Serrano & Associates
Serrano & Associates is a privately held, boutique real estate brokerage in Coral Gables, Florida, founded in 2000 by Estela Serrano. The firm serves residential, commercial, industrial, and pre-construction clients across South Florida, with bilingual English/Spanish service and a focus on international buyers from Latin America, Central America, and Europe.
- Company typePrivate
- Founded2000
- HeadquartersCoral Gables, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Serrano & Associates does
Serrano & Associates Real Estate LLC is a privately held, boutique real estate brokerage headquartered at 1450 SW 22nd Street Suite 12, Coral Gables, Florida. Founded in 2000 by Estela Serrano, the firm serves buyers, sellers, and tenants across South Florida — primarily Miami-Dade, Broward, and Monroe counties — with categories spanning residential, commercial, industrial, and business-for-sale transactions, plus pre-construction and new development listings. The firm is led by Serrano and a team of approximately 10 licensed REALTORs and operates under NAR governance with memberships in Miami REALTORS and Florida REALTORS; it also holds BBB Accredited Business status. Revenue is generated through transaction-based commissions on sales, purchases, and rentals, with referral fees from out-of-network deals, and the firm's distribution and lead generation relies on an MLS-integrated website property search tool plus multi-channel digital marketing across Facebook, Instagram, X, YouTube, and Google Reviews.
Underlying technology is limited to industry-standard tooling: a website-based property search platform connected to MLS listings with filters for location, price, beds, baths, and property type, complemented by mortgage calculators and downloadable buyer/seller guides. No proprietary software, SaaS product, API, or AI capability is offered — technology functions as a marketing and lead-routing layer atop MLS rather than as a competitive differentiator. Customer acquisition relies on a sales-led and event-driven GTM motion: direct engagement through phone, email, in-person showings, community events, and educational content marketing targeted at both local SMB buyers and international enterprise buyers (notably from Latin America, Central America, and Europe), leveraging the firm's bilingual English/Spanish capability and the founder's 24 years of cross-border industry experience.
The business model is straightforward commission economics with no disclosed pricing beyond industry-standard norms, paid predominantly by sellers at closing on a per-transaction basis. The firm is entirely founder-owned with no institutional investors, no external funding, no subsidiaries, and no M&A history. The customer base is inherently fragmented across many small transactions (individual homebuyers and SMB investors), with concentration risk diluted by design; however, the firm has recurring exposure to high-net-worth international buyers in the luxury segment, and revenue predictability is tied directly to cyclical South Florida real estate transaction volumes.
Serrano & Associates firmographics
Firmographics- Name
- Serrano & Associates
- Legal name
- Serrano and Associates Real Estate LLC
- Website
- https://serranoandassociates.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Serrano & Associates is a privately held, boutique real estate brokerage in Coral Gables, Florida, founded in 2000 by Estela Serrano. The firm serves residential, commercial, industrial, and pre-construction clients across South Florida, with bilingual English/Spanish service and a focus on international buyers from Latin America, Central America, and Europe.
- Ownership category
- akta.pro rank
Serrano & Associates 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 (531210)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- New Construction & Builder Sales (BPAJAAAB)
- akta.pro secondary industries
- Multifamily Brokerage (BPAJABAD), Commercial Real Estate Brokerage (Leasing & Sales) (FSAEAJAB), Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)
Keywords
Where Serrano & Associates is headquartered
LocationHeadquarters
- HQ city
- Coral Gables
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Serrano & Associates business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Real Estate Transaction Commissions: The firm earns commissions on real estate transactions including property sales, purchases, and rentals. Commission rates follow industry standards, typically paid by the seller at closing. The firm also earns referral fees for properties bought and sold through their network.
- Property Rental Fees: Revenue generated from facilitating residential and commercial property rentals, typically through commission or placement fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Transaction-based commission structure for buying, selling, and renting real estate properties |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Serrano & Associates product offering
Product offeringCore offering
Serrano & Associates is a boutique real estate brokerage firm based in Coral Gables, Florida, that facilitates the buying, selling, renting, and leasing of residential, commercial, and industrial properties throughout South Florida. The firm also handles pre-construction/new development sales and business-for-sale listings, with services delivered by a team of licensed REALTORS under the direction of founder-broker Estela Serrano.
