THE AFFILIATED DIFFERENCE
STRATEGIC GROWTH. CONSISTENT EXCELLENCE. RELENTLESS PROGRESS.
#1 CENTURY 21 FRANCHISE WORLDWIDE 10+ YEARS IN A ROW
As the #1 CENTURY 21® franchise in the world for over a decade, CENTURY 21 Affiliated sets the standard for service, innovation, and results. With 1,311 agents, and 116 staff across 60+ offices in six states , and 10,046 annual transactions , we pair local expertise with national power - serving every client with unmatched precision and professionalism. Founded in 1978 by Bill Kessler, our story began with a single franchise and a bold vision. Decades later, under the leadership of CEO Dan Kruse and in partnership with Jasen Schrock, we’ve expanded strategically across the Midwest and California, building a network rooted in growth, agility, and service. We don’t just manage transactions - we elevate experiences, turning complexity into clarity, and ambition into achievement.
LET US SHOW YOU HOW REAL ESTATE IS DONE DIFFERENTLY.
TIMELINE OF SUCCESS
1993 Expansion through acquisitions in Southern Wisconsin 5 offices 1999 Forms a strategic alliance with Northern Illinois brokers, extending regional reach
2004 Operating in over 20 locations
2009 Dan Kruse becomes President & Co-Owner Expanded operation across Wisconsin &
1978 Affiliated founded by Bill Kessler in Madison, WI
Northern Illinois amid recession
1970 S
1990 S
2000 S
2020 Amid the pandemic, Affiliated closes 20,635 transactions and maintains global leadership
2010 Affiliated joins PACC
2011 Expands into the Chicago market
100+ offices 2021 Strategically right sizes
2013 #1 CENTURY 21 in the world in units sold Expands into Indiana and grows to 54 offices 2014 Partners with Jasen Schrock to open offices in Michigan #1 CENTURY 21 for both AGC & units sold
portfolio by selling offices in Chicago, Indiana, and Florida 2022 acquisition of 15 CENTURY 21 Award offices - the first time two top-five franchises combine 2024 Achieves 10 consecutive years as the #1 CENTURY 21 franchise in the world - a record unmatched in the brand’s history Expands into Southern California through the
2016 Expands into Florida
2010 S
2020 S
BROKERAGE BREAKDOWN
MINNESOTA Rochester
CALIFORNIA Anaheim Anaheim Hills
Rancho San Diego Rancho Santa Margarita San Clemente San Diego Temecula - Old Town UC - La Jolla
Carlsbad Eastlake Irvine Palm Desert Ramona
WISCONSIN Appleton Baraboo Beaver Dam Beloit Birchwood Blanchardville Boscobel Cross Plains
DeForest Delafield Eau Claire Elkhorn Evansville Hudson Janesville La Crosse
Madison Mauston Menomonie Milton Mount Horeb Mount Pleasant Portage Spring Green
St. Croix Falls Stoughton Sun Prairie Tomah Viroqua Wauwatosa Wisconsin Dells
INDIANA Granger
MICHIGAN Ann Arbor Douglas East Lansing Grand Rapids Hillsdale Holt Houghton Howell Jackson Lansing Niles Portage South Haven St. Johns St. Joseph Three Rivers Ypsilanti
ILLINOIS Roscoe Rockford
BROKERAGE OPERATIONS
WISCONSIN MICHIGAN CALIFORNIA
$38,977,459 AGC 5,278 Units 458 Agents 23 Team Leaders 23 Admins
$22,844,765 AGC 3,355 Units
$31,214,027 AGC 1,538 Units 508 Agents 10 Team Leaders 7 Admins
334 Agents 14 Team Leaders 15 Admins Regional Lead Erin McEntee
Regional Lead Wade Williams
Regional Lead Brian Gooding
Brokerage operations are handled between two divisions, Brokerage and Compliance. Each division handles brokerage tasks that are uniquely suited to the personnel of that division’s personality strengths. Brokerage’s functions of growth, retention, capture, and profit require a very different personality and skill set than Compliance’s functions. Additionally, the division of work allows each group of employees to stay focused on specific types of work without having to be everything to everyone. BROKERAGE OPERATIONAL STRUCTURE
BROKERAGE • Growth • Retention • Capture • Profit
RISK MANAGEMENT
• Licensing • Legal & Ethics Compliance • Transactional Integrity • Dispute Avoidance & Resolution
In real estate, compliance isn’t just a box to check - it’s a cornerstone of professionalism, risk management, and client trust. At CENTURY 21 Affiliated, we take that responsibility seriously. To ensure our agents and staff stay current with industry standards, legal updates, and brokerage policies, we host weekly compliance calls in California, and monthly sessions in Wisconsin and Michigan. These meetings serve as an open forum for education, clarification, and real-time support - empowering agents with the knowledge they need to navigate complex transactions with confidence. By keeping compliance front and center, we help protect our clients, our agents, and our reputation across every market we serve.
