Long Realty Cares Foundation annual fundraiser goes virtual, supports local restaurants

Rising to the challenge of difficult times, Long Realty Cares Foundation, the philanthropic arm of Long Companies hosted its first-ever Zoom virtual fundraiser. The annual event—now in its thirteenth year—is usually an in-person gala, made impossible by current health protocols.

Proceeds of the fundraiser blew past its $40,000 goal, topping out at $50,355.

The highlight of the annual “Ticket to Care” event—dubbed “Virtual Grill & Chill” for this year—was a live grilling demonstration by Jonathan Landeen, chef and namesake of Jonathan’s Cork, who prepared an appetizer, a main entrée and several side dishes.

Master of ceremonies was Rosey Koberlein, CEO of Long Companies. Acting as special presenters were Laura Mance, president of Long Realty, and Anthony Schaefer, foundation board president and real estate agent.

Sales agents, brokers and company staffers bought raffle tickets to vie for prizes ranging from wine-laden gift baskets and personal photography sessions to a two-night stay at a condo in Rocky Point.

Living up to its commitment to community support, Long Realty purchased gift cards from 39 noted local restaurants as raffle prizes. Some 45 generous local businesses pitched in with in-kind contributions as well. The prize count ran well over one hundred.

And not to be forgotten: cash prizes. The $5,000 grand prize went to Steve Nissen, an agent at the Foothills office. Taking home the $2,000 bonus prize was Lisa Gaare, from the Golder Ranch office.

At the third rung were prizes worth $500 from each of three local eateries: Fiamme Food Truck (pizza for 30), Seis Kitchen Catering (dinner for 10), and You Sly Dog Food Truck (100 hot dogs).

“You’ll notice a definite food theme,” said Schaefer. “That’s on purpose. The local food scene is struggling right now, so we chose many of the prizes to support locally owned restaurants. It’s a win-win, because the foundation gets the proceeds from the ticket sales. There’s no way thank our donors enough, or all the folks who bought tickets. This is truly the community coming together to support the community.”

Since its inception, in 2002, the foundation has raised and granted more than $3.4 million, every penny of which goes to support a wide array of community groups focused on education, health, community services, the arts and the environment

Grant recipients for 2020 include:

  • Primavera Foundation (emergency services and programs for homeless and working – poor community members)
  • Youth On Their Own (school supplies, food, and shelter for homeless students plus programs to help participants graduate from high school)
  • Community Food Bank of Southern Arizona (emergency funding for increased food needs during the pandemic)
  • El Rio Health Center Foundation (funding for its childhood asthma program)
  • TMC Foundation (respite area for nurses and hospital staff)

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Long Realty franchise opens in Prescott, completing statewide coverage

The Prescott-areareal estate community just gained an experienced and highly professional new member as the opening of a new franchise office expands Tucson-based Long Realty’s statewide coverage.

Long Realty Uptown/Prescott
1580 Plaza West Dr. #105

Launched by owner and designated broker Melinda Eslinger, Long Realty Uptown/Prescott will serve all of Yavapai County, including Prescott, Prescott Valley, Dewey, Humboldt and Mayer. The new office is located a mile from Prescott’s famed Whiskey Row, at 1580 Plaza West Drive, suite 105. Opening day was Sept. 16.

While independently owned and operated, franchise offices draw on the deep support and exposure of a regional and national powerhouse, and have access to Long Realty’s leadership, advanced information technology and marketing programs, education, referrals—and the instant name recognition of one of  Arizona’s leading residential real estate companies.

Melinda Eslinger
Owner/Designated Broker

No stranger to the ins and outs of Long Realty, in 2011 she started with Long Realty and found her passion as an educator. In 2015 Eslinger opened her first affiliated office—Long Realty Uptown—in central Phoenix after working with the company as a sales agent and associate broker. That office now fields more than two dozen sales pros. Eslinger also has vast experience and leadership at the state level, practicing in the Arizona Association of REALTORS( AAR) Broker University Workgroup in 2015, AAR Professional Business Development group from 2015-17, an AAR panel member of the Professional Standards Grievance Committee 2017-2020, currently appointed AAR Grievance Committee Chairman and elected 2021-2022 Director Phoenix Association of REALTORS Board of Directors. Eslinger can be found teaching Continuing Education classes across the state and even started her own real estate school in 2017.

