Justin Logan

Started Working At Eleven

Justin started working at age eleven. His father ran a small interior design firm in New Jersey, and Justin was the kid in the truck on Saturdays — carrying samples, holding tape measures, and learning that every job has a steward.

His parents separated shortly after he was born. Both of them were small-business owners, which is its own particular education: you grow up knowing that a payroll runs on Friday whether you feel like working or not. His older brother went to the Navy after high school. From then on it was Justin and his dad, with mom on visits, and the rhythm of two men running side jobs on weekends — pressure-washing driveways in the summer, shoveling snow in the winter, watching how a kept house holds its value through both.

He graduated high school in 2007. College was not on the table; the family could not afford it. So he went to work.

Kiosks To Boardrooms

The first decade of his career was a graduate program nobody else got to attend. He started behind cell-phone kiosks. He moved into retail management. He picked up a part-time pressure-washing job at twenty-two because the side work made sense to his hands in a way that retail never had.

In 2016 he joined a national marketing agency in the lowest seat in the room: assistant to the account executives. Errands, phones, paperwork. He was promoted to Account Executive within a year. Senior Account Executive after that. Then Director of Strategy. By the time he left, he was Vice President of Sales, and he had personally managed hundreds of millions of dollars in advertising spend on behalf of clients placing campaigns at global sporting events, on Paris transit, on London bus shelters, on skyscraper LEDs in Shanghai, and on Super Bowl spots watched in tens of millions of American living rooms.

What that experience taught him — and the reason it still shapes how FCPE shows up in your inbox — is that the marketing of a thing must match the truth of the thing. If the ad promises premium and the service does not deliver premium, the ad is a lie that the company is paying to publish. He spent ten years inside that machinery. He came out the other side knowing exactly which promises he would, and would not, ever make in his own name.

The Pressure-Washing Side Job That Became A Craft

In 2018, while he was still climbing inside the agency, Justin took a side job at Garden State Exterior Cleaning under his mentor, Christopher Warner. Garden State had been founded a year earlier and was earning a reputation for doing exterior work properly — soft-washing instead of blasting, chemistry over horsepower, the kind of careful approach that does not damage stone or strip mortar.

Christopher taught him the craft. Not the marketing of the craft — the actual craft. How to read a roof before you touch it. How to pre-treat for algae. How to dilute a solution for travertine that would peel paint off a deck. How to tell the difference between a sealer that is failing and a sealer that just needs cleaning.

He worked weekends in New Jersey driveways, learning a trade that most agencies in his orbit did not even know was a trade. By the time he started FCPE, he had been doing the work with his own hands for fourteen years — even when his day job was hundreds of millions of dollars in ad spend.

Loss, And A Son Named For Three Men

Justin lost his mother at twenty-four. His father at twenty-seven. His brother at thirty-two. His sister at thirty-five.

There is no graceful sentence for that. He does not pretend there is.

In April of 2021, his son was born. The boy is named Michael David Logan — for Justin’s late brother Michael, his father James Michael, and Alicia’s father David Michael. Three men, one boy, one name. The name is the company, in a very real sense. It is the reason the standard has to hold.

Why Florida

The pandemic put Justin home. Remote work, daddy duty, an infant son in his arms. Alicia, a career elementary school teacher, took only the minimum maternity leave so she could keep teaching in person — she believed too strongly in what classrooms do for kids to step away from one in a year when so many were already closed. Watching her commit to that taught Justin something he had not known he needed to learn: that the school the boy walks into matters more than the house he walks out of.

Together they researched school districts. Test scores, programs, communities, climate. St. Johns County kept rising to the top of every list they pulled. They moved in 2021. Justin kept his agency role remote for as long as he could, then began the slow build of First Coast Property Experts — a company whose first quiet customers were Northeast Florida homeowners who needed someone who actually knew what to do with a paver driveway in summer humidity.

For a stretch of that early Florida year, Justin took night shifts as a server at Catullo’s, a family restaurant in Nocatee’s town center. He used the tips to fund the company’s launch and the shifts to meet his neighbors. Every plate he carried that year, he later said, brought them one step closer.

FCPE opened officially in 2024. Alicia joined full-time in 2025. The company exists today because two people made a decision about a school district and never stopped making decisions for the same reason ever since.

What He Actually Does

Justin is the President of First Coast Property Experts. He writes the proposals. He walks the properties. He sits with the clients who want to look the person who runs the company in the eye before they hand over a key. He sets the strategy and signs the checks, and he is on every exterior job — at least to show face if he is not the one running it — with the same hands that learned the craft on New Jersey driveways under a mentor who took him seriously when nobody at the agency was watching.

Alicia

Home

The Logans live in St. Johns County with their son Michael, who turned five in April. The boy is in VPK now, which is the entire reason Alicia joined the company full-time when she did — one last full year of mornings with him before all-day school takes its share. Justin does drop-off most days. The truck is washed. The boy waves at it from the curb.

FCPE serves homes across St. Johns, Duval, and Nassau counties — the three counties of Northeast Florida that the Logans now call home. The work is for families that look a little like their own: a kept house, a busy week, a phone call to someone who answers.