Armstrong Family

What Armstrong Family does

Armstrong Family Group is a residential real estate team based in Orlando, Florida, operating as an Expansion Partner under the Keller Williams Realty at the Parks brokerage franchise. Founded by Emily Armstrong in 2022, the company serves home buyers, home sellers, real estate investors, and relocation clients across five Central Florida submarkets — Winter Garden, Clermont, Downtown Orlando (32801), Windermere, and Groveland. The team structure includes specialized buyer, listing, and contract-coordination roles, supported by Emily Armstrong, Gina Orozco, Jordan Mann, Roddesha De Castro, and Nik Klingberg as licensed REALTORs; total headcount is disclosed in the 11–50 range.

The technology stack is built on the Brivity real estate platform, which provides the hosted website, IDX listing integration, MyPortal client portal, lead capture (home value estimator, saved searches, listing alerts), and transaction tracking. Supplementary tooling includes Matterport 3D walkthroughs, Google Maps and reCAPTCHA integrations, IDX feeds from My Florida Regional MLS / Stellar MLS and the REALTOR Association of Greater Miami and the Beach, social login (Google, Facebook, Apple), and an external photography brand (AFG Photo Marketing). The firm is affiliated with the PLACE network for training, coaching, leads, and operational systems.

Revenue is generated through three streams: buyer-representation commission, seller-representation commission (typically 2.5%–6% of transaction value, individually negotiated), and referral/affiliate income from a partner network that includes Envoy Mortgage, Equity Bridge, Guaranteed Close, Low Cost Refi, Rate (Greg Tucker) for lending, plus Fidelity National for title, Pillar to Post and Hero Inspection for inspection, and various HVAC, electrical, cleaning, and insurance vendors. Distribution is a hybrid of direct in-person sales, self-serve website lead capture, SEO-driven blog and neighborhood-guide content, social media presence across Instagram/Facebook/LinkedIn/YouTube/Pinterest/Twitter, and community involvement through One Heart for Women and Children and the Rotary Club of Orlando.

Name

Armstrong Family

Legal name

Armstrong Family Group | Keller Williams Realty at the Parks

Website

https://afgflorida.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Armstrong Family Group is a residential real estate team operating under Keller Williams Realty at the Parks in Orlando, Florida. Founded by Emily Armstrong in 2022, the firm serves home buyers, sellers, investors, and relocation clients across Winter Garden, Clermont, Downtown Orlando, Windermere, and Groveland on a commission basis.

Ownership category

akta.pro rank

Headquarters

HQ city

Orlando

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, Technology or R&D, Others

Revenue model

1. Real Estate Commission (Buyer Representation): The company earns commission on successful property purchases by representing buyers, including search, negotiation, and closing support.
2. Real Estate Commission (Seller Representation): The company earns commission on successful property sales, offering pricing strategy, photography, virtual tours, internet marketing, and closing coordination.
3. Referral and Partnership Revenue: The company generates referral fees through partnerships with mortgage lenders, title companies, and other real estate service providers in their vendor network.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Armstrong Family Group is a residential real estate team that represents home buyers and sellers in Central Florida, providing property search, buyer representation, listing representation with professional marketing (photography, Matterport 3D tours, internet advertising), pricing strategy, contract-to-close coordination, and home value estimation. The team supplements transactions with referrals to partner mortgage lenders, title companies, and home-service vendors, all delivered through a Brivity-powered website and the Keller Williams Realty at the Parks brokerage.

Product overview

Armstrong Family Group is a real estate brokerage operating under Keller Williams Realty at the Parks, serving Central Florida buyers and sellers. The company offers a unified platform combining property search, buying, selling, and financing services. Core offerings include the property search platform (with MyPortal client portal), home buying services, home selling services with professional marketing, home valuation tools, and mortgage partner referrals. The company also provides content services including neighborhood guides and a real estate blog. Services are delivered through the Brivity-powered website with integrations to MLS data, mapping, and various lending partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Real Estate Buying Services Comprehensive home buying assistance for Central Florida residents, including property search, buyer consultations, offer submission, negotiation, pre-approval coordination, listing alerts, in-person property tours, and closing support. Targeted at individuals and families purchasing residential property.
• Real Estate Selling Services Full-service home selling representation including pricing strategy, professional photography, virtual tours, 3D walkthroughs, internet marketing, and transaction management through closing. Targeted at Central Florida property owners.
• Home Valuation Tool Free home value estimation tool that provides instant property value estimates using MLS data and market comparisons, with the option to request a professional valuation consultation. Targeted at Central Florida homeowners considering a sale.
• Mortgage and Financing Referral Services Home financing solutions offered through partner lenders (Envoy Mortgage, Rate/Greg Tucker, Equity Bridge, Low Cost Refi), including purchase mortgages, refinancing options, pre-approval support, and buy-before-you-sell programs. Targeted at home buyers and refinancers in Central Florida.
• Property Search Platform Online property search tool with filters for price, beds, baths, property type, and location across Winter Garden, Clermont, Downtown Orlando, Windermere, and Groveland. Includes map view, saved searches, and listing alerts sourced from My Florida Regional MLS. Targeted at Central Florida home buyers.
• AFG Photo Marketing Professional photography and marketing services for property listings, delivered via the standalone AFG Photo Marketing site (afgphotomarketing.com). Targeted at home sellers needing high-impact listing visuals.
• Vendor Referral Network Curated network of vetted real estate service providers covering AC/Heating (Astoria), cleaning (Keeping It Clean), electrical (West Orange Electric), home inspection (Pillar to Post, Hero Inspection), home insurance (Erb and Young), lenders (Rate/Greg Tucker), title (Fidelity National), and related services. Targeted at home buyers and sellers needing full transaction support.

