@properties Taps Detroit’s Top Brokerage Firm for First Franchise

It’s official! @properties is now in Detroit with the announcement that Alexander Real Estate has signed on as the first @properties franchise in the country.

The news follows last September’s launch of @properties’ national franchise brand, a move that will eventually give homebuyers and sellers across the country access to the technology, marketing and services that made @properties one of the nation’s largest independent brokerage firms.

The new Detroit franchise has 45 agents and offices in Midtown (downtown Detroit) and Royal Oak. Owners Eric Walstrom, Alex Irrer and Matt O’Laughlin plan to quickly expand into several surrounding suburbs and townships including Grosse Pointe, Birmingham, Rochester Hills, Plymouth and Northville. They also have their sights set on Ann Arbor.

“As a company, we have ambitious goals, none more important than delivering the best client experience in our market,” said Walstrom. “We looked at a lot of different paths to take us where we want to go, and ultimately we decided @properties was the brand that would contribute the most to our success.”

“This is such a great fit both culturally and geographically. It’s the perfect team to carry the @properties brand into the Detroit market,” said Thad Wong, co-founder and co-CEO of @properties.

Walstrom and Irrer founded Alexander in 2016 in Royal Oak, a close-in suburb of Detroit. In 2018, they partnered with O’Laughlin to open the office in Midtown, where a massive redevelopment effort – driven largely by billionaire businessman and Detroit native, Dan Gilbert – was just getting underway.

Over the next three years, the company tripled its sales volume and became the No. 1 brokerage firm in the downtown market, as well as the city’s No. 1 broker for new-construction and adaptive-reuse developments.

“Detroit is hungry for something new,” said O’Laughlin. “There hasn’t been much in the way of tech innovation, and the larger players in the market don’t offer a cohesive brand experience. We see this as a huge opportunity.”

Written by @properties
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