Trendsetters book 2014

Fall 2014 Trendsetters CEO GroupOctober 19th-22nd | RealtyUSA.com | Turning Stone Resort and Casino, Verona, NY

2Trendsetters CEO Group | October 19th-22nd | RealtyUSA.com | Turning Stone Resort and Casino, Verona, NY

Welcome to Upstate New York.More importantly...Welcome to RealtyUSA!Our entire team is happy and excited to host the Trendsetters CEO Group at this year’s RUSA Rally. Our theme is “Waves of Change, Oceans of Possibility.”

I would like to start my welcome with an analogy. We have all had dear friends who have enriched our lives and it’s always a treat to introduce that important friend to your family. That’s the feeling that I have as you join us at the RUSA Rally. I value our relationship and friendship and cannot wait for you to meet our RealtyUSA and 1st Priority Mortgage family. I know it’s going to be a great experience for everyone.

Thank you for allowing us to change the format for these meetings. If you need anything during your stay with us, do not hesitate to ask any member of our team. As members of the Trendsetters CEO Group you are truly shaping and leading the future of our industry. Our hope is that your insights will propel our high energy company to new heights. We are optimistic you will find your visit to be both fun and beneficial to your firm.

That being said … enjoy the experience and let the meetings begin. The best is yet to come!

Warmly,

Merle WhiteheadPresident & CEO6505 E. Quaker Road Orchard Park, NY 14127 | Phone: 716.662.2000 | Fax: 716.662.9520 Email: [email protected]


Meeting Information ............................................................................................................... 4-8

Meeting Agenda ................................................................................................................................................... 5Team Tour Schedules ............................................................................................................................................. 6Questions for Managers & VPs ............................................................................................................................. 7Turning Stone Resort & Casino Information ......................................................................................................... 8-9

Introduction to Upstate New York ...................................................................... 10-11

Company Information .......................................................................................................... 12-22

Company Historic Milestones ............................................................................................................................... 12-13Office & Corporate Locations .............................................................................................................................. 14Merle L. Whitehead ................................................................................................................................................ 15Executive Leadership Team .................................................................................................................................. 16-171st Priority Mortgage .............................................................................................................................................. 18Marketing ................................................................................................................................................................ 19Technology ............................................................................................................................................................. 20Accounting. ............................................................................................................................................................ 21Facilities ................................................................................................................................................................... 22

Department and Office Overviews ..................................................................... 23-58

1st Priority Mortgage .............................................................................................................................................. 23-24WNY Buffalo-Niagara & Rochester. ..................................................................................................................... 25-31Southern Tier ........................................................................................................................................................... 32-42Capital District & Albany ....................................................................................................................................... 43-48Central NY ............................................................................................................................................................... 49-57

TABLE OF CONTENTS


“Individual commitment to a group effort - that is what makes a team work, a company work, a society work, a civilization work.”

~Vince Lombardi

Meeting Information


MEETING AGENDA

TEAMS:1: David Boehmig, W. Neal Hanks, Jr. and Mark Stark 2: Rich Cosner, Lynn Fruth and Bob Parks3: Mike Golden, J. Lennox Scott and Steve Murray 4: John Aaroe, Dick Thurmond and Thad Wong

TURNING STONE RESORT AND CASINO | VERONA, NY | HOSTED BY REALTYUSA

Sunday, October 19, 20146:00PM-7:00PM ...................................Cocktail reception at Turning Stone (spouses, VP’s and Dept Heads will be in attendance) ...............................................................Cypress A/B7:00PM-8:00PM ...................................Dinner (spouses/guest included) at Turning Stone ................Cypress D/E8:00PM-9:00PM ...................................Company Overview by RealtyUSA ..........................................Cypress D/E

Monday, October 20, 20147:45AM-8:30AM ..................................Continental breakfast ....................................................................Tuscarora8:30AM-10:30AM ...............................Business meeting & Idea Sharing ..................................................Tuscarora10:30AM-10:45AM ..............................Coffee break10:45AM-12:00PM ...............................Idea Sharing ....................................................................................Tuscarora12:00PM-1:00PM .................................Lunch ..................................................................................................... Atrium1:00PM-4:00PM ...................................RealtyUSA Rally (Trendsetters will be speakers on panels) ............ Oneida6:00PM-7:00PM ...................................Cocktail reception at Turning Stone .......................................Event Center7:00PM-8:00PM ...................................Dinner (spouses/guest included) at Turning Stone ...............Event Center8:00PM-12:00AM .................................Pirate Soriee ...............................................................................Event Center

Tuesday, October 21, 20147:45AM-8:30AM ..................................Continental breakfast ....................................................................Tuscarora8:30AM-10:30AM ...............................Idea Sharing ....................................................................................Tuscarora10:30AM-10:45AM ..............................Coffee break10:45AM-12:00PM ...............................Idea Sharing ....................................................................................Tuscarora12:00PM-1:00PM .................................Lunch ..........................................................................................Event Center1:00PM-4:00PM ...................................Office Tours -Assigned Teams and Locations 6:00PM .................................................Dinner (spouses/guest included)at The Brewster Inn on Cazenovia Lake..............................................................Transportation to dinner will depart form The Lodge lobby at 6PM

Wednesday, October 22, 20147:30AM-8:00AM ..................................Continental breakfast ...................................................................Tuscarora8:00AM-10:00AM ...............................Present critique to RealtyUSA .......................................................Tuscarora10:30AM-10:45AM ..............................Coffee break10:45AM-12:00PM ...............................Business Meeting & Wrap Up ........................................................Tuscarora12:00PM ...............................................Meeting Adjourns


Team 1 - David Boehmig, W. Neal Hanks, Jr. and Mark Stark

1:00pm-2:00pm ............................................................................................ Capital ................Oak Room

2:00pm-3:00pm ....................................................................................... Corporate ................Briar Room

3:00pm-4:00pm ..................................................................................................CNY ............ Willow Room

Team 2 - Rich Cosner, Lynn Fruth and Bob Parks

1:00pm-2:00pm ..................................................................................................CNY ............ Willow Room

2:00pm-3:00pm ............................................................................................ Capital ................Oak Room


Team 3 - Mike Golden, J. Lennox Scott and Steve Murray

1:00pm-2:00pm ................................................................................................. WNY ....... Meadow Room


3:00pm-4:00pm ................................................................................... Southern Tier ...............Birch Room

Team 4 - John Aaroe, Dick Thurmond and Thad Wong

1:00pm-2:00pm ................................................................................... Southern Tier ...............Birch Room

2:00pm-3:00pm ................................................................................................. WNY ....... Meadow Room


TEAM TOUR SCHEDULES

TURNING STONE RESORT AND CASINO | VERONA, NY | HOSTED BY REALTYUSA


Questions for Managers

1. How do they plan for the week or month?2. Do they feel valued?3. Do they believe their skills are being used to its best?4. Do they feel they are given good directions and guidelines?5. Do you feel like you know where the company is heading?6. Are you on board?7. Are they overwhelmed or maxed out?8. Are we winning or losing ground?9. What one thing would they change if they were president for the day?

Questions for VP’s

1. How do you measure your success, what are your goals and objectives?2. How frequently do you review your progress against your plans?3. Do you have a written business plan for yourself, your offices, or your area of responsibility?4. Are communications frequent, formal or informal; do you feel that your opinion is heard?5. What is your biggest challenge in your job?6. What are the strengths and weaknesses of the company from your point of view?7. Who is your competition and what are you doing to become a better competitor?

Fall 2014 Trendsetters CEO Group

October 19th-22nd | RealtyUSA.com | Turning Stone Resort and Casino, Verona, NY

Introduction to Upstate New York


INTRO TO UPSTATE NY

What is “Upstate New York”?

Although the terms are used frequently and extensively, there is no official boundary between Upstate and Downstate New York. One usage of the term places locations north of the New York City metropolitan area into Upstate. Another usage puts the boundary at the point where the New York City suburbs segue into more rural communities. However, within the Upstate area, the line of demarcation is usually drawn much farther north. Many communities located beyond the daily commuting range of New York City receive the “local news” from New York City rather than areas such as Albany or Binghamton. Upstate residents will usually identify with a more specific region such as Western New York, Central New York, the Capital Region or the Southern Tier. In fact, many businesses and institutions include these regional terms in their names and logos.