NIKKI COPPA Chief Compliance Officer - CA
BEN OBLIZAJEK Compliance Officer - WI
MATT ROBERTSON Compliance Officer - MI
INTELLIGENT COMPLIANCE STARTS HERE
To further strengthen our commitment to compliance and operational excellence, CENTURY 21 Affiliated has integrated Indigo.ai into our daily workflow. Indigo AI is an advanced virtual assistant designed to serve as the first line of compliance review - analyzing contracts in real time, identifying missing or incomplete information, and generating detailed, actionable reports.
CORE SERVICES CENTURY 21 Affiliated is proud to partner with industry leaders through a network of strategic wholly- and joint-ventures that enhance our ability to deliver a full-service real estate experience. These partnerships provide our agents and clients with trusted, streamlined services across mortgage, title, and technology - ensuring every transaction is supported from start to finish.
ESCROW NETWORK GROUP, INC (CA) Serving Southern California as a trusted escrow company, our skilled team has a relationship- based approach to every transaction. Our team streamlines each transaction, and serves as your single point of contact - making the escrow process smooth, accurate, and stress-free. PREFERRED TITLE & AFFILIATES (WI) Our presence in Wisconsin is further strengthened by our joint venture with Preferred Title and its affiliated sister companies - each operating with separate ownership but aligned through shared service standards and operational excellence: • Wisconsin River Title – Sauk County, WI • Land Title – Rock County, WI • Fox River Title – Outagamie County, WI • Ekum Title – Monroe County, WI • SE Title – Walworth County, WI
ALLIANCE TITLE (N. IL.) In Northern Illinois, we’ve joined forces with Alliance Title to provide dependable, locally informed title services. This partnership supports smoother closings and faster turnarounds for both
ELEVATE INSURANCE (MI) Affiliated and Elevate Insurance work hand in hand with over 30 different companies to ensure that our clients receive the best possible quotes to fit their budgets and lifestyles OMNI – POWERED BY CMG MORTGAGE Our joint venture with CMG Mortgage, Omni represents a powerful estate brokerages in the country and a nationally recognized, privately held mortgage lender. With operations in California, Illinois, Michigan, Minnesota, and Wisconsin, Omni offers a direct line to financing solutions backed by service, speed, and a commitment to client success. alignment between one of the top real
buyers and sellers. UNIVERSAL HOME
PROTECTION (WI & N. IL) Based in Madison, WI, UHP provides comprehensive
home warranty plans designed to protect homeowners from
unexpected repair costs in Wisconsin and Illinois. With a commitment to reliability and peace of mind, UHP ensures that homeowners have trusted coverage and professional support when they need it most. ELEVATE TITLE (MI) Serving the state of Michigan, Elevate Title offers comprehensive title and closing services to help streamline real estate transactions while maintaining accuracy, responsiveness, and regional expertise.
