ICON Real Estate

What ICON Real Estate does

ICON Real Estate is a privately held, small-scale residential real estate brokerage organized as ICON Real Estate LLC, operating as an affiliated team under Real Broker LLC's brokerage platform. The firm is headquartered at 41 South Cameron Street, Winchester, Virginia, and serves home buyers and sellers in the Shenandoah Valley and Eastern Panhandle regions spanning Virginia and West Virginia. Led by Principal Broker and co-owner Mark Francis — who began his real estate career in 2002 — the firm fields a six-agent team (Karen Diggs, Noelia Dowd, Stacey Rowe, Danielle Spriggs, Eric Patterson) supported by a dedicated West Virginia group. The core service offering is agent-mediated buyer and seller representation for residential property transactions, complemented by an advisory segment in commercial multifamily and mixed-use investor deals in New Jersey managed by David Jarvis and David Oropeza.

The underlying technology stack is conventional for an independent real estate team and does not constitute proprietary infrastructure. The firm's digital footprint consists of a WordPress-based marketing website (iconsells.com), a property listings search portal hosted at markfrancisrealtor.com, and social media presence on Facebook, Instagram, LinkedIn, and Twitter/X. Marketing is largely organic and referral-driven, with no paid acquisition channel disclosed. Transaction support is delivered through a curated referral network of local mortgage lenders (GO Mortgage, Integrity Home Mortgage), title companies/attorneys (Harrison & Johnston, McCarthy & Akers, Old Towne Title), and home inspectors (Apple Valley Inspections, Old Towne Inspection).

The business model is straightforward commission-based real estate brokerage. Revenue is generated from transaction fees on closed residential buy/sell deals in Virginia and West Virginia and on commercial advisory assignments in New Jersey. Pricing (commission rates, agent splits) is not publicly disclosed, and the firm holds no patents, trademarks of substance, awards, regulatory licenses beyond standard state real estate licensure, or external institutional investment. Headcount is reported at 1–10 employees, with no funding rounds and no parent company.

Name

ICON Real Estate

Legal name

ICON REAL ESTATE LLC

Website

https://iconsells.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

ICON Real Estate is a privately held residential real estate brokerage operating under Real Broker LLC, serving home buyers and sellers across Virginia's Shenandoah Valley and West Virginia's Eastern Panhandle through a six-agent team, with a small commercial advisory arm in New Jersey.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (53121)

SIC

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

akta.pro primary industry

Residential Real Estate Brokerage (Buy/Sell) (FSAEAJAA)

akta.pro secondary industry

Real Estate Investment Advisory (Acquisitions/Dispositions, Capital Allocation) (BPAJANAA)

Keywords

• Residential real estate brokerage
• Home buying services
• Home selling services
• Property listings
• Commercial real estate advisory

Headquarters

HQ city

Winchester

HQ country

United States

HQ region

North America

Offices2 records

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 Commissions: Traditional real estate brokerage earning commissions on residential property buy and sell transactions in Virginia and West Virginia. Also arranges commercial property sales for investors in New Jersey.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

ICON Real Estate is a residential real estate brokerage that provides buyer and seller representation services for homes in the Shenandoah Valley and Eastern Panhandle regions of Virginia and West Virginia. The firm also operates an online property listings search platform and offers commercial real estate advisory for multifamily and mixed-use transactions, primarily serving investors in New Jersey. Services are delivered by a team of licensed agents using digital, paperless workflows and personalized relationship-based support from listing through closing.

Product overview

ICON Real Estate is a residential real estate brokerage operating as a single unified service offering. The company provides residential buying and selling services through a team of licensed agents serving the Shenandoah Valley and Eastern Panhandle regions of Virginia and West Virginia. Their offerings include property listings access via their online platform, buyer representation, seller representation, and a dedicated West Virginia team. The core service is agent-mediated real estate transactions, supported by a network of trusted local service providers for mortgage, title, inspection, and related services.

