specialization in franchise brand real estate. The company serves more than 100 franchisors across fitness, food service, pet services, beauty, entertainment, child development, and education verticals — including Xponential Fitness (Pure Barre, Club Pilates, Lindora, YogaSix, BFT, StretchLab), Extraordinary Brands (CycleBar, Rumble Boxing, Row House, Neighborhood Barre), HOTWORX, Scenthound, Dogtopia, Eggs Up Grill, 100% Chiropractic, IMAGE Studios, Pickleball Kingdom, School of Rock, Everbowl, and KidStrong — executing 1,200 to 1,500 lease transactions annually, estimated at 7-10% of the total franchise real estate market.

The firm operates a 'Vision Tech' proprietary technology suite as its technical core. Vision Track is a cloud-based portfolio management platform that centralizes site selection through lease administration for clients, with a 3.0 release launched in May 2024. Vision Map is a data analytics and mapping platform that layers demographics, psychographics, mobility data, consumer spending, and competitive signals using machine learning to predict revenue potential and optimize trade areas. These platforms integrate with Visual Lease, TreppPort, ESRI, Yardi Matrix, DIGMAP (LandVision CRE, SmartParcels), Matterport, and KBA Lease Services. Design + Build + Manage extends Vision Track into post-lease construction execution.

Morrow Hill generates revenue primarily through tenant-rep commissions on completed lease transactions, supplemented by professional services fees for franchise management, lease administration, and design-build project management. Services are delivered through dedicated client teams — an account director and transaction manager assigned per franchise brand — operating from offices in Dallas, New York City, and Beverly Hills. The company is privately held and received a majority investment from Sixth Form Partners in April 2026. Co-founder Jonathan Hill was elected to the IFA Supplier Forum Advisory Board in 2025, and Morrow Hill holds IFA Preferred Vendor status for real estate and project management.

Name

Morrow Hill

Legal name

Morrow Hill

Website

https://morrowhill.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

251–500 employees

Short description

Dallas-based commercial real estate firm exclusively representing franchise tenants in commercial lease negotiations nationwide. Leverages proprietary Vision Track and Vision Map technology platforms, serves 100+ franchisors including Xponential Fitness and HOTWORX, and executes 1,200 to 1,500 transactions annually.

Ownership category

akta.pro rank

Product category

Commercial Real Estate Brokerage (Tenant Representation)

NAICS

Offices of Real Estate Agents and Brokers (53121)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Industrial & Logistics Tenant Representation (BPAJALAC)

akta.pro secondary industries

Land & Development Site Brokerage (BPAJABAG), Property Management Advisory & Leasing Administration (FSAEAJAN)

Keywords

• Tenant representation services
• Commercial real estate brokerage
• Franchise real estate services
• Leasing portfolio management
• Site selection analytics

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Tenant Representation Services: Morrow Hill exclusively represents tenants in commercial real estate transactions. The company offers a cost-free location management solution for franchise brands on a national basis, with one dedicated team working on brand representation. Revenue is generated through commissions from successful lease transactions.
2. Franchise Management: Comprehensive location management services for franchise systems including strategic planning, brand guide creation, portfolio rollout services, and vendor relations integration. Services are bundled with tenant representation.
3. Lease Administration: Technology-enabled lease administration services including CAM reconciliation, rent forecasting, lease abstracting, and customized reporting. These services support the core tenant representation business.
4. Design + Build + Manage: Project management services covering site evaluation, space planning, and construction management from lease signing to opening day, integrated with the company's proprietary technology platforms.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Morrow Hill exclusively represents tenants in commercial real estate transactions, with a primary focus on national franchise brand expansion. The firm delivers site selection, lease negotiation, portfolio management, and design/build coordination services through dedicated in-house client teams, supported by its proprietary Vision Track portfolio management platform and Vision Map data analytics platform. Revenue is generated through commissions on lease transactions bundled with recurring lease administration, franchise management, and project management services.

Product overview

Morrow Hill operates a unified platform-plus-modules architecture centered on Vision Tech — its proprietary software suite — complemented by a podcast content channel. Vision Track serves as the core portfolio management hub, while Vision Map functions as the analytics and data intelligence layer powering site selection and market analysis. Design + Build + Manage extends Vision Track into post-lease project execution (site evaluation, space planning, construction management). On-Brand, Slightly Off-Topic is a branded podcast hosted by Co-Founder Jonathan Hill that covers franchise entrepreneurship.

Differentiator

Problem solved

Functional benefit

Brands

• Vision Track: Portfolio management platform that empowers Morrow Hill clients to manage all aspects of their leasing portfolio from one central platform, integrating site selection to vendor relations.
• Vision Map

