Janet McAfee Real Estate

What Janet McAfee Real Estate does

Janet McAfee Real Estate is a privately held luxury residential real estate brokerage founded in 1975 and headquartered in Ladue, Missouri, serving the St. Louis metropolitan area. The firm operates with approximately 100 sales associates and has built a five-decade track record in the region, ranking as the #1 brokerage for sales over $1 million in St. Louis and placing in the top 1% of brokerages nationwide, with cumulative closed sales exceeding $10 billion. Its 2024 average sale price of $795,923 was more than double the St. Louis County average of $351,146, indicating a strong orientation toward the upper end of the residential market. The company is led by President Tyler Thornhill alongside second-generation broker Janet Horlacher, with the team including named senior agents and corporate relocation specialists.

The firm's product offering is structured around traditional full-service residential brokerage — buyer representation, seller representation, luxury market advisory, corporate relocation, and new construction sales — delivered primarily through its agent workforce rather than a software product. Its underlying technology stack is a brokerage website featuring home valuation tools, single sign-on (SSO) integrations, listing syndication, and digital marketing assets, supplemented by memberships in premier luxury real estate networks: Leading Real Estate Companies of the World, Luxury Portfolio International, Who's Who in Luxury Real Estate, and Worldwide ERC. The platform's role is lead capture, agent enablement, and brand presentation rather than a standalone SaaS product sold to third parties.

The business model is commission-based real estate brokerage revenue, with the company serving three principal customer segments: high-net-worth individual buyers and sellers of luxury homes, general residential clients in the St. Louis metro, and corporate transferees referred through relocation management companies such as Cartus, Graebel, Altair, SIRVA, and Weichert. Go-to-market is executed via direct agent relationships, a corporate relocation channel, a multi-channel marketing presence (digital, print, and network-driven referrals), and the global reach of its luxury network memberships. Janet McAfee Real Estate has historically pursued growth through tuck-in acquisitions — most notably the 2008 acquisition of Edward L. Bakewell — rather than external capital, reflecting a private, owner-operated capital structure with no disclosed funding rounds.

Name

Janet McAfee Real Estate

Legal name

Janet McAfee Inc.

Website

https://janetmcafee.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

101–250 employees

Short description

Janet McAfee Real Estate is a privately held luxury residential brokerage founded in 1975 in Ladue, Missouri, with roughly 100 sales associates serving luxury buyers, sellers, and corporate relocation clients in the St. Louis metro. It ranks #1 in St. Louis for sales above $1 million.

Ownership category

akta.pro rank

Product category

Luxury Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

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

akta.pro primary industry

Residential Real Estate Brokerage (Buy/Sell) (FSAEAJAA)

Keywords

• Luxury real estate brokerage
• Residential property sales
• Corporate relocation services
• Home valuation services
• Luxury home marketing

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Real Estate Commission: Traditional real estate commission-based revenue from residential and luxury property sales and purchases. Agents earn commissions on completed transactions.
2. Corporate Relocation Services: Full-service corporate relocation including home finding services, pre-marketing assistance for home sales, temporary living assistance, and area tours. Revenue generated through corporate partnership agreements.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Janet McAfee Real Estate is a St. Louis-based luxury residential real estate brokerage founded in 1975 that helps clients buy and sell homes, with a particular focus on luxury properties priced above $750,000. The firm operates with nearly 100 sales associates from its Ladue, Missouri headquarters and also provides corporate and individual relocation services, including home finding, destination services, temporary housing assistance, and community integration support.

Product overview

Janet McAfee Real Estate is a St. Louis-based luxury residential brokerage founded in 1975, operating as a single-brand brokerage firm. The core offering is residential real estate buying and selling services, supported by the Luxury Collection for high-value properties, a comprehensive Home Search platform with current and past listings, and Relocation Services for corporate and individual moves. Additional offerings include Home Valuation tools and the McAfee Advantage framework that differentiates the firm through geographic specialization, agent training, and support staff.

Differentiator

Problem solved

Functional benefit

Products and services

• Luxury Collection A curated portfolio of high-value residential properties representing the firm's luxury real estate offerings, typically homes priced above $750,000.
• Home Search / Property Listings A comprehensive property search platform allowing buyers to browse current listings, past transactions, and luxury properties across St. Louis communities.
• Relocation Services Corporate and individual relocation services including home finding, destination services, temporary housing assistance, and community integration support for relocating employees and families.
• Home Valuation A home value estimation tool providing property owners with up-to-date market valuations and comparative market analysis for planning purposes.

