We operate primarily in the United States residential real estate market which totaled $45.3 trillion at the end of 2022, up by a record $8.8 trillion since 2020, but down about $2.3 trillion, or 4.9%, from the June 2022 peak of $47.7 trillion according to Redfin Corp. We are currently the holding company for five agent-centric, technology-integrated, cloud-based, multi-service real estate companies. Our primary business, La Rosa Realty, LLC, has been listed in the “Top 75 Residential Real Estate Firms in the United States” by the National Association of Realtors (the “NAR”), the leading real estate industry trade association in the United States. Our business was founded by Mr. Joseph La Rosa, a successful real estate developer, business and life coach, author, podcaster and public speaker. Mr. La Rosa’s self-help book “Do It Now” is a roadmap to personal success and well-being based on his transformative theories of family, passion, and growth. His philosophy, seminars and educational forums have attracted numerous successful realtors that have spurred the growth of our business. In addition to providing person-to-person residential and commercial real estate brokerage services to the public, we cross sell ancillary technology-based products and services primarily to our sales agents and the sales agents associated with our franchisees. Our business is organized based on the services we provide internally to our agents and to the public, which are residential and commercial real estate brokerage, franchising, real estate brokerage education and coaching, and property management. Our real estate brokerage business operates primarily under the trade name La Rosa Realty, which we own, and, to a lesser extent, under the trade name Better Homes Realty which we license. We have five La Rosa Realty corporate real estate brokerage offices located in Florida and 24 La Rosa Realty franchised real estate brokerage offices and four affiliated real estate brokerage offices that pay us fees in five states in the United States and Puerto Rico. Our real estate brokerage offices, both corporate and franchised, are staffed with approximately 2,450 licensed real estate brokers and sales associates. We have built our business by providing the home buying public with well trained, knowledgeable realtors who have access to our proprietary and third-party in-house technology tools and quality education and training, and valuable marketing that attracts some of the best local realtors who provide value-added services to our home buyers and sellers that are attracted to our brands. We give our real estate brokers and sales agents who are seeking financial independence a turnkey solution and support them in growing their brokerages while they fund their own businesses. This enables us to maintain a low fixed-cost business with several recurring revenue streams, yielding relatively high margins and cash flow. Our agent-centric commission model enables our sales agents to obtain higher net commissions than they would otherwise receive from many of our competitors in our local markets. Moreover, we believe that our proprietary technology, training, and the support that we provide to our agents at a minimal cost to them is one of the best offered in the industry. We believe that our focus on the interaction between our in-person agents and their clients is a strong weapon against the internet-only commodity websites and the low touch discount brokerages who compete with us. By creating a custom solution offering a unique experience, our agents are able to guide their clients seamlessly through what may be the most expensive purchase of their lifetime. Disruptions related to the COVID-19 pandemic resulted in a downturn in our local residential real estate market in 2020. However, our local real estate market rebounded significantly in 2021 and continues to hold up notwithstanding significant increases in mortgage rates as the pandemic has caused what appears to be a large migration into our market areas from other states. Because nearly all our sales agents, who are independent contractors, were working remotely before the pandemic struck, and because Florida did not mandate stay-at-home orders like many other states, the manner in which our business is conducted during the pandemic has not changed significantly and did not affect the productivity of our sales agents in 2022 or in 2021. In addition, a significant driver of our past, and we believe, our future growth is our ability to create revenue by referring or requiring that our agents and our franchisees’ agents use the business services that we provide. For example, all agents new to our Company are required to have a “coach” and to attend multi-day training sessions to learn the Company’s philosophy, technology and business practices. Concurrently, the agent works with his or her coach in obtaining listings, working with consumers and closing transactions. All these activities are run through our La Rosa Coaching, LLC subsidiary which teaches advanced techniques for team building, personal growth, and business development, which we believe will enhance our revenue at a nominal increase in cost to us. In addition, unlike other residential real estate brokerages, we encourage our sales agents to pursue commercial real estate transactions and require them to utilize the services of our commercial