Where are the cities that make up “Upstate New York” located?

The principal cities of Upstate New York from west to east are Buffalo, Rochester, Syracuse, Binghamton and Albany. Buffalo, Rochester and Albany are linked by Interstate 90, the New York State Thruway. Binghamton is linked to Syracuse by Interstate 81. For this reason, the large real estate brokerages with a presence in these markets are sometimes referred to as the “Thruway Brokers”. Real estate standards and practices are very different in Upstate and Downstate. Within Upstate locations, agents are legally permitted to file in contracts of sale, however, only an attorney may draw contracts Downstate.

How else does “Upstate” vary from “Downstate?”Culturally, socially and economically, Upstate is contrastively different from Downstate. Western New York has many cultural and economic ties to the other Great Lake states as well as Southern Ontario. Canada, which borders Western New York, is in walking distance from downtown Buffalo. The Capital Region of Albany is relevantly tied to New England. Linguistically, the area from Western New York to as far east as Utica is considered to be part of the Inland North region of American English Dialectology which includes cities as far west as Chicago and Milwaukee. The surrounding areas near Albany have a commonality with the New England Dialectology. It is said, to determine where an “Upstater” is from, listen to how one refers to soft drinks. In Buffalo and Rochester, it is referred to as “pop;” in Syracuse, it is simply “soda.”

NEW YORK THROUGH OUR EYES


COMPANY HISTORIC MILESTONES

A WELL-TRAVELLED ROAD OF GROWTH AND SUCCESS

1959 Stovroff, Herman & Glass, Inc. formed by Joan Stovroff, Morton Stovroff and F. Donald Herman. The firm expanded to four offices and added a commercial real estate division.1971 Name changed to Stovroff & Herman, Inc.1983 Further expansion. The firm was sold to Joan Stovroff, Louise Arnone, Judy Benjamin and David Eckel. 1989 Expanded presence in WNY by adding an office in Buffalo, acquiring Century 21/Tomino in Lockport, Beard Real Estate in Clarence; ERA Knights in Wilson, Medina and Middleport; Johnson & Salisbury of Niagara Falls; ERA Ferrusi, Century 21/Preferred Properties and ERA Woodbridge in West Seneca; Realty World; and opened offices in Youngstown and Lewiston; along with forming Ashford Funding.1962 H. Potter Realtors, Inc. founded by Howard Potter and begins serving the residential real estate needs of WNY.1972 Thomas J. Doran, General Manager of the firm, purchased the company. The company expanded from one office and 16 sales associates to four offices and 125 Sales Associates.1985 Merle L. Whitehead purchased one-half of Potter Realtors and became a partner with Thomas J. Doran. The team of Doran and Whitehead further expanded the company to 11 offices and over 400 sales associates. The company purchased Hodgson, Becker & Olds Real Estate of Hamburg.

1986 The firm acquired the R. J. Koch Company of Kenmore.1987 The company purchased Century 21 Vacanti of Amherst.1988 The company purchased B. W. Morris and Son with offices in West Seneca and Orchard Park; and Empire Gallery of Homes with offices in Cheektowaga, Tonawanda, Amherst and Williamsville. 1996 Stovroff & Potter Real Estate, Inc. was formed. The company was the result of a merger between two fine, respected real estate companies, Stovroff and Herman Realtors, Inc. and H. Potter Realtors, Inc.; creating the largest independent real estate company in New York State. The ownership team at Stovroff and Potter Real Estate was Thomas Doran, Merle L. Whitehead, Judy Benjamin and Louise Arnone.1998 Stovroff & Potter acquires Century 21 McCarthy of Grand Island.1999 Stovroff & Potter strengthens brand name by converting to “Stovroff.com” uniquely positioning the firm ahead of the curve in terms of web use for real estate.2000 Merle L. Whitehead becomes the sole owner of Stovroff.com. Stovroff.com acquires Wolfer Realty of Arcade. The firm now has 18 offices in the Buffalo/Niagara Region. Later that year, Merle L. Whitehead purchases RealtyUSA of Albany; with seven offices in the Capital Region. Rick Leasure Realtors of the Pittsford/Rochester Region joins forces with Stovroff/RealtyUSA, becoming RealtyUSA Rick Leasure Division.2002 Blackman & DeStefano Real Estate joins RealtyUSA in the Capital District creating a new market place leader. Stovroff.com becomes RealtyUSA.com with 27 offices and 1,100 sales associates in Upstate New York – the largest independent real estate company in New York State and #30 in the U.S. in terms of transactions. Merle L. Whitehead is now President/CEO of RealtyUSA.2003 Farrell Realtors of Binghamton joins the RealtyUSA family and becomes Farrell RealtyUSA with three offices in the Binghamton region. DeMulder Realty of Sidney joins RealtyUSA creating the Southern Tier Region, now with four offices.2004 Century 21 The Realty Group joins RealtyUSA creating a RealtyUSA Jamestown office, solidifying RealtyUSA’s presence in Chautauqua County and expands reach all the way to the Pennsylvania border. Hudson River Realty joins RealtyUSA in the Capital Region. RealtyUSA acquires Parklane Properties of Naples Florida; the first office outside of New York State. New office was named RealtyUSA Parklane Properties. Century 21 T. L. Wright Realty of Cobleskill, New York joins RealtyUSA.


2005 RealtyUSA opens two new offices in Elmira and Horseheads, New York. Audrey Edelman & Associates Real Estate, the #1 firm in Ithaca and Tompkins County New York, join RealtyUSA as Audrey Edelman & Associates RealtyUSA. RealtyUSA opens a new office in Norwich New York; part of the Binghamton/Southern Tier Region. RealtyUSA acquires Christensen Realty of Clayton New York; becoming Christensen RealtyUSA covering the Thousand Islands.

2005 Gallinger GMAC Realty of Syracuse New York merges with RealtyUSA, adding 14 offices in Central New York with the new name of Gallinger RealtyUSA.2006 RealtyUSA opens offices in Oneonta and Cooperstown New York. Lucy Knapp Real Estate of Hammondsport New York joins RealtyUSA, adding the Keuka Lake Region. American Country Realty of Sidney and Norwich New York join RealtyUSA. Linda Roche Real Estate, the top firm in Skaneateles for high-end listings, joins RealtyUSA and becomes Linda Roche RealtyUSA. Prudential Twelve Oaks Real Estate in Rochester New York becomes RealtyUSA, bringing a strong RealtyUSA presence to the west side of Rochester.2007 Falcon Realty of Auburn New York joins RealtyUSA.2008 McMillan Realty is acquired, adding four RealtyUSA offices to the Canandaigua New York area.2009 Normoyle Brokerage Company of Syracuse New York is acquired by RealtyUSA in June of 2009, and immediately followed by Morgan Hill Realty which is just outside of Binghamton, New York. Later that year Bruce Beadle Realty joined Realty’s Binghamton team as well.2010 C-21 John Burns Realty of Binghamton New York joins RealtyUSA adding another 35 agents to the Southern Tier Region. Nina Amadon and a group of agents from Weichert Realtors’ Loudonville office have joined RealtyUSA, creating the new Loudonville East Office.2011 Metro Ken-Ton and Partners in Integrity merged with RealtyUSA strengthening the Tonawanda and Fulton markets.2012 Gold Post Realty Ltd., operating as Coldwell Banker George T. Decker Real Estate and Coldwell Banker Shaw Real Estate has entered into an agreement to merge their Endwell and Ithaca NY, and Montrose PA offices with RealtyUSA‘s local operations. RealtyUSA opens first Pennsylvania Branch Office. 2013 Acquired Prudential Ambrose and Shoemaker, Elmira, and Assist 2 Sell Seller’s & Buyer’s 1st Choice Realty in New Hartford, adding an additional branch office in the Utica-Rome marketplace. Hamilton Homes Realty & Associates joins RealtyUSA’s Horseheads branch office. 2014 Elliott Realty, Inc.’s Watertown and Henderson Harbor offices and Coldwell Banker Rimada Realty, Inc.’s Watertown and Carthage offices merged with RealtyUSA, adding four new offices to the Thousand Islands area. Metro Homes and Land, Lancaster and Metro Zientek, Arcade, merge with RealtyUSA’s statewide operations. Entered into an agreement to merge the local real estate franchise Weichert Realtors Northeast Group, Capital Region offices with RealtyUSA.

