Brenda Casserly is the new president and chief operating officer of ERA Franchise Systems, Inc. Although she is one of the first women to ever reach the top rung of the real estate franchise ladder, Casserly says there is no glass ceiling.

Casserly succeeded Peter Burgdorff as president and CEO, while he went on to become chairman of ERA Franchise Systems. Casserly moved up from her position as chief operating officer, which she attained in 1999.

Burgdorff describes her as a "savvy, forward-thinking real estate professional who brings more than 20 years of experience and innovation to the position of president."

She also brings ambition to the role, with a solid game plan to boot ERA from its current position as fourth largest in the franchise race.

Learn why she takes responsibility for her own success and what her plans are for her organization in this exclusive interview with Agent News publisher, Blanche Evans.

B.E.: You are the first woman to reach the presidency of any major franchise organization. How did you do it?

B.C.: I'm only here because of hard work and passion for the real estate industry.

B.E.: Why is it so hard for women to become leaders like yourself?

B.C.: I don't think it is now. First, it began with people traveling extensively. Today they don’t think twice about traveling, but 20 years ago there was some resistance from women about traveling. So your talent base begins with people who are willing to travel.

B.E.: Are there still more broker-owners who are male? According to the NAR' s latest member profile there are. Is there any more parity at ERA?

B.C.: You still have more male owners, that is again if you were to ask why the answer is that most people in the industry are over 45 and again they started 20 years ago. Today, people's interest in entrepreneurial businesses have changed, so there are no barriers to women today.

B.E.: The human rights abuses of women in Afghanistan seem to underscore the opportunities women have in the U.S.

B.C.: They are terrified of women to keep them as slaves. The women live under house arrest.

B.E.: What made you different from the women of 20 years ago? Are you saying that the glass ceiling in the U.S. is self-imposed?

B.C.: I'm just saying that I never saw a barrier. First, I was a sales associate with background in education and counseling, and was a top associatae the first few years. I was the only female in three cities with a company in all three cities. These things happened, but I don't look back and say that happened because I was a female. When I went to Coldwell Banker and then at Prudential, I was the first woman in many jobs, but I also had a lot of experience. I don't see an obstacle.

B.E.: What about men reporting to you? Any problems there?

B.C.: I have always had men report to me and I don't treat them differently. If you have trust and respect for others, they will have it for you.

B.E.: Where does ERA fit in the franchise industry?

B.C.: We are one of three sister brands, and we rank number four in America. The big surprise is that we are as strong internationally as domestically. We have over 500 offices in Japan. We are in Africa and the Caribbean. We have had our twenty year anniversary overseas.

B.E.: What are your plans for ERA?

B.C.: What I would like to do is leverage the things about ERA that are unique. The fact that we are so strong internationally is unique. Another thing that is unique about ERA is that we have a strong technology background.

B.E.: That's interesting. What do you mean?

B.C.: ERA was started 32 years ago with a revolutionary technology for that day - the fax machine. ERA stands for Electronic Realty Associates. The man who started it had the idea that you could list a house in Kansas and send it through the machine to market it somewhere else and that was the birth of the network.

We had led the industry with technology. We were the first company to have an electronic listing presentation, and the first to have an interactive marketing brochure. That's what I'm excited about - we have programs that no one else has.

B.E.: What else?

B.C.: We have the Seller's Security Plan - that is a phenomenal marketing program. One of our franchises, ERA First Advantage in Evansville, Indiana says they equate 25% of additional sales volume from marketing the Seller's Security Plan. It's a five-step plan that helps the seller get the house marketable, and if you have to move, we will buy it. No other network has that program.

B.E.: So you have a strong relocation system?

B.C.: ERA is part of Cendant and this will speak to the technology background - the Cendant relocation system is based on ERA's electronic format. That is powerful for us because if there is an ERA brand out there, they can refer to you.

B.E.: So what are your goals as president?

