Real estate is about more than just helping people buy and sell houses; it’s about building communities where families and friends can thrive. Long & Foster (L&F) has guided people home since 1968, and it has become the no. 1 independent brand, by sales volume, in the United States. The productive commercial and residential business has sold more than $31.1 billion worth of buildings, and they helped people buy and sell homes nearly 85,000 times in 2017 alone. To cap it off, they also produce and publish Long & Foster magazine that won the Silver Stevie® Award for Best Print Publication in The 2018 American Business Awards.
Pushing the Boundaries
L&F is a full-service brokerage firm that offers residential and commercial real estate, mortgage, settlement, insurance, property management, corporate relocation, and vacation rental services.
Over the last year, they overhauled and improved their magazine by pushing the boundaries with art, design, and editorials. Winning the Silver Stevie helps validate those important changes.
“We'll continue to push the magazine in this direction by adding quality content and leading-edge design that serve our readership,” says the magazine’s managing editor, Spencer Macli.
L&F Real Estate has over 230 offices, stretching from Raleigh, North Carolina, United States, to Fair Haven, New Jersey, United States, and from Martinsburg, West Virginia, United States, to the Atlantic Ocean. It represents nearly 11,000 agents in seven Mid-Atlantic and Northeast states, plus the District of Columbia in the United States.
Starting Small with Big Aspirations
L&F has been around for 50 years, and naturally they’ve witnessed many major changes in the real estate industry. However, they consistently adapted and evolved to remain a leader in the marketplace. In recent years, they’ve experienced firsthand how technology has had a significant impact on real estate—specifically on the way buyers and sellers conduct research.
“There is an abundance of web and mobile apps that have altered the real estate industry in a positive way,” Macli says. “Staying ahead of trends and being a technology leader are at the heart of our mission, and that is why we continue to adapt to the changing ways our clients and potential clients access information about real estate.”
Two guys in a tiny office originally founded the company with little more than a desire to be the best real estate company for agents, employees, and clients. This idea grew into the largest independent real estate brand in the country.
“Cofounder Wes Foster still comes into the office, and he is regularly spotted in the cafeteria talking with employees and offering ideas and encouragement. Without his dedication and commitment, this award-winning magazine would never have been possible. If there's one person to thank for the Stevie, it's likely him,” states Macli.
The Ripple Effect
L&F serves an audience that spans the entire Mid-Atlantic region and is comprised of an engaged readership interested in all aspects of luxury living. To provide the best product for that audience, L&F team members habitually research ideas, discuss their creative direction, and challenge each other.
One particular partnership has been influential in the publication’s success: Christie’s, one of the world’s most recognizable luxury brands. Last year, L&F earned Christie's Affiliate of the Year, which, no doubt, had a positive ripple effect on the magazine.
“Our team strives to surprise and to delight our targeted audience on every page of every issue,” says Macli. “This is the core of our mission as we offer unique insight into luxury living.”