Florida Homes Realty & Mortgage
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.
- Company typePrivate
- Founded2008
- HeadquartersJacksonville, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
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.
Florida Homes Realty & Mortgage firmographics
Firmographics- 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
Florida Homes Realty & Mortgage industry classification
Industry- 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
Where Florida Homes Realty & Mortgage is headquartered
LocationHeadquarters
- HQ city
- Jacksonville
- HQ country
- United States
- HQ region
- North America
Offices16 records
Markets served
Florida Homes Realty & Mortgage business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | 100% Commission with Transaction Fee |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Florida Homes Realty & Mortgage product offering
Product offeringCore 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)
Companies that use Florida Homes Realty & Mortgage
Customer profileSegments2 records
Ideal customer profiles2 records
Florida Homes Realty & Mortgage technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Florida Homes Realty & Mortgage partnerships and signals
Strategic signalScale indicators7 records
Recent moves6 records
Expansion highlights4 records
Florida Homes Realty & Mortgage competitors and assessment
Company assessmentBroad 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
Florida Homes Realty & Mortgage social profiles
Digital presenceFlorida Homes Realty & Mortgage compliance and trust
Trust signalCompliance2 records
Florida Homes Realty & Mortgage financial estimates
Financial estimateRevenue estimate
Valuation estimate
Florida Homes Realty & Mortgage leadership team
Management profileNumber of profiles
Profiles1 record
Florida Homes Realty & Mortgage funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Florida Homes Realty & Mortgage M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Florida Homes Realty & Mortgage
What does Florida Homes Realty & Mortgage do?
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.
Is Florida Homes Realty & Mortgage a public or private company?
Florida Homes Realty & Mortgage is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Florida Homes Realty & Mortgage founded?
Florida Homes Realty & Mortgage was founded in 2008. It employs 1,001 to 5,000 people.
Where is Florida Homes Realty & Mortgage based?
Florida Homes Realty & Mortgage is headquartered in Jacksonville, United States, in the North America region.
How does Florida Homes Realty & Mortgage make money?
One revenue line is on record: transaction Fees.
Who are Florida Homes Realty & Mortgage's main competitors?
Broad incumbents on record are Keller Williams Realty, Compass, RE/MAX, Coldwell Banker (Anywhere Real Estate) and Berkshire Hathaway HomeServices. Direct peers are United Real Estate, HomeSmart International and eXp World Holdings (eXp Realty). Redfin is listed as an emerging player. Howard Hanna Real Estate Services is listed as a regional player.
Does Florida Homes Realty & Mortgage have an API?
No public API is recorded for Florida Homes Realty & Mortgage.
What industry is Florida Homes Realty & Mortgage in?
Florida Homes Realty & Mortgage's product category is Real Estate Brokerage Services. Its primary akta.pro industry code is BPAJAAAJ, Buyer Representation Services. Its NAICS code is 5312 and its SIC code is 6531.