“Long Realty has given me so much support,” Eslinger said. “And my team in Phoenix is incredibly impressive, like a good family. I just want to build that in Prescott, too. My goal for Prescott is to build a community of professional agents who are like minded in terms of work ethic, fiduciary, professionalism in a family type culture.”  Eslinger will teach a wide variety of practical classes to establish strong, local value for professionals.  Representing all Yavapai County, Eslinger will rely on her Long support as well as building and teaching local professionals on why the general public will want to use a trusted Long Realty agent.  

A branch manager—Kellie Carr—will staff the office at first, Eslinger said, with a cohort of professional agents to come. Carr is the cornerstone to building agents in Prescott as she has lived and worked in the real estate community a long time. Carr also was a teacher before getting into real estate.

“We are excited to finally have a presence in this part of the state,” said Rosey Koberlein, CEO of Long Companies. “Prescott is an important addition to Long Realty. Over the years, consumers have contacted us for help in the Prescott and Prescott Valley market. Now we can ensure those buyers and sellers receive that stellar Long Realty service,” she said.

“This new office and location help us provide a comprehensive real estate services experience, one that connects buyers and sellers in Prescott to Phoenix and other parts of Arizona. We say Long Companies is ‘everything real estate’. Now it’s ‘everything’ in terms of ‘everywhere,’ too.

“Under Melinda, it’ll be a great office. And, thanks to our relationship with HomeServices of America, a Berkshire Hathaway affiliate, and Leading Real Estate Companies of the World, we’re now able to service referrals across Arizona that come to us from all parts of the country—or globe,” Koberlein said.

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Long Realty virtually honors two of its finest at awards event

Taking social distancing seriously, Long Realty, on June 1, honored two of its veteran pros with annual awards for lifetime achievement and community service at a companywide virtual meeting, convened in lieu of the company’s usual annual awards event.

The Barrington L. Long Lifetime Achievement Award for 2020 went to Jerome King, an associate broker with Long’s River/Campbell office. Winning 2020’s Samuel H. Woods Community Service Award was Ron Sable, a sales agent with the Foothills office.

Jerome King: Barrington L. Long Lifetime Achievement Award for 2020

Named after Barrington L. Long, president and owner of Long Realty from 1952 to 1980 and son of company founder Roy H. Long, the award is presented to a Long Realty associate who has made a significant and lasting impact on the field of real estate, earned the respect and admiration of professional peers and repeatedly inspired others to excel.

A broker since 1988, King has served Long Realty, and his profession, in a host of capacities. He’s held numerous REALTOR® Association committee and leadership positions at the local, state and national levels and is currently vice president of the board of the Tucson Association of REALTORS®.

King served as Long Realty’s designated broker from 2003 to 2015, a key position that includes reviewing sales contracts and employment agreements, supervising company advertising, making sure sales agents and associate brokers keep current with continuing-education requirements and in general overseeing the efforts of the company’s sales force.

Ron Sable: Samuel H. Woods Community Service Award for 2020

A deep vein of community service runs through Ron Sable’s résumé. A sales pro since 2013, Sable chaired the founding advisory board of the Center for Leadership Ethics at UArizona’s Eller College of Management. He’s also past board chair for United Way of Tucson and Southern Arizona, current board chair of Tucson-based Paragon Space Development Corp., and serves on the boards of Merchants Information Solutions and Agape Hospice.

A licensed commercial pilot and retired USAF colonel (and Ronald Reagan’s Senate liaison for space, intelligence and defense), he also supports Davis-Monthan Air Force Base as a volunteer with the DM50 and the 390th Memorial Museum, as well as the Tucson Airport Authority.

Named for Samuel H. Woods, a Long Realty member renowned for his community-service engagement, the award recognizes a sales associate or employee who best exemplifies a commitment to community involvement and ‘service above self’ while inspiring others to do the same.

The award includes a donation to the Samuel H. Woods Memorial Scholarship Fund in the name of the recipient. Administered by the University of Arizona Foundation, the fund supports a scholarship for a student studying regional land development at UArizona’s School of Geography and Development.

