Corcoran Growing Its Luxury Real Estate Brand Through Franchising

Stephanie Anton senior vp of Corcoran Franchise

Stephanie Anton

Corcoran is rising its luxurious actual property model by way of franchising. The title Corcoran is lengthy synonymous with luxurious actual property. Based in 1973 by Barbara Corcoran the brokerage agency initially served New York Metropolis, the Hamptons, and South Florida. At present it’s a part of the Realogy group of actual property firms.

In 2002 Barbara Corcoran handed over the reins to Pamela Liebman who grew to become President & CEO. Leibman retains these titles and stays on the helm of the corporate. 
Corcoran franchisees are associates. Quick ahead to 2020 when Corcoran ventured into franchising the model globally.  Within the final yr, the Corcoran model has grown into 21 markets with eleven associates from Hawaii to New York’s Hudson Valley and Westchester to California, Arizona, Nevada, Colorado, and Corcoran BVI (British Virgin Islands), Florida and New Jersey.
Stephanie Anton senior vp of Corcoran Franchise explains Corcoran’s distinction within the crowded luxurious brokerage enterprise. “One foremost distinction is Corcoran is a extremely elastic model. That’s the reason it really works so effectively. We’re an ideal match for a $400,000 residence or a $four million property. I’m unsure you possibly can say that about different luxurious manufacturers. I feel we’re the precise model on the proper time.”

Hilary Farnum-Fasth, Dealer Proprietor, Corcoran Reverie with over 100 brokers in Northwest Florida agrees with Anton. “Taking a look at all the opposite high-end brokerages, there was by no means something identifiable that I used to be drawn to or might see myself aligned with professionally, Farnum defined. “With Corcoran, you get the entire bundle; they provide the flexibility to keep up our native id whereas offering a worldwide attain. The extent of shopper service supplied by Corcoran is unmatched among the many competitors, with sturdy ties to their native communities, fierce dedication to their brokers and workers, and providing a collection of enterprise instruments not simply discovered.”

What drew Anton Steenman president & CEO, Corcoran Pacific Properties of Hawaii with over 200 brokers to Corcoran started in 2019 throughout the firm’s strategic planning course of. “We recognized the necessity to strengthen our model, itemizing advertising, market authority, and handle our popularity extra actively,” Steenman mentioned. “At the moment, we additionally highlighted the necessity to intercept the shift in market focus past fantastically crafted houses to the approach to life and experiences one has inside them. Corcoran Group stands out in its breakthrough experience-based advertising. The Corcoran Group’s well-developed and refined voice was an excellent match with our have to change into a lot stronger in these areas,” he provides.

Michael Mahon, president & CEO, Corcoran International Dwelling with workplaces in California and Nevada and greater than 1700 associates, factors to a number of sturdy causes for changing into an affiliate. “What drew us to Corcoran was twofold. Barbara Corcoran’s unique ideas on what a profitable actual property brokerage may very well be sooner or later and watching the imaginative and prescient of the Corcoran Affiliate Community change into a actuality.”
Corcoran’s Digital Studying program is strategic in rising the affiliate community. Between April to December 2020, this system hosted and facilitated greater than 140 coaching classes, and with over 6,000 affiliated brokers attending just about. Matters coated embrace tech instrument onboarding demos, business-building productiveness programs, thought management panels, and interviews with prime trade authors.
Look to Corcoran to proceed its profitable model enlargement in 2021.

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