McDaniel and Company
McDaniel and Company is a privately held, family-owned commercial real estate brokerage founded in 1982 in Spartanburg, SC, licensed in North and South Carolina. It serves property owners, investors, and business tenants across the Upstate region with sales, leasing, and property management services.
- Company typePrivate
- Founded1982
- HeadquartersSpartanburg, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What McDaniel and Company does
McDaniel and Company is a privately held, family-owned commercial real estate brokerage founded in 1982 and headquartered at 446 Oak Grove Road in Spartanburg, South Carolina. Licensed in both North Carolina and South Carolina, the firm focuses on the sale and lease of retail, multi-family, industrial, investment, hotel, restaurant, convenience store, and land assets, with primary concentration in Spartanburg County and the broader Upstate SC region. The firm operates with a lean team of fewer than 10 personnel, led by Broker in Charge William A. McDaniel (Bill), CCIM, alongside William A. McDaniel III and VP Emma McDaniel Lunning, CCIM, who represents the third generation of the McDaniel family in real estate.
The firm's revenue model is built on commercial real estate transaction commissions, supplemented by residential and commercial property management services delivered through affiliated company McDaniel Leasing Company. Additional service lines include 1031 exchange advisory, investment property valuation using NOI and cap rate analysis, and quarterly industrial market reports for Spartanburg County. There is no proprietary technology platform; the firm relies on conventional brokerage tools augmented by drone footage for property marketing, a maintained YouTube channel, a monthly email newsletter, an educational blog, and direct outreach to prospective buyers and tenants.
Customer segments span property owners and investors, business tenants, and owner-users across the Carolinas. The go-to-market motion is sales-led and relationship-driven, leveraging four decades of local network connections, signage, email blasts, direct mail, marketing videos, and listings syndicated through commercial real estate listing services. Notable historical client logos include BellSouth, Applebee's, Dollar General, Marriott, Burger King, BB&T, Verizon, Starbucks, Duke Energy, Wendy's, Piedmont Natural Gas, Popeyes, Wachovia, Hampton Inn, KFC, Domino's Pizza, Prudential, and Marco's Pizza.
McDaniel and Company firmographics
Firmographics- Name
- McDaniel and Company
- Legal name
- McDaniel and Company
- Website
- https://mcdanielandco.com
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- McDaniel and Company is a privately held, family-owned commercial real estate brokerage founded in 1982 in Spartanburg, SC, licensed in North and South Carolina. It serves property owners, investors, and business tenants across the Upstate region with sales, leasing, and property management services.
- Ownership category
- akta.pro rank
McDaniel and Company industry classification
Industry- Product category
- Commercial Real Estate Brokerage
- NAICS
- Offices of Real Estate Agents and Brokers (53121)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Commercial Real Estate Brokerage (Leasing & Sales) (FSAEAJAB)
- akta.pro secondary industry
- Machinery & Equipment / FF&E Valuation (for Real Estate Context) (BPAJAKAH)
Keywords
Where McDaniel and Company is headquartered
LocationHeadquarters
- HQ city
- Spartanburg
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
McDaniel and Company business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations
Revenue model
- Commercial Real Estate Brokerage: Commissions on commercial property sales and leases. The firm facilitates transactions for retail, multi-family, industrial, investment properties, hotels, restaurants, convenience stores, and land across North and South Carolina.
- Property Management: Residential and commercial property management services offered through affiliated company mcdanielleasingcompany.com.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Commission-based brokerage services |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
McDaniel and Company product offering
Product offeringCore offering
McDaniel and Company is a full-service commercial real estate brokerage firm that facilitates the buying, selling, and leasing of commercial, industrial, multi-family, and investment properties across North and South Carolina. The firm represents property owners, investors, and tenants, and earns revenue through commissions on transactions, supplemented by property management services through an affiliated leasing company.
Product overview
McDaniel and Company is a multigenerational commercial real estate brokerage firm that has operated for over 40 years in Spartanburg, SC, licensed in North and South Carolina. The company operates as a single unified service offering (not a platform-plus-modules architecture) providing commercial real estate brokerage services including property sales, leasing, market reports, and educational content. The core product is the Commercial Real Estate Brokerage Services, supplemented by Property Listings for Sale and Lease, Quarterly Market Reports, Investment Property Valuation Services, 1031 Exchange Advisory, and Educational Video Content via YouTube. A related entity, McDaniel Leasing Company, handles property management services.