real estate company La Rosa CRE, LLC. We anticipate acquiring other complementary businesses, such as title and insurance agencies and a mortgage brokerage, after the closing of this Offering to enhance our gross revenues and profit margins. We face competition from established residential real estate companies such as RE/MAX Holdings, Inc., Keller Williams Realty, Inc., HomeSmart, Realogy Holdings, Corp., which franchises the Coldwell Banker and Century 21 brands, as well as from internet-based real estate brokers including Realtor.com, Fathom Holdings Inc., Redfin.com, and Zillow.com, brokers offering deeply discounted commissions like SimpleShowing Holdings, Inc., Houwzer LLC and Real Estate Exchange, Inc. (Rexhomes.com), and “flat fee” brokers such as Homie Technology, Inc., Cottage Street Realty, LLC (FlatFeeGroup.com) and Trelora, Inc. These companies do not provide the same personalized brokerage services that we do and emphasize low commissions and a do-it-yourself philosophy. We believe that our highly trained agents who work one-on-one with their clients can successfully close residential real estate transactions with a high level of consumer satisfaction that redounds to us in future business and referrals. Our principal executive office is located at 1420 Celebration Boulevard, 2nd Floor, Celebration, Florida.
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A Keller Williams offering a one-stop shop for real estate services, from brokerage to mortgages and title.
Like an eXp World Holdings (EXPI) but with fully integrated mortgage, title, and property management companies.
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- Real Estate Brokerage Services: Facilitates the buying and selling of residential and commercial properties through a network of real estate agents.
- Franchising: Offers its real estate brokerage model and brand to independent real estate businesses through franchise agreements.
- Ancillary Real Estate Services: Provides complementary services such as property management, mortgage brokerage, title and escrow, and insurance services to support real estate transactions and ownership.
- Real Estate Education and Training: Delivers comprehensive training, coaching, and continuing education programs for real estate agents and brokers.
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La Rosa Holdings Corp. (LRHC) operates primarily in the residential real estate brokerage sector, providing services, technology, and branding to real estate agents and brokers. Given its business model, which involves operating a real estate brokerage franchise and supporting a large network of independent agents, LRHC does not have a few major customer companies that are publicly identifiable with their symbols. Instead, its customer base consists of a multitude of independent professionals and smaller, often privately held, businesses.
Therefore, its primary customers can be described in the following categories:
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Independent Real Estate Agents: These are individual real estate professionals who affiliate with La Rosa's brokerage network. They utilize La Rosa's platform, technology, training, and brand support to conduct their real estate transactions. Their revenue contribution to LRHC typically comes from transaction fees, monthly fees, and/or commission splits.
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Real Estate Brokers and Franchisees: This category includes individuals or entities that operate a La Rosa brokerage office under a franchise agreement. These franchisees are effectively other businesses (often privately held) that pay franchise fees, royalties, and other charges to La Rosa Holdings Corp. for the right to use its brand, systems, and support.
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Real Estate Teams and Small Brokerages: In some instances, existing real estate teams or smaller, independent brokerages may choose to join the La Rosa network to leverage its resources, expand their market reach, and benefit from its operational framework and brand recognition.
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Joseph La Rosa, Founder, Chief Executive Officer, Interim Chief Financial Officer, and Chairman of the Board
Mr. La Rosa founded La Rosa Realty, LLC in 2004, building it into a comprehensive real estate services platform. He has served as the Company's President, Chief Executive Officer, and Chairman of the Board since August 2021, and as founder since its inception in 2004. Previously a police officer in Orlando, Florida, Mr. La Rosa entered his family's commercial and residential real estate development business in 2001, where he became and currently serves as President of La Rosa Development Corp. From 2008 to 2010, he co-developed the Casa Latino group of companies, establishing the first Latino real estate franchise throughout the United States, which was recognized by the National Association of Realtors in 2010 as one of the Fastest Growing Real Estate Franchises in the U.S. He is also a multi-company entrepreneur, transformative speaker, and best-selling author of "Do It Now!". Mr. La Rosa, along with his wife Deana, co-founded the La Rosa Foundation. Effective October 1, 2024, he was appointed to temporarily serve as interim Chief Financial Officer while the company searches for a successor.
