Long-Term Vision

Adaptation & Innovation: Long Companies Looks Ahead

By Loni Nannini 

Long Companies is blazing trails into a second century of residential real estate with a vision that melds time-honored values with transformation.

“We made it to 100 years and will be going forward into this next century because this company is always very much learning and adapting. There is not an ego to the company. That is how to make a good company great: by not being too complacent,” said Kevin Kaplan, CEO of Long Companies.

“We always want to be there to give consumers the best experience and the right services and the products that they need today. That may change in a couple years, so we are constantly working to stay on top of it. We are always making refinements.”  

Long Companies has formulated a strategic plan to navigate advancements in technology, consumer expectations, communications and the ever-changing real estate marketplace.   

The three-pronged plan involves continued focus on professional real estate services; a commitment to helping consumers better understand the process of buying and selling homes; and continued community engagement.

Professionalism is Priority

Compassion, integrity and professionalism have been founding principles for Long Realty since it became a pioneer of Southern Arizona residential real estate in 1926. 

The company has become known for talented, highly experienced agents who can pair buyers and sellers and close transactions when emotions often run high, according to Baron Gauna, president of Long Realty.

“It takes real talent to put two folks together who may not see eye-to-eye—a seller who wants to sell a home for a certain price and a buyer who may not want to pay that price—to close a transaction in 45 days or less. It presents unique challenges every single time and takes a high-level skill set,” said Gauna. 

Long Companies is dedicated to providing assistance with business development, coaching, technology and other professional resources that benefits both agents and their clients, said Erin Fitzgerald, president of Agave Title Agency. 

“They have a true infrastructure behind the agents and that is one of the many things that sets them apart: They continually invest in tools, people and resources that allow agents to focus on what they do best, which is building relationships and serving clients.”  

As a market innovator more than two decades ago, the company expanded infrastructure into integrated core services that now include Agave Title Agency, Prosperity Home Mortgage and HomeServices Insurance.

The expansion was the result of customer requests for seamless services, according to Matt Rivera, mortgage manager of Prosperity Home Mortgage.  

“It is about the consumer and their experience—getting them to the finish line of home ownership as smoothly as possible versus using four separate companies that have no affiliation and different cultures. This is really an aspect of relentless service,” said Rivera.

Fitzgerald said improved collaboration results in more transparent, streamlined communication between all parties.  

“Real estate transactions involve lots of people and communication between multiple parties, and having these services in-house allows us to work collaboratively,” she said. “This results in reduction in friction and confusion and better communication, and, I believe, a better experience for the consumer.”

Consumer Education: Technology and the Human Connection

Long Companies is addressing increased customer desire for information, innovation and technology through OnePoint. The digital platform provides a point of connection for Long’s affiliated real estate services and was built with input from agents, the executive team and support from HomeServices of America, Long’s parent company. 

This technology provides consumers with immediate access to information and real-time updates about every aspect of home-buying to “shepherd them through the process” from beginning to end, according to Rivera.

He believes technology is essential to educating consumers about everything from the pros and cons of owning a home to qualifying for a mortgage and options for interest rates, insurance and more.  

“We need to dispel misconceptions and help them to understand the buying process with their eyes wide open—along with the long- and short-term benefits of building equity and wealth through home ownership.”

Even with the rapid rise of digital technology and Artificial Intelligence in real estate services, Long remains committed to the human element. 

“There is a human element to real estate and we want to be fundamentally available to have face-to-face conversations, maintain accountability and continue to build trust with agents and customers,” Rivera said.

Fitzgerald emphasized that, ultimately, it is vital to recognize that the experience created by integration and technology is what matters. 

“Long is doing what it has done throughout history, which is continuing to evolve and invest in people and relationships,” she said. “Buying or selling a home is deeply personal. It has been, and will always be, one of the largest emotional and financial decisions people make, so companies need to improve the human experience rather than replace the human experience: That means managing the human connection.” 

Forging Partnerships, Promoting Community Engagement 

Since Long was “built as a relationship company,” human connections remain at the forefront, according to Reneé Gonzales, chair of Long Companies. 

Continued development of innovative professional and philanthropic collaborations is at the heart of these relationships. Kaplan promotes mutually beneficial partnerships with other local businesses, organizations and nonprofits. 

The company also champions community impact through the Long Realty Cares Foundation and through volunteerism, agent-and-employee-led fund drives and other initiatives. 

“We wouldn’t have made it to 100 without our community. The community supports us and we want to give that back to them and support them in their areas of need,” said Gonzales. 

Ultimately, Kaplan said that Long Companies’ plan to draw on lessons of the past while moving into the future.  

“Our company has been through recessions, wars, pandemics and other big events over the past century and we are stronger than ever because we are adaptable, passionate about helping people and we focus on doing high quality work. These last 100 years are a great start, we are just getting going.”

Pictured above – Erin Fitzgerald, President, Agave Title Agency; Matt Rivera, Mortgage Manager, Prosperity Home Mortgage. Photo by Brent G. Mathis

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