“I can’t think of two individuals more deserving of these honors,” said Rosey Koberlein, CEO of Long Companies. “It’s people like Jerome and Ron who make our community, and our profession, so vibrant and supportive. They give freely of their time and enthusiasm, and they set a high bar for the rest of us.”

For more information, contact Jerome King at jeromek@LongRealty.com or (520) 918-3828. Contact Ron Sable at RonSable@LongRealty.com or (520) 971-4318.


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Long Realty’s Lisa Bayless gifts K-9 dog to Oro Valley PD—again

In what threatens to become a habit, Long Realty sales pro Lisa Bayless is providing the Oro Valley Police Department with a patrol dog—for a second time. Bayless made the news a year ago when she gifted K-9 Diesel to the OVPD.

Lisa Bayless

This time, K-9 Risu will be presented to the public during the Feb. 19 Oro Valley town council meeting, slated to begin at 6 p.m.

A $15,000 gift from Bayless funded Risu’s purchase as well as additional training opportunities for the OVPD’s K-9 unit. “One of the reasons people move to Oro Valley is because it’s a safe town. The OVPD obviously plays a large role in creating a safe environment for all residents to enjoy,” Bayless said. “I’m pleased to support their efforts because I love Oro Valley. And I love dogs.”” Bayless said.

Risu takes over from K-9 Bruno, who retired in early February after seven years of service, which included his detection of drugs worth a million dollars. A video-gone-viral showed OVPD Officer Roger Reynolds—also Risu’s handler—treating Bruno to an ice cream sandwich during his last day on the job.  

A year-old Belgian Malinois from the Czech Republic, Risu is trained in patrol tactics and narcotics detection. He’s been quietly working with the OVPD since December, waiting for Bruno to retire before going on active duty. Risu will share patrol duties with K-9 Justin.

A native Tucsonan, Oro Valley resident and head of the Lisa Bayless Team from Long Realty’s Oro Valley office, Bayless has been a sales pro since 2007. Specializing in Oro Valley, Marana, Catalina Foothills and greater northwest Tucson residential properties, she ranks in the top one percent of all Tucson-area sales agents. She is active with numerous nonprofits and is past president of the board of the Boys & Girls Clubs of Tucson.

For more information, contact Lisa Bayless by email at lisab@longrealty.com or by phone at (520) 668-8293.

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Long Realty’s Green Valley office gets new manager

It’s a changing of the guard at Long Realty’s Green Valley office as Diane Williams takes over from Lynn Robinson as branch manager. Completing the circle, Robinson recruited Williams to real estate, in 2004. Williams’ appointment was effective Feb. 3.

Diane Williams

After an initial stint as a sales agent with the Green Valley office, Williams’ career took her, in 2007, to a Long Realty office in Safford, where she served as a sales agent and branch manager. Later that year she moved up to a broker license.

Next stop: designated broker/owner of a Long Realty affiliate office in nearby Thatcher. Williams operated the brokerage—the area’s largest, capturing 70 percent of the market—for nine years before returning, in 2016, to the Green Valley office as an associate broker.

Last May she moved to Long’s corporate offices to join the company’s brokerage and contract review department.

Williams’ résumé includes Long Realty Pro of the Year and several company honors for sales achievement. Her professional designations include Short Sale & Foreclosure Resource (SFR) and e-PRO, for online and digital marketing. During her time in Safford she served as president of the Graham Greenlee Association of REALTORS®.

“This is a great example of the deep talent at Long Realty,” said Laura Mance, president of Long Realty Company. “Diane is a competent and capable associate broker, a knowledgeable teacher and mentor, and a terrific problem solver. Plus, she lives in and knows Green Valley. It’s a great fit.”

Lynn Robinson

Williams steps into some big shoes as she takes over from Lynn Robinson, who headed the branch for more than a quarter-century. A Green Valley fixture since 1971—her first positions were in sales with several of the developers who built the Green Valley of today—Robinson joined the Long Realty office as an associate broker in 1994. She moved up to manager later that year.

A third-generation Arizona realty pro, Robinson last year was named REALTOR® Emeritus by the National Association of REALTORS®. The title requires at least four decades of NAR membership and a year or more of service to the association. Robinson easily cleared that bar—a longtime member of the Green Valley Sahuarita Association of REALTORS®, she served on several committees and the group’s board, including a year as president.

