The Century 21 brand has strengthened 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 one of real estate's most recognized brands, potentially reshaping service delivery in the Monroe County market.
Sharon Quataert, founder and broker/owner, brings 40 years of Rochester market experience to the affiliation, having worked across various roles from solo-producer to franchise broker/owner before establishing her independent firm in 2015. Her children, Brittany and Brad Quataert, joined the family business bringing complementary expertise from accounting and insurance backgrounds respectively. Together, they've built a reputation for handling diverse residential transactions including estate sales, new construction, luxury homes, and investment properties throughout Monroe County.
The decision to affiliate was driven by the Quataerts' desire to provide enhanced resources for both agents and clients while expanding their brokerage's reach beyond their established local reputation. "Affiliating with a 50-year-old, established brand offers tremendous opportunity for our business," said Sharon Quataert. "I believe that the CENTURY 21 brand is the key that can allow me to create a legacy on a more macro scale." The affiliation provides access to Century 21's technology, marketing, lead generation, and coaching systems through resources available at century21.com.
What distinguishes CENTURY 21 APEX is its hyperlocal identity, encapsulated in the mantra "We aren't just serving Rochester, we're rooted here." The brokerage employs several Rochester natives with deep community connections to local charities, organizations, and schools. This local insight, combined with Century 21's global infrastructure, creates a unique value proposition for both clients and agents in the region.
Rochester's position as an upstate New York hub with multiple colleges, universities, hospitals, and major employers makes it a significant real estate market. The area's recreational amenities including Lake Ontario, the Genesee River, and Letchworth State Park further enhance its appeal to potential residents. The Quataerts' personal connection to the community informs their approach to real estate. "To me, real estate isn't about the business; it's about building true one-on-one relationships," Sharon Quataert explained.
Mike Miedler, president and CEO of Century 21 Real Estate LLC, emphasized the alignment between the family business and the Century 21 brand identity. "Any time we can help support a family-run business, we always jump at the opportunity, as family values are the core of the CENTURY 21 brand identity," Miedler stated. "They and their agents operate on the same ideals that Century 21 Real Estate does, so we know this match is right for both sides."
The affiliation represents more than just a name change for the Rochester brokerage. It provides local agents with scalable infrastructure and global brand recognition while maintaining their community-focused approach. For clients, it means access to both hyperlocal market knowledge and international real estate resources. The Century 21 brand's recognition is supported by a 2024 Brand Health Study showing strong consumer awareness, potentially giving CENTURY 21 APEX immediate credibility in the competitive Rochester market.
This expansion comes as Century 21 continues to grow its network of approximately 11,000 offices across 79 countries and territories. The Rochester affiliation demonstrates how global brands are increasingly partnering with established local firms to create hybrid models that combine community expertise with corporate resources. For the Rochester real estate market, this could mean more sophisticated marketing, technology integration, and service standards as CENTURY 21 APEX leverages its new affiliation while maintaining its local roots.
