10,046 Annual Transactions
Offices across 6 states 60+
1,311 Agents
116 Staff
#1
CENTURY 21 franchise in the world 11 years running
Mission & Core Values
Loyal To our team, our culture, our mission , and vision.
Committed To getting the job done, to our team, to our vision
Our What Providing exceptional service and resources
Positive Do you bring a positive energy? Are you non-toxic? Do you care? Are you a people magnet?
to support our real estate professionals.
Helpful Are you easy to work with; thoughtful, compassionate, caring? Are you customer service-focused?
Our Why So they can help people make excellent real estate decisions no matter how big or small.
Open to Change Are you open to a changing environment? Can you adjust to a changing market? Can you see the opportunity in change?
Open to Fun Do you encourage laughter, joy, camaraderie, and acceptance? Do you lift up the spirits of those in need? Do you celebrate our diversity, community, and the Affiliated family?
The Story Brand Messaging Filter
Meets a Guide
Successful Results!
With a Problem
Who Gives Them a Plan
And Calls Them to Action
That Leads to…
Character
“Meets CENTURY 21 Affiliated”
“Agent”
“Is stuck and feeling unsupported,
“Who gives them tools, support, and leadership to
“Join CENTURY 21 Affiliated andgrow!”
“A fulfilled agent with a successful business!”
lacking resources and leadership”
grow their business”
…and Avoids Negative Consequences!
1978
1990's
2000's
2010's
2020's
1993 Expansion through acquisitions in S. Wisconsin
2010 Joins PACC
2020 Amid the pandemic, Affiliated closes 20,635 transactions and maintains global leadership
1978 Affiliated founded by Bill Kessler in Madison, Wisconsin
2004 Operating in over 20 locations 2009 Dan Kruse becomes President and Co-Owner. Expanded operation across Wisconsin and Northern Illinois amid recession
2011 Expands into the Chicago market. 2013 Growing to 54 offices and earning the title of #1 CENTURY 21 in the world in units sold
5 offices
1 office
100+ offices
1999 Forms a strategic alliance with N. Illinois brokers, extending regional reach
2021 Strategically right-size
portfolio by selling offices in Chicago, Indiana, and Florida
Expands into Indiana
2022 Expands into Southern California through the
2014 Partners with Jasen Schrock to open offices in Michigan.
acquisition of 15 CENTURY 21 Award offices—the first time two top-five franchises combine 2024 10 consecutive years as the #1 CENTURY 21 franchise in the world—a record unmatched in the brand's history.
#1 C21 for both AGC ($21,607,092) & Units Sold (5,666)
2016 Expands into Florida
Timeline of Success
Customer Service
SUPPORT SERVICES Transmission
GROWTH Gas Pedal
BROKERAGE Engine
FUEL Agents
REAL ESTATE SERVICES Alternator
CORE SERVICES Super Charger
BROKERAGE Engine
Wisconsin
Michigan
California
$22,844,765 AGC 3,355 Units
$31,214,027 AGC 1,538 Units
$38,977,459 AGC 5,278 Units
508 Agents 10 Team Leaders 7 Admins
458 Agents 23 Team Leaders 23 Admins
334 Agents 14 Team Leaders 15 Admins
Regional Lead Brian Gooding
Regional Lead Wade Williams
Regional Lead Erin McEntee
Brokerage Operational Structure
Brokerage
Risk Management
CORE SERVICES Super Charger
Core Services
Escrow Network Group, Inc (CA)
Preferred Title (Dane County, WI)
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)
Universal Home Protection (WI)
Elevate Title (MI)
Elevate Insurance (MI)
Omni – Powered By CMG Mortgage
REAL ESTATE SERVICES Alternator
Relocation (Powered by YLN) 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.
Customer Success Team (Powered by YLN) FKA Emily Matthews 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.
Affiliated Moves (Powered by YLN) • Cash-Back Rewards on home sale or purchase • Trusted Agent Network spanning the entire U.S. • White-Glove Concierge Service connecting clients with top-rated local providers
Waypoint Property Management Safeguards and maximizes investments by providing strategic oversight, proactive property maintenance, and thorough tenant screening.
Midwest: 482 Doors California: 198 Doors
Paperclip Transaction Coordinators • Schedule inspections, appraisals, and closings • Track key dates and deadlines • Manage compliance and document uploads • Handle buyer/seller communication
GROWTH Gas Pedal
Recruitment 191 Partnerships 113 New Agents 78 Experienced Agents
Brokerkit : Real Estate Recruiting Software and CRM
Relitix : AI-powered command center for mastering agent recruiting in real estate, unlocking inventory and listing insights
M&A's
50+ M&A's over the past 15 years
SUPPORT SERVICES Transmission
Support Services
IT
HR
Administration
Our IT Department manages Affiliated email systems, equipment, copiers, networks, and multifactor authentication to ensure secure and reliable access.