REAL ESTATE SERVICES
Connects agents and clients across markets through corporate, military, and broker- to-broker relocation support. With outbound referrals, education, and a lender referral program, they streamline the relocation process. RELOCATION Formerly known as the Emily Matthews Team, the Customer Success Team is the backbone of our lead generation and client nurturing process. Specializing in proactive outreach, lead qualification, and relationship building, the ISAs ensure no opportunity falls through the cracks. CUSTOMER SUCCESS TEAM Is a white-glove concierge service that helps to connect clients with top-rated local providers in their area, or the area they are moving to. This trusted agent network spans the entire U.S. and also offers cash-back rewards on home sales or purchases. AFFILIATED MOVES Waypoint takes the stress out of owning rental property by handling everything from maintenance and rent collection to tenant communication and inspections. Our full-service team delivers expert, reliable support so you can enjoy the benefits of ownership - without the day-to-day hassle. WAYPOINT PROPERTY MANAGEMENT Streamlines the fast-paced, paperwork-heavy world of real estate by handling the details so you can focus on your clients. Our team improves efficiency, delivers outstanding service, and integrates smart systems to keep your transactions organized and on track. PAPERCLIP TRANSACTION COORDINATORS
OUR RELOCATION & CUSTOMER SUCCESS TEAMS, ALONG WITH AFFILIATED MOVES, ARE NOW POWERED BY YOUR LEADS NETWORK (YLN)
BROKERAGE RECRUITING
At CENTURY 21 Affiliated, recruiting is more than a numbers game - it’s a strategic commitment backed by powerful tools, proven platforms, and people-first support. In 2024 alone, we welcomed 191 new partnerships - 113 experienced agents and 78 new agents - a reflection of the systems we’ve built to attract, onboard, and retain top talent. Our recruiting engine is powered by BrokerKit , a dynamic platform that helps us track, engage, and nurture talent across markets, and is strengthened by Relitix , an all-in-one, AI-powered, platform that provides enhanced insights, reporting, and communication between agents, clients, and vendors. Once onboard, agents gain immediate access to tools that enhance their careers and client relationships - starting with LiveEasy , a leading home services platform that keeps agents connected to clients throughout every stage of their homeownership journey. Our support extends beyond business, too. Through our partnership with the Agent Health Insurance Network, agents can explore customizable health, dental, vision, and Medicare supplement plans through a simple marketplace exchange. And because we believe in giving back, the Affiliated Family Foundation stands as a cornerstone of our culture - supporting our agents and their communities through charitable giving and emergency relief. With CENTURY 21 Affiliated, recruitment isn’t just about joining a brokerage - it’s about joining a network that invests in your success from day one.
SUPPORT SERVICES
At CENTURY 21 Affiliated, our Support Services team is the engine behind our success - providing critical resources and hands-on expertise to help our agents, administrators, and Team Leaders thrive. With 116 dedicated staff across six states, our support infrastructure is built for scale, service, and responsiveness. This robust network spans multiple departments, including Accounting, Administration, Brokerage & Recruiting, Data Management, HR, IT, Learning & Development, Marketing & Events, Property Management, Operations, Relocation, and Website & Leads Management. Each team plays a vital role in driving performance, ensuring compliance, and delivering value to our network daily.
ADMINISTRATION
The Administrative team at CENTURY 21 Affiliated is the backbone of our day-to-day operations, supporting agents, offices, and leadership across Wisconsin, Michigan, California, Illinois, and Minnesota. Working in close partnership with Team Leaders and a dedicated network of virtual assistants, our admins ensure every office runs smoothly, professionally, and in full alignment with company standards. This blended team approach allows us to provide consistent, high-quality support while scaling with the needs of each office. With a focus on precision, service, and operational efficiency, our administrative network plays a critical role in driving performance, supporting growth, and delivering the CENTURY 21 Affiliated standard across our five-state footprint. THE OPERATIONAL ENGINE BEHIND CENTURY 21 AFFILIATED
JORDAN OLDANI Admin Supervisor - MI
CRISTINA ARVAYO Admin Supervisor - CA
MICHELLE JACOBSON Admin Supervisor - WI
Our team of 45 dedicated administrative professionals plays a vital role in keeping our offices running smoothly and our agents supported every step of the way. This includes 23 team members in Wisconsin, 15 in Michigan, and 7 in California - each state led by an Administrative Supervisor who ensures consistency, training, and day-to-day support across their region.