Deana La Rosa, Chief Operating Officer
Ms. La Rosa brings over 25 years of experience managing teams and projects across finance and technology sectors. Her past roles include serving as CEO, Financial Analyst, and QA Manager in the Lending and Software Development Industries. She is also a philanthropist and co-founded the La Rosa Foundation with her husband, Joseph La Rosa.
Alex Santos, Chief Technology Officer
Mr. Santos holds a BS in Computer Science and possesses over 25 years of expertise in web development and technology solutions, including the creation of secure and scalable web applications.
Laverne Grajales, Managing Broker
Ms. Grajales has dedicated over 11 years to La Rosa, where she currently functions as a Managing Broker, overseeing 11 corporate offices. She played a significant role in expanding La Rosa Realty, LLC, contributing to its growth from 500 to over 2000 agents and more than 23 offices. Additionally, she is an active member of the Brokers Committee for the Osceola County Association of Realtors and serves on the boards of both the La Rosa Foundation and Housing for All.
Tiffany Polite, Director of Coaching
Ms. Polite has more than 5 years of experience in the real estate industry, serving as both an agent and a coach. She also has over 10 years of experience in management and coaching roles.
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The most significant clear emerging threat to La Rosa (LRHC) and the broader real estate brokerage industry is the **National Association of Realtors (NAR) commission settlement**. This landmark settlement, announced in March 2024 and expected to take effect in mid-July 2024, fundamentally alters the long-standing commission structure in U.S. residential real estate transactions.
Historically, sellers, via their listing agents, paid a commission that was then split with the buyer's agent. The settlement eliminates the rule requiring listing agents to offer compensation to buyer agents through the Multiple Listing Service (MLS). This change is anticipated to lead to several disruptions:
- Decoupling of Commissions: Buyers will likely become directly responsible for negotiating and paying their agent's commission, or they may seek concessions from sellers for these fees.
- Downward Pressure on Commissions: The increased transparency and direct negotiation could lead to a reduction in overall commission rates, impacting revenue for brokerages and agents.
- Business Model Adaptations: Real estate brokerages like La Rosa will need to adapt their compensation models, agent training, and value propositions to justify buyer agent fees in a more competitive and transparent environment.
- Agent Exodus: Lower potential earnings could lead to a contraction in the number of active real estate agents, impacting the brokerage's agent count and overall business volume.
This settlement represents a structural change to the industry's core economic model, similar in scope to how new digital platforms disrupted traditional industries by altering fundamental transaction flows and pricing mechanisms.
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La Rosa Holdings Corp. (LRHC) operates in several segments within the real estate industry, offering residential and commercial real estate brokerage services, franchising, education and coaching, property management, technology-driven products and agent support (PropTech), and title settlement and insurance services.
The addressable markets for their main products and services are as follows:
- Real Estate Brokerage Services (U.S.): The market size of Real Estate Sales & Brokerage in the U.S. is estimated at $241.3 billion in 2025. Separately, the United States real estate brokerage market is valued at USD 206.45 billion in 2025. The residential segment alone held 81% of the U.S. real estate brokerage market share in 2024.
- Real Estate Brokerage Services (Global): The global real estate brokerage market was expected to reach US$ 792 billion in 2023 and is projected to grow to US$ 1,365.7 billion by 2033.
- PropTech/Real Estate Technology (U.S.): The U.S. PropTech market size was approximately USD 15.91 billion in 2024 and is projected to reach around USD 71.31 billion by 2034, growing at a compound annual growth rate (CAGR) of 16.18% from 2025 to 2034. Another estimate values the United States Real Estate PropTech Market at USD 25 billion. The IT Market in the Real Estate Industry in the U.S. reached USD 11.63 billion in 2025.
