So Flo Real Estate Group

What So Flo Real Estate Group does

SO FLO Real Estate Group LLC is a privately held, founder-led residential and commercial real estate brokerage established in 2017 and headquartered at 2200 N. Commerce Parkway, Weston, Florida. The firm operates across South and Central Florida with a primary service area in Broward County markets including Weston, Davie, Sunrise, and adjacent communities. It is led by licensed broker and founder Maria E. Peñaloza-Houstoun (María E. Peñaloza-Houstoun), who brings more than 17 years of South Florida real estate experience, supported by a team of approximately seven Realtor Associates with credentials spanning commercial real estate, military relocation (MRP), real estate negotiation (RENE), short sale (SFR), and e-Pro certification. The firm maintains bilingual English/Spanish service capability, anchored by a dedicated Spanish-language landing page (Mi Finca Raíz en Florida) targeting the Hispanic community in South Florida.

The service portfolio covers five core offerings: residential and commercial buying and selling representation, investment property advisory, rental property management, real estate consulting, and relocation services. Supporting digital tools include SO FLO Direct MLS for direct listing access, a mortgage calculator, and the My Home Value estimator (myhomevalue.app). The firm does not disclose any proprietary technology platform; its digital stack consists of standard third-party integrations including Calendly for scheduling, WhatsApp for messaging, Zoom for virtual consultations, Google reCAPTCHA for form protection, and a distribution partnership with NewEstateOnly.com for pre-construction and new construction inventory. There are no patents, trademarks, proprietary models, or AI/ML capabilities documented.

Revenue is generated primarily through transaction commissions on closed deals, supplemented by recurring property management fees for managed rental properties and professional services fees for consulting engagements. Commission rates follow standard Florida brokerage structures and are not publicly disclosed; pricing is quote-based and negotiated per transaction. Customer acquisition relies on a sales-led, direct-to-consumer go-to-market combining field sales through licensed agents, SEO-optimized neighborhood pages (Weston, Davie, Welleby), email newsletter capture, WhatsApp messaging, Calendly-scheduled consultations, and Zoom virtual meetings. The firm has no institutional investment, no public listing, no subsidiaries, no M&A activity, and operates as an independent boutique brokerage entirely under founder control.

Name

So Flo Real Estate Group

Legal name

SO FLO Real Estate Group LLC

Website

https://soflorealestategroup.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

SO FLO Real Estate Group LLC is a privately held, founder-led residential and commercial real estate brokerage headquartered in Weston, Florida, serving buyers, sellers, investors, relocators, and landlords across South and Central Florida with a licensed bilingual agent team.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (53121), Real Estate Property Managers (53131), Residential Property Managers (531311)

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 Asset Management (BPAJAMAB), Real Estate Strategy & Portfolio Consulting (Corporate/Institutional) (BPAJANAB), Office Brokerage (BPAJABAA)

Keywords

• Residential real estate brokerage
• Property management services
• Real estate consulting
• Relocation services
• Investment property advisory

Headquarters

HQ city

Weston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Real Estate Sales Commission: The company earns commission income on residential and commercial property transactions, including buyer representation, seller representation, and investment property acquisitions. Commission structure follows standard Florida real estate brokerage practices.
2. Property Management: The company offers property management services for rental properties, handling tenant finding, maintenance, and repairs on behalf of property owners.
3. Real Estate Consulting: Advisory services for buyers and sellers, including market analysis, strategy development, and guidance through the acquisition and administration of properties.
4. Relocation Services: Services for individuals and families relocating to South Florida, including neighborhood information, school district guidance, and transition support.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

SO FLO Real Estate Group LLC is a Florida-licensed residential and commercial real estate brokerage that helps individuals and families buy, sell, lease, invest in, and manage property across South and Central Florida. The brokerage is supported by a vetted network of interior designers, photographers, videographers, inspectors, appraisers, insurance agents, title agents, and contractors, and it operates a Weston, Florida headquarters with in-person, phone, WhatsApp, Zoom, and Calendly-driven consultation channels.

Product overview

So Flo Real Estate Group is a real estate brokerage offering a comprehensive suite of residential property services. The core offering consists of buying, selling, investment, property management, consulting, and relocation services. The company also provides proprietary tools including SO FLO Direct MLS for direct property search, a Mortgage Calculator for financial planning, and My Home Value for home valuations. Additional services include new construction inventory search through a partnership with New Estate Only, and pre-construction property options for Spanish-speaking clients through the Mi Finca Raíz en Florida program.