A HYBRID SUPPORT MODEL BUILT TO SCALE Together, in-office administrators and virtual assistants
manage a wide range of tasks - from listing and transaction data entry, marketing support, and client communication, to processing closings, invoices, and compliance documents. Admins also serve as the first point of contact for clients and agents, provide onboarding guidance for new agents, and maintain accurate listing data across MLS platforms and affiliated websites.
INFORMATION TECHNOLOGY
BETH WIEBUSCH IT Manager
JONNY MORROW IT Coordinator
JOE CHRISTEL IT Coordinator
CENTURY 21 Affiliated’s IT Department provides the critical infrastructure and support that keep our people, platforms, and productivity seamlessly connected. From onboarding agents to office-wide system rollouts, our IT team ensures every tool runs smoothly and securely. Supporting enterprise platforms like 21online, Dash, Microsoft 365, and VoIP systems, the department manages everything from email and phone setup to copier integration, credentialing, and secure multifactor authentication. A responsive helpdesk and centralized ticketing system ensure issues are resolved quickly - minimizing downtime and maximizing productivity across the entire Affiliated network.
TICKETS 6,856
ANSWERED HELPDESK
HUMAN RESOURCES
MONICA MCKILLIP HR Director
VANESSA MACE HR Generalist
STEPHANIE WINTERS Sr. HR Generalist
The Human Resources Department at CENTURY 21 Affiliated plays a critical role in supporting the company’s growing team of W‑2 employees through comprehensive services and employee-focused programs. In 2024, the department successfully hired and onboarded 28 new team members, achieving an impressive 4.51-star satisfaction rating from staff on the onboarding process. While navigating a 14.71% staff turnover rate in 2024, the HR team continued to provide essential support, including benefit administration, ADA accommodations, compensation and classification analysis, employee job counseling, and onboarding. They also manage payroll, performance reviews, leaves of absence, recruiting, separations, and employment law guidance, ensuring a seamless experience for both employees and leadership. Additionally, HR oversees key systems and benefits such as Paycom online payroll, the Employee Assistance Program (EAP) for mental health and work-life support, and Fidelity 401(k) plans, underscoring their commitment to employee well-being and organizational success.
ACCOUNTING
CENTURY 21 Affiliated’s Accounting team ensures seamless financial operations across our offices. From managing accounts payable and receivable to processing commission checks, earnest money, and tax documentation, our department supports every financial step of the transaction. From overseeing budgeting, office leases, agent contracts, to reporting, Affiliated’s Accounting department ensures accuracy, transparency, and efficiency at every level. FINANCE PROCESSING
NICK HITZ Sr. Staff Accountant
MITCH RIESE Sr. Staff Accountant
SARAH WHITE Processing Manager
JENNIFER MASON Lead Specialist
JESSICA MULKEY Sr. Staff Accountant
SOUA LEE Staff Accountant
RONNI PINTO Lead Specialist
CORY PETERSEN Processing Specialist
ALISHA MILLNER Staff Accountant
9,872 RESIDENTIAL TRANSACTIONS 174 COMMERCIAL TRANSACTIONS 3,801,021,886.37 RESIDENTIAL VOLUME
At CENTURY 21 Affiliated, we’re proud to offer a Retirement Matching Plan that’s truly unique in the real estate industry . This benefit provides agents with up to $2,000 in company matching contributions each year , helping them plan for long-term financial stability. Agents enjoy a 100% participant deferral vesting schedule , with a 20% yearly company match beginning in their sixth year, rewarding loyalty and longevity. With customizable fund management options, this program empowers agents to take control of their future while receiving meaningful support from their brokerage. It’s a bold step toward redefining what real estate careers - and retirements - can look like. A SMARTER PATH TO RETIREMENT FOR REAL ESTATE PROFESSIONALS
DATA MANAGEMENT
JEN GATES Data & Process Manager
At CENTURY 21 Affiliated, our Data Management Department oversees much of the company’s data, reporting, and process improvement initiatives. This department is also responsible for training staff on data practices and software tools, and serves as a key problem-solver for operational and customer experience challenges, helping to support compliance, and enhance the overall effectiveness of our organization.