With 40-plus years’ experience as a realty pro, Robinson isn’t quite ready to hang up her spurs. She’ll be returning to her first love: selling real estate.

Located in Green Valley at 275 W. Continental Road, suite 101, the office fields more than three dozen realty pros. For more information, contact Diane Williams at DWilliams@LongRealty.com or (520) 918-8118.

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Long Realty dominates area luxury market for 2019

A perennial leader in the local luxury-housing market, Long Realty showed its clout once again in 2019, with its agents far outpacing the competition.

Long Realty’s luxury agents listed and sold last year 8 of the top 10 highest-priced luxury transactions in Tucson, according to data from the Multiple Listing Service of Southern Arizona.

While the working definition of “luxury property” starts at $800,000, every home on the top-10 list was well above that price point. Closing prices ranged from $3,050,000 for an Oro Valley estate (listed by Long Realty’s Suzie Corona and Josh Waggoner) to four homes—all listed by Long Realty—that sold for $1,950,000. More details on the 8 luxury sales are below.

Sale PriceAddressMLS #Listing Agent
$3,050,000 812 W. Granite Gorge Drive21906725Susie Corona/Josh Waggoner
$2,550,000 4615 N. Placita Roca Blanca21828650Matt James
$2,350,000 6262 E. Vista Del Canon21906412Russell Long
$2,100,000 7211 N. Secret Canyon Drive21903141Josh Waggoner
$1,950,000 6466 E. Santa Aurelia21902520Jameson Gray/McKenna St. Onge
$1,950,000 1272 W. Twisted Mesquite Place21633384Michael Douglass
$1,950,000 3646 E. Placita Lindura21909947Jameson Gray/McKenna St. Onge
$1,950,000 13528 N Pointed Rock Court21918070Sandy Northcutt

 “How do we explain our success in this market segment?” said Laura Mance, president of Long Realty. Mance listed a number of reasons, including highly skilled sales professionals, proven success in working with affluent buyers and sellers, international exposure through the company’s affiliation with Luxury Portfolio International, and effective luxury marketing strategies.

Long Realty dominates throughout the local luxury market, not just at the top end. “Last year, over 48 percent of luxury buyers and sellers chose us. That’s five times more than our closest competitor. When a luxury buyer is in our market, Long Realty agents know about it,” Mance said.

“Bottom line, the answer is ‘trust,’ built client by client and supported by a deep history of successful transactions,” Mance said. “Luxury clients are sophisticated and they won’t settle for a property, or an agent, that’s just ‘good enough.’ It’s a difficult segment, and you have to be prepared. We do our homework and our clients know the quality experience Long Realty will provide.”

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Long Realty’s Jill Rich is honored by the National Association of REALTORS®

The national Association of Realtors® honored Jill Rich as one of its original Good Neighbor Award winners at its annual convention in San Francisco earlier this month.

The awards honor Realtors for volunteer efforts to improve the lives of people in need. First recognized in 2000 for her support of American Red Cross disaster relief efforts, Rich is the only person to receive the award in two separate years. A lifelong volunteer, Rich also has worked with nonprofits that combat homelessness. She founded an organization that provides support and resources to refugees who fled to the Tucson area from war-torn and poverty-stricken countries, including South Sudan, Guatemala, and Syria. Her second Good Neighbor Award honored her for helping 54 refugees from Sudan, known as “Lost Boys,” forge a new path in America.

To date, she has touched the lives of 3,000 refugees from nearly 20 countries. Rich and three other original winners from 2000 each received a grant of $2,400 for a nonprofit — Rich designated the American Red Cross. The grants are funded by Good Neighbor Award sponsors realtor.com and Wells Fargo. To read the full article on REALTOR® Magazine click here.

For more information contact Jill Rich at (520) 349-0174 or jbr@dakotacom.net

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Quick iBuyer Sale? Do the Math.

Written by Tony Finley, CFO Long Companies

The allure of the quick offer is simple and compelling. The “painless” convenience is undeniable but the question is at what cost?  Opendoor.com states “your net proceeds can be higher with Opendoor.” [1] Every seller situation has different facts. Calculate your expected returns before making a quick decision.

Quick cash or more cash?