Differentiator

Problem solved

Functional benefit

Products and services

• Real Estate Buying Services Buyer representation services helping clients find and purchase residential homes in the Shenandoah Valley and Eastern Panhandle regions of Virginia and West Virginia.
• Real Estate Selling Services Seller representation services helping clients list and sell residential properties, including market valuation, marketing, and negotiation support through closing.
• Property Listings Platform Online property search platform allowing clients to browse available residential listings in the Shenandoah Valley, Eastern Panhandle, and surrounding service area.
• Commercial Real Estate Advisory Commercial real estate advisory arranging multifamily and mixed-use property sales, including 1031 exchange support, for investors primarily in New Jersey markets.
• West Virginia Team Residential Services Dedicated team of licensed agents providing residential buying and selling services for clients in the West Virginia Eastern Panhandle region.

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Real Broker LLCcoreChannel Partner/ Reseller/ DistributorICON Real Estate LLC operates under Real Broker LLC brokerage (855-450-0442), licensed in Virginia and West Virginia. The company uses the REAL logo and platform, with branch office at 41 South Cameron Street, Winchester, VA 22601.
• GO MortgageminorGTM or Marketing PartnerRecommended mortgage lender partner serving Winchester, VA area. Contact: Scott Brookshire at (540) 304-8209.
• Integrity Home MortgageminorGTM or Marketing PartnerRecommended mortgage lender partner with multiple loan officers: Ross Lehman, Sherrie Bloomfield, Marlin Beitzel.
• Harrison & JohnstonminorGTM or Marketing PartnerRecommended title company/attorney. Contact: Cary Craig at (540) 667-1266.
• McCarthy & Akers PLCminorGTM or Marketing PartnerRecommended title company/attorney. Contact: J. Douglas McCarthy at (540) 722-2181.
• Old Towne Title CompanyminorGTM or Marketing PartnerRecommended title company. Contact: (540) 450-2240.
• Apple Valley InspectionsminorGTM or Marketing PartnerRecommended home inspection partner. Contact: Tim Reilly at (540) 550-7055.
• Old Towne InspectionminorGTM or Marketing PartnerRecommended home inspection partner. Contact: Ben Morehead at (540) 320-8554.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Keller Williams Realty: Large agent-centric residential franchise brokerage with significant presence in Virginia. Competes with ICON for agent recruitment and seller/buyer mindshare in the same regional markets.
• eXp Realty: eXp is a cloud-based, commission-split brokerage model serving residential agents nationally. Highly comparable to ICON's tech-forward positioning and is a direct competitor for agent recruiting and listings.
• RE/MAX: Global residential brokerage franchise with deep penetration in suburban Mid-Atlantic markets. Comparable as a competing brand option for agents and consumers in ICON's service area.
• Real Broker LLC: ICON operates as a branch under Real Broker LLC's brokerage. Real Broker is a tech-enabled, cloud-based residential brokerage platform serving agents across North America; directly relevant as parent platform and as a comparison for the agent-centric model ICON uses.
• Coldwell Banker Realty: Legacy national residential brokerage with strong Mid-Atlantic franchise footprint. Comparable franchise-vs-independent brokerage option for the same buyer and seller pool.
• Compass: Compass is a tech-forward residential real estate brokerage with national reach, premium brand positioning, and heavy investment in digital agent tools. Compares to ICON on the technology-differentiation axis.
• Berkshire Hathaway HomeServices: National residential brokerage franchise affiliated with Berkshire Hathaway. Competes with ICON on brand trust and premium positioning across Virginia.

Regional players

• Pearson Smith Realty: Independent, locally rooted residential brokerage operating in the Northern Virginia / Shenandoah Valley region. Most directly comparable by geography, scale, and local-market orientation.
• Long & Foster / Christie's International Real Estate: Mid-Atlantic regional residential brokerage with strong Northern Virginia presence. Compares on regional coverage, agent model, and luxury positioning overlap with ICON.

Emerging players

• Redfin: Tech-enabled residential brokerage with a discounted commission model and consumer-facing platform. Direct competitive threat to traditional commission-based brokerages like ICON on price-sensitive listings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/ICONRealEstateLLCva
• Instagraminstagram.com/iconsells
• LinkedInlinkedin.com/company/icon-real-estate-llc-va

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 ICON Real Estate