Playing the Long Game

Long Realty Celebrates 100 Years of Real Estate

By Loni Nannini 

A centennial commemorates more than a milestone. 

For Long Companies, it celebrates the ongoing evolution of an iconic brand that prioritizes caring, community, integrity and professionalism while delivering on the American dream of home ownership.

“We have been doing this for so long and so well that there is a reputation that precedes us for quality and professionalism,” said Kevin Kaplan, CEO of Long Companies. “Building a brand around a real estate company is hard to do, but we have done a really good job of that. The experience we give people resonates with them and it means something and I think that is reflective of the high caliber of our real estate agents.”

Long Companies is the umbrella corporation for Long Realty and affiliated entities: Agave Title Agency, Prosperity Home Mortgage and HomeServices Insurance.  

Kaplan said that over the years, innovation and reinvention—combined with a “vertical” plan for growth—have contributed to success for Long Realty, which led the Southern Arizona residential real estate market with a 22% overall market share in 2025. 

Long also commanded just under 40% of the luxury market, closing more than $704 million in sales for homes priced at over $1 million. It is significantly dominant in the Catalina Foothills, Oro Valley, Dove Mountain and Saddlebrooke. 

Michael Guymon, chief advocacy officer for The Chamber of Southern Arizona, said Long Companies has earned the trust of Arizonans over generations, evolving into a pillar of the community.  

He credits the company for “creating jobs, developing talent, investing in communities, supporting other local businesses and providing a sense of stability and continuity that cannot be replicated.” 

“Their success has become intertwined with the success of the places they serve,” Guymon said. 

Rooted in Southern Arizona: 

Generations of Real Estate 

Experience 

Founded in 1926 by Roy H. Long, a Minnesota native and World War I veteran, Long Realty became known for the motto, “Take care of the people and the business will take care of itself.” 

Roy channeled his propensity for business, caring and community into civic engagement, helping to found the Fiesta de Los Vaqueros Rodeo, securing land for Himmel Park and building the first YMCA. His son, Barry, continued that legacy after taking over the business in 1952.  

By 1980, Barry grew the company into eight branches prior to turning it over to his sons—Roy II, Russell and Steve—and expanding ownership to Robert Piersol and eventually Steve Quinlan. Over the next several decades, the company expanded to Green Valley, Sierra Vista and Benson. 

A 1999 merger with HomeServices of America marked an era of unprecedented growth with expansion of Long franchises to Phoenix and throughout Arizona. 

Long Realty also became an innovator offering the complete real estate experience, with insurance, mortgage lending, title, and escrow. Additionally, the company broadened and formalized philanthropic efforts with the Long Realty Cares Foundation, which has funneled more than $4 million into Southern Arizona nonprofits since 2002.  

Today, Long Realty has nearly 1,000 licensed real estate sales associates in more than 30 offices, including 16 affiliate realty and property management companies across Arizona.

Baron Gauna, president of Long Realty, attributes this growth to an unwavering commitment to values with an eye toward excellence in customer service.

“All the decision-making here is based on five core values that we take seriously: compassion, excellence, leadership, integrity and teamwork. These core values are our guiding light, whether hiring or making business decisions with the company,” Gauna said. 

Ultimately, he said these principles are personified by agents and other employees. 

“Our agents are extraordinary. They are passionate about the brand and about doing a good job for their clients. We are extremely agent-centric, and that is a big differentiator. Every decision we make considers how we can make our agents’ business and lives better so they can support their clients,” Gauna said.

Building a Brand: 

Local Service, National Scale 

HomeServices of America has been central to the advancement of those goals. A full-service real estate brokerage that offers brokerage, mortgage, title and insurance under one roof, HomeServices owns and operates 40 brands across the country and was ranked third nationwide in 2025 with $139 billion in revenue. It is committed to providing a national voice and presence behind the Long brand.  

“We know for those making real estate decisions in their local market, choosing local is of paramount importance. We also know that in our industry, scale matters,” said Chris Kelly, CEO of HomeServices of America.

“We bring a level of stability, strength and scale that allows Long to tap into sister brands and sister companies across the country for relocation opportunities and best practices for clients and agents. So, we are bringing the very best locally to Tucson while taking what Long is doing great and making sure that other companies learn from that.”

HomeServices provides support for accounting, IT, human resources and back-end systems, enabling Long to focus on service for clients and agents. 

“We allow local companies and local leaders to concentrate on what matters most: providing the best tools, resources, education and coaching for agents, which in turn benefits the clients and communities those agents serve,” Kelly said. 

Convenient and Comprehensive:

OnePoint of Contact 

 Long Companies has leveraged these tools and resources into OnePoint, a program designed to connect and coordinate real estate, mortgage, title, and insurances for home buyers and sellers. 

Reneé Gonzales, Chair of Long Companies, said that studies have shown that more than 90 percent of consumers want a home-buying process that is smooth and easy. The OnePoint platform delivers a “comprehensive real estate experience” directly to them.   

“Consumers buy on average five to seven homes in their lifetimes. It is not something they do day in and day out. If we can take away the unnecessary stress of buying or selling a home, that is what we want to do,” said Gonzales. “We want to provide the complete real estate experience that clients want.” 

Gonzales said that meeting clients where they are on the path to home ownership ultimately contributes to community growth. 

“What comes through about this company is that we are here to help communities grow and help them reach their goals and we are proud of that. Our communities in Arizona are critically important to us.”

Pictured above – Baron Gauna, President, Long Realty. Photo by Brent G. Mathis

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