Opendoor’s website shows an example of where a seller of a $200,000 home would net more with Opendoor ($183k) compared to a “traditional” process netting only ($180k) [2].  The sum total of the Traditional column is off by $1,000. The sum total should show $200,000 minus $21,000 equaling $179,000 (not $180,000), but that’s not point here.

From Opendoor.com [3]

Question: Can an iBuyer produce higher net proceeds to a seller when compared to the Traditional broker/agent sale process? Let’s review and analyze each line individually.

Offer Price: The iBuyer starts with the same sale price for both sales methods. Collateral Analytics’ Research estimates iBuyers are discounting their purchase prices three to five percent below market values. [4] With only a 3% price discount, the comparison of cash proceeds is breakeven at best. 

  • Advantage: Traditional

Seller Fees: Sellers may pay commissions somewhere in the range of 6-8% for both the listing agent and the buyer’s agent sales commissions. Opendoor says their service fee “can range between 6-14% based on how long we expect it will take to sell your home.” [5] The service fee “covers the costs of buying, maintaining, and eventually selling your home.” [6]

  • Advantage: Traditional

Staging and home preparation costs: Referring to the traditional sale, Opendoor estimates “these costs at about 1% of the sale.” [7] The comparison is to the iBuyer where “There are no staging, storage, or prep costs when you sell your home to Opendoor.” [8]

However, home staging is not just a cost of sale, staging has the potential to increase the value of the home or reduce selling time. Research from the NATIONAL ASSOCIATION OF REALTORS® showed 44% of buyers’ agents said that staging a home increased the dollar value offered at least one percent, compared to other similar homes on the market that were not staged. [9] Higher home value from staging is a potential benefit of the traditional sale thus negating the costs in the comparison.

  • Advantage: Traditional

Seller concessions: Opendoor’s “analysis of home sales data indicates that when buyers in Phoenix, Dallas, Las Vegas, and Atlanta ask for concessions, they ask for about 1.5% to 2% of the sale price on average.” [10]  There are no concessions when selling to Opendoor.

  • Advantage: Opendoor

Repair costs: Repairs may be required from a buyer’s inspection or Opendoor’s “free home condition assessment.” [11] There is no discernable cost difference between the two sales methods.

  • Advantage: Draw

Homeownership and overlap costs:  Assuming 1% of sales prices for transition costs with a traditional sale, iBuyers may not incur these costs.

  • Advantage: Opendoor

Closing costs: Closing costs cover items like title insurance, escrow fees, and HOA transfer fees. Closing costs will be incurred by the seller using either method.

  • Advantage: Draw

Yes, there are cost advantages to both sales methods. However, reasonable adjustments to the seller’s cost assumptions tell a different story.

Conclusion: “When you sell to Opendoor, the service we provide is simplicity, certainty, and convenience. In return for that service, we charge a fee.” [12] If the sellers’ net iBuyer proceeds are lower, then the seller has an investment question: is the convenience worth the cost?  Adjusting brokerage commissions to 6%, removing staging costs and applying a minimal 3% price discount, iBuyer proceeds are lower than a traditional sale.  This is a best-case scenario. If fees are higher or the price discount is more severe, the seller’s net sale proceeds will be reduced further. In short, convenience has a cost but you have to do the math to find out.


[1] https://www.opendoor.com/w/guides/how-opendoors-costs-compare-with-traditional-home-sale

[2] https://www.opendoor.com/w/guides/how-opendoors-costs-compare-with-traditional-home-sale

[3] https://www.opendoor.com/w/guides/how-opendoors-costs-compare-with-traditional-home-sale

[4] “iBuyers: A new choice for home sellers but at what cost?” by Dr. Michael Sklarz and Dr. Norman Miller August 07, 2019 https://collateralanalytics.com/wp-content/uploads/2019/08/CA-RESEARCH-iBuyers-A-new-choice-for-home-sellers-but-at-what-cost.pdf

[5] https://www.opendoor.com/w/guides/how-opendoors-costs-compare-with-traditional-home-sale

[6] https://www.opendoor.com/w/guides/how-opendoors-costs-compare-with-traditional-home-sale

[7] https://www.opendoor.com/w/guides/how-opendoors-costs-compare-with-traditional-home-sale