Quantifiable outcome

• Homes sold in 3 days (reported client testimonial)
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Keller Williams Realty at the ParkscoreChannel Partner/ Reseller/ DistributorArmstrong Family Group operates as a real estate team under the Keller Williams Realty at the Parks brokerage. This affiliation provides brokerage services, brand support, and access to KW's technology platform, marketing resources, and lead generation programs.
• BrivitycoreTechnology or IntegrationThe company's website is powered by Brivity, a real estate technology platform providing website hosting, IDX listing integration, lead management, transaction tracking, virtual tours, and client communication tools.
• PLACEcoreTechnology or IntegrationPLACE provides technology, training, systems, brand, leads, and coaching resources. The company is affiliated with PLACE for agent development and business infrastructure support.
• Equity BridgeminorGTM or Marketing PartnerHome buying program that allows buyers to purchase before selling their current home, eliminating contingent offers and providing buy-before-you-sell solutions.
• Guaranteed CloseminorGTM or Marketing Partner$2,000 cash guarantee for on-time closing with fully underwritten pre-approvals, providing confidence to buyers in the mortgage process.
• Low Cost RefiminorGTM or Marketing PartnerRefinancing partner offering competitive rates and solutions for homeowners looking to refinance their properties.
• Envy Mortgage (Envoy Mortgage)minorGTM or Marketing PartnerMortgage lender partner (NMLS #6666) providing loan originators to help buyers find competitive mortgage programs. Located at 10496 Katy Freeway, Houston, TX 77043.
• Vendor Network PartnersminorGTM or Marketing PartnerExtensive network of vetted service providers including AC/Heating (Astoria), Cleaning (Keeping It Clean), Electrical (West Orange Electric), Home Inspection (Pillar to Post, Hero Inspection), Home Insurance (Erb and Young), Lenders (Rate/Greg Tucker), Title (Fidelity National), and others for complete transaction support.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• eXp Realty: Cloud-based national brokerage with significant Florida presence. Competes for the same buyer/seller agents and offers an alternative team model with revenue-sharing and stock-based incentives.
• HomeSmart Real Estate: Discount-commission national brokerage with growing Florida agent base. Competes on commission economics, attracting both agents and sellers who want lower fees — direct competitor for value-sensitive segments.
• Compass: National tech-forward residential brokerage that operates agent teams in Orlando. Same buyer/seller representation model and commission-based revenue, but with vastly greater scale, capital, and proprietary technology investment.
• RE/MAX: Globally recognized residential brokerage franchise with strong agent-team culture. Operates many Orlando-area teams competing for the same pool of buyers, sellers, and recruits.
• Sotheby's International Realty: Luxury-leaning national brokerage serving high-end segments of the Orlando market. Relevant comparable for any seller-side mandates Armstrong Family might pursue in premium submarkets.
• Coldwell Banker Real Estate: Established national brokerage franchise with deep Orlando coverage. Competes for the same residential listings and buyers in Central Florida under a traditional franchise model.
• Redfin: Tech-enabled brokerage offering rebates and digital tools; a competitor for both listings (consumer-facing) and agent recruitment in Orlando. Distinctive in its lower commission model.
• Berkshire Hathaway HomeServices: National brokerage franchise with substantial Florida presence, including Orlando. Competes for buyer/seller representation and operates team structures similar to Armstrong Family's model.

Regional players

• Premier Sotheby's International Realty: Regional Florida-focused luxury brokerage with strong presence across Central Florida including Orlando suburbs. Most directly comparable peer for the geographic footprint and service area Armstrong Family targets.

Emerging players

• Opendoor: iBuyer operating in Central Florida that purchases homes directly from sellers, bypassing listing agents. Indirectly compresses Armstrong Family's seller-side pipeline by offering speed-convenience alternatives to traditional listing.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCRvujWLY0c51uWTD-EJ6Tug
• Facebookfacebook.com/AFGRealtors
• LinkedInlinkedin.com/company/armstrong-family-group
• Instagraminstagram.com/afgrealtors

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Armstrong Family