Guided by care, powered by precision
Coral Compass is a Myrtle Beach crew of hospitality pros and systems nerds who believe property management should have nothing to hide. We manage homes and condos across the Grand Strand with clear numbers, published fees, and steady routines, so guests can fully relax and owners always know exactly where they stand. Our goal is simple: build long-term partnerships and a company we're proud of, one well-cared-for property at a time.
Every property gets its own compass
Coral Compass grew from one idea: a property performs best when it's treated as one of a kind, never as a number on a rotation list. Whether it's a single-family home in Surfside or a condo overlooking the Atlantic, every property we manage gets its own pricing strategy, its own care plan, and its own set of eyes.
The other thing we do differently: we put everything in plain sight. Owner-billed costs pass through at actual cost, with no markup. Your statement reads the way it should: rent, management fee, real expenses. Nothing buried, nothing padded.
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People First
The best stays, and the best partnerships, start with trust. From owners to guests to local vendors, we lead with clear expectations, straightforward communication, and follow-through that proves people matter more than shortcuts.
Open books
You shouldn't have to dig for answers about your own property. Published fees, pass-through costs with no markup, and a live owner portal where you can watch bookings and revenue in real time. When the numbers are honest, everything else gets easier.
Coastal by nature
We're rooted in Myrtle Beach and shaped by the rhythm of the Strand. We live here, we work here, and we know each property by name, from beach houses in Garden City to condos with a view of the pier. Every stay should feel as easy as a day by the water.
Ethan Martinsen
As founder and CEO, Ethan combines years of property, business, and technology experience to set Coral Compass's direction. With a background spanning asset management, real estate investment, and systems development, he builds the operational backbone that lets Coral Compass grow without losing its personal touch. Ethan holds South Carolina's Property Manager-in-Charge license and stays hands-on with every owner partnership, from the first conversation to the first booking and beyond.
With roots in Australia and a life built in Utah before the Strand called, Ethan's adventurous streak runs deep. A lifelong surfer, snowboarder, and builder at heart, he's as curious as he is driven, whether he's studying robotics, restoring engines, or logging hours toward his pilot's license. Grounded, yet always chasing the next horizon.
Doug Smith
As Owner Relations Manager, Doug serves as the vital connection between Coral Compass and the homeowners it serves. With a strong background rooted in client relations and business development, he takes a people-first approach to building trust and long-term partnerships. Before joining Coral Compass, Doug played a key role in helping a startup company generate over $3 million in sales in just four months – an achievement that shaped his growth-oriented mindset and commitment to scaling without sacrificing a strong foundation. Driven by a passion for creating win-win experiences, Doug focuses on connecting with homeowners, guiding them through the onboarding process, and maintaining those relationships with clear communication and care long after the first key is handed over.
Naturally driven, Doug brings the same steady determination to life that he does to Coral Compass. When he’s not out camping with his girlfriend and their dog, riding his motorcycle, or playing baseball with friends, he’s the kind of person people remember – loyal, quick with a joke, and always striving to make a difference while enjoying the ride along the way.
Sara Treu
As Co-Founder and Chief Operations Officer, Sara ensures every moving part of the business runs with precision, from guest communications and financial oversight to process development, vendor coordination, and tech integration. With nearly a decade of experience in operations and client service management, Sara blends analytical structure with creative adaptability to keep Coral Compass efficient, responsive, and ahead of industry trends. Her background in managing multimillion-dollar corporate accounts sharpened her eye for detail and client care, skills she now applies to optimizing every guest experience and property workflow. Sara’s commitment to innovation and organization forms the foundation of Coral Compass’s day-to-day excellence.
Sara can't help but turn ideas into motion. Whether she's sketching brand concepts in the sunshine, reorganizing something just for the satisfaction of it, or planning the next adventure with Ethan and their dogs, she's happiest building something beautiful, on the page, in business, or in life.
