Coastline Equity Property Management

What Coastline Equity Property Management does

Coastline Equity Property Management (Coastline Equity, Inc.) is a privately held, California-incorporated property management firm founded in 1972 and headquartered in Gardena, with additional offices in Temecula, Torrance, and San Pedro. The firm manages multifamily, commercial, retail, office, and industrial properties for corporations, individuals, families, and trusts across four Southern California counties (Los Angeles, Orange, Riverside, and San Bernardino). Service delivery includes property inspections, liability and insurance management, staff management, 24/7 maintenance, monthly owner reporting, and financial planning and accounting. Coastline Equity holds California DRE License #00618518 and operates two tenant-facing sub-brands: "Live by Coastline Equity" for residential rentals and "Grow by Coastline Equity" for commercial leasing.

The firm runs on the AppFolio property management platform for resident/owner portals, rent collection, and lease administration, and supplements it with HubSpot for marketing analytics and Google Analytics 4 for usage tracking. On top of this stack, Coastline Equity has built Coastline Compass, a suite of generative-AI tools that draft work orders, tenant messages, and lease summaries. The company also publishes free tools (a California Property Tax Calculator under Prop 13, a Triple Net Lease guide, a one-page property management plan) and an Amazon book ("Property Management Excellence" by CEO Anthony A. Luna) as lead-generation assets.

Coastline Equity generates revenue through recurring property management fees set at 4%–9% of portfolio value, billed annually and tiered by portfolio size. Its go-to-market is sales-led and consultative: a free Property Management Performance Review routes prospects into direct owner conversations, supported by an in-house content marketing platform of 100+ articles, an email newsletter, and Forbes Council contributions by the CEO. Leadership consists of President George Mayer and CEO/Vice President Anthony A. Luna; the firm is privately held with no disclosed institutional investors, parent company, or subsidiaries.

Name

Coastline Equity Property Management

Legal name

Coastline Equity, Inc.

Website

https://coastlineequity.net

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Short description

Coastline Equity Property Management is a privately held, Southern California property management firm founded in 1972 that manages multifamily and commercial portfolios for owners across Los Angeles, Orange, Riverside, and San Bernardino counties on recurring 4%–9% portfolio-value fees, operated on the AppFolio platform with proprietary Coastline Compass AI tooling.

Ownership category

akta.pro rank

Product category

Property Management Services

NAICS

Residential Property Managers (531311), Nonresidential Property Managers (531312), Real Estate Property Managers (53131)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Multifamily Apartment Property Management (BPAJAFAA)

akta.pro secondary industry

Property Management Advisory & Leasing Administration (FSAEAJAN)

Keywords

• Commercial property management
• Multifamily property management
• Real estate asset management
• Southern California property management
• Property maintenance services

Headquarters

HQ city

Gardena

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Property Management Fees: Coastline Equity charges property management fees as a percentage of the portfolio value, with rates ranging from 4% to 9% based on portfolio size. This is a recurring revenue model based on assets under management.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Coastline Equity Property Management provides full-service property management for multifamily residential, commercial (office, retail, industrial), and mixed-use properties throughout Southern California. Services include comprehensive property inspections, liability/insurance management, staff recruitment and supervision, 24/7 maintenance via in-house teams and vendor networks, detailed monthly financial and operational reporting, and full financial planning and accounting. The firm is complemented by two consumer-facing sub-brands — "Live" for residential rentals and "Grow" for commercial space — and a suite of AI-powered Coastline Compass tools for drafting work orders, tenant messages, and lease summaries.

Product overview

Coastline Equity Property Management offers a unified platform of property management services with supporting digital tools and sub-brands. The core offering is full-service property management for multifamily and commercial properties, supported by two consumer-facing leasing brands: "Live" for residential rentals and "Grow" for commercial properties. The company provides several supplementary digital products including Coastline Compass (AI-powered text generation tools for work orders, tenant messages, and lease summaries), a California Property Tax Calculator, an Ultimate Guide to Triple Net Leases, and a One-Page Property Management Plan. Additionally, CEO Anthony A. Luna authored a book titled "Property Management Excellence" available on Amazon.

Differentiator

Problem solved

Functional benefit

Brands

• Live by Coastline Equity: Residential rental solutions brand offering rental properties where life unfolds and memories are made.
• Grow by Coastline Equity

Products and services

• Property Management Services Full-service property management for multifamily residential and commercial (office, retail, industrial, mixed-use) owners in Southern California. Includes comprehensive property inspections, liability and insurance management, staff recruitment and supervision, 24/7 maintenance via in-house teams and vendor networks, monthly financial and operational reporting, and full financial planning and accounting.
• Coastline Compass Free AI-powered tools built by Coastline Equity that help property owners and managers automatically draft work orders, tenant messages, and lease summaries. Uses generative AI to produce text content for routine property management operations.
• Live by Coastline Equity
• Grow by Coastline Equity
• California Property Tax Calculator (Prop 13)

Quantifiable outcome

• 16+ years of continued service for some long-term clients
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature1 record

Scale indicators2 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Greystar Real Estate Partners: Largest U.S. multifamily and student housing property manager and operator. Directly comparable as a full-service PM firm using standardized operating systems and technology platforms, though operating at national scale versus Coastline's regional SoCal focus.
• Lincoln Property Company: National multifamily and commercial property management firm with diversified services including residential, commercial, and mixed-use assets. Comparable business model to Coastline across both asset classes, but at significantly larger scale and broader geographic footprint.
• CBRE Group: World's largest commercial real estate services and investment firm. Overlaps with Coastline's commercial PM, agency leasing, and advisory capabilities, but at vastly larger scale with global reach.
• Cushman & Wakefield: Global commercial real estate services firm offering property management, leasing, and valuation across office, retail, and industrial. Directly comparable to Coastline's commercial property management offering, though operating at a much larger and global scale.
• FirstService Residential: North America's largest residential property management firm. Comparable core service offering for residential owners (and increasingly mixed-use), but with a much broader national platform versus Coastline's Southern California concentration.
• JLL (Jones Lang LaSalle): Global real estate services and investment management firm. Comparable to Coastline's commercial property management and advisory offering, particularly for office, retail, and industrial assets across SoCal.

Regional players

• Kennedy Wilson: Global real estate investment and services firm with significant Southern California multifamily and commercial exposure. Comparable SoCal geographic focus and dual asset-class expertise, though primarily an investment owner-operator versus Coastline's third-party management focus.
• Essex Property Trust: Multifamily REIT focused on West Coast urban infill markets, including significant Southern California presence. Comparable SoCal multifamily geography and ownership/operating model, though as a public REIT versus Coastline's third-party fee manager model.

Direct peers

• Asset Living: Largest third-party multifamily property manager in the U.S. Direct peer to Coastline's multifamily PM offering with similar fee-based revenue model, though operating at national scale.
• BH Management Services: Top-10 U.S. multifamily property manager with a strong owner-services platform. Closely comparable to Coastline on multifamily management, owner reporting, and AUM-linked fee structure, though operating nationally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/CoastlineEquity
• Facebookfacebook.com/CoastlineEquity

Compliance1 record

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 Coastline Equity Property Management