Century 21 Brand Expands in Upstate New York Through Rochester Affiliation

The Century 21 Real Estate brand is expanding its presence in upstate New York through the affiliation of Sharon Quataert Realty in Rochester, now operating as CENTURY 21 APEX. This move connects a locally-rooted, family-run brokerage with the global resources of the Century 21 system, aiming to enhance services for Monroe County residents while providing agents with advanced tools and broader market reach. Sharon Quataert, founder and broker/owner, brings 40 years of Rochester market experience, having worked in various roles from solo producer to franchise owner before establishing her independent firm in 2015.

The Quataert family business includes Sharon's children, Brittany and Brad, who joined after careers in accounting and insurance respectively. Together, they have assisted thousands with residential needs including estate sales, new construction, first-time home buying, luxury properties, and some commercial real estate. Their decision to affiliate was driven by the desire to provide agents and clients with more resources and to grow beyond their established local reputation. Sharon Quataert stated that affiliating with a 50-year-old brand offers tremendous opportunity, allowing her to create a legacy on a larger scale while implementing a supportive infrastructure for agents.

Century 21 APEX maintains its hyperlocal identity with the mantra "We aren't just serving Rochester, we're rooted here," as many agents are Rochester natives with ties to local charities, schools, and community organizations. This local insight, combined with access to Century 21's technology, marketing, lead generation, and coaching through resources available at century21.com, positions the brokerage to offer elevated client experiences. Mike Miedler, president and CEO of Century 21 Real Estate LLC, emphasized that family values are core to the brand identity, making the Quataerts an ideal match due to their knowledge, ambition, and person-focused approach.

The affiliation matters as it strengthens Century 21's footprint in a significant upstate New York hub, with Rochester being home to major colleges, hospitals, and employers while offering recreational access to Lake Ontario, the Genesee River, and Letchworth State Park. For local consumers, it means access to a brokerage that blends deep community knowledge with the brand recognition and suite of services supported by a 2024 Brand Health Study showing Century 21 as the most recognized name in real estate. For the real estate market, it introduces competitive resources that could attract new and experienced agents, potentially influencing service standards and business growth in the region.

Implications include enhanced support for agents through tools that help scale their businesses, broader marketing reach for the Quataerts' established practice, and increased options for homebuyers and sellers seeking both local expertise and national brand advantages. The move also reflects a trend of independent firms aligning with major brands to leverage resources in competitive markets, potentially setting a precedent for similar expansions in upstate New York. With Century 21 APEX located at 2170 West Ridge Road in Rochester, the affiliation underscores the strategic importance of the Rochester area in the brand's growth strategy while preserving the family business ethos that has defined the Quataerts' operations.