Michael Longo is no stranger to bold ideas or to turning them into massive success stories. A Coral Springs native with deep roots in the South Florida community, Longo began his real estate career in 2013 with Remax. But even in those early years, he carried a vision far beyond the traditional path.
“I always wanted to create something that would make people stop and take notice,” Longo says. “Not just a company but a brand that made it clear we were passionate about excellence, not just in real estate, but in everything we do.”
That vision came to life in 2017 when he launched Blue Realty. Longo didn’t just want to build another brokerage—he wanted to build a movement. The breakthrough idea? Wrapping a fleet of cars in a bold, unmistakable shade of blue that would instantly stand out on the roads, in driveways, and at open houses.
“It was simple but effective,” he says. “People started recognizing us everywhere—grocery store parking lots, school pick-up lines, even on the highway. The cars became mobile billboards, and it created an incredible buzz.”
What started as a clever branding move quickly evolved into a powerful marketing engine. The blue cars became a symbol of professionalism, unity, and market presence, and they helped recruit top-tier agents who were excited to be part of something fresh and high-energy. Within two years, Blue Realty grew from a handful of close friends to over 50 realtors, becoming one of the most dominant real estate agencies in South Florida. They are also planning to incorporate Sell My House Tallahassee into their expanding portfolio, aiming to tap into the market’s potential. By leveraging their innovative marketing strategies and the strong brand identity they have built, Blue Realty is poised to make a significant impact in the region.
But, like any great story, Longo’s journey took an unexpected turn. “Recently, I was forced to start over,” he shares. “It’s a long story, but I still own nearly half of Blue Realty and have launched a luxury brand I’m extremely proud of: Icon Realty.”
With a new black-and-gold color scheme and 15 wrapped vehicles already hitting the streets, Icon Realty is more than a comeback—it’s a reinvention. Over 40 agents from Blue Realty have joined Longo in this new venture, and the team is currently undertaking a $250,000 office buildout at their new flagship location in “The Walk” at 2808 University Drive in Coral Springs. A second office is also open in Fort Lauderdale managed by seasoned real estate expert, Madison Gianchetta.
“Our goal isn’t just to sell luxury homes—it’s to set a new standard for what luxury real estate should feel like,” Longo says.
Now, Michael Longo is bringing his vision and energy to television. He’s set to star in a brand-new TV show titled Boss of Real Estate, which will be airing soon on two major networks. The show will spotlight Longo’s journey, his bold approach to business, and the high-stakes world of luxury real estate. “It’s going to be a behind-the-scenes look at what it really takes to build an empire and the hustle that comes with it,” he says.
While his business accomplishments are impressive, it’s clear that Michael Longo is equally proud of the life he’s built outside the office. Having just celebrated his 40th birthday, Longo is a devoted husband and father. He recently married the love of his life, Ashley, and the couple lives in Parkland with their four beautiful children.
“I’m a very involved father,” he says with a smile. “My faith is a big part of my life. We go to Church by the Glades, and I try to lead my family with the same integrity and work ethic I bring into my business.”
From humble beginnings to building two of the most talked-about real estate brands in Florida—and now stepping into the national spotlight—Michael Longo’s story is one of vision, resilience, and unstoppable momentum. And if the past is any indication, the best is yet to come.