COMPANY HISTORIC MILESTONES

A WELL-TRAVELLED ROAD OF GROWTH AND SUCCESS


OFFICE AND CORPORATE LOCATIONS

HELPING OUR COMMUNITY FEEL LIKE HOME

ALBANY

WARREN

SARATOGA

SCHDY

RENSSELAER

SCHO

HARIE

Buffalo

Rochester

Binghamton

Albanyloo

SyracuseSS

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WESTERN NYAmherst/ClarenceArcadeBuffalo CommercialBuffalo MetroCrossroadsGalleriaGrand IslandHamburgLancasterLewistonLockportOrchard ParkTonawandaWest SenecaWilliamsvilleCorporate/AdminCanandaiguaGreeceHoneoyePittsford

CENTRAL NYAuburnCamillusCazenoviaChittenangoCicero-N. SyracuseFayettevilleFultonClaytonLiverpoolManliusMarcellusOneidaSkaneatelesUtica-RomeW’Town-Arsenal/CarthageW’Town-Coffee/Hen. HarborCorporate/Admin

CAPITAL DISTRICTClifton ParkCommercialDelmarEmpireGreenbushGuilderlandLoudonvilleNiskayunaSaratogaQueensburySchoharie Appt CtrCorporate/Admin

SOUTHERN TIERCooperstownCorningElmiraEndwellHammondsportHorseheadsIthacaMontroseNorwichOneontaSidneyVestalCorporate/Admin


MERLE L. WHITEHEAD

PRESIDENT & CEO | ORCHARD PARK OFFICE6505 E. QUAKER ROAD ORCHARD PARK, NY 14127716.662.2000

Merle L. Whitehead is the Chairman of RealtyUSA He is a 2011 Realtor Emeritus representing 40 years experience as a Realtor. Inman News selected Merle to their annual list of the “100 Most Influential Real Estate Leaders in 2009.” RealtyUSA has 60 offices in upstate New York and one office in Pennsylvania. Merle is also the Chairman and CEO of First Priority Mortgage, Inc., a licensed New York State Mortgage Banker.

RealtyUSA is the largest independent Real Estate Company in the State of New York and ranked as the 6th largest Independent Real Estate Company in the nation by Real Trends, based on transaction sides. Sales for 2013 were 21,524 transactions totaling over $3.3 billion dollars. RealtyUSA has been selected as “One of the Best Places to Work” in the Buffalo and the Capital Regions.

Merle has shared his passion for real estate as a guest speaker at the National Association of Realtors Convention, the RELO Annual Convention, REAL Trends’ Gathering of Eagles, the Mortgage Bankers Association and the National Settlement Services Summit.

He resides in Orchard Park with his wife, Janice. They have four grown children and eight grandchildren. Interests outside of his career and family include golf, cycling and marathon running. Merle has completed 34 marathons.

NYS Board of Real Estate – Department of State Regulatory Board – Appointed by the House Minority Leader – 1996 to 2010Vice Chairman of the Board – 2002-2010Chairman of the Trends Committee – 1998-2006; 2008-2010State Licensing Advisory Task Force – Appointed by the Secretary of State – 1998-2000

Member New York State Association of Realtors®Member of the Board of Directors – 1999-2008Member of the Executive Committee – 1999-2004Secretary/Treasurer NYSAR Business Services, Inc. – 2005Chairman of the Legal Action Committee – 2002Member of NYSAR Realtor’s Honor Society 2001-2004, 2010

Member New York State Commercial Association of Realtors®Lifetime Achievement Award – 2009

Member National Association of Realtors®Member Real Estate Services Advisory Board Chair 2010 2011 – Immediate Past Chair Real Estate Services Advisory Board2011 – Executive Committee – Real Estate Advisory Board RepresentativeMember Large Firm Directors – 1999-Present, Chair 2010Member of the Council of Real Estate Brokerage Managers (CRB) since 19862012 – Received the prestigious “Hall of Leaders Award”

RISMedia2014 - Speaker at the RISMedia CEO Exchange

Member Western New York Real Estate Information Services, LLC (Buffalo/Niagara MLS)Board of Managers – 1995-PresentPresident – 1996-2000; 2002

Member Greater Capital Association of Realtors®Member of the Board of Directors – 2001-2005 Secretary/Treasurer – 2002President Elect – 2003President – 2004 Member Buffalo Niagara Association of Realtors®

Member of the Board of Directors – 1987-2008Realtor of the Year – 1997Recipient of the Buffalo Award for Lifetime AchievementRecipient of the “Centennial Award” for having made a substantial impact to the Real Estate Industry

Member Niagara Frontier Builder’s Association Director – 1990-2004Associate of the Year – 2000 New York State Builder’s Association State Director – 2001-2004

Ernst & Young Entrepreneur of the Year2006 Winner – Entrepreneur of the Year Award – New York, Pennsyl-vania and West Virginia

Member REALTOR® University Board of RegentsChair – Business Development Committee

Kevin Guest House, Buffalo, NY2013 Winner of the Kevin Guest House “Kevin Garvey Award” - The nation’s first Hospital Hospitality House

Hilbert College – Trustee EmeritiMember of the Board of Trustees – 1997-2007 Chairman of the Board of Trustees – 2001 through 2005 Alzheimer’s AssociationChairman of the Memory Walk – 2004 through 2005 – Northeastern NY Chapter (Albany)Chairman of the Memory Walk – 2000 through 2003 – Western NY Chapter (Buffalo)


EXECUTIVE LEADERSHIP TEAM EXECUTIVES, VICE PRESIDENTS & GENERAL MANAGERS

Thad DeMulderVP/General Manager

Thad DeMulder is the General Manager of the Buffalo / Rochester Division, and Vice-President/General Manager of the Southern Tier Division. Overseeing over 1270 agents and approximately 60 employees, he takes pride in his position, working closely with the exceptional leaders of 34 offices. The goal of each of his leadership teams is to out-perform the rest of the company and keep each of its members at the highest level of excellence possible. Thad is a private real estate investor with a heavy focus on holding private mortgages. Although he is a native of New York State’s Southern Tier, Thad lived in Asia for 13 years and is fluent in Japanese. His achievements in education include a Bachelor’s Degree in Business Economics from the State University of New York, the recipient of the Rotary International Paul Harris Graduate Scholarship, and a graduate of the Cornell University FALCON program. Thad is passionate about traveling and has become a culinary tourist.

WNY/Southern Tier3630 George F. Highway Endwell, NY 13760 | 607.748.8291

Matthew WhiteheadVP of Operations

Matthew Whitehead joined RealtyUSA in 2006 as a sales associate and the Special Projects Manager for the company. His responsibilities were focused on being a liaison between the regions and coordinating materials, projects and programs for the organization. Matthew has a degree in Psychology and Human Behavior from Mercyhurst College. His previous work experience in-cludes business development, marketing and advertising.Today Matthew is the broker of record for the WNY Region and the Vice President of Operations. Matthew oversees the daily operations of the Relocation, REO, Training, Technology, Marketing, Compliance and Career Development depart-ments. He works to make sure each department is running as effectively as possible while integrating them together to support the overall needs and goals of the company. Matthew also manages the West Seneca Branch office in the WNY region. Matthew’s interests outside of work include his family, reading, learning and golf. He resides in Orchard Park with his wife Catherine and his two children Olivia and Mason.

WNY174 Slade Avenue West Seneca, NY 14224 | 716.825.0600

Albert PicchiVP/General Manager

Al is the Vice President & General Manager for the Capital Region of RealtyUSA and has been in this position for 13 years. As GM he is responsible for approximately 500 agents and 50 staff members in the Capital Region, which work out of 11 branch loca-tions and the administrative office in Clifton Park. Local production in 2013 topped the $1.0 billion mark. Prior to coming to the company, Al spent 17 years in banking, most recently as a Senior Vice President of a local bank. His roles prior to RealtyUSA were predominately in lending where he has overseen functions such as commercial lending, residential and consumer lending, collection and REO and loan servicing. Additionally he managed the banks insurance and investment subsidiaries. He is the current President of the local real estate board, The Greater Capital Association of Realtors which has 2,800 members. He has been a long time board member of Junior Achievement of Northeastern NY and was the former Chairperson of the Board. Al was previously President of the Mortgage Bankers Association of Northeastern NY, and a board member of the Com-munity Preservation Corporation, Affordable Housing Partnership and The Center for Disability Services Foundation Board. Al has an MBA from the Sage Graduate School and a BS from the State University of NY at Fredonia. Additionally, he is a gradu-ate of the National School of Banking at Fairfield University.Al is married and resides in Clifton Park, NY with his wife Darcy and daughters Rachael and Nicole.