Differentiator

Problem solved

Functional benefit

Products and services

• Real Estate Buying Services Agent-guided residential property buying services for first-home buyers, vacation-home buyers, and investment buyers in South and Central Florida.
• Real Estate Selling Services Listing and seller representation services for residential and commercial property owners in South and Central Florida, including pricing strategy and marketing.
• Investment Properties Advisory Advisory service helping investors identify income-producing residential and commercial properties with stable returns in Broward County and surrounding markets.
• Property Management Rental property management for landlords, including tenant sourcing, maintenance coordination, and property administration.
• Real Estate Consulting Strategic advisory services including market analysis, strategy development, and guidance through property acquisition, sale, and administration.
• Relocation Services

Quantifiable outcome

• 17+ years of Broward County real estate market experience
• +1 more outcomes

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Two partnerships are on record, tiered minor.

• NewEstateOnly.comminorChannel Partner/ Reseller/ DistributorSO FLO Real Estate Group partners with NewEstateOnly.com to offer pre-construction and new construction inventory listings across South and Central Florida. The partnership allows Maria E. Penaloza to feature curated new development opportunities on the company's 'Mi Finca Raíz en Florida' page and related landing pages.
• Professional Service NetworkminorStrategic or Co-development PartnerThe company maintains a network of vetted professionals including interior designers, professional photographers, videographers, inspectors, appraisers, insurance agents, title agents, and contractors. These partners are integrated into the service offering to provide full-service real estate transaction support.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Keyes Company: Large Florida-headquartered independent brokerage offering residential and commercial sales, property management, and relocation services across South and Central Florida. Directly comparable in geography, multi-service mix, and independent ownership profile, though at significantly greater scale than SO FLO.
• Illustrated Properties: Established Palm Beach County-based brokerage with a strong South Florida footprint offering residential sales, luxury, new construction, and property management. Comparable as a Florida-focused multi-service independent competitor serving similar buyer and relocation segments.

Broad incumbents

• Compass: National tech-enabled brokerage with active agent networks across South Florida (Miami, Fort Lauderdale, Palm Beach). Competes for the same buyer/seller pool as SO FLO but with proprietary technology, marketing platform, and substantially larger capital base.
• eXp Realty: Cloud-based national brokerage with significant Florida agent count. Competes on commission splits, technology, and remote operating model; relevant comparable for how SO FLO's small agent team stacks up against a national, low-overhead brokerage.
• Berkshire Hathaway HomeServices Florida Network Realty: Regional franchisee of the Berkshire Hathaway HomeServices brand covering Northeast and Central Florida with residential sales and relocation services. Comparable on franchise-supported services, relocation focus, and Florida geographic concentration.
• Coldwell Banker Realty (Florida): Legacy national brokerage brand with dense agent coverage across Broward and Palm Beach counties. Competes with SO FLO for traditional residential listings while offering significantly stronger brand recognition and relocation network infrastructure.
• Keller Williams Realty (Broward / South Florida market centers): Agent-centric national franchise with multiple South Florida market centers including Weston and Davie. Directly overlaps SO FLO's primary service geography and offers a competing training, technology, and commission model.
• RE/MAX Direct (and other RE/MAX Florida affiliates): Global franchise brand with multiple independent RE/MAX affiliates operating across South Florida. Relevant comparable for commission structure, agent model, and South Florida buyer/seller competition.

Regional players

• ONE Sotheby's International Realty: Florida-focused luxury affiliate of Sotheby's International Realty concentrated in Miami-Dade, Broward, and Palm Beach. Comparable on luxury and relocation positioning in South Florida, though weighted to higher price points than SO FLO's typical transaction.
• Premier Property Management (South Florida independents): Independent South Florida residential property management firms operating in Broward County. Comparable on the property management revenue stream specifically, useful for benchmarking SO FLO's recurring rental management business.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SOFLOREGROUP
• Facebookfacebook.com/GoSoFloRealEstate
• LinkedInlinkedin.com/company/so-flo-real-estate-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 So Flo Real Estate Group