- PropTech/Real Estate Technology (Global): The global PropTech market is valued at $47.08 billion in 2025 and is projected to reach $179.03 billion by 2034, with a CAGR of 16%. North America accounted for 56% of the global PropTech market revenue in 2024.
- Real Estate Lead Generation Software (Global): The global real estate lead generation software market size was valued at USD 1.2 billion in 2023 and is projected to reach USD 3.5 billion by 2032.
- Real Estate Lead Generation Solutions (North America): The North American lead generation solution market is expected to grow from US$ 1,224.68 million in 2021 to US$ 3,618.21 million by 2028.
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La Rosa Holdings Corp. (LRHC) is poised for future revenue growth over the next 2-3 years, driven by several strategic initiatives and anticipated market conditions:
- Expansion of Agent Network: La Rosa is actively focused on growing its network of real estate agents, which has already surpassed 3,100 agents. This expansion is attributed to the company's platform strength, culture, and a flexible brokerage model offering competitive compensation, including revenue share programs and a 100% commission option. The company's strategy includes building high-performing offices and advancing agent success.
- Strategic Acquisitions: Acquisitions have historically contributed significantly to La Rosa's revenue growth, with $9.8 million generated from eight acquisitions in 2024. The company plans further acquisitions, including a pending acquisition of a brokerage firm that generated $19 million in 2023 revenue and represents approximately 945 agents. Recent acquisitions of franchisees in Florida are also expected to increase top-line revenue by over 75%.
- National and International Market Expansion: La Rosa is pursuing both national and international expansion. A key initiative includes expansion into Europe, starting with Spain, which is expected to increase the company's market presence and revenue opportunities. The company also plans to expand its presence to Puerto Rico through acquisitions.
- Advancements in PropTech and New Technology Integration: As a PropTech company, La Rosa is committed to modernizing real estate through technological advancements. This includes the introduction of JAEME AI 2.0, an enhanced AI assistant, and upgrades to My Agent Account v4.0 with an integrated transaction management module, aiming to improve agent support and operational efficiency. The company also plans to integrate blockchain into its services to enable smarter contracts and faster, more secure transactions and has begun accepting Bitcoin and other cryptocurrencies for agent payments.
- Favorable Real Estate Market Conditions: La Rosa's CEO has expressed optimism for future growth, anticipating that declining mortgage rates may boost housing demand. While not directly controlled by the company, a robust real estate market could serve as a significant tailwind for its growth initiatives.
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Share Repurchases
- In April 2025, La Rosa Holdings Corp. announced a stock buyback program authorized to repurchase up to $500,000 of its common stock.
Share Issuance
- La Rosa completed an initial public offering (IPO) on October 12, 2023, raising gross proceeds of $5 million.
- On August 18, 2025, the company amended its equity purchase facility to allow for the issuance and sale of up to $1 billion in common stock to an institutional investor, with stockholder approval required for issuances exceeding $150 million.
- An 80-for-1 reverse stock split became effective on July 7, 2025, reducing outstanding shares from 58.3 million to approximately 729,000, a move aimed at regaining Nasdaq compliance and attracting institutional investors.
Inbound Investments
- La Rosa completed an initial public offering (IPO) on October 12, 2023, raising gross proceeds of $5 million.
- The company has an amended equity purchase facility agreement with an institutional investor, allowing for the issuance and sale of up to $1 billion in common stock.
Outbound Investments
- La Rosa acquired two of its real estate brokerage franchisees with combined revenues exceeding $20.7 million in 2022.
- Between October 2023 and March 2024, the company acquired majority or full ownership of several other franchisees to expand its market presence.
- In April 2025, La Rosa acquired 51% of the franchisee Prestige, which had generated $4.7 million in revenue in 2023.