Capital District 1547 Route 9 Clifton Park, NY 12065 | 518.348.7100


EXECUTIVE LEADERSHIP TEAM

Mark ReVP/General Manager

Mark Re a Realtor for 34 years is the vice president and general manager of RealtyUSA’s CNY Region. He grad-uated with High Honors from Onondaga Community College as well as from Syracuse University with degrees in Business administration, Human Resource Management and Law and Public Policy while actively having a successful selling career in real estate.

He has had the good fortune of receiving a number of awards from the Greater Syracuse Association of Real-tors including Realtor of the year in 1998, Realtor Broker/Manager of the Year in 2004 & 2010 and their Good Neighbor Award in 2005. Mark has served on their board of directors in every office including President as well as Regional Vice President for the New York State Association of Realtors and President of the Central New York Information Services for the past several years.

Mark feels strongly about giving back to the community and has served on or is currently serving on the boards of the Syracuse Symphony Orchestra, Onondaga Community College, Upstate Medical University Hospital, Salvation Army Advisory Board, Cortland Repertory Theatre and The Landmark Theatre.

Central NY5104 West Genesee Street Camillus, NY 13031 | 315.487.6551

Don RoeschChief Financial Officer

Don Roesch is Chief Financial Officer for both RealtyUSA, Inc. and 1st Priority Mortgage, Inc. He has held this position since 1996. Don began his career in finance at Ernst and Whinney, as a Senior Accountant in 1977. Five years later he became an Accounting Supervisor at Moog, Inc., helping the company secure $350 MM in sales. In 1989, he began serving as Financial Accounting and Reporting Manager at Outokumpu American Brass Inc., a privately held brass and copper manufacturer. Two years later, as Financial Accounting and Reporting Manager at Mattel, Inc., he helped to accrue $850 MM in sales. Roesch’s outstanding experience in finance has proven beneficial to both RealtyUSA and 1st Priority Mortgage. As CFO he has successfully aided both companies in gaining millions of dollars in sales revenue.

910 Maple Road Williamsville, NY 14221 | 716.689.9296

Brooke Anderson-TompkinsPresident, 1st Priority Mortgage

“Time and time again, we’ve found when we help others achieve their goals, we achieve our own.” This quote succinctly sums up Brooke Anderson-Tompkins’ business mantra. For stakeholders of 1st Priority Mortgage, that’s very good news.

Brooke joined 1st Priority as its President in August 2007. She has applied many of the proven principles used to grow her own company over a 20 year time frame. Her optimism and energy has fueled her once small and local business and has driven1st Priority to a new arena, placing stakeholder satisfaction as its top goal. “We strive to create Raving Fans with a 99% client satisfaction rating.” said Brooke. The deluge of change on the regulatory front has altered the mortgage landscape on every level. Brooke serves as Chair Elect for the Community Mortgage Lenders of America (CMLA) and is active in Washington, DC sharing the voice of concern/solution regarding mortgage regulatory reform. While Brooke attributes the company’s progress to the dynamism of industry mentors, proficient consultants, and the positive force of a committed group of employees. It is her vision and passionate determination that continues to position 1st Priority to become the industry model, dominant in the marketplaces it serves.

6000 Sheridan Drive Williamsville, NY 14221 | 716.651.5626

EXECUTIVES, VICE PRESIDENTS & GENERAL MANAGERS


1ST PRIORITY MORTGAGE

BROOKE ANDERSON-TOMPKINSPRESIDENT | 6000 SHERIDAN DRIVE WILLIAMSVILLE, NY 14221 716.651.5626

One Stop Shopping Aligned With Core Values:Making Clients Our 1st PriorityReal Estate Loan Placement was established in 1986 as a NYS registered mortgage broker and was formed to serve the needs of its affiliated real estate company, Stovroff and Potter Realty. As the real estate side expanded, the mortgage organization obtained its Mortgage Banking license and FHA direct lending authority in 1996, changing its name to 1st Priority Mortgage, Inc. This name was chosen for its alignment with the organizations core values, making clients our 1st Priority.

The footprint of the mortgage company now mirrors that of our sister organization RealtyUSA, covering the Upstate NY marketplace. Volume is comprised of both Government (52%) and Conventional (48%) volume. Origination volume typically represents in excess of 2000 loans annually with an average loan amount of $135,000.

Brooke Anderson-Tompkins joined 1st Priority as its President in the summer of 2007, after having owned a successful local mortgage brokerage firm for 20 years. Merle Whitehead- CEO and sole shareholder of RealtyUSA/1stPriority- saw both the need and opportunity to move from an ancillary service model to a core service business model. The foundation for excellence was established.

Since the mortgage meltdown, the advent of Dodd Frank in 2010 and its continued implementation, the mortgage landscape continues to change. Despite the extraordinary challenge and change represented in this reform, we remain committed to our Vision: to be viewed as the industry model, dominate in the marketplaces that we serve, with the highest levels of profitability, and Delivering the Home Loan Experience methodology.

In 2014 we adopted the internal mantra of being aSales Centric Focused Organization in a Compliance Minded World. The goal of striking the artful balance of serving the needs of stakeholders and navigating the new normal of tight regulatory scrutiny. This focus added loan programs, enhanced technologies, created new workflows and improved efficiencies for both internal and customer facing interactions.


MARKETING

KATHLEEN NOLAN - CAPITAL REGION/SO. TIER SENIOR MARKETING DIRECTOR

BOB KRATZ - CNYJIM HIGGINS - WNY REGIONAL MARKETING DIRECTORS

An Agent Driven Service Center for Growing Market ShareThe Marketing Department at RealtyUSA is essentially an internal, full service advertising agency and print shop operating out of three locations; Buffalo, Syracuse and Capital Regions. The department offers nearly identical services to all agents spread across our geographically designated areas.

A total of 18 staff members statewide service our 2100+ agent base, under the direction of 3 Regional Marketing Directors, whose very diverse backgrounds and skill sets augment and benefit the sharing of ideas and protocol across the state. Our staff members include graphic designers, advertising coordinators, project coordinators and administra-tive support, providing assistance to agents at every step of their marketing process from concept and consultation, to finished printed piece. At the corporate level, the Marketing Department shares responsibility statewide for all branding, publication and marketing matters including corporate event planning, common use tools, like our RealtyUSA workbooks, Advantage Programs, and marketing support for the Career Development, Relocation, Mortgage and Commercial arms of our business.

Our Marketing Department is a service center, NOT a profit center. Our off-the-top commission structures require all agents to contribute to the general marketing fund. The vast majority of services and printing provided through Marketing is either free, or offered at supply cost, to the agents.

These services include, but are not limited to:• Design consultation and services• Marketing planning• Coordination• Ad placement covering 15+ local newspapers• Marketing listings from 14 different MLS systems• Personal marketing for agents of 68 branches• Corporate advertising• In-house printing (Capital Region printer alone logs an average of 70,000 clicks monthly)

In addition to our corporate and agent marketing, we also operate a New Construction Division that acts as an in-house agency. Over 30+ builders and their 60+ new construction developments are serviced on a weekly basis. In support of our Core Vales, RealtyUSA also offers design and printing services to local charity organizations.


TECHNOLOGY

KEVIN DURAWA CHIEF INFORMATION OFFICER | 910 MAPLE ROAD WILLIAMSVILLE, NY 14221 | 716.250.1700

Focusing on the Future of Technology in Real EstateMission StatementTo Provide and Support the Best, Most Innovative Technology Products and Services to our Staff, Associates and Clients so that they may perform at the highest possible level.