[8] https://www.opendoor.com/w/guides/how-opendoors-costs-compare-with-traditional-home-sale

[9] Copyright ©2019 “2019 Profile of Home Staging.” NATIONAL ASSOCIATION OF REALTORS®. All rights reserved. Reprinted with permission. March 2019, https://www.nar.realtor/research-and-statistics/research-reports/profile-of-home-staging

[10] https://www.opendoor.com/w/guides/how-opendoors-costs-compare-with-traditional-home-sale

[11] https://www.opendoor.com/w/guides/how-opendoors-costs-compare-with-traditional-home-sale

[12] https://www.opendoor.com/w/guides/how-opendoors-costs-compare-with-traditional-home-sale

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Cathy Erchull takes over as Long Realty’s designated broker

Long Realty’s management team is getting a new look as Cathy Erchull assumes the post of Designated Broker for the company, taking over from John Mijac. July 29 will be her first day on the job.

It’s a homecoming of sorts for Erchull, who began in real estate in 1999 as a sales agent with Long Realty. Now, after an extended sojourn with another large local brokerage, she’s back where she started—but with much greater responsibility.

Erchull’s realty career includes time in sales; teaching as an Arizona Department of Real Estate instructor and acting as branch manager and regional manager for her previous brokerage. She obtained her Arizona broker’s license in 2002 and is a Graduate, REALTOR® Institute (GRI) member.

Her professional service includes stints as President of both the Tucson Association of REALTORS® and the Multiple Listing Service of Southern Arizona (MLSSAZ), a wholly owned TAR subsidiary. She also served as a Regional Vice President of the Arizona Association of REALTORS®, was named Realtor of the Year for 2018 and is currently serving as a Tucson Association Charitable Foundation board member and Chair of the Professional Development Committee and Co-Chair of Risk Committee for TAR.

The Designated Broker is central to the core business of any brokerage: selling real estate. Duties include reviewing sales contracts and employment agreements, supervising company advertising, ensuring sales agents and associate brokers keep current with continuing-education requirements, dispute resolution and in general overseeing the efforts of the company’s licensed sales pros.

“Cathy is an excellent problem-solver with high ethical standards and a deep knowledge of our industry,” said Rosey Koberlein, CEO of Long Companies. “The designated broker carries tremendous responsibility, and Cathy is a perfect fit for the position. We’re delighted that she has joined us.”

Mijac, Erchull’s predecessor, was a veteran of many years with smaller brokerages before joining Long Realty in 2012. He was named designated broker in 2015. His new position will be branch manager of the company’s top-performing Foothills office.

For more information, contact Cathy Erchull at cathye@longrealty.com or call (520) 918-5444.

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Rudy Ruiz and team join Long Realty’s Foothills office

Joining the cadre of top-performing real estate pros at Long Realty’s Foothills office is Rudy Ruiz, an experienced sales agent with a background in consultations and complex negotiations.

Ruiz is head of the Ruiz Foothills Team, comprising himself and sales agent Shannon Osborne. They come to Long Realty to take advantage of its strong market share and professional agents.

Based on his 2018 sales, Ruiz takes a seat at Long Realty’s Director’s Circle for 2019. The Director’s Circle is among the highest of the company’s recognition categories for sales achievement.

A second-generation Tucson native, Ruiz attended the University of New Mexico, in Albuquerque, earning a bachelor’s degree in psychology and taking pre-law courses before switching to real estate.

His time in New Mexico proved life-changing, when a local sales agent provided less-than-stellar service while listing a family home. “It was such an awful experience I set out to do something about it,” Ruiz said. His solution, Ruiz said, was to enter the profession himself “and give clients an exclusive service satisfying all their real estate needs.”

With a practice focused on luxury properties and remodeled homes, Ruiz works with buyers and sellers throughout greater Tucson, from Oro Valley to Vail to Starr Pass.

“Rudy’s skills set and personality are custom-tailored to our service area and clientele,” said Baron Gauna, Foothills office manager. “They’re a welcome and great addition to our office.”

Long Realty’s Foothills office is the highest-volume residential real estate office in Southern Arizona.

For more information, contact Rudy Ruiz by email at Rudy@RuizFoothillsTeam.com or by phone at (520) 342-9809.

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