Run by locals who love South Florida.
We're not a portal. We're not a platform. We're locals who love South Florida enough to make a business of sharing it.
We grew up here.
Andrew's grandfather built a house on Sunset Drive in 1958. Rebecca's mom waited tables at a Coconut Grove cafe through college. They both knew every corner of this city before they could drive.
In 2016, the first SoFLA listing was a friend's spare house in South Miami, rented to a family from Toronto who said they wanted to see "the real Miami." Andrew met them at the airport, gave them a list of three restaurants and one beach, and didn't hear from them for a week. They sent a thank-you card.
That note is still in a drawer at the office. It's how we set the bar.
Ten years in, still small.
We've added a few stays a year. Refused a few more. The point was never to scale.
- 2016
One house, one couple
Andy and Bec list their friend's South Miami house. They write the description themselves. The first booking comes from Toronto.
- 2018
Three properties
The 1915 Sunset Inn joins the collection. Two more friends ask if SoFLA can manage their second homes — we say yes, but only after staying a night in each.
- 2022
The blog begins
A Friday newsletter starts, to keep clients on new stays. By month three it's mostly restaurant tips and Keys trip reports.
- 2026
Ten stays, holding
Our collection is at ten. We've told the last three owners no this year. The point isn't to scale — it's the right hundred guests, every year.
Three things we don't do.
The shape of the company comes from what we've decided to refuse.
We don't take a property we wouldn't stay in.
One of us spends a full night in every new listing before it goes live. If we wouldn't recommend it to a friend, we don't put a friend in it.
We don't pretend to be everywhere.
We're a South Florida company. No Orlando. No Tampa. No "expansion into the Northeast next year." The map you can drive in a day, done well.
We don't make you talk to a chatbot.
The number on this site is a real phone, answered by a real person. We have nothing against AI; it just shouldn't be the front door to your vacation.
Small team, one area code.
A small, local team — the same faces from booking to checkout.
SoFLA is Andy's company — South Florida through and through, and still the voice on the phone more often than you'd expect.
Kevin runs the day-to-day: the properties, the booking engine, the promos. If you booked direct, Kevin's systems made it work.
Naty keeps guests taken care of from booking to checkout.
Stay with locals. Book direct.
Pick up the phone or send a note. We'll get back to you the same day, usually within an hour.