June 2025 | Rising Star - Jose Feliciano

SHAPING HIS OWN FUTURE

LOSING A JOB IS NEVER EASY, BUT FOR JOSE FELICIANO IT WAS A DEFINING MOMENT.

By Jess Wellar

“Although I had always been financially responsible, the uncertainty of not having a job for the first time shook me,” Jose admits.

“But instead of dwelling on it, I looked in the mirror and told myself, ‘Do better, Jose.’ From that moment on, I made a commitment to take control of my future. I embraced entrepreneurship, pushed myself harder than ever, and haven’t looked back since.”

This proactive mindset has served Jose well. In less than two years, he’s made a name for himself in Duval County, bringing the same hustle and drive that shaped his past careers in law enforcement, property management, and sales. Now, as a rising agent with Keller Williams Atlantic Partners, he’s crafting success on his own terms while already helping others do the same.

Taking The Plunge

Jose’s professional background is diverse and impressive. He proudly served four years in the Army, followed by six and a half years in law enforcement. From there, he spent 23 years in the automotive retail industry before transitioning into property management for 14 more years.

But after losing his property management position, Jose realized that he was ready to step away from the corporate world entirely and carve his own path.

“I wanted the freedom to grow on my own terms and build something truly meaningful. Venturing into entrepreneurship wasn’t just a choice — it was a calling to create, innovate, and take control of my future,” he explains. “The corporate world didn’t offer the financial freedom or growth I was looking for, so I decided to venture out on my own.”

Jose had spent years assisting companies with due diligence and property sales without truly benefiting from those deals himself. That’s when he made the bold decision to go into real estate — all in at once, full-time.

A Natural Fit

With years of experience managing properties and overseeing operations, Jose found the transition to real estate fairly smooth. “It’s all about connecting with people,” he affirms.

Jose wasted no time jumping in headfirst. From the moment he got licensed in the summer of 2023, he committed to doing whatever it took to grow his business — holding open houses every weekend, networking wherever possible, and leveraging every connection he had. He also credits the early guidance of his colleague, Patrick Dorrian, for helping him quickly learn the industry ropes.

His first year in the business was a success, earning him a Jacksonville Business Journal award. In 2024, his hard work was further recognized with the Keller Williams Cultural Award, an honor that highlighted his willingness to train and mentor new agents while simultaneously closing 19 transactions for $4.5 million in sales volume.

“That Cultural Award meant a lot to me because I love helping others,” Jose smiles. “I’ve been in this business for less than two years, and I already find so much value in training new agents and sharing what I’ve learned.”

Hustle, Hustle, Hustle Jose doesn’t just work hard — he works smart. “What sets my business apart is my relentless drive and proactive approach. I don’t wait for business to come to me — I go out and create opportunities,” Jose points out.

He’s quickly built up his sphere through consistency and creative lead generation strategies.

“I still host open houses every weekend, network while Ubering, visit coffee shops to connect with people, and collaborate with a strong network of REALTORS® to exchange referrals,” he elaborates. “I also help clients find rentals, list their properties, and consistently follow up to ensure every lead turns into a lasting relationship.”

Jose’s approach is simple: be everywhere and provide value. He adamantly refuses to let market conditions dictate his success either.

“What keeps me motivated is the mindset that success is always in my hands. I don’t accept the excuse that the market is slow — because even if it is, the real question is, what am I doing to push my business forward? If

“IT’S ALL ABOUT CONNECTING WITH PEOPLE.”

Busy Building A Legacy

When Jose isn’t hustling in the real estate world, his biggest priority is his loved ones. “I’m blessed to have my beautiful wife, Melissa, and two wonderful daughters — Desirae, who’s 30, and Isabel, who’s 5. I could not do this job without the support of my wife. We have been together for 11 years, and she is the reason I can do what I do while she holds down the fort,” he acknowledges gratefully.

Family time is everything to Jose, whether it’s spending the day at the beach, hosting friends for a laid-back gathering, or simply enjoying a quiet night at home. Their household is rarely quiet though, thanks to their playful pets — a crew of three Bernedoodles: Tito, Terisita, and Tully Bear, and their “studly” cat, Lou Lou, who prowls the house like he owns it.

While work and family keep him busy, Jose still makes time to discover new passions. “I’ve recently started exploring real estate photography as a way to expand my real estate business. It’s been a great way to combine creativity with my passion for the industry,” he smiles.

Looking to his future, Jose doesn’t just want success for himself — he wants to help others rise along with him. He has already started taking steps toward leadership, mentoring new agents and sharing his knowledge while steadily building his real estate photography business.

“I also plan to pursue my broker associate certification and eventually build my own team and my own brokerage,” Jose concludes. “I have always loved seeing people excel along with me. It’s been that way all my life, ever since I was in the military, I have pushed others to succeed as well.”