Lauren Forbes Group

What Lauren Forbes Group does

Lauren Forbes Group is a privately held luxury residential real estate team founded in 1999 by Lauren Forbes, a former litigation attorney with a J.D. from Loyola Law School. The firm operates as a team within Compass brokerage — Forbes is a founding agent of Compass's South Bay office — and is headquartered at 1221 Hermosa Ave., Suite 210, Hermosa Beach, California. The team serves high-net-worth buyers and sellers across the South Bay region of Los Angeles County, including Manhattan Beach, Hermosa Beach, Redondo Beach, Torrance, El Segundo, and the Palos Verdes Peninsula, handling transactions ranging from entry-level coastal homes to ultra-luxury properties priced above $16M. Cumulative team sales exceed $1 billion since 1999.

The firm operates three product lines: a core luxury residential brokerage (buying, selling, renting, and home valuation across South Bay communities), the Compass Sports & Entertainment Division (serving athletes and entertainers via a national 71-market Compass network), and the Compass Equestrian Division (acreage and equestrian-lifestyle properties via a 42-agent national network). Distribution is direct, through Compass's technology and marketing platform, MLS, and referral partnerships. Marketing reach spans a content website, Instagram, email newsletter, PR coverage in Forbes, WSJ, LA Times, Barron's Penta, and Mansion Global, plus video content.

The team consists of 8 agents — Lauren Forbes (CEO/Founder), Jagger Kroener, Val Pagett, Brett Beebe, Charlie Belle Kroener, Kelsey Riggan, Sam Johnsen, and Roma Barba — with 60+ years of combined experience. Revenue is generated on a transaction-fee commission model with rates that are not publicly disclosed. The firm uses generative AI for marketing content production and AI-assisted automation for client communications; no proprietary technology, patents, APIs, or external funding are reported. The business carries no external institutional investment and operates as a team/division within the Compass brokerage structure.

Name

Lauren Forbes Group

Legal name

Lauren Forbes Group

Website

https://laurenforbesgroup.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Lauren Forbes Group is a luxury residential real estate team operating within Compass brokerage, founded in 1999 and based in Hermosa Beach, California. The 8-agent team serves high-net-worth buyers and sellers across South Bay Los Angeles, with specialized Sports & Entertainment and Equestrian divisions.

Ownership category

akta.pro rank

Headquarters

HQ city

Manhattan Beach

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, Technology or R&D, Infrastructure

Revenue model

1. Real Estate Commission: Traditional real estate commission-based revenue model. The team earns commissions on property sales and purchases in the luxury residential market. Transactions range from entry-level homes to ultra-luxury properties (properties listed from $1.1M to $16M+).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Lauren Forbes Group is a full-service luxury residential real estate team operating under Compass brokerage in the South Bay region of Los Angeles County. The team provides buyer representation, seller representation, rental services, and property valuation for residential properties ranging from entry-level to ultra-luxury (listed $1.1M to $16M+) across Manhattan Beach, Hermosa Beach, Redondo Beach, Palos Verdes Peninsula, and surrounding communities. The group also operates specialized divisions for sports/entertainment clientele and equestrian properties.

Product overview

Lauren Forbes Group is a full-service luxury residential real estate team operating under Compass brokerage in the South Bay region of Los Angeles County. The team's core offering centers on buying, selling, and renting residential properties across Manhattan Beach, Hermosa Beach, Redondo Beach, Palos Verdes Peninsula, and surrounding communities. The group operates two specialized divisions: Compass Sports & Entertainment serves professional athletes and entertainers, while Compass Equestrian Division assists clients seeking equestrian properties. Additional services include complimentary home valuation reports, an active property listings database, and a sold properties archive showcasing transaction history.