Who We Are• We are the most talented, professional and responsive IT team in the business who exemplify our core values• We bring the best technology products and services to our internal and external clients so they can make |

the best decisions• We receive the highest satisfaction rating from our internal and external clients

Goals• Provide innovative tools• Assist with recruiting and retention• Consistently receive 95% satisfaction rating by developing and implementing a help desk system for tracking trouble tickets and surveying end user to measure success • Improve communication, regionally, locally and within departments• Develop and adhere to a more thorough budget regionally, locally and within departments• Learn and understand core service by developing a plan to help grow and facilitate core services

Our Team• Kevin Durawa- Chief Information Officer, oversees and

leads a team of 11 throughout New York State• Liz Schultheiss- Manager/IT Director, Capital Region• Matt Warta- IT Director, All Regions• Kim Gismervik- IT Support Specialist, Capital Region • Ron Perry- IT Support Specialist, Capital Region• Derek Boardman- IT Support Specialist, Capital Region• Nick Borden- Programmer, All Regions• Bernard Ong- Programmer, All Regions• Karen Simon- Webmaster/Trainer, All Regions• Tim Gardner- IT Support Specialist, All Regions• Jared Drugg- IT Support Specialist, CNY and Southern Tier

Support Infrastructure• 20 servers in two data centers serving accounting, reporting and back office solutions for both RealtyUSA and 1st Priority Mortgage• All branch offices connect via Citrix for the above• Great Plains and Profit Power are our two main accounting applications that IT Supports on the real estate side• Mortgage Builder is our processing system for 1st Priority Mortgage, Inc.• Email is outsourced to a company Rackspace for mixed IMAP, POP and Exchange accounts• Our website is provided by Constellation Web Solutions (Formerly The Enterprise), they also provide our Mobile Search technology- m.realtyusa.com• We provide eNeighborhoods to all of our agents with a nicely branded CMA, Buyer’s Tour, Neighborhood Reports, Design Center and Direct Mail Drip Marketing Campaign• We provide all agents a personally branded mobile app (RealtyUSA’s Make Your Move App) powered by Smarter Agent.• We provide an optional service TOM (Total Online Marketing) powered by SharperAgent (This is paid for by the agents at a reduced rate)


ACCOUNTING

DON ROESCH CHIEF FINANCIAL OFFICER | 910 MAPLE ROAD WILLIAMSVILLE, NY 14221 | 716.689.9296

Companies• Realty USA.com Inc. – Buffalo, Rochester, Syracuse, and Elmira divisions• Realty USA Ithaca Inc.• Realty USA Capital District Agency Inc.– Binghamton division• 1st Priority Mortgage Inc.

Financial Accounting Team (5 members)• Recording financial transactions in accordance with GAAP, accounting research, general ledger account reconciliations, preparation of internal and external financial reports, general ledger, processing payroll, payroll reports, banking, financial accounting processes and financial accounting policies Operations Accounting Team (4 members)• Processing Buffalo commission and escrow transactions, Buffalo commission payroll, real estate back office system, real estate web reporting system, training and supporting of regional closers and office administrative assistants on real estate software systems, operational accounting processes and operational accounting policies

Shared Services Team (5 members)• Processing sales invoices, processing cash receipts, processing vendor invoices, collections, accounts receivable reporting, shared services processes and shared services policies

General LedgerWe are using Dynamics GP for our general ledger. The software is developed by Microsoft for small to midsize companies. The product has been in existence for more than 25 years and has over 300,000 customers.

We use FRX as our report writer and will be moving to Report Manager, both developed by Microsoft.

Real Estate Back Office SystemProfit Power is used as our real estate back office system. This software is for midsize to large real estate companies, developed by Comput-a-Search and has been in existence for more than 25 years with over 40 customers.

Real Estate Web Reporting SystemWe are using a custom web reporting system to report real time information on agents. The reports include listing transactions, sales transactions, closed transactions, commission rates and agent counts. The reports are by company, office, agent and agent transaction. Information can be filtered by side, property type, new agents and terminated agents.

Integration and Support of Real Time Shared Services


FACILITIES

MERLE WHITEHEAD III FACILITIES COORDINATOR | 910 MAPLE ROAD WILLIAMSVILLE, NY 14221 | 716.250.1700

Responsibilities• Property management of multi-tenant properties

• Advertising and showing vacant properties/units

• Negotiating new leases as well as renewals

• Acting as the contact for tenants when maintenance issues arise

• Working with contractors on larger repair/maintenance issues as well as renovation projects

• Managing three employees that take care of scheduled maintenance and smaller repairs for the Buffalo region

• Working with architects on new construction/remodeling projects -Assisting with choices for building finishes, floor plan concepts and details -Attending town meetings for approvals and permits

• Collaborating with furniture vendors on new construction/remodeling projects -Providing furniture requirements and assisting with layout -Choosing fabrics, laminates and paint colors to compliment building finishes

• Managing one employee that does all the Accounting for Whitehead Properties accounts including; - Payment of mortgages - Processing and payment of all vendor invoices - Rent collection and bank deposits - Monthly bank reconciliations - Providing annual reports to assist our CPA when filing annual tax returns

Key Contributions• Implemented new software that utilizes e-mail based work request forms to schedule

and manage maintenance issues

• Switched electric and gas supply from utility companies to ESCO

• Cost Segregation Study performed to accelerate depreciation on our buildings

• Cost Segregation Study performed to accelerate depreciation on our buildings

Managing Our Facilities


1st Priority Mortgage


Brooke Anderson-Tompkins 1st Priority Mortgage, Inc

OUR PLEDGE IS TO DELIVER THE HOMELOAN EXPERIENCE ™

A system that communicates and identifies expectation from the start.

Stages of The Home Loan Experience™

The Clarity Builder™ Clarify your wants and needs

The Tailored Solution™ Finding the right fit

The Green Light Gameplan™ You’re approved-Go!

The Welcome Home ExperienceTM Closing Process

The Raving Fans ReportTM Your opinion matters

Your Expectation + 1 st Priority Process = Peace of Mind

1ST PRIORITY MORTGAGE, INC.

82%2nd Look Success Rate Priority Path Results

Number Of Lic. Offices39

Office Statistics

Avg. Loan Amount

$135,000 FULL TIME PART TIME

2014 Mantra • We are a sales centric organization in a compliance

minded world

• Increase Sales Team to 42 Mortgage Consultants

• Deliver “REMARKABLE” service *IT *Secondary *ATR/QM

Number of MC’s

30Employees

80

6000 SHERIDAN DRIVE, WILLIAMSVILLE, NY 14221OFFICE PHONE: 716.651.5626 | FAX: 716.651.5640

Application to Committment 8 DaysApplication to Clear to Close 35 Days


WNY Region



WNY - BUFFALO NIAGRA/ROCHESTER REGION

Firm Market Share YTD

Annual Company Dollar 1st Priority Success Rate

Thad DeMulderVP/GM WNY Region

Matthew WhiteheadVP WNY Region

Regional Statistics

Buffalo - City Hall at dusk in Buffalo’s Niagara Square

3830 UNION ROAD CHEEKTOWAGA, NY 14225OFFICE PHONE: 716.689.0432 | FAX: 716.689.0423

Licensed Agents

774 116

Staff Members

98 8

RealtyUSA Management Experience Thad 11 Years

Real Estate Industry ExperienceThad 15 Years

Regional Strengths• Knowledgeable Team• Renewed Focus on Attracting Talent• Respected Industry Leaders• Collaborative Accountability Teams• Strong Support for Core Services• Strong Training Support

Regional Weaknesses• 74% unrealized recruiting opportunity• Aged Management Base• Underutilizing 1st Priority• Reactive Behavior and Mindset

Opportunities for Growth• Further Leveraging Assistant Managers/ Leadership

Support Roles• Consolidation/Merger Opportunities• Focus on Brand and Training as an Attractant

Number of Offices

15 4BUFFALO ROCHESTER BUFFALO ROCHESTER

Average Sales Price

$140,914 $120,587

BUFFALO

ROCHESTER

BUFFALO ROCHESTER

Buffalo 26%

Rochester 3.6%Buffalo 22%

Rochester 16%Buffalo $11,500,000Rochester $1,250,000

YTD 1,089 2013 2,556


AMHERST/CLARENCE

6000 SHERIDAN DRIVE . WILLIAMSVILLE, NY 14221OFFICE PHONE: 716.634.4200 | FAX: 716.568.8234

11%Firm Market Share YTD

$1,790,683 Annual Company Dollar

22%1st Priority Success Rate

Miriam TregerBranch Manager

Sq. Ft. Office Space

10,000

Office Statistics

Licensed Agents

60 56

Avg. Sale Price

$181,884Staff Members

3 1

RealtyUSA Management Experience 25 Years

Real Estate Industry Experience31 Years

Branch StrengthsReputation of professionalism of associate broker, salespeople and staff, quality of inventory on market, good negotiating skill set and integrity of the process

Branch WeaknessesLack of concentrated primary market share, need more full time committed agents, very spread out geography of inventory, old school practices in modern real estate industry, need more local community involvement, need more diversity of agent base

Opportunities for GrowthRecruiting both new and experienced, advanced training for bringing sales staff to smarter working levels, need to get buy in for EBA, get involvement for more community activist events, recycling products in the office and using less resources to accomplish our daily tasks, using digital documents and having access to our company safe harbour forms online.