B.C.: I want to leverage three things; our international presence, our innovative products and services, and that we are the brand for growth. The first two quarters of this year, we grew 139 percent and we are adding large GCI companies (gross commission revenue.) We have added $51 million in GCI this year, so we have a greater potential to grow than our sister brands. I am proud of what we have done. I guess there is a fourth - we have always been a relationship brand. We have a relentless commitment to the customer, we have a customer service group that answers calls and they field about 18,000 calls a year and get back to consumers within 24 hours. What is cute about that is we go out and talk to a customer and they will ask how is Tasha, or Pam or Anna? They develop trust and credibility.

B.E.: How are you going to grow?

B.C.: We are growing three ways. Our major growth has been through acquiring good independent companies, such as ERA Fowler, our largest single franchise sales transaction with $12.4 million in GCI. Second, we grow through NRT acquisition, and third we grow through terminations. If our relationship with a franchisee is up for renewal and we mutually agree that their business practice and ours does not reflect each other, then we will part ways. We choose to not continue the relationship, it is important that you are true to the vision and culture of our network.

B.E.: What about personal goals?

B.C.: I guess to maintain the esprit de corps of ERA, but I'll tell you a story to explain what I mean. I had been in two other good national networks. When I joined ERA in 1998, it was just before their international business conference. I was blown away by the esprit de corps. The networking and friendship that this company has is more like family and teamwork. Whenever you say the word "team," the ERA members yell out "ERA!" Their spirit is phenomenal. I want to foster and live that spirit.

B.E.: Any parting thoughts before we sign off?

B.C.: As I said, I got here through hard work and passion for the real estate industry, but I do have a real understanding for sales associates who are women because I have been in their shoes. I understand what they do every day and how they feel, and what they would like their franchise to do for them and with them. This is a relationship, and you are working with people who are in an emotional dramatic experience - buying or selling a home. You want to work with someone who has your interest at heart, and that is the importance of a relationship. You want a company that is going to back you in everything you want to bring to that relationship.

Published: November 27, 2001

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Blanche is a renowned author of five real estate books. Her newest, Bubbles, Booms and Busts: Make Money In Any Real Estate Market, McGraw-Hill, was rave-reviewed by The New York Times. She was also selected from hundreds of real estate experts to contribute to Donald Trump's book, Trump: The Best Real Estate Advice I Ever Received: 100 Top Experts Share Their Strategies, Rutledge Hill Press, and is featured on page 68. Order Now Review - Honors In 2006, Blanche was selected among scores of candidates to author two consumer real estate guidebooks for the National Association of Realtors: The NAR Guide to Home Buying, and The NAR Guide to Home Selling, Wiley & Sons. She is currently planning two new books for the NAR and its members.       Known for her keen insight into real estate industry issues and for her ability to make complex subjects easy to understand, Blanche is a sought-after keynote and continuing education speaker. Real estate organizations from MLSs, to brokerages, to franchisors, to associations hire her to provide up-to-the-minute analysis of real estate industry news and advice on how to improve revenues. Her passionate delivery, peppered with stinging wit, is a huge hit with audiences and fans. Don Klein, CEO Greater Nashville Association of Realtors, Blanche Evans, Richard Courtney, president 2007, GRAR "The GNAR membership meeting last week featured Blanche Evans as the keynote speaker. Her comments and insights resonated extremely well with those in attendance and we have had many requests for copies of her PowerPoint Presentation. She was a terrific part of the membership meeting and convention program!" - Don Klein, CEO Greater Nashville Association of Realtors Coverage from WSMV, Nashville - 8-14-2007 That Interview Guy - Get Inside The Head Of Today's Generation 2007 AE Institute Session - To purchase 2006 AE Institute Session - Parts 1 2 3 4 5 6 7 8 9 HouseValues Mastermind call - Parts 1 2 Blanche's fireside chat with Jeremy Conaway, HAR - Click here. For more articles by Blanche, click here.