La Rosa Realty

What La Rosa Realty does

La Rosa Realty is a technology-enabled residential real estate brokerage platform headquartered in Celebration, Florida, operating since 2004 under founder and CEO Joe La Rosa and listed since 2023 on NASDAQ via its parent La Rosa Holdings Corp. (ticker LRHC). The company functions primarily as a franchisor and brokerage operator, recruiting licensed real estate agents into a multi-tier commission structure (Ultimate Plan Business Builder with 90/10 split and revenue sharing; Ultimate Plan 100 offering 100% commission after a $5,000 cap; and Premier Plan at $75/month) and serving them through 29+ independently owned offices across Florida, Georgia, New York, South Carolina, Texas, and Puerto Rico, with a cumulative base of 5,000+ trained agents.

The underlying technology stack centers on Lofty CRM (resold to agents at $14.99/month via partnership) augmented by the JAEME AI Assistant for meeting transcription and Q&A, Dotloop for paperless transaction management, automated social media generation, Dynamic CMA, video messaging, and 75+ integrated real estate applications. Revenue is diversified across franchise and licensing fees, recurring technology and annual dues, per-transaction fees of $595 (plus $300 admin), commission splits with 10% revenue-share pool participation, coaching subscriptions (New Agent Coaching, La Rosa University), property management services managing 1,200+ units at 97% occupancy with $85M+ AUM, and commercial real estate acquisition/disposition consulting. The go-to-market motion is community-led and sales-led in parallel, combining agent referrals, franchise sales, and persona-specific programs (Division Latina, Women of La Rosa, Next Generation) — supported by content, podcast, webinar, and event channels.

Strategic posture in 2024-2026 has shifted toward subsidiary consolidation (acquired remaining 49% stakes in Lakeland and Orlando franchisees in early 2026 after completing the 100% Beaches LLC acquisition in January 2025) and defensive recapitalization, including a 1-for-10 reverse stock split in January 2026 and the elimination of $5.5 million in convertible debt. The company also operates sub-brands — La Rosa Luxury, La Rosa Commercial Real Estate, and La Rosa Property Management — alongside community programs routed through the La Rosa Foundation.

Name

La Rosa Realty

Legal name

La Rosa Real Estate, LLC

Website

https://larosarealty.com

Company type

Public

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

La Rosa Realty is a technology-enabled residential real estate brokerage platform serving 5,000+ agents across 29+ offices in six U.S. states and Puerto Rico under NASDAQ-listed La Rosa Holdings Corp., generating revenue through franchise fees, transaction fees, technology subscriptions, coaching, and property management services.

Ownership category

akta.pro rank

Headquarters

HQ city

Orlando

HQ country

United States

HQ region

North America

Offices21 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Franchise Fees: Revenue from franchise operations where franchisees pay fees to operate under the La Rosa brand
2. Technology Fees: Monthly technology subscription fees from agents using the Lofty CRM and other tech platforms
3. Coaching Services: Revenue from coaching programs including New Agent Coaching (NAC) and ongoing mentorship programs
4. Transaction Fees: Transaction fees charged per real estate transaction: $595 per residential sale plus $300 admin fee for Ultimate Plan 100
5. Annual Dues: Annual dues from agents including $350 annual fee for Premier Plan
6. Commission Splits: Revenue share from agent commission splits (10% of commission goes to revenue share pool under Ultimate Plan Business Builder)
7. Property Management: Managing 1,200+ properties with 97% occupancy rate and $85M+ in assets through La Rosa Property Management
8. Commercial Real Estate: Commercial acquisition, disposition, and consulting services for investors nationwide

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels13 records

Core offering

La Rosa Realty is a real estate brokerage firm that recruits, supports, and equips licensed real estate agents with technology tools, training, and flexible commission plans. The company operates through a network of 29+ physical office locations and franchise offices across Florida, Georgia, New York, South Carolina, Texas, and Puerto Rico, offering residential brokerage, luxury real estate, commercial real estate, and property management services. Agents are served through an integrated technology platform featuring Lofty CRM, JAEME AI Assistant, DotLoop transaction management, and a comprehensive training and coaching ecosystem.

Product overview

La Rosa Realty is a real estate brokerage platform offering a comprehensive suite of technology-powered tools for agents. The core platform includes AI-powered CRM (Lofty CRM), transaction management (DotLoop), and the JAEME AI Assistant for meeting automation. Additional modules include Dynamic CMA for property valuation, Social Studio for automated marketing, and My Agent Account intranet. The company operates specialized divisions including La Rosa Luxury (high-end properties), La Rosa Commercial Real Estate (commercial transactions), and La Rosa Property Management (rental management). Training is delivered through La Rosa University with certifications including LRCA, CCPP, and the New Agent Coaching program. Commission plans include Ultimate Plan Business Builder (90/10 split with revenue share), Ultimate Plan 100 (100% commission after cap), and Premier Plan, all supported by the technology ecosystem including AI tools, lead generation, and marketing automation.