FULL TIME PART TIME

FULL TIME PART TIME

YTD 503 2013 7726


HAMBURG

3674 COMMERCE PLACE . HAMBURG, NY 14075OFFICE PHONE: 716.648.7700 | FAX: 716.648.7882


$970,000 Annual Company Dollar


Margaret FisherBranch Manager


6,540

Office Statistics

Licensed Agents

45 17

Avg. Sale Price


1 2

RealtyUSA Management Experience 9 years full time, additional 10+ as assistant in OP


Branch Strengths#1 Market Share, actual number closer to 40% when including entire Firm (OP new build projects & OP agents cross over into my market area). Visually larger attractive office, forced # 2 to build a new office to compete

Branch WeaknessesAging office

Opportunities for GrowthBringing in newer, younger agents that see opportunity to grow their business with Realty USA

FULL TIME PART TIME

FULL TIME PART TIME

YTD 154 2013 2556


LANCASTER

4909 TRANSIT ROAD . DEPEW, NY 14043OFFICE PHONE: 716.656.8999 | FAX: 716.656.8698




Margaret HartmanBranch Manager

Dianne MichlinskiSales Manager


6,000

Office Statistics

Licensed Agents

40 24

Avg. Sale Price


1 1

RealtyUSA Management Experience Margaret 23 Years Dianne 2 Months

Real Estate Industry ExperienceMargaret 43 Years Dianne 27 Years

Branch StrengthsHighly productive core group. Good Reputation. Great name recognition. Location, Location, Location of facility is great. Sets on 4 townships and 2 Villages. Agents practice the company core values. Respected long term management. Successful integration of an acquisition and additional management moving forward

Branch WeaknessesAging Agent population. Demands for higher commission splits fueled by competitors ridiculous offers. Causes Diminishing CO$$. More Agents working remotely through advances in technology give me less hands on time to monitor activities and their growth.

Opportunities for GrowthAs our market shrinks and competitors close we have the opportunity to attract experienced agents and gain market share and in turn make conservative gains in our CO$$ We will continue to attract and grow new licensees to increase CO$$

FULL TIME PART TIME

FULL TIME PART TIME

YTD 66.8 2013 2106


LOCKPORT

5665 S. TRANSIT ROAD . LOCKPORT, NY 14094OFFICE PHONE: 716.434.8458 | FAX: 716.434.6289




James WatsonBranch Manager


6,000

Office Statistics

Licensed Agents

34 17

Avg. Sale Price


2 0



Branch StrengthsDouble market share of next closest. Full time management and long term respected support staff. Majority of areas top producers. 1st class facility. Respected company and leadership reputation. 65+ % of listings are taken at 7% with 4% on the list side as compared to majority of competitor listings at 6% (3-3 split)

Branch WeaknessesAging agent population. Dwindling agent office participation in events, meetings, in office time etc. Poor agent management of Company generated e-leads. Diminishing proactive behavior in traditional prospecting activities.

Opportunities for GrowthOn-boarding entry level (Lower split) agents that more closely mirror profile of forthcoming prospects. Training, monitoring and managing of company generated e-leads. Differentiate, quantify and qualify company generated e-leads as compared to other Portals. With projected significant decrease in percentage of home ownership shift some focus and training towards single family investors and property management.

FULL TIME PART TIME

FULL TIME PART TIME

YTD 9.9 2013 1636


PITTSFORD

57 MONROE AVENUE . PITTSFORD, NY 14534OFFICE PHONE: 585.381.4400 | FAX: 585.381.4451




Don PerryBranch Manager


5,801

Office Statistics

Licensed Agents

51 12

Avg. Sale Price


2 0

RealtyUSA Management Experience 9 Months


Branch StrengthsGreat small core of experienced and dedicated top producers, Agents are now helpful with recruiting, location in prime real estate town, moral is improving, agents supportive of community involvement projects (recent blood drive at the office w/Red Cross) Growing support for 1st Priority.

Branch WeaknessesPer person productivity needs attention. Listing presentation skills need improvement. Average sale price has slipped lower since 2012. To Many unproductive part time agents. Since this branch handles market wide jobs (checks, ads, etc) there is little admin time left over for individual agent short projects.

Opportunities for GrowthDouble efforts to hire .75 to 2.5 million producers. Continue finding more cost savings in print media. Advanced skill building sessions for the top 60% of agents.

FULL TIME PART TIME

FULL TIME PART TIME

YTD (46) 2013 (94)6


Southern Tier



SOUTHERN TIER/ITHACA REGION

Firm Market Share YTD



Thad DeMulderVP/GM Southern Tier/Ithaca

Regional Statistics

Ithaca - Cornell University’s Agriculture Quadrangle

3636 GEORGE F. HIGHWAY . ENDWELL, NY 13760OFFICE PHONE: 607.748.8291 | FAX: 607.754.3894

Number of Offices

14Licensed Agents

318 64

Avg. Sale Price


29 4



Regional Strengths1) Dominant market share in 3 out of 4 Boards2) Culture of sharing & mutual respect with the agents3) Strong integration of 1st Priority Mortgage 4) Laser focus on recruitment

Regional Weaknesses1) Limiting beliefs on recruiting2) Unrealized market share growth3) Under-utilized 1st Priority Mortgage

Opportunities for Growth1) Target our recruiting towards younger agents2) Continued focus on acquisitions3) Office consolidation (Corning)4) Continued print media reduction5) Continue 1st Priority support to grow success rates

FULL TIME PART TIME

FULL TIME PART TIME

Elmira/Corning 44%

Binghamton 40%Ithaca 31%

Otsego-Delaware 28%

YTD 1,523 2013 878


COOPERSTOWN

39 MAIN STREET . SIDNEY, NY 13838OFFICE PHONE: 607.563.1020 | FAX: 607.563.2813




Tom SpychalskiBranch Manager


1,000

Office Statistics

Licensed Agents

7 0

Avg. Sale Price


0 1

RealtyUSA Management Experience .75 Years


Branch StrengthsWe are the largest agency in the area with an office in Cooperstown.

Branch WeaknessesNegativity : self- defeating attitudes outnumber the self starters.

Opportunities for GrowthThere are many splintered non-MLS brokers in the area. They are ripe for incorporating or dominating . Their practices are very unprofessional.

FULL TIME PART TIME

FULL TIME PART TIME

YTD 23.6 2013 1086


71 DENISON PKYWAY. W . CORNING, NY 14830OFFICE PHONE: 607.936.4663 | FAX: 000.000.000

Mary-Ann MorehouseBranch Manager


2,900Licensed Agents

16 5

Avg. Sale Price


1 0



Branch StrengthsStrong name recognition and reputation. Excellent location; great visibility and access.

Branch WeaknessesAging management group, some potential replacements, Need more experienced, full-time agents.

Opportunities for GrowthDesirable office location for attracting agents. There is plenty of office space available for recruitment.

FULL TIME PART TIME

FULL TIME PART TIME




Office Statistics

CORNING - DENNISON

YTD 186 2013 2206


48 WEST MARKET STREET . CORNING, NY 14830OFFICE PHONE: 607.936.4609 | FAX: 000.000.0000

Mary-Ann MorehouseBranch Manager



16 5

Avg. Sale Price


1 0



Branch StrengthsStrong name recognition and reputation. Excellent location; great visibility and access.

