What Florida Luxury Realty does

Florida Luxury Realty is a Florida-based residential real estate brokerage founded in 1999, currently headquartered in the Port Richey / northern Tampa Bay market and privately held by Scott and Connie Barrett since 2009. The firm operates as a service-and-technology platform for independent real estate agents, providing brokerage infrastructure, lead generation, marketing materials, training, and 7-day live support under a luxury brand positioning. Geographic reach is statewide Florida, with agents joining from Tallahassee to Miami following a 2019 expansion initiated by the Barretts.

The core product is a proprietary end-to-end technology platform developed in-house from 2015 and launched in late 2018. The platform consolidates transaction management, SMART lead capture technology, an exclusive CRM, marketing library access, task reminders, and live mobile chat support into a single system — positioning the brokerage as a unified operating layer for agents rather than a traditional commission-splitting brokerage.

The revenue model is service-fee based: agents retain 100% of their earned commissions while paying for access to brokerage services, technology, and support. A revenue share program introduced in 2019 allows agents to earn up to 35% of the company's revenue from agents they refer, creating an affiliate-style recruitment flywheel. Customer acquisition relies primarily on agent referrals, word-of-mouth, and weekly educational webinars. The firm reports 251–500 total personnel and serves exclusively the Florida residential real estate market, with no disclosed revenue or external funding.

Name

Florida Luxury Realty

Legal name

Florida Luxury Realty

Website

https://joinflr.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

Florida Luxury Realty is a Florida-based real estate brokerage that provides independent agents with a proprietary end-to-end technology platform, lead generation, training, and marketing tools under a luxury brand. Founded in 1999, it serves real estate professionals statewide in Florida.

Ownership category

akta.pro rank

Product category

Real Estate Brokerage Services

NAICS

Offices of Real Estate Agents and Brokers (53121)

SIC

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

akta.pro primary industry

Luxury & High-End Residential Brokerage (BPAJAAAC)

akta.pro secondary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

Keywords

• Real estate brokerage
• Residential property sales
• Agent commission splits
• Real estate technology
• Real estate agent training

Headquarters

HQ city

Port Richey

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Transaction Commission (Agent Model): Agents operate independently and earn commissions on real estate transactions. The brokerage provides infrastructure, technology, and support while agents generate revenue through sales. The revenue model appears to be service-fee based where agents retain 100% commission while leveraging brokerage benefits.
2. Revenue Share Program: Agents can earn passive income by referring other agents to the brokerage, receiving up to 35% of the company's revenue from those referred agents.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Florida Luxury Realty operates a real estate brokerage that recruits independent real estate agents across Florida and equips them with a 100% commission split, a proprietary end-to-end technology platform launched in late 2018, lead generation and CRM tools, a professional marketing library, 7-day live mobile chat support, weekly educational webinars, and a revenue share program that allows agents to earn up to 35% of company revenue by referring other agents. The brokerage serves agents statewide from Tallahassee to Miami under a luxury brand positioning.

Product overview

Florida Luxury Realty operates as a single unified platform with integrated modules rather than separate products. The core offering is the Single End-to-End Technology Platform (launched in late 2018) which serves as the central hub connecting all services: SMART Lead Capture Technology, an Exclusive CRM for lead nurturing, Transaction Management, Marketing Library, and Live Mobile Chat Support. Supporting services include the Revenue Share Program for agent income generation and an Education and Training Platform featuring webinars and video materials. The platform is designed to reduce agent time expenditure while providing comprehensive real estate operational support.

Differentiator

Problem solved

Functional benefit

Products and services

• Real Estate Brokerage Services Core brokerage offering that recruits independent real estate agents across Florida and provides them with a 100% commission split, technology platform, lead generation, marketing tools, support, and training to operate their own real estate businesses serving home buyers and sellers.
• Single End-to-End Real Estate Technology Platform A proprietary unified technology platform developed in-house that handles transaction management, lead generation and nurturing, marketing, task reminders, and other operational tasks required for agents to run their real estate businesses from a central location.
• Revenue Share Program A program that enables Florida Luxury Realty agents to earn passive income by referring other agents to the brokerage, receiving up to 35% of the company's revenue generated from those referred agents.
• Education and Training Platform A training program combining live weekly educational webinars with an extensive library of video training and educational materials designed to build agent knowledge and confidence for real estate success.

Quantifiable outcome

• Agents can earn up to 35% of company revenue through revenue share program

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• The Agency: Luxury-focused boutique real estate brokerage with a technology-enabled platform and revenue share model. Directly comparable in luxury positioning, technology emphasis, and agent-first recruiting approach.
• eXp Realty: Cloud-based real estate brokerage operating on a similar 100% commission model with revenue share for agent recruiting. Operates nationally and internationally with a technology-driven platform, directly competing for the same agent demographic as Florida Luxury Realty.
• HomeSmart: Flat-fee real estate brokerage offering high commission splits to agents with comprehensive technology and support tools. Operates nationally and competes for the same agent-first value proposition.
• Real Broker: Tech-enabled cloud brokerage offering high commission splits and revenue share incentives to attract agents. Competes directly with Florida Luxury Realty for agent recruitment with a comparable technology-forward value proposition.

Broad incumbents

• Redfin: Technology-driven residential brokerage offering agent services in Florida. Operates at much larger scale with a different consumer-facing brand, but competes for agent talent and technology differentiation in the same market.
• Compass: Large technology-forward real estate brokerage with a strong luxury and high-end residential focus. While serving a more premium agent demographic, it competes for agents in Florida with a similar technology-enabled platform approach.
• Coldwell Banker Realty: Major national residential brokerage with substantial Florida market share. While structured as a traditional franchise model, it competes for agents through brand recognition, training programs, and technology tools.
• Keller Williams Realty: Largest real estate franchise in the U.S. by agent count with strong Florida presence. Competes for agent recruitment through profit-sharing and technology, though with a more traditional franchise structure than Florida Luxury Realty's flat-fee model.
• Sotheby's International Realty: Premier luxury residential brokerage franchise with significant Florida presence. Competes for luxury brand positioning and high-end transaction share that Florida Luxury Realty targets, though with a much higher commission structure.

Regional players

• Premier Sotheby's International Realty: Florida-focused luxury real estate brokerage affiliated with the Sotheby's brand. Operates statewide in Florida with a luxury identity, competing for the same high-end transactions and luxury-positioned agents.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Florida Luxury Realty