Jane Hoffman Realty

What Jane Hoffman Realty does

Jane Hoffman Realty is a privately-held, founder-led real estate brokerage based in Kelowna, British Columbia, now operating under the Unison Jane Hoffman Realty brand. Founded in 1985 by Jane Hoffman, the firm specializes in luxury and ultra-luxury residential property transactions across the Okanagan region, including Kelowna, West Kelowna, Lake Country, Vernon, Summerland, Peachland, Penticton, and Coldstream. The brokerage reports $5.87B+ in overall career sales and 4,700+ lifetime transactions, with a current team of 17 dedicated licensed real estate professionals supported by specialized roles including a Managing Broker, Managing Partner & Legal Counsel, Marketing Director, Conveyancer, and Website Administrator.

The firm's core offerings are buyer representation, seller representation, and bespoke property marketing for high-end residential listings, which range in price from approximately $400,000 to over $12.5 million. Underlying technology is a website-based property listing platform with interactive map, price-range and city filters, virtual tour integration, and an Exclusive Buyer's Platform that enables account creation, property favoriting, agent pairing, and listing sharing. The firm maintains a preferred brokerage relationship with Mission Group, an award-winning developer of luxury waterfront projects including Aqua Waterfront Village and One Water Street.

Revenue is generated through traditional transaction-based real estate commissions on both buyer and seller sides, at rates that are not publicly disclosed. Go-to-market is direct and field-led: a sales-led motion executed by the in-house agent team, supported by a multi-channel presence across Facebook, Instagram, LinkedIn, X, YouTube, email newsletters, MLS® listings, and the firm's own website. No external investment, parent company, or franchise affiliation is indicated.

Name

Jane Hoffman Realty

Legal name

Jane Hoffman Realty

Website

https://janehoffman.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Jane Hoffman Realty is a privately-held luxury residential real estate brokerage in Kelowna, British Columbia, founded in 1985 by Jane Hoffman. The firm provides buyer and seller representation across the Okanagan region via a team of 17 licensed professionals, reporting $5.87B+ in career sales.

Ownership category

akta.pro rank

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

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

akta.pro primary industry

Luxury & High-End Residential Brokerage (BPAJAAAC)

akta.pro secondary industries

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA), Buyer Representation Services (BPAJAAAJ), Seller Representation & Listing Services (BPAJAAAK)

Keywords

• Luxury real estate brokerage
• Residential property sales
• Buyer representation services
• Seller representation services
• Property marketing

Headquarters

HQ city

Kelowna

HQ country

Canada

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: Traditional real estate commission-based revenue from residential property sales and purchases. The brokerage operates across luxury and ultra-luxury segments in the Okanagan region with properties ranging from $400,000 to over $12 million.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Jane Hoffman Realty is a luxury residential real estate brokerage providing buyer representation, seller representation, and bespoke property marketing services across the Okanagan region of British Columbia. The brokerage serves luxury, waterfront, ultra-luxury, and general residential segments with property listings ranging from approximately $389,900 to over $12 million, supported by an online listings platform and an exclusive buyer's account platform.

Product overview

Jane Hoffman Realty (now operating as Unison Jane Hoffman Realty) is a luxury real estate brokerage offering a unified suite of services centered on residential property transactions in the Okanagan region. The company provides core real estate services including buyer representation, seller representation, and property marketing, supported by an online property listings platform with search and map functionality, plus an exclusive buyer's platform for account-based property discovery and agent pairing. The brokerage leverages its $5.87 billion+ in sales and 40 years of expertise to serve clients across luxury, waterfront, and ultra-luxury property segments.

Differentiator

Problem solved

Functional benefit

Products and services

• Real Estate Brokerage Services

Quantifiable outcome

• $5.87 B+ in overall brokerage sales
• +1 more outcomes

Named customers2 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

Feature3 records

Partnerships

One partnership is on record.

• Mission GroupcoreStrategic or Co-development PartnerAward-winning developer partner for luxury waterfront projects. Jane Hoffman Realty serves as the preferred real estate brokerage for Mission Group developments including Aqua Waterfront Village, a premier lakeside community in Kelowna's Lower Mission.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• RE/MAX Kelowna: Large local franchise brokerage operating across the Central Okanagan with substantially greater agent headcount, providing a scaled alternative for luxury and general-residential transactions.
• Sotheby's International Realty Canada: Global luxury brokerage network with an active Okanagan/Kelowna presence, directly competing for the same ultra-luxury and waterfront listings and buyer pools that Jane Hoffman Realty targets.
• Engel & Völkers Okanagan: Luxury-focused international brokerage with established offices in Kelowna and the Okanagan, competing head-to-head for premium listings, waterfront estates, and affluent buyers.
• Royal LePage Kelowna: National Canadian brokerage brand with significant Okanagan market share, competing across all price tiers including luxury in Kelowna, West Kelowna, and Lake Country.

Regional players

• Coldwell Banker Horizon Realty: Regional Okanagan brokerage under the Coldwell Banker network, serving similar buyer and seller segments across Kelowna and surrounding communities.
• Macdonald Realty: BC-focused brokerage with strong presence across Okanagan and the Lower Mainland, competing for both relocation and luxury buyers moving between the two regions.
• Vantage West Realty: Independent Okanagan-headquartered brokerage competing in the same Central Okanagan sub-markets for luxury, waterfront, and family-home listings.

Broad incumbents

• Faith Wilson Group: Vancouver-based luxury boutique brokerage serving affluent buyers who may purchase Okanagan second homes, comparable in luxury-niche operating model.
• Angell Hasman & Associates: Established Greater Vancouver luxury brokerage whose clientele frequently transact in or relocate to the Okanagan, creating referral overlap with Jane Hoffman Realty's luxury buyer pool.
• Harcourts Real Estate: International real estate brand with prior presence referenced in Jane Hoffman Realty's Managing Broker background, representing a competing franchise model that agent talent could move between.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/JaneHoffmanRlty
• YouTubeyoutube.com/user/janehoffmangroup
• Facebookfacebook.com/janehoffmanrealty
• LinkedInlinkedin.com/company/janehoffmanrealty
• Instagraminstagram.com/janehoffmanrealty

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Jane Hoffman Realty