Southland Properties

What Southland Properties does

Southland Properties is a privately held, family-owned residential and commercial real estate brokerage headquartered at 211 N. Glendora Avenue in Glendora, California. Founded in 1987 and operating under California DRE license #01360308, the firm is co-owned by Broker-Owner Gary Boyer and his son Daniel Boyer, who purchased the company in 2005 from founders Bob and Jackie Doornik. Southland Properties serves individual buyers, sellers, and small investors across the San Gabriel Valley, with active coverage of Glendora, La Verne, Azusa, Covina, West Covina, San Dimas, Duarte, Arcadia, and Monrovia. The customer base is residential-first, with secondary lines in investment property, commercial real estate, property management (handled by agents Art Vasquez and Paul Rodriguez), and home loan services.

The firm's service offering is delivered through a network of more than 25 licensed agents operating out of a single Glendora office, supplemented by an IDX Broker-integrated web stack that powers property search, featured listings, map-based advanced search, home valuation, and mortgage calculation. Additional service modules include Tenants in Common (TIC) co-ownership arrangements, online showing scheduling, and an email newsletter subscription. The technology layer is third-party and undifferentiated: IDX Broker for listings, Squarespace for the corporate site, and Reminder Media for marketing automation. There is no proprietary technology, no AI/ML capability, and no mobile app in evidence.

Southland Properties makes money through traditional real estate commissions on completed transactions — residential sales, commercial sales, rental placements, and property management fees — with commission rates in the standard 5-6% range split between listing and buyer agents and negotiated per transaction. The go-to-market model is sales-led and relationship-driven: agents acquire clients through local referrals, community presence (wine walks, car shows, holiday events), and digital channels including organic search, IDX-driven listing pages, and email newsletters. The firm has no external institutional capital, no parent company, and no subsidiaries; all growth is organic and reinvested at the owner-operator level.

Name

Southland Properties

Legal name

Southland Properties

Website

https://southlandproperties.net

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Southland Properties is a family-owned, full-service real estate brokerage in Glendora, California, founded in 1987, serving residential buyers, sellers, investors, and commercial clients across nine San Gabriel Valley submarkets through 25+ licensed agents and a commission-based transaction model.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (53121), Mortgage and Nonmortgage Loan Brokers (522310), Real Estate Property Managers (53131)

SIC

Real Estate Agents & Managers (For Others) (6531), Loan Brokers (6163)

akta.pro primary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

akta.pro secondary industries

Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE), Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA), Real Estate Capital Markets Advisory (Debt/Equity Placement, Refinancing) (BPAJANAE)

Keywords

• Residential real estate brokerage
• Commercial property sales
• Property management services
• Real estate investment
• Mortgage and loan services

Headquarters

HQ city

Glendora

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Real Estate Commissions: Traditional real estate commission-based revenue model where agents earn commissions on completed property transactions including residential sales, commercial sales, and property management services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Southland Properties is a traditional real estate brokerage providing agent-represented sales and management services for residential, investment, and commercial properties in the San Gabriel Valley. The firm also offers property management and home loan services through affiliated lenders, supported by IDX-powered listing search, home valuation, and mortgage calculator tools.

Product overview

Southland Properties is a traditional real estate brokerage established in 1987, operating as a single-location office in Glendora, CA. The company offers a unified suite of real estate services centered around residential, investment, and commercial property sales, complemented by property management and loan services. The core offering includes agent-represented real estate transactions supported by IDX-powered listing search tools, home valuation, and mortgage calculation features. Featured Homes Listings, Advanced Property Search, and Schedule a Showing provide the digital product experience for property discovery and transaction initiation.

Differentiator

Problem solved

Functional benefit

Products and services

• Real Estate Sales Services

Named customers9 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor.

• Canyon City BrewingminorOthersLocal brewery partner for the Flashback Classic Car Show event, pouring beer inside Southland Properties office during the community event.
• Reminder MediaminorGTM or Marketing PartnerMarketing tools provider offering customizable magazines, digital content, and follow-up strategies to help agents stay top-of-mind with clients.
• Neo Smart LivingminorStrategic or Co-development PartnerModular living design company providing insights on cutting-edge housing designs and future of housing concepts.
• Career CompassminorOthersReal estate license renewal and education seminar provider hosting events at Pechanga for agent professional development.
• GPL Friends FoundationminorOthersNon-profit foundation hosting the Great Trivia Challenge to support the Glendora Public Library.
• Glendora Community Coordinating CouncilminorOthersCommunity organization hosting the Holiday Basket Program; Southland agents volunteer at Williams Elementary for food sorting.
• Foothill Christian SchoolminorOthersVenue for the GPL Friends Foundation Great Trivia Challenge event.

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Coldwell Banker (San Gabriel Valley office): Coldwell Banker operates local franchise offices in the San Gabriel Valley offering residential brokerage services. Directly comparable as a competing local real estate brokerage serving the same geographic market and customer base as Southland Properties.
• CENTURY 21 (San Gabriel Valley offices): CENTURY 21 has multiple franchise offices throughout the San Gabriel Valley providing residential and commercial real estate services. Directly comparable as a competing regional brokerage with similar agent-led model and customer segments.
• RE/MAX (San Gabriel Valley offices): RE/MAX operates local franchises serving the San Gabriel Valley with residential, investment, and commercial brokerage. Comparable as a competing agent-driven brokerage operating in the same regional market.

Broad incumbents

• Keller Williams Realty: Keller Williams is one of the largest US real estate brokerages with a heavy agent-centric model and similar commission-based revenue structure. Comparable as a broader incumbent competing for agent recruitment and listings in the same regional markets.
• Compass: Compass is a national tech-enabled brokerage with a heavy presence in California luxury and suburban markets. Comparable as a broader incumbent leveraging proprietary technology and a similar agent-led model to compete in the San Gabriel Valley and beyond.
• eXp Realty: eXp Realty is a cloud-based brokerage with a low-overhead agent model. Comparable as a broader incumbent reshaping commission economics and competing for agents in regional California markets.
• Berkshire Hathaway HomeServices: Berkshire Hathaway HomeServices is a national brokerage franchise network with significant California presence. Comparable as a broader incumbent using brand strength and agent networks to compete in suburban California submarkets.
• Redfin: Redfin is a tech-enabled brokerage and consumer real estate portal operating across California. Comparable as a broader incumbent competing on technology, lead generation, and an alternative commission model.

Regional players

• Dilbeck Real Estate: Dilbeck was a Southern California regional brokerage focused on the foothill communities around Glendora and the San Gabriel Valley. Comparable as a regional player with similar service mix and customer base, though currently operating in reduced capacity.
• Podley Properties: Podley Properties is a Southern California regional brokerage serving foothill and San Gabriel Valley communities with residential and relocation services. Comparable as a regional player operating a similar agent-led model in adjacent foothill submarkets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/slproperties
• Facebookfacebook.com/southlandproperties
• LinkedInlinkedin.com/company/southland-properties

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Southland Properties