Product overview
Serrano & Associates is a boutique real estate brokerage firm specializing in residential, commercial, and industrial property transactions in South Florida. The company offers a suite of services including property sales, property rentals, pre-construction/new development listings, and business-for-sale listings. Services are delivered through a team of licensed real estate professionals including brokers and REALTORS. The company provides educational resources for buyers and sellers through downloadable guides and informational articles covering topics such as mortgage loans, property purchasing processes, and investment considerations. No software-as-a-product, SaaS platform, or technology product is offered.
Differentiator
Problem solved
Functional benefit
Products and services
- Residential Property Sales Brokerage representation for buying and selling residential properties including single-family homes, condominiums, and townhouses in South Florida, serving individual home buyers, vacation home purchasers, and residential investors.
- Commercial Property Sales and Leasing Brokerage services for buying, selling, and leasing commercial properties including office buildings, retail spaces, and industrial properties for business owners and investors across South Florida.
- Property Rentals Facilitation of residential and commercial property rentals, connecting landlords with tenants and earning placement or commission fees on rental transactions in South Florida.
- Pre-Construction and New Development Sales Sales representation for newly constructed or pre-construction properties from luxury developers in South Florida, assisting investors and buyers in evaluating developer credibility, construction timelines, and appreciation potential.
- Business-for-Sale Listings Brokerage services facilitating the sale of operating businesses in South Florida as part of the firm's commercial offerings.
Companies that use Serrano & Associates
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Serrano & Associates technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Serrano & Associates partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- National Association of REALTORS (NAR)coreSerrano & Associates operates under the governance and standards of the National Association of REALTORS. Estela Serrano holds the REALTOR designation and the firm adheres to NAR's ethical standards and professional guidelines.
- Miami REALTORScoreLocal industry association membership providing access to MLS listings, market data, and networking opportunities within the Miami real estate market.
- Florida REALTORScoreState-level industry association membership providing advocacy, education, and professional development resources for real estate professionals in Florida.
- Equal Housing OpportunityminorCompliance partnership ensuring fair housing practices in all real estate transactions, demonstrating commitment to non-discriminatory housing practices.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Serrano & Associates competitors and assessment
Company assessmentMarket position
Strengths4 records
Competitive moat4 records
Key risks4 records
Key highlights6 records
Customer concentration
Serrano & Associates social profiles
Digital presenceSerrano & Associates financial estimates
Financial estimateRevenue estimate
Valuation estimate
Serrano & Associates leadership team
Management profileNumber of profiles
Profiles10 records
Serrano & Associates funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Serrano & Associates 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 Serrano & Associates
What does Serrano & Associates do?
Serrano & Associates is a boutique real estate brokerage firm based in Coral Gables, Florida, that facilitates the buying, selling, renting, and leasing of residential, commercial, and industrial properties throughout South Florida. The firm also handles pre-construction/new development sales and business-for-sale listings, with services delivered by a team of licensed REALTORS under the direction of founder-broker Estela Serrano.
Is Serrano & Associates a public or private company?
Serrano & Associates is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Serrano & Associates founded?
Serrano & Associates was founded in 2000. It employs 11 to 50 people.
Where is Serrano & Associates based?
Serrano & Associates is headquartered in Coral Gables, United States, in the North America region.
How does Serrano & Associates make money?
Two revenue lines are on record. Real Estate Transaction Commissions are the primary driver. The others are property Rental Fees.
Does Serrano & Associates have an API?
No public API is recorded for Serrano & Associates.
What industry is Serrano & Associates in?
Serrano & Associates's product category is Real Estate Brokerage Services. Its primary akta.pro industry code is BPAJAAAB, New Construction & Builder Sales, with a secondary code of BPAJABAD, Multifamily Brokerage. Its NAICS code is 5312 and its SIC code is 6531.