Branch WeaknessesNeed more experienced, full-time agents.

Opportunities for GrowthDesirable office location for attracting agents. There is plenty of office space available for recruitment.

FULL TIME PART TIME

FULL TIME PART TIME




Office Statistics

CORNING - MARKET STREET

YTD 54.8 2013 (29)6


3630 GEORGE F. HIGHWAY . ENDWELL, NY 13760OFFICE PHONE: 607.754.2600 | FAX: 607.754.3894

Bonnie BrownKathy JohnsonBranch Managers



62 8

Avg. Sale Price


3 1



Branch StrengthsWe are the dominant office in our Board of Realtors and the main office for the Southern Tier Region. It is a newer office, training takes place here, office parties for the 3 offices are usually here. We have several veteran and some new agents. A good blend, good camaraderie.

Branch WeaknessesThere are many times when there are very few agents here, and when it is crowded there is not always enough room for people to meet with clients. We have several aging agents, and many new agents do not make money in our market quickly enough for them to be able to remain in the business.

Opportunities for GrowthWe need to continue to add new agents, we have started more organized office training in the last year in addition to mentors. We also need to continue attracting experienced agents from other companies.

FULL TIME PART TIME

FULL TIME PART TIME




Office Statistics

ENDWELL

YTD 202 2013 4326


710 HANCOCK STREET . ITHACA, NY 14850OFFICE PHONE: 607.257.0800 | FAX: 607.273.2080

Dick PattersonBranch Manager

David IrishPart Time Branch Manager



23 10

Avg. Sale Price


1 1



Branch StrengthsName recognition, having 1st Priority in the office, we represent more builders than any other office, our reputation for community involvement, having many of the respected agents in our market place

Branch WeaknessesListing high end homes, aging agent base, weaknesses caused by still attaching the Edelman name (2 websites, lack of RealtyUSA recognition, few agent’s mind-set), Competition now has many more agents in top 10 of Board

Opportunities for GrowthIncrease 1st Priority success rate, Foreign buyers, commercial sales/leasing, residential leasing, attracting mid and top range agents, attract new agents on lower splits, decrease staff hours FULL TIME PART TIME

FULL TIME PART TIME




Office Statistics

ITHACA - HANCOCK ST

YTD 173.3 2013 2136


2333 TRIPHAMMER ROAD . ITHACA, NY 14850OFFICE PHONE: 607.257.0800 | FAX: 607.257.1423



43 11

Avg. Sale Price


2 2



Branch StrengthsName recognition, having 1st Priority in the office, we represent more builders than any other office, our reputation for community involvement, having many of the respected agents in our market place

Branch WeaknessesListing high end homes, aging agent base, weaknesses caused by still attaching the Edelman name (2 websites, lack of RealtyUSA recognition, few agent’s mind-set), Competition now has many more agents in top 10 of Board

Opportunities for GrowthIncrease 1st Priority success rate, Foreign buyers, commercial sales/leasing, residential leasing, attracting mid and top range agents, attract new agents on lower splits, decrease staff hours FULL TIME PART TIME

FULL TIME PART TIME




Office Statistics

ITHACA - TRIPHAMMER

Dick PattersonBranch Manager

Kyle SteeleAsst. Manager/Career

Development Specialist

YTD 225.8 2013 2986


75 MARKET STREET . ONEONTA, NY 14830OFFICE PHONE: 607.433.1020 | FAX: 607.433.9520




13 0

Avg. Sale Price


1 0

RealtyUSA Management Experience .75 Years


Branch StrengthsWe have 4 top agents in the Market and 4th in listing inventory.

Branch WeaknessesLeadership has been patchy and has a weakened reputation in the market. This makes it difficult to recruit seasoned agents and it has made retention challenging

Opportunities for GrowthHiring an assistant mgr and focusing primarily on recruiting and training.

FULL TIME PART TIME

FULL TIME PART TIME




Office Statistics

ONEONTA

YTD (4.8) 2013 101.76


39 MAIN STREET . SIDNEY, NY 13838OFFICE PHONE: 607.563.1020 | FAX: 607.563.2813




23 0

Avg. Sale Price


1 0

RealtyUSA Management Experience 1.75 Years


Branch StrengthsWe have a virtual monopoly in that market.

Branch WeaknessesThere are few veteran agents to recruit in that market and the lack of serious competition has bred a complacency amonst the agents.

Opportunities for GrowthRecruiting a few good agents in under served areas and training them to think and behave competitively.

FULL TIME PART TIME

FULL TIME PART TIME




Office Statistics

SIDNEY

YTD (17.7) 2013 (7.4)6


4747 VESTAL PARKWAY EAST . VESTAL, NY 13850OFFICE PHONE: 607.772.1177 | FAX: 000.000.0000



34 1

Avg. Sale Price


2 0



Branch StrengthsWe have several quality agents in the office, with room for several more. Office is in a convenient location and Kathy Johnson, our Assistant Manager, is there full time. She has an excellent reputation assisting agents, and addressing their concerns.

Branch WeaknessesSeveral agents joined us as a result of acquisitions, so they have closer friendships with agents from their former companies, and also seem to be more prone to recruiting from other companies - We work hard to have everyone be on one “team” - the RealtyUSA team. We also have some strong personalities in the office.

Opportunities for GrowthWe continue to try to attract agents from other companies, and add new agents. When doing so we always give people their choice of Vestal or Endwell offices.

FULL TIME PART TIME

FULL TIME PART TIME




Office Statistics

VESTAL

Bonnie BrownKathy JohnsonBranch Managers

YTD 199 2013 255.86


Capital Region



CAPITAL REGION




Albert PicchiVP/GM Capital Region

Regional Statistics

Albany - View of Albany’s skyline including “The Egg” - Performing Arts Venue

1547 ROUTE 9 . CLIFTON PARK, NY 12065OFFICE PHONE: 518.348.7100 | FAX: 518.234.2112


1,600-9,000Licensed Agents

350 150

Avg. Sale Price


43 5



Regional StrengthsMarket leader, nearest competitor Coldwell Banker with a 13% market share, just completed merger of another company that added $75 million in production, good stable management team and a good mix of seasoned agents and new young productive agents.

Regional WeaknessesAging management group, some potential replacements, but no one younger than 40 that has expressed interest in management. Very competitive market for production, lots of new companies starting up, two new players are Nothnagle Realtors out of Rochester, NY, and Redfin which means more commission pressures.

Opportunities for GrowthContinued opportunities to grow both from our current agent base by working with them to become more productive and looking at other opportunities to acquire other local companies. We will also be consolidating some of the office and staff from our recent merger over the next 90-120 days, this was just completed on September 17, 2014.

FULL TIME PART TIME

FULL TIME PART TIMEYTD 1,406 2013 2,792


1547 ROUTE 9, CLIFTON PARK, NY 12065OFFICE PHONE: 518.348.7100 | FAX: 518.234.2112

Nelson Van UllenBranch Manager



65 19

Avg. Sale Price


1 1



Branch StrengthsMarket Share Leader Tour and training leader

Branch WeaknessesLoss of New Construction Business

Opportunities for GrowthGrowth of Newer AgentsRecapture some New Construction BusinessRecruit Producing COA’s Grow newly acquired Associates Business

FULL TIME PART TIME

FULL TIME PART TIME




Office Statistics

CLIFTON PARK

YTD 270.5 2013 4036


231 DELAWARE AVENUE . DELMAR, NY 12054OFFICE PHONE: 518.439.2888 | FAX: 518.439.2899

Bill AlstonBranch Manager



23 2

Avg. Sale Price


2 0



Branch StrengthsName Recognition, Longevity or AgentsExcellent Reputation

Branch WeaknessesNone

Opportunities for GrowthRecruiting New Agents and Agents with 1-3 yearsExperience who want to grow their business.

FULL TIME PART TIME

FULL TIME PART TIME




Office Statistics

DELMAR

YTD 124.4 2013 2216


20 AVIATION ROAD . ALBANY, NY 12205OFFICE PHONE: 518.489.1000 | FAX: 518.489.3507

Phyllis BarberaBranch Manager

Nina AmadonBranch Manager



49 28

Avg. Sale Price


2 1

RealtyUSA Management Experience Phyllis 22 Years Nina 19 Years

Real Estate Industry ExperiencePhyllis 37 Years Nina 29 Years

Branch StrengthsMajority of our agents reside in our market place. We have a presence with our signs due to largerlisting inventory over our competitors. A large percentageof our agents follow the Buffini method of prospectingwith consistency.

