WaterMarke Property Management

What WaterMarke Property Management does

WaterMarke Property Management (legal entity: WaterMarke Management Group, LLC) is a privately held, full-service residential property management company headquartered in Jacksonville, Florida. Founded in 2010 and operating with 1-10 employees from a single office at 13133 Professional Drive, the company serves individual property owners, real estate investors, and residential tenants across the Jacksonville metropolitan area and surrounding Northeast Florida communities, with an explicit focus on luxury homes, condominiums, and country club developments. The company offers four integrated service modules: core property management (day-to-day operations, 24/7 emergency maintenance, rent collection, and inspections), professional investment property management for multi-unit portfolios, end-to-end leasing services, and Home Watch/Concierge services for absentee owners and snowbirds.

The company's operational backbone is the AppFolio property management platform, which powers tenant and owner portals, online applications, electronic rent payments, maintenance request submission, and property listings (hosted at queensharbour.appfolio.com). Supporting tools include electronic lockboxes for showing tracking and third-party tenant screening services covering credit, criminal, eviction, employment, and rental history verification. Property marketing leverages professional photography and virtual tours through North Florida Photography, distribution through NE Florida MLS, and a marketing partnership with AHRN for military housing referrals.

WaterMarke monetizes primarily through recurring monthly management fees charged as a percentage of rent collected from owners, supplemented by transaction-based fees including a $55 non-refundable tenant application fee, a $300 pet fee, $75 late fees plus $10/day, and a $55 lease re-writing fee. The go-to-market model is direct-to-owner sales supported by a website, phone (904-221-8850), and email ([email protected]), with tenant acquisition flowing through AppFolio listings, MLS, brokerage referrals, and social media. The company holds memberships in NAR, Florida Realtors, NE Florida Association of Realtors, and NARPM, and operates without external institutional funding, acquisitions, or geographic expansion beyond Northeast Florida.

Name

WaterMarke Property Management

Legal name

WaterMarke Management Group, LLC

Website

https://watermarkepropertymanagement.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

WaterMarke Property Management is a Jacksonville, Florida-based full-service residential property management firm serving individual property owners and investors across Northeast Florida, offering management, leasing, investment portfolio, and home watch services with a focus on luxury properties.

Ownership category

akta.pro rank

Product category

Residential Property Management

NAICS

Residential Property Managers (531311), Real Estate Property Managers (53131), Services to Buildings and Dwellings (5617)

SIC

Real Estate Agents & Managers (For Others) (6531), Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Single-Family Rental (SFR) Property Management (BPAJAFAB)

Keywords

• Residential property management
• Leasing services
• Home watch services
• Investment property management
• Rental property management

Headquarters

HQ city

Jacksonville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Property Management Fees: WaterMarke charges property owners management fees for overseeing day-to-day operations, tenant relations, maintenance coordination, rent collection, and property inspections. Fees are typically a percentage of monthly rent collected.
2. Tenant Application Fees: Non-refundable application fee of $55.00 per applicant over 18 years old, paid at time of application submission via credit card on secure website.
3. Pet Fees: Standard pet fee of $300.00 per pet, non-refundable, determined by owner and may be increased depending on pet and circumstances. Paid at lease signing via certified check.
4. Security Deposits: Security deposit typically equivalent to one month's rent for qualified applicants, collected within 48 hours of approval and held per Florida landlord-tenant law.
5. Lease Renewal and Extension Fees: Fees for lease extensions and renewals prepared by attorney specializing in Florida Landlord/Tenant law. Lease re-writing fee of $55.00 applies when adding new tenants to existing lease.
6. Late Payment Fees: $75.00 late fee assessed on the 5th of the month, plus additional $10.00 per day until rent is paid.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

WaterMarke Property Management provides full-service residential property management in the Jacksonville, Florida metropolitan area. The company manages day-to-day operations for property owners including tenant screening, lease preparation by a Florida landlord-tenant attorney, rent collection, maintenance coordination, scheduled inspections, and owner reporting through an online portal. It also offers leasing-only services, investment portfolio management for multi-unit owners, and home watch/concierge services for absentee owners, snowbirds, and travelers.