Differentiator

Problem solved

Functional benefit

Brands

• Compass Sports & Entertainment Division: A national network of vetted specialists dedicated to serving exclusive clientele with personalized attention, marketing and tech prowess, market expertise, and total discretion for professional athletes and entertainers.
• Compass Equestrian Division

Products and services

• Lauren Forbes Group Real Estate Services Full-service residential real estate team offering buying, selling, and renting of luxury residential properties across Manhattan Beach, Hermosa Beach, Redondo Beach, Palos Verdes Peninsula, and surrounding South Bay communities in Los Angeles County.
• Compass Sports & Entertainment Division Specialized real estate service for sports and entertainment professionals providing discretion, privacy, marketing and tech prowess, market expertise, and total discretion across 71 markets.
• Compass Equestrian Division Specialized real estate service for equestrian lifestyle buyers, focusing on acreage, farms, and properties with horse facilities, arena footing, stall size, trail access, and access to boarding facilities and show grounds.
• Home Valuation Tool Free market evaluation service for property owners to determine estimated home values via property address or contact information entry for a customized property value report.
• Active Property Listings Current inventory of residential properties for sale across South Bay communities including Manhattan Beach, Hermosa Beach, Redondo Beach, Torrance, El Segundo, Palos Verdes, and surrounding areas, ranging from single-family homes to luxury estates.
• Sold Properties Database Archive of properties previously sold by Lauren Forbes Group, demonstrating transaction history and market expertise across luxury residential real estate in the South Bay region.

Quantifiable outcome

• Over $1 Billion in career sales since 1999
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Partnerships

Three partnerships are on record, tiered core.

• CompasscoreChannel Partner/ Reseller/ DistributorLauren Forbes Group operates as a team within Compass, a national real estate brokerage. Lauren Forbes is a founding agent of the Compass South Bay office. The partnership provides technology platform, marketing resources, and national reach for luxury real estate transactions.
• Compass Sports & Entertainment DivisioncoreChannel Partner/ Reseller/ DistributorLauren Forbes is part of Compass Sports and Entertainment, a national network of vetted specialists serving professional athletes and entertainers. The division closed over $7.7B in sales volume in 2022 with 158 agents representing 71 markets. Provides specialized GTM services for high-profile clientele.
• Compass Equestrian DivisioncoreChannel Partner/ Reseller/ DistributorLauren Forbes Group participates in Compass Equestrian Division - the first true national network of vetted real estate agents who understand equestrian lifestyle. Features 42 founding agents across the U.S. specializing in acreage, farms, horse facilities, and access to equestrian trails and training centers.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Vista Sotheby's International Realty: South Bay and Beach Cities-focused Sotheby's affiliate covering Manhattan Beach, Hermosa Beach, and Redondo Beach. The most direct head-to-head regional competitor for the same hyperlocal luxury market.
• Pardee Properties: Independently operated South Bay and Beach Cities luxury brokerage. Directly comparable in geographic focus and luxury coastal segment, serving many of the same Manhattan and Hermosa Beach buyers and sellers.

Broad incumbents

• Compass: The parent brokerage platform for Lauren Forbes Group and a national residential real estate firm. While a direct channel partner rather than a pure competitor, Compass's broader agent network, technology stack, and brand define the competitive frame for the team.
• Berkshire Hathaway HomeServices: National residential real estate franchise network with California Properties offices serving South Bay and LA. Overlaps with Lauren Forbes Group in mid-to-upper-tier residential transactions and brand-driven client acquisition.
• Coldwell Banker Realty: Large national residential real estate brokerage with strong California and South Bay agent presence. Competes across price points, including luxury coastal listings, with a broader portfolio positioning than boutique teams.
• Sotheby's International Realty: Global luxury real estate brand with multiple affiliate offices in the South Bay and greater LA area. Competes for the same ultra-high-net-worth buyer pool and luxury listings in coastal California submarkets.
• Christie's International Real Estate: International luxury real estate network affiliated with the Christie's auction house. Competes in ultra-luxury coastal markets and provides comparable prestige positioning for high-net-worth residential transactions.

Direct peers

• The Agency: Luxury-focused residential real estate brokerage with a strong presence across greater Los Angeles, including South Bay. The Agency directly competes for the same ultra-luxury coastal clientele, high-profile agents, and Compass-independent brand positioning that distinguishes top-tier LA teams.
• Hilton & Hyland: Premier luxury residential brokerage in Los Angeles (Christie's International Real Estate affiliate). Comparable in focusing on ultra-luxury, high-net-worth clients in coastal LA communities and operating a small team of elite agents.
• Engel & Völkers: Global luxury and lifestyle-focused residential brokerage with a meaningful LA and coastal California presence. Competes directly for premium coastal listings and high-net-worth buyer representation in similar price bands.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/laurenforbesgroup
• Facebookfacebook.com/laurenforbesgroup
• LinkedInlinkedin.com/company/lauren-forbes-group

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 Lauren Forbes Group