Differentiator
Problem solved
Functional benefit
Products and services
- Commercial Real Estate Brokerage Services
Quantifiable outcome
- Number one city in the nation for decline in industrial vacancy in 2025 (Spartanburg County market)
- +2 more outcomes
Companies that use McDaniel and Company
Customer profileNamed customers18 records
Segments3 records
Ideal customer profiles3 records
McDaniel and Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
McDaniel and Company partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
McDaniel and Company competitors and assessment
Company assessmentBroad incumbents
- Colliers International: Colliers is a global CRE services firm offering investment sales, landlord/tenant representation, and capital markets advisory across all major asset classes. It competes with McDaniel on industrial and retail mandates in the Carolinas as part of a national platform.
- JLL (Jones Lang LaSalle): JLL is a global CRE services firm with capital markets, agency leasing, tenant representation, and investment sales capabilities. It competes for institutional investment mandates and large QSR/retail rollout work in the Carolinas.
- Cushman & Wakefield: Cushman & Wakefield is a global CRE services firm providing investment sales, leasing, valuation, and advisory. It competes with McDaniel on industrial and retail mandates and on 1031-exchange advisory for institutional and high-net-worth investors in the Southeast.
- CBRE Group: CBRE is the world's largest commercial real estate services firm, providing investment sales, leasing, valuation, and advisory across industrial, retail, multifamily, and hotels — the same asset classes McDaniel focuses on. Operates in Spartanburg/Upstate SC with institutional-grade resources.
Direct peers
- SVN International (Commercial Advisors): SVN is a commercial real estate brokerage franchise with offices across the US, providing sales, leasing, and investment services for retail, industrial, multifamily, and investment properties. It competes head-to-head with small regional brokerages like McDaniel on private-investor mandates.
- NAI Earle Furman: NAI Earle Furman is the dominant commercial real estate brokerage in the Upstate South Carolina region (Greenville/Spartanburg), offering the same mix of industrial, retail, investment, and office brokerage services as McDaniel and Company. It is the most directly comparable peer by geography and product mix.
- Marcus & Millichap: Marcus & Millichap is a national CRE investment sales brokerage specializing in investment property transactions for private investors and 1031 exchanges — directly overlapping McDaniel's investment-property brokerage and 1031 advisory offerings, with similar private-investor client focus.
- Coldwell Banker Commercial: Coldwell Banker Commercial is a national CRE franchise providing brokerage and investment services across retail, industrial, office, and multifamily. It is a directly comparable peer for small regional CRE firms targeting private investors and owner-users.
- Lee & Associates: Lee & Associates is a national commercial real estate brokerage firm focused on sales, leasing, and investment advisory for industrial, retail, office, and multifamily assets. It directly competes with mid-sized regional brokerages like McDaniel on local-market mandates.
- Keller Williams Commercial: Keller Williams Commercial is the CRE arm of the KW franchise network, providing brokerage for retail, industrial, multifamily, and investment properties nationwide. It is a directly comparable franchise-model peer targeting small investors and owner-users in regional markets like Spartanburg.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
McDaniel and Company social profiles
Digital presenceMcDaniel and Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
McDaniel and Company leadership team
Management profileNumber of profiles
Profiles3 records
McDaniel and Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
McDaniel and Company 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 McDaniel and Company
What does McDaniel and Company do?
McDaniel and Company is a full-service commercial real estate brokerage firm that facilitates the buying, selling, and leasing of commercial, industrial, multi-family, and investment properties across North and South Carolina. The firm represents property owners, investors, and tenants, and earns revenue through commissions on transactions, supplemented by property management services through an affiliated leasing company.
Is McDaniel and Company a public or private company?
McDaniel and Company is a private company. It is classified as family owned and is currently operating.
When was McDaniel and Company founded?
McDaniel and Company was founded in 1982. It employs 1 to 10 people.
Where is McDaniel and Company based?
McDaniel and Company is headquartered in Spartanburg, United States, in the North America region.
How does McDaniel and Company make money?
Two revenue lines are on record. Commercial Real Estate Brokerage is the primary driver. The others are property Management.
Who are McDaniel and Company's main competitors?
Broad incumbents on record are Colliers International, JLL (Jones Lang LaSalle), Cushman & Wakefield and CBRE Group. Direct peers are SVN International (Commercial Advisors), NAI Earle Furman, Marcus & Millichap, Coldwell Banker Commercial, Lee & Associates and Keller Williams Commercial.
Does McDaniel and Company have an API?
No public API is recorded for McDaniel and Company.
What industry is McDaniel and Company in?
McDaniel and Company's product category is Commercial Real Estate Brokerage. Its primary akta.pro industry code is FSAEAJAB, Commercial Real Estate Brokerage (Leasing & Sales), with a secondary code of BPAJAKAH, Machinery & Equipment / FF&E Valuation (for Real Estate Context). Its NAICS code is 53121 and its SIC code is 6531.