Products and services

• Vision Track A cloud-based leasing portfolio management platform that enables Morrow Hill clients to manage all aspects of their leasing portfolio — from site selection to vendor relations — in one centralized, secure hub with real-time transaction tracking, stakeholder updates, and reporting. Targeted at franchise brands and enterprise tenants using Morrow Hill's tenant representation services.
• Vision Map A data analytics and mapping platform that empowers franchise brands and corporate tenants to make data-driven site selection decisions using customizable territories, demographic overlays, market trend identification, and machine-learning-driven predictive territory analytics combining demographics, psychographics, mobility, spending, and co-tenancy signals.
• Tenant Representation Services A commercial real estate brokerage service in which Morrow Hill exclusively represents tenants (franchisors, franchisees, and corporate tenants) in lease negotiations for office, retail, and industrial space across the U.S. Includes site selection, lease negotiation, and transaction management delivered through dedicated client teams.
• Lease Administration Technology-enabled recurring lease administration services for Morrow Hill clients, including CAM reconciliation, rent forecasting, lease abstracting, and customized reporting. Bundled with tenant representation engagements and supported by Visual Lease integration.
• Design + Build + Manage An integrated project management service covering site evaluation, space planning, and construction management from lease signing through opening day, extending Vision Track capabilities into design and construction execution for franchise brand locations.
• Franchise Management Services Comprehensive location management services for franchise systems, including strategic planning, brand guide creation, portfolio rollout services, and vendor relations integration. Bundled with tenant representation for franchise brand clients.

Quantifiable outcome

• 1,200 to 1,500 transactions per year representing 7-10% market share
• +3 more outcomes

Named customers12 records

Segments7 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability5 records

Feature4 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• International Franchise Association (IFA)flagshipGTM or Marketing Partner · 23 October 2025Morrow Hill named IFA Preferred Vendor for Real Estate and Project Management Services. The company has been an IFA supplier member since 2018 and provides cost-free, centralized approach to location management through proprietary technology like Vision Map and Vision Track.
• Extraordinary BrandsflagshipStrategic or Co-development Partner · 16 October 2025Morrow Hill named exclusive real estate partner for Extraordinary Brands, parent company of CycleBar, Rumble Boxing, Row House, and Neighborhood Barre. Morrow Hill will guide market strategy, site selection, and lease negotiation to support continued growth across the U.S.
• Xponential FitnessflagshipStrategic or Co-development Partner · 30 July 2025Exclusive partnership where Morrow Hill leads real estate strategy across Xponential Fitness' portfolio of boutique fitness brands including Pure Barre, Club Pilates, Lindora, YogaSix, BFT, and StretchLab. Partnership designed to streamline expansion processes and ensure best-in-class real estate support.
• 100% ChiropracticcoreStrategic or Co-development Partner · 15 August 2024100% Chiropractic partnered with Morrow Hill's mapping software to optimize future site selection. The partnership supports 100% Chiropractic's expansion into Southwest, South, and Southeast regions including Arizona, Nevada, Texas, North Carolina, and South Carolina.
• AGG (law firm partnership)coreImplementation/ SI/ Consulting PartnerStrategic partnership with AGG, described as one of the largest and most respected retail real estate law firms in the United States. Provides Morrow Hill clients access to premier legal services at pre-negotiated rates, exclusively offered to Morrow Hill clients without retainer fees.
• International Franchise Professionals Group (IFPG)minorGTM or Marketing PartnerMorrow Hill co-founder Jonathan Hill participates in IFPG Discover Video series providing franchise real estate insights. IFPG connects franchisors, franchisees, and consultants to drive business success.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• SiteZeus: Location intelligence platform that uses predictive analytics to help brands and franchisees select optimal sites. Direct competitor to Morrow Hill's Vision Map analytics product and overlaps in customer base (multi-unit franchise brands).

Broad incumbents

• CBRE Group: Largest global commercial real estate services firm offering tenant representation, transaction management, and technology-enabled services. Comparable in service breadth but much broader portfolio and far larger scale than Morrow Hill.
• Colliers International: Global commercial real estate services firm with tenant representation and project management capabilities across retail, office, and industrial. Comparable in core brokerage and project management services offered to enterprise clients.
• Cushman & Wakefield: Global commercial real estate services firm with strong retail tenant representation practice. Competes for franchise and retail brand tenant rep mandates similar to Morrow Hill's customer base.
• JLL (Jones Lang LaSalle): Global real estate services and investment management firm with large tenant representation and lease administration practices. Comparable in tenant rep and lease admin services, and competes for franchise brand mandates.

Direct peers

• Retail Strategies: Site selection and retail market analysis firm serving retail and franchise brands nationally. Comparable to Morrow Hill's Vision Map analytics-driven franchise site selection offering and tenant-side advisory model.
• SRS Real Estate Partners: Specialty commercial real estate brokerage with a national tenant-rep practice concentrated in retail and restaurant/franchise clients. Highly comparable to Morrow Hill's franchise-focused tenant representation business and dedicated client team approach.
• Lee & Associates: National commercial real estate brokerage firm offering tenant and landlord representation across retail, office, and industrial. Closely comparable to Morrow Hill's tenant-rep and multi-sector brokerage model, though less concentrated on the franchise vertical.
• The Shopping Center Group: Retail-focused commercial real estate brokerage providing tenant representation, site selection, and project management for retailers and franchise brands. Directly comparable in customer segment (retail/franchise tenants) and service scope.

Others

• International Franchise Association (IFA): Industry association for franchising and primary ecosystem partner to Morrow Hill (IFA Preferred Vendor). Indirectly comparable as the franchise-industry infrastructure that drives demand for Morrow Hill's specialized real estate services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=n56o4vEbYlQ
• LinkedInlinkedin.com/company/morrowhill
• Xx.com/morrowhillcre
• Facebookfacebook.com/MorrowHillCRE

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Morrow Hill