Florida Homes Realty & Mortgage

What Florida Homes Realty & Mortgage does

Florida Homes Realty & Mortgage (FHRM) is a privately held, single-broker real estate brokerage founded in 2008 in Jacksonville, Florida, during the U.S. housing recession. The firm operates a 100% commission model that charges no desk fees, monthly fees, franchise fees, or technology fees to its agents; instead, it monetizes through transaction-based fees structured as 0.002 multiplied by the sales price plus a $189 seller fee and $189 buyer fee per closed deal. Agents work independently — primarily from home — and are supported by 16 office locations spanning Jacksonville, Jacksonville Beach, Mandarin, Julington Creek, Orange Park, Fleming Island, Keystone Heights, St. Augustine, Gainesville, Amelia Island, Palm Coast, Melbourne, Orlando, Tampa, and Okeechobee.

The company's technology stack is built around BackAgent, a paperless transaction processing system that authorizes title company disbursements at closing, supplemented by an in-house lead generation platform, a "Smart CRM," an automated marketing platform, and a free marketing portal for agents. FHRM holds memberships in 25+ MLS boards and regional Realtor associations (NEFAR, Orlando Regional, Greater Tampa, Space Coast, Daytona Beach, Miami, RAPB/GFLR, Hernando County, Lake City, Flagler County, St. Augustine & St. Johns, and others), giving affiliated agents statewide listing visibility.

FHRM reports 2,700+ agents across Florida and self-describes as the largest single-broker firm in Northeast Florida. The company is 100% debt-free, has never raised institutional funding, and grows via agent referrals, daily virtual training seminars, networking events, and a dedicated online registration portal (joinfhrm.com). End consumers (home buyers and sellers in Florida) are served indirectly through the agent network; the primary customer is the independent agent who joins the brokerage for its commission economics and bundled toolset.

Name

Florida Homes Realty & Mortgage

Legal name

Florida Homes Realty and Mortgage, LLC

Website

https://myfhrm.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Florida Homes Realty & Mortgage is a privately held, debt-free Florida real estate brokerage founded in 2008 that serves 2,700+ independent agents across 16 offices via a 100% commission model, monetizing through per-transaction fees.

Ownership category

akta.pro rank

Product category

Real Estate Brokerage Services

NAICS

Offices of Real Estate Agents and Brokers (5312), Offices of Real Estate Agents and Brokers (53121)

SIC

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

akta.pro primary industry

Buyer Representation Services (BPAJAAAJ)

Keywords

• Real estate brokerage
• Residential real estate
• Agent recruitment
• MLS board access
• Transaction management

Headquarters

HQ city

Jacksonville

HQ country

United States

HQ region

North America

Offices16 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Transaction Fees: Charges a transaction fee of 0.002 multiplied by the sales price on each closed transaction. Additionally charges $189 per seller transaction and $189 per buyer transaction.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Florida Homes Realty & Mortgage (FHRM) operates as a single-broker real estate brokerage firm that recruits and supports independent real estate agents across Florida. The firm offers a 100% commission model with no desk, monthly, franchise, or technology fees, charging instead a per-transaction fee of 0.002 multiplied by the sales price plus $189 per seller and $189 per buyer transaction. Agents receive access to 25+ MLS boards statewide, a lead generation platform, a Smart CRM, an automated marketing system, the BackAgent paperless transaction processing tool, and a free marketing portal, with broker hotline support and daily training seminars.

Product overview

Florida Homes Realty & Mortgage (FHRM) operates as a single-broker real estate brokerage firm offering a unified platform for agents across Florida. The core offering is the Real Estate Brokerage Platform, supported by a suite of agent empowerment tools including Lead Generation, Smart CRM, Automated Marketing, and the BackAgent transaction management system. These modules integrate to provide agents with end-to-end capabilities from lead acquisition through transaction closing, all accessible through a free marketing portal and backed by broker support services.

Differentiator

Problem solved

Functional benefit

Products and services

• Real Estate Brokerage Services (100% Commission Platform)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Keller Williams Realty: Keller Williams is the largest US real estate franchise by agent count, with a significant Florida presence. While traditionally a commission-split model, it competes for the same agent pool and offers training, technology, and MLS access that FHRM positions against.
• Compass: Compass is a large national real estate brokerage using a tech-enabled agent platform with significant market share in luxury and high-volume markets. While its economic model differs from FHRM's, it competes for top-producing agents in Florida's major metros.
• RE/MAX: RE/MAX is a global real estate franchise with strong Florida market share. Operates a traditional commission-split model but competes for agents and listings in the same geographies as FHRM.
• Coldwell Banker (Anywhere Real Estate): Coldwell Banker is a major national franchise with substantial Florida operations under parent Anywhere Real Estate (formerly Realogy). Competes for agents and consumer mind share in the same markets as FHRM, though with a different economic model.
• Berkshire Hathaway HomeServices: Berkshire Hathaway HomeServices is a national luxury-oriented real estate franchise with material Florida presence. Competes primarily for high-end listings and experienced agents, serving as an alternative destination for top producers in FHRM's markets.

Direct peers

• United Real Estate: United Real Estate is a 100% commission brokerage with a national network and active Florida presence. Targets independent agents with low-fee structures and training, directly comparable to FHRM's value proposition.
• HomeSmart International: HomeSmart is a fee-light national brokerage offering 100% commission plans and agent-centric technology. Competes directly with FHRM for cost-sensitive independent agents, with a stronger technology brand and larger national footprint.
• eXp World Holdings (eXp Realty): eXp Realty is the most direct competitor: a cloud-based brokerage with a 100% commission / cap-fee model targeting independent agents. Operates nationally and is rapidly expanding in Florida, directly competing for the same agent pool that FHRM recruits.

Emerging players

• Redfin: Redfin is a tech-enabled brokerage and consumer portal with growing Florida operations. Competes for both agents and end-consumer mind share, and represents the consumer-facing technology direction that FHRM's agent-centric model does not directly address.

Regional players

• Howard Hanna Real Estate Services: Howard Hanna is a large regional brokerage with presence in the Mid-Atlantic and Southeast US. A relevant comparable in scale and operating model, and a potential consolidator/competitor in the broader Florida/Mid-Atlantic real estate services market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/floridahomesrealtyandmortgage/?hl=en
• Facebookfacebook.com/floridahomesrealtyandmortgage
• LinkedInlinkedin.com/company/florida-homes-realty-and-mortgage

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Florida Homes Realty & Mortgage