Branch WeaknessesNot all our agents are working to their full capacity.We have got to purge the bottom quartile.

Opportunities for GrowthWith the addition of Weichert we have a stronger presencein the market which will help us with recruiting.

FULL TIME PART TIME

FULL TIME PART TIME




Office Statistics

EMPIRE - RESIDENTIAL

YTD 245.6 2013 3696


1881 WESTERN AVENUE . ALBANY, NY 12203OFFICE PHONE: 518.456.0400 | FAX: 518.456.8979



18 7

Avg. Sale Price


1 3

RealtyUSA Management Experience 3 weeks


Branch StrengthsWell Trained, knowledgeable agents. High Visibilityand modern office location. Experienced and Approachable managers and staff.

Branch WeaknessesRecruiting experienced Agents.

Opportunities for GrowthRecruiting agents new to the business with lower split rates to increase profitability.

FULL TIME PART TIME

FULL TIME PART TIME

.6%Firm Market Share YTD



Office Statistics

GUILDERLAND

Doug EngelsBranch Manager

New Acquisition6


CNY Region



CNY REGION




Mark ReVP/GM Central New York

Regional Statistics

Syracuse - The Hall of Languages of Syracuse University

5104 W. GENESEE STREET . CAMILLUS, NY 13031OFFICE PHONE: 315.487.6551 | FAX: 315.487.0802



237 100

Avg. Sale Price


23 9



Regional StrengthsWe’re a TEAM! Our core values single handedly separates us from the rest. We are professional yet have FUN! Important to have a good mix. We care. Our #1 market share. We’ve hired 146 agents in the last 21 months (81 experienced, 65 new). Terminated 81, net gain 65. Our closest competitor hired 32 new agents in the same time period. We’ve hired many millenial agents. Involvment in the community which brings us active business, name recognition and new recruits.

Regional WeaknessesGetting the millenial agents up & running. Our aging agent population. Some aging managers who aren’t as up to today’s technology and changing ways.Limited number of 1st Priority Mortgage Consultants available to cover our broad region. Existence of all of our major corporate competitors, private and franchise, within my region’s borders.

Opportunities for GrowthRecruiting! Closing offices that are not profiltable. Acquiring the competition.

FULL TIME PART TIME

FULL TIME PART TIME

YTD 78 2013 808


5110 WEST GENESEE STREET . CAMILLUS, NY 13031OFFICE PHONE: 315.487.0040 | FAX: 315.487.4042

Dave SimmonsBranch Manager



31 10

Avg. Sale Price


1 1



Branch StrengthsOur market share is #1 in the area. Culture of the office is strong and known through the agency and consumer community

Branch WeaknessesFrom an agent standpoint, some agents see us as too big.

Opportunities for GrowthBuilding of a new office will increase momentum in recruiting and sales .

FULL TIME PART TIME

FULL TIME PART TIME




Office Statistics

CAMILLUS

YTD 132.8 2013 191.36


87 ALBANY STREET . CAZENOVIA, NY 13035OFFICE PHONE: 315.655.1025 | FAX: 315.655.1022

Janet WenzelBranch Manager



8 0

Avg. Sale Price


0 0



Branch StrengthsProminent location in the heart of Cazenovia. Well known agents who all live in town. Very active in town activities.

Branch WeaknessesWe need more agents, I need to recruit top Producing agents.

Opportunities for GrowthRecruiting--Recruiting--RecruitingControlling the InventoryControlling the Buyers

FULL TIME PART TIME

FULL TIME PART TIME




Office Statistics

CAZENOVIA

YTD 17.4 2013 446


401 NORTH MAIN STREET . NORTH SYRACUSE, NY 13212OFFICE PHONE: 315.458.9100 | FAX: 315.458.8460

Chris TeelinBranch Manager



26 7

Avg. Sale Price


0 2



Branch StrengthsRUSA brand. Experienced agents. Talented support staff.Sound market share. High visibility of branch.

Branch WeaknessesLack of a builder account in the area of town with the Greatest number of permits pulled.

Opportunities for GrowthRecruit experienced agents and recruit a builder account.We have the facilities, tools, experience and supportto better accommodate the needs of both the competition.

FULL TIME PART TIME

FULL TIME PART TIME




Office Statistics

CICERO-N. SYRACUSE

YTD (27) 2013 106.26


17 NORTH BROAD STREET . CARTHAGE, NY 1361912505 COUNTY ROUTE 123 . HENDERSON HARBOR, NY 13651642 COFFEEN STREET . WATERTOWN, NY 13601712 JAMES STREET . CLAYTON, NY 136241063C ARSENAL STREET . WATERTOWN, NY 13601

Ruth BlauveltGwyn MonnatBranch Managers



32 18

Avg. Sale Price


3 2

RealtyUSA Management Experience Ruth 5 Years Gwyn 1 Year

Real Estate Industry ExperienceRuth 33 Years Gwyn 9 Years

Branch StrengthsHigh visibility offices in well trafficked areas. Large proportion of seasoned agents. Agent understanding of the importance of Buyer contracts as well as Seller.

Branch WeaknessesHalf are Seasonal/Vacation markets with overpriced listings. Difficulty attracting younger agents. Small agent populations make covering floor time difficult. Not enough training about MOM program.

Opportunities for GrowthMerging the two Watertown offices together. Recruiting and retention. Better understanding of Buyer Agency. Better understanding of the MOM program.

FULL TIME PART TIME

FULL TIME PART TIME

6-22%Firm Market Share YTD

New Acquisition Annual Company Dollar

New Acquisition1st Priority Success Rate

Office Statistics

CARTHAGE / CLAYTON / HENDERSON HARBOR / WATERTOWN

5 OFFICES

YTD (68.7) 2013 109.26


102 WEST SENECA TURNPIKE, SUITE 110 . MANLIUS, NY 13104OFFICE PHONE: 315.682.9500 | FAX: 315.682.5973

Janet WenzelBranch Manager



46 5

Avg. Sale Price


2 0



Branch StrengthsOur Building is located in the center of Manlius. Our building is in a prominent location and our agents are well known in the eastern suburbs

Branch WeaknessesWe need more agents - at all production levels - I know that isn’t a problem in a branch that recruiting can’t fix.

Opportunities for GrowthRecruiting agents with all levels or production.Retention Controlling the listing inventory and controlling more of the buyer contracts

FULL TIME PART TIME

FULL TIME PART TIME




Office Statistics

MANLIUS

YTD 8.5 2013 57.26


8 WEST MAIN STREET . MARCELLUS, NY 13108OFFICE PHONE: 315.673.2041 | FAX: 315.673.9247



720Licensed Agents

4 1

Avg. Sale Price


0 2



Branch StrengthsLargest “local” real estate company with a great presence in Marcellus - Small office that serves a niche community.

Branch Weaknesses3 of 5 Realtors are new/inexperienced but hungryand learning quickly

Opportunities for GrowthSteady growth as the new agents expand their businessbase - increasing the number of listings and buyers they service.

FULL TIME PART TIME

FULL TIME PART TIME



6.8%1st Priority Success Rate

Office Statistics

MARCELLUS

YTD 18.5 2013 9.56


28 E. GENESEE STREET . SKANEATELES, NY 13152OFFICE PHONE: 315.685.0111 | FAX: 315.685.3727




18 1

Avg. Sale Price


1 1



Branch StrengthsMost of the agents have a t least 10 years experience,with many having over 20, primarily in our very competitivemarketplace and are connected with our community,which is necessary to be successful.

Branch WeaknessesConversely, the experience leads to aging with retirement impending.

Opportunities for GrowthAgents need to become even more active in the community,ie., Chamber or Commerce. Recruit new agents who are experienced in our market or new younger agents who are very connected to the community.

FULL TIME PART TIME

FULL TIME PART TIME




Office Statistics

SKANEATELES

YTD (8.2) 2013 155.86


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Trendsetters book 2014

Documents

Transcript of Trendsetters book 2014