Quantifiable outcome

• $795,923 average sale price in 2024
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• Leading Real Estate Companies of the WorldcoreGTM or Marketing PartnerInvitation-only membership providing access to the largest broker-to-broker referral network nationwide with $351 billion in annual sales across 550 firms in 4,000 offices with 128,000 associates. Enables international referral network for relocating clients.
• Luxury Portfolio Fine Property CollectioncoreGTM or Marketing PartnerExclusive St. Louis affiliate of Luxury Portfolio, a select group of leading independent brokers distinguished by luxury market niche and million-dollar home sales. Properties over $750,000 displayed on LuxuryPortfolio.com and linked to Wall Street Journal's wsj.com.
• Who's Who in Luxury Real EstatecoreGTM or Marketing PartnerInternational broker network of 300 firms representing 130,000 agents in 70 countries. Selected for commitment to professionalism, quality service, and customer satisfaction in luxury home marketing.
• Worldwide ERC (Employee Relocation Council)minorGTM or Marketing PartnerMembership in the employee relocation professional association providing best practices, networking, and industry resources for corporate relocation services.
• Altair Global RelocationminorChannel Partner/ Reseller/ DistributorGlobal relocation services provider serving corporate clients requiring home finding, temporary housing, and move management services.
• CartusminorChannel Partner/ Reseller/ DistributorMajor corporate relocation services provider offering relocation management, advisory, and destination services for employees transitioning to St. Louis.
• Graebel Relocation ServicesminorChannel Partner/ Reseller/ DistributorCorporate relocation provider offering relocation management and destination services including home sale assistance and expense management.
• SIRVAminorChannel Partner/ Reseller/ DistributorGlobal relocation services company providing moving and relocation solutions for corporations and employees.
• Weichert Relocation ResourcesminorChannel Partner/ Reseller/ DistributorRelocation services provider offering corporate relocation management and home finding assistance for transitioning employees.

Scale indicators6 records

Direct peers

• Coldwell Banker Premier Group: Regional Coldwell Banker franchise operating across the St. Louis metro. Overlaps with Janet McAfee on residential sales, agent recruitment, and relocation services, with comparable agent headcount in the same geography.
• Berkshire Hathaway HomeServices Select Properties: St. Louis-region franchise of the national Berkshire Hathaway HomeServices network. Operates a comparable residential brokerage model serving the same metropolitan buyer and seller pool, including luxury segment, with affiliated relocation capabilities.
• Dielmann Sotheby's International Realty: The other major St. Louis luxury residential brokerage under the Sotheby's International Realty affiliate network. Directly competes with Janet McAfee for high-end listings and buyers in Ladue, Clayton, and Frontenac with similar luxury positioning and global referral capabilities.

Broad incumbents

• Christie's International Real Estate: Luxury residential network affiliated with the Christie's auction house. Operates in the same luxury niche as Janet McAfee, with comparable global referral flows and overlap on luxury buyer profiles.
• Engel & Völkers: International luxury residential brokerage franchise with U.S. expansion into affluent markets. Comparable luxury positioning, premium commission model, and reliance on referral networks targeting high-net-worth buyers and sellers.
• Redfin: Tech-enabled national brokerage and portal that competes with Janet McAfee on listing syndication, lead generation, and increasingly on agent recruitment. A structural threat to traditional commission-based residential brokerage models.
• Compass: National tech-enabled luxury-leaning brokerage with a sizable St. Louis-area presence. Competes for top-producing agents and luxury listings with technology, marketing, and capital advantages Janet McAfee does not match.
• Sotheby's International Realty: Global luxury residential network that Janet McAfee is indirectly affiliated with through Luxury Portfolio. Competes for the same high-net-worth clientele, particularly in cross-border luxury referrals feeding into St. Louis.
• The Agency: Luxury-focused national brokerage with growing footprint in affluent Midwest markets. Competes for senior agents and luxury listings with a brand, marketing, and tech stack tailored to high-end residential transactions.

Regional players

• Keller Williams Realty St. Louis: Major franchise of the national Keller Williams system serving the St. Louis metro. Competes for residential agents and listings, including some overlap with Janet McAfee's mid-market segment, while being less luxury-concentrated.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/janetmcafeerealestate
• Xx.com/janetmcafeeinc
• Facebookfacebook.com/janet-mcafee-real-estate-178891233395
• LinkedInlinkedin.com/company/janet-mcafee-real-estate

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 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 Janet McAfee Real Estate