Our Administration Department helps office Admins provide white-glove services during day-to-day office operations — from processing listings, offers, closings, and invoices to updating your MLS data and ensuring your online presence is accurate and up to date.
Our Human Resources Department supports W-2 employees throughout the full lifecycle of employment — from recruiting, onboarding, payroll, and benefits administration to performance reviews, career counseling, and separations.
Through a responsive Helpdesk and credentialing support, they provide
fast solutions so you can stay connected and productive.
6,856 ANSWERED HELP DESK TICKETS
28 INDIVIDUALS HIRED & ONBOARDED IN 2024
ADMINS WORK HAND-IN-HAND WITH OUR VIRTUAL ASSISTANTS
Support Services
Data Management
Accounting
Operations
Our Accounting Department ensures seamless financial operations for our company, agents, and offices — from processing commission checks, and direct deposits to managing accounts payable/receivable, leases, banking, and tax reporting. They also oversee compliance-related documentation including ICAs, P&Ls, 1099s.
Our Data Analytics team delivers actionable insights by producing detailed reports and offering expert support in Darwin Cloud, helping you make informed, data-driven decisions.
Our Operations Department delivers critical brokerage support by managing contracts, insurance, project oversight, and management of customer concerns. With a focus on efficiency and risk mitigation, they ensure smooth day-to- day operations.
1,218 REPORTS GENERATED IN 2024
9,872 RESIDENTIAL TRANSACTIONS
174 COMMERCIAL TRANSACTIONS
Support Services
Web & Lead Management Our Lead Management & Website team oversees lead distribution and management of our website. They manage third-party lead programs, resolve referral disputes, and provide consultations on website performance, optimization, and digital marketing strategies.
Learning & Development
Marketing & Events Our Marketing Department provides advertising, PR, education and social media strategies to graphic design, photography, and copywriting to our agents, offices, and ancillary partners. They also execute high-impact experiences — from awards ceremonies and educational conferences to agent appreciation events.
Our Learning & Development team empowers agents from onboarding and Core Academy to one-on-one webinars and videos in Knowledge City.
64,331 WEBSITE USERS ON C21AFFILIATED.COM
359 AGENT ONE-ON- ONES IN 2024
1,883 MARKETING REQUESTS COMPLETED
AFFILIATED VISION
EOS
A comprehensive framework designed to help businesses… • Clarify their vision • Gain traction • Build a healthy, high- performing team
1 YEAR
3 YEAR
10 YEAR
December 31, 2024
December 31, 2026
December 31, 2035
Achieve $300M AGC
Targeting $165M in annual brokerage revenue
Targeting $118M in brokerage revenue
4% profit margin on brokerage generating $12M
Mixed net profit exceeding 5% across brokerage and core services.
$4.8M in mixed net profit
4% profit margin on core services generating $12M (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.
4% net profit margin on gross revenue.
Key initiatives •
Unify brokerage and field operations Execute a comprehensive marketing plan
•
Enhance agent value offerings
•
Strengthen recruiting to achieve 25% growth with 15% net retention Foster a customer-focused culture
•
•
S
W
O
T
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
•
•
Organizational Size Limits Agility
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
Revenue Drop vs. Built-Out Cost Structure Margin Compression Trends
• •
•
Excessive Loyalty
• • •
Ownership Structure
•
• •
Incomplete Core Services Integration JV vs. Wholly-Owned Core Services Dilemma
Disruptive Tech & AI Innovations
•
•
•
Industry-Wide Legal Challenges Prolonged Market Downturn Risk Private Equity Competitors
•
• •
•
Capital Constraints
• • •
•
Brand Perception Gaps
• •
• •
Franchise pricing
CA Market Volatility
•
Compliance Team
•
Strategic Implication We can leverage our stability, diversified services, and operational rigor to pivot into new markets and scale efficiently.
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.
Franchise expiration
Dan Kruse CEO & Owner
Amy Harris Executive Assistant
Shannon Davis President of Support Services
Sam Bell President of Brokerage
Jasen Schrock Partner & President of Growth
Monica McKillip HR Director • 2 Employees
Accounting Department • 10 Employees
Wendy Padley Sr. Administrative Assistant
Ryaan Glynn COO
Morghan Rustenholtz Sr. Administrative Assistant
Wade Williams Regional Lead – WI • 31 Offices • 458 Agents • 23 Team Leaders • 23 Admins Erin McEntee Regional Lead – MI • 17 Offices • 334 Agents • 14 Team Leaders • 15 Admins Brian Gooding Regional Lead – CA • 13 Offices • 508 Agents • 10 Team Leaders • 7 Admins
Josh Frazee Team Leader
Administration • 4 Employees
Data Management • 1 Employee
M&A Team
IT • 3 Employees
Team Leaders
Learning & Development • 3 Employees
Regional Leaders
Marketing & Events • 5 Employees
Operations • 1 Employee
Website & Lead Generation • 2 Employees
= Executive Team
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