Product overview

WaterMarke Property Management is a full-service residential property management company operating in Jacksonville, Florida. The company offers four integrated service modules: Property Management Services (core day-to-day operations), Professional Investment Property Management (portfolio management for multi-unit investors), Leasing Services (tenant acquisition and lease management), and Home Watch Services (vacant property oversight). The company leverages AppFolio software for tenant and owner portals and markets properties through NFLMLS, AHRN, Facebook, LinkedIn, and professional photography services.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Management Services Full-service residential property management covering day-to-day operations, owner and tenant relations, 24/7 service availability, 24/7 emergency maintenance coordination, property inspections, rent collection, and distribution to owners. Targeted at residential property owners in the Jacksonville, Florida area.
• Professional Investment Property Management Portfolio management for real estate investors owning multi-unit properties, including extensive marketing, tenant screening and placement, rent collection, property maintenance coordination, and owner reporting.
• Leasing Services End-to-end tenant acquisition services including property preparation, advertising and marketing with professional photography and virtual tours, property showings using electronic lockboxes, comprehensive tenant screening, lease negotiation, and lease execution.
• Home Watch Services Vacant property oversight for absentee homeowners, snowbirds, and travelers, including photo documentation, preventive maintenance checks, weekly supervision, utility setup, pool service coordination, and 24/7 emergency response.

Quantifiable outcome

• Properties with professional photography rent 50% faster
• +1 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

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• AppFoliocoreTechnology or IntegrationWaterMarke Property Management uses AppFolio property management software as their primary technology platform for tenant and owner portals, property listings, online rent payments, maintenance request submission, and account management. The partnership enables online application processing and provides the digital infrastructure for their operations.
• National Association of Realtors (NAR)coreOthersWaterMarke Property Management is a member of the National Association of Realtors, demonstrating professional standards and access to industry resources, training, and networking opportunities.
• Florida RealtorscoreOthersWaterMarke Property Management is a member of Florida Realtors, providing state-level industry representation, resources, and professional development.
• NE Florida Association of RealtorscoreOthersWaterMarke Property Management is a member of the NE Florida Association of Realtors, providing local market access and professional networking in the Jacksonville area.
• NE Florida Multiple Listing Service (MLS)coreOthersWaterMarke Property Management has access to the NE Florida MLS for listing properties and marketing exposure to other real estate professionals and tenants.
• National Association of Residential Property Managers (NARPM)coreOthersWaterMarke Property Management is a member of the National Association of Residential Property Managers, the professional association specifically for property management companies.
• WaterMarke Real EstateminorGTM or Marketing PartnerCross-marketing partnership between WaterMarke Property Management and WaterMarke Real Estate for referral generation and expanded market reach in the Jacksonville real estate market.
• AHRN (American Housing Referral Network)minorGTM or Marketing PartnerMarketing partnership with AHRN for military housing, specifically targeting military personnel and families seeking rental properties in the Jacksonville area.
• Other Brokerages (Incentive Program)minorChannel Partner/ Reseller/ DistributorPartnership with other real estate brokerages through incentive programs for showing WaterMarke properties and referring prospective tenants or property owners.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Invitation Homes: Institutional single-family rental owner and operator with a large Jacksonville-area portfolio that competes directly for landlord clients and tenants in the same luxury and mid-market SFR segment WaterMarke serves.
• American Homes for Rent (AMH): Public REIT owning and operating single-family rental homes across multiple Sun Belt markets including Florida, providing direct competition for both owners and tenants in the Jacksonville submarket WaterMarke targets.
• Progress Residential: Institutional SFR operator with significant Florida presence offering professionally managed single-family rentals, competing with WaterMarke for both homeowner clients and tenants in Jacksonville.

Broad incumbents

• FirstService Residential: One of the largest residential property managers in North America, providing full-service management for HOAs, condominiums, and rental properties across Florida with a much broader geographic and segment footprint than WaterMarke.
• Greystar Real Estate Partners: Global leader in rental housing property management operating across multifamily and single-family rentals, including Florida assets; competes for institutional owners and large portfolios that WaterMarke also targets at a smaller scale.
• HomeRiver Group: National residential property management platform with local-branch operating model similar in concept to WaterMarke, providing full-service single-family and small-multifamily management across multiple U.S. metros.
• Property Management Inc. (PMI): Franchise-based residential property management network with locally owned branches delivering leasing and management services comparable to WaterMarke's offerings, including in Florida markets.

Direct peers

• Castle Management: Jacksonville-based residential property management firm offering full-service management, leasing, and tenant placement for single-family homes and condos in the same Northeast Florida market as WaterMarke.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WaterMarkeFL
• LinkedInlinkedin.com/company/wmgflorida

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 WaterMarke Property Management