REPORTS GENERATED 1,218
OPERATIONS
RYAAN GLYNN Chief Operations Officer
HANNAH CHIAMET- TI
The Operations Department plays a vital role in keeping the company running smoothly behind the scenes. The team manages insurance policies and claims, coordinates franchise relations, and guides the integration of acquired brokerages by creating thoughtful plans that bring new offices into our systems, culture, and brand. The department also supports the coordination and implementation of new software rollouts, special projects, and other key initiatives that ensure our company continues to evolve, adapt, and thrive. OVER 50 M&A’S THE PAST 15 YEARS
LEARNING & DEVELOPMENT
KATHY GROVE L&D Manager
PETE SORDHAL L&D Specialist
SUZANNE DRACE L&D Specialist
CENTURY 21 Affiliated’s Learning & Development department delivers an industry- leading approach to agent success - equipping professionals with the tools, knowledge, and confidence to thrive at every stage of their real estate career. From structured onboarding to live training sessions and on-demand virtual learning, our programs are designed to support continuous growth and performance. Agents benefit from a powerful suite of platforms, including MoxiWorks for CRM and marketing automation, ZipForms for digital transactions, Skyslope for file management, and RealSatisfied for testimonial collection. Signature offerings like the in-house Core Academy and the exclusive Blueprint for Real Estate Success by Jared James provide targeted, results-driven education. Our virtual learning platform, Knowledge City , gives agents the flexibility to learn on their own schedule, from any device. With organized content, clear development pathways, and one-on-one webinar support, agents have everything they need at their fingertips to stay ahead of industry trends and elevate their business. TRAINING THAT BUILDS TOP PERFORMERS
151 STAFF & AGENT ATTENDEES IN CORE ACADEMY IN 2024
329 AGENT ONE-ON-ONES IN 2024
MARKETING & EVENTS The CENTURY 21 Affiliated Marketing & Events Department is the creative force behind the brand’s visibility, agent engagement, and community presence. With a full-service, in- house team, the department delivers impactful marketing strategies, compelling content, and unforgettable experiences that elevate both agent success and brand recognition. In 2024, the team completed 1,883 custom marketing requests for agents and offices - ranging from listing promotion to event collateral - while driving major growth across digital platforms. Social media engagement surged, reaching 123.9K people (a 93% increase from 2023), with 14.5K visits to our content (up 110.7% from the previous year.)
EMILY EGLEY Marketing Director
MOLLY HORNING Creative Lead
MARI RODRIGUEZ Graphic Designer
STEFANIE BESCH Graphic Designer
KAYCEE DIEL Marketing Concierge
Through platforms like the Affiliated Portal, MoxiWorks, Xpressdocs, and CENTURY 21’s Brand Studio, the team supports everything from print materials to social media content and advertising campaigns. Services include copy writing, graphic design, marketing education, public relations, and personalized marketing strategies - ensuring agents have the tools and support to market themselves and their listings effectively. Monthly social media calendars, photography, and videography services further enhance brand consistency and digital presence.
On the events side, the department leads the planning and execution of major network- wide experiences, including the annual State of Affiliated, Agent Award Ceremony, and the Agent Rally educational conference. In 2024 alone, the team organized 3 Awards Banquets, 1 Virtual Agent Rally, 3 Summer Parties, and supported 2 Golf Outings, in addition to coordinating regional summits, office-level events, and community benefit initiatives.
WEBSITE AND LEADS MANAGEMENT
At CENTURY 21 Affiliated, our Leads Management & Web Department is the driving force behind our agents’ digital success—equipping them with the tools, systems, and personalized support needed to thrive in today’s fast-paced, online-first real estate landscape. Our in-house Leads Management Team works across 26 MLSs to ensure maximum listing visibility and lead accessibility. In 2024, this team helped close 76 company-generated referrals , reinforcing our commitment to driving measurable outcomes through thoughtful lead management. Our concierge-style lead placement process ensures leads are responded to quickly and routed effectively, while systems like My Listing, My Lead provide automated lead assignment - keeping our agents connected with potential buyers and sellers in real time. The department also manages and optimizes lead referral programs through major platforms like Zillow, Realtor.com, and Redfin. From reviewing contracts and overseeing performance to resolving disputes and tracking unpaid referral fees, the team safeguards agent interests while maintaining strong external relationships. Additionally, the department collaborates with national referral programs like Your Local Network (YLN) , also utilized by our Relocation Department, to ensure seamless transitions and strong client connections across state lines.