Differentiator

Problem solved

Functional benefit

Brands

• La Rosa Luxury: Luxury real estate division offering elite properties, personalized concierge services, and data-driven market insights for high-net-worth clients.
• La Rosa Property Management
• La Rosa CRE
• Division Latina
• Next Generation
• La Rosa University

Products and services

• La Rosa Property Management Property management service managing 1,200+ properties with a 97% occupancy rate and $85M+ in assets under management, offering tenant placement, maintenance coordination, and financial reporting services for property owners and investors.
• La Rosa Luxury Luxury real estate service offering elite properties, personalized concierge services, and specialized training for high-net-worth clients seeking premium properties including penthouses, estates, and waterfront retreats.
• La Rosa Commercial Real Estate (CRE) Commercial real estate service offering acquisition, disposition, and consulting services for retail, office, industrial, and multi-family properties with access to exclusive off-market properties and market analytics.
• New Agent Coaching (NAC) 12-month hybrid coaching program for newly licensed real estate agents covering the first 4 transactions, with weekly coaching, live events, and on-demand resources focused on lead generation, client relationships, and transaction execution.
• La Rosa University Comprehensive training platform with on-demand courses, live workshops, certifications, and expert-led coaching for agent professional development, including certifications such as LRCA and CCPP.
• La Rosa Franchise Program Franchise opportunity for entrepreneurs to own and operate their own La Rosa Realty office, providing established brand, technology infrastructure, training programs, and operational support.

Quantifiable outcome

• 14% revenue increase to approximately $79 million for fiscal year 2025
• +5 more outcomes

Named customers7 records

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration21 records

AI capability10 records

Feature10 records

Partnerships

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

• Lofty CRMcoreTechnology or IntegrationLofty CRM is the primary technology platform powering La Rosa Realty's agent websites, CRM functionality, and business management tools. Offered to agents at a partner discount of $14.99/month.
• DotloopcoreTechnology or IntegrationDotloop Premium provides transaction management solution including document editing, secure eSignatures, protected backup, SMS messaging, and mobile app access for paperless transactions.
• CanvasupportingTechnology or IntegrationExclusive Canva access provides agents with branded real estate templates for creating marketing materials including open house flyers, listing presentations, buyer guides, and social media graphics.
• 75+ Integrated Real Estate AppssupportingTechnology or IntegrationIntegration ecosystem includes 75+ real estate applications covering marketing tools, productivity, transactions, virtual services, API connectors, and data services.
• La Rosa FoundationsupportingOthersNon-profit foundation dedicated to community outreach including Basket Brigade, Teen Summit, and Women of La Rosa programs. Supports charitable initiatives and youth empowerment.
• FPG and Other AffiliatesminorChannel Partner/ Reseller/ DistributorAffiliate partners shown on company website including FPG and other affiliates providing additional services and resources to the La Rosa community.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Others

• Lofty (Chime Technologies): Provider of the Lofty CRM platform that powers La Rosa's agent technology. Not a direct competitor but a strategic enabler, reflecting La Rosa's reliance on a third-party technology backbone.

Broad incumbents

• Redfin: Tech-enabled consumer brokerage with significant online real estate platform. Competes for the same end-buyer and seller demand that La Rosa agents serve, particularly in Florida markets.
• RE/MAX Holdings: Global franchise brokerage with a large agent network. Represents a comparable franchise-based model but at much greater scale and with a more traditional commission structure.
• Compass: National tech-forward brokerage combining proprietary technology, marketing, and agent services. Competes for the same technology-driven, high-performing agent segment that La Rosa targets.
• Keller Williams Realty: Largest agent-centric brokerage in the U.S. with a profit-sharing model similar in spirit to La Rosa's revenue share. Sets the established standard La Rosa competes against for agent recruitment and retention.
• HomeServices of America: Large residential brokerage holding company with multiple regional brands. Comparable in operating structure as a parent of multiple brokerage brands and property services businesses.
• Berkshire Hathaway HomeServices: National franchise network with a premium brand and established agent base. Competes for brand-conscious agents and clients, particularly in luxury and relocation segments where La Rosa Luxury operates.

Direct peers

• The Real Brokerage: Tech-forward, agent-centric brokerage offering high commission splits and equity participation. Closely mirrors La Rosa's approach of combining modern technology with revenue share to attract independent agents.
• Fathom Holdings: Tech-enabled, cloud-based brokerage with a focus on agent productivity and flat-fee models. Comparable in size and philosophy to La Rosa, targeting agents with technology and a modern brokerage platform.
• eXp Realty: Cloud-based, agent-centric brokerage with 100% commission model and revenue share. Most directly comparable to La Rosa on commission economics, agent recruitment focus, and tech-enabled agent platform.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/larosarealty
• YouTubeyoutube.com/@larosaholdingscorp
• Facebookfacebook.com/LaRosaRealtyFlorida
• LinkedInlinkedin.com/company/la-rosa-realty
• Instagraminstagram.com/larosarealty
• TikToktiktok.com/@larosarealty

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

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 La Rosa Realty