Merit Real Estate

What Merit Real Estate does

Merit Real Estate is a privately held, boutique residential and commercial real estate brokerage incorporated in California as Merit Real Estate, Inc., founded in 1989 and headquartered at 2304 Artesia Blvd., Redondo Beach. The firm serves the South Bay Los Angeles beach-city communities of Redondo Beach, Manhattan Beach, and Hermosa Beach, with property management services extending into adjacent submarkets including Torrance, Inglewood, Hawthorne, Gardena, Lomita, and Lawndale. The company is led by Owner/Broker Amir Amiri and Broker Associate Rodman Amiri, supported by at least one additional agent (Barbara Carlton), and operates with a headcount in the 11-50 range.

The firm's core offerings are buyer representation, seller representation, and rental property management. The seller offering is bundled as the Merit Marketing Strategy, which combines professional photography, video and 3D virtual tours, digital and social advertising, and MLS listing distribution. The technology stack is intentionally lightweight: listings are managed and displayed through the IDX Broker platform, which syndicates inventory to the MLS and on to Zillow, Trulia, and Realtor.com for buyer exposure. There are no proprietary technology products, mobile apps, APIs, or AI/ML capabilities; lead generation is supported by an active blog archive (dating to 2015), email marketing, and an organic social presence across Facebook, Twitter, Instagram, YouTube, and Pinterest.

Merit earns revenue primarily through transaction commissions on closed home sales (typically 4-6% of the final sale price, split between listing and buyer's agents) and through recurring professional-service fees for property management. The go-to-market is direct-to-consumer via licensed agents conducting one-on-one consultations, property showings, and in-person negotiations. The brokerage has been recognized in Southbay Magazine and Top Agent Magazine's 2019 Southern California edition.

Name

Merit Real Estate

Legal name

Merit Real Estate, Inc.

Website

https://meritrealestate.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Merit Real Estate is a private, boutique residential and commercial real estate brokerage founded in 1989 and based in Redondo Beach, California, serving home buyers, sellers, and rental-property investors in the South Bay Los Angeles beach cities of Redondo Beach, Manhattan Beach, and Hermosa Beach via licensed-agent representation and property management services.

Ownership category

akta.pro rank

Headquarters

HQ city

Redondo 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

Revenue model

1. Real Estate Commission: Earn commissions on successful home sales transactions. Sellers pay a commission typically ranging from 4-6% of the final sale price, shared between listing agent and buyer's agent.
2. Property Management Services: Ongoing property management services for rental properties in the South Bay area, including tenant placement and property maintenance coordination.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Merit Real Estate is a boutique residential real estate brokerage that represents home buyers and sellers in the South Bay Los Angeles beach cities of Redondo Beach, Manhattan Beach, and Hermosa Beach. The firm earns commissions on successful home sale transactions and additionally offers ongoing property management services for rental property owners in the surrounding South Bay communities.

Product overview

Merit Real Estate operates as a boutique real estate brokerage serving the South Bay Los Angeles area since 1989. The company offers a unified service platform centered on buyer and seller representation, supplemented by property management and rental listing services. The core offering consists of Buyer Services and Seller Services, supported by IDX-powered listing search tools, home valuation capabilities, and professional marketing strategy services. All services focus on the beach cities of Redondo Beach, Manhattan Beach, and Hermosa Beach.

Differentiator

Problem solved

Functional benefit

Products and services

• Buyer Services Comprehensive real estate buyer representation services including property search, offer preparation, negotiation, and closing coordination for homebuyers in the South Bay Los Angeles beach cities.
• Seller Services Full-service real estate listing and selling representation including property valuation, marketing strategy, negotiation, and transaction management to help homeowners in Redondo Beach, Manhattan Beach, and Hermosa Beach sell for the highest price.
• Property Management Professional rental property management services for landlords covering tenant placement, rent collection, maintenance coordination, and property administration across Redondo Beach, Manhattan Beach, Hermosa Beach, Torrance, Inglewood, Hawthorne, Gardena, Lomita, and Lawndale.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• HomeSmart: Discount-fee brokerage with California roots and significant in-state agent count. Competes on commission rate rather than service depth, pressuring traditional boutique brokerages in the same submarkets.
• Redfin: Tech-enabled residential brokerage with active South Bay operations. Competes for the same buyer and seller flow with a lower-commission model and proprietary digital platform that has reshaped consumer expectations.
• eXp Realty: Cloud-based, commission-discount brokerage model operating nationwide. Operates in the same geography with a fundamentally different cost structure that pressures commission rates for traditional boutique brokerages like Merit.
• The Agency: Luxury-focused residential brokerage with offices throughout Southern California, including South Bay coverage. Competes for premium beach city listings and offers a similar full-service, high-touch brokerage model.
• Realty ONE Group: Growing flat-fee brokerage model with significant Southern California presence. Operates in similar price tiers to Merit with a different compensation structure that appeals to cost-conscious sellers in the South Bay.
• Vista Sotheby's International Realty: South Bay-focused luxury brokerage serving Redondo Beach, Manhattan Beach, and Hermosa Beach. Closest direct peer in geography and service positioning, competing for the same high-end beach city buyers and sellers.
• Strand Hill Christie's International Realty: Boutique South Bay brokerage affiliated with Christie's International Real Estate. Competes head-to-head in the same beach city submarket with a similar luxury-oriented client base and comparable boutique scale.

Broad incumbents

• Compass: National technology-enabled residential brokerage with significant South Bay Los Angeles presence. Competes directly for the same buyer and seller mandates in Redondo Beach, Manhattan Beach, and Hermosa Beach, but at vastly greater scale and marketing investment.
• Coldwell Banker: Long-established national brokerage with established South Bay offices. Operates in the same beach city micro-market with broader brand recognition, larger agent rosters, and franchise-level marketing infrastructure.

Regional players

• Engel & Völkers: European-headquartered luxury real estate brand with Southern California offices. Competes for premium beach and coastal listings internationally, with comparable luxury-focused positioning though with different geographic emphasis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SouthBayMerit
• YouTubeyoutube.com/channel/UCxbpuqvEbMUUVKYIVmKQP5A
• Facebookfacebook.com/MeritRealEstate
• Instagraminstagram.com/meritrealestate
• Pinterestpinterest.com/meritrealestate

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 Merit Real Estate