MATT BROWN Lead Generation Director
DAVID WALKER Website Coordinator
On the digital side, our Web Department provides one-on-one consultations to help agents build a strong online presence. From domain registration and analytics setup to ongoing website maintenance, troubleshooting, and listing syndication, the team helps ensure every agent site performs effectively and aligns with current digital marketing best practices. They also oversee profile optimization and listing accuracy on partner sites like Homes. com, helping agents build trust, strengthen brand visibility, and convert online interest into real-world results. Together, our Leads Management and Web team form a powerful support system - merging strategic insight, proactive service, and hands-on tech support to help CENTURY 21 Affiliated agents maximize lead conversion and deliver an unmatched client experience.
WEBSITE USERS ON C21AFFILIATED.COM 64,331
OUR VISION
At CENTURY 21 Affiliated, we don’t just aim to keep pace with the real estate industry - we aim to lead it. With a legacy built on performance, innovation, and service, we are boldly charting our next chapter: a decade of strategic growth, deeper market penetration, and elevated agent and client experiences. Our vision is clear: to remain the #1 CENTURY 21 franchise in the world - not just in rankings, but in reputation, results, and reach. We are making intentional moves today to define where we’ll be tomorrow.
1 YEAR 12/31/2024 • Targeting $118 million in brokerage revenue • $4.8 million in mixed net profit • 4% net profit margin on gross revenue 3 YEARS 12/31/2026 • Targeting $165 million in annual brokerage revenue • Mixed net profit exceeding 5% across brokerage and core services • Enhance agent value offerings • Strengthen recruiting to achieve 25% growth with 15% net retention • Foster a customer-focused culture 10 YEARS 12/31/2035 • Achieve $300 million AGC • 4% profit margin on brokerage generating $12 milliion • 4% profit margin on core services generating $12 million This would support a valuation concept of $120M, while completing 30,000 transactions annually. Externally, the vision is to be the dominant leader in market share across both current and future markets in real estate and its emerging business sectors. Key initiatives include: • Unify brokerage and field operations • Execute a comprehensive marketing plan
SWOT ANALYSIS
• Established Reputation • Strong Team Relationships & Culture • Proven Leadership with Clear Vision • Diverse Marketplaces & Services • Disciplined Operations (EOS Framework) • Partnership with Anywhere • Healthy Margins in Midwest Markets • Compliance Team • Organizational Size Limits Agility • Excessive Loyalty • Ownership Structure • Incomplete Core Services Integration • JV vs. Wholly-Owned Core Services Dilemma • Capital Constraints • Brand Perception Gaps • Franchise pricing • Primed for Growth as Market Normalizes • CA Market Maturing • Re-Expansion into Legacy Markets (IL, IN, FL) • AI-Driven Operational Efficiency • Diversification of Revenue Streams • Mortgage Growth via CMG Joint Venture • Back-Office Innovations (BOS, YLN) • Traditional Model Under Pressure • Revenue Drop vs. Built-Out Cost Structure • Margin Compression Trends • Disruptive Tech & AI Innovations • Industry-Wide Legal Challenges • Prolonged Market Downturn Risk • Private Equity Competitors • CA Market Volatility
Strategic Implication We can leverage our stability, diversified services, and operational rigor to pivot into new markets and scale efficiently.
S W O T
Strategic Implication To overcome these, we must streamline decision-making, reassess capital deployment, and revamp market-facing brand messaging.
Strategic Implication Focused investment in technology and diversified services will be key to scaling profitability in a tight- margin market.
Strategic Implication Proactive business model adaptation, risk mitigation strategies, and focusing on profitable core markets will be essential for navigating this environment.
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