The Century 21 brand has expanded its presence in upstate New York through the affiliation of Sharon Quataert Realty in Rochester, which will now operate as CENTURY 21 APEX. This move brings a family-run boutique brokerage with deep local roots into the global Century 21 network, providing access to enhanced technology, marketing, and training resources while maintaining the hyperlocal focus that has defined the firm since its 2015 founding.
Sharon Quataert, founder and broker/owner of the firm, brings 40 years of Rochester real estate experience to the affiliation, having worked in various roles from solo producer to franchise broker/owner before establishing her independent family business. Her children, Brittany and Brad Quataert, joined the firm ten and seventeen years ago respectively, bringing complementary backgrounds in accounting and insurance to create a multi-generational real estate team. Together, they have assisted thousands of Monroe County residents with diverse residential real estate needs including estate sales, new construction, first-time home buying, luxury properties, and investment opportunities.
The decision to affiliate with Century 21 was driven by the Quataerts' desire to provide their agents and clients with expanded resources while growing their brokerage's reach beyond their established Rochester community. Sharon Quataert noted that affiliating with a 50-year-old established brand offers tremendous opportunity, stating, "I want to create a legacy bigger than myself; I've been fortunate enough to have an impact on the real estate industry in Rochester in a micro sense, but I believe that the CENTURY 21 brand is the key that can allow me to do so on a more macro scale." The firm will now implement what Quataert describes as "a supportive, scalable infrastructure" that agents can use to expand their businesses and provide elevated client experiences.
Despite joining a global network, CENTURY 21 APEX maintains its hyperlocal identity with the mantra "We aren't just serving Rochester, we're rooted here." The brokerage consists primarily of Rochester natives with connections to local charities, community organizations, and schools, offering community insight that comes from being a true homegrown family business. This local expertise is particularly valuable in Rochester's dynamic market, which serves as a significant upstate New York hub with multiple colleges and universities, reputable hospitals, major employers, and recreational access to Lake Ontario, the Genesee River, and Letchworth State Park.
Mike Miedler, president and CEO of Century 21 Real Estate LLC, emphasized the alignment between the Quataerts' family-run business and the Century 21 brand identity, stating, "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. Sharon and her children are no different, as they represent the ideal family unit in real estate; knowledgeable, ambitious, and person-focused." The affiliation provides CENTURY 21 APEX with tools to expand beyond Rochester while continuing the legacy Sharon Quataert has established over four decades.
The Century 21 brand's recognition is supported by a 2024 Brand Health Study conducted by Kantar Group Limited, which surveyed 1,203 adults active in the real estate market. The study found Century 21 to be the most recognized name in real estate, with results significant at a 90% confidence level and a margin of error of +/-2.4%. This brand strength, combined with CENTURY 21 APEX's local expertise, creates a powerful combination for Rochester-area home buyers and sellers seeking both global resources and community knowledge.
For the Rochester real estate market, this affiliation represents increased access to Century 21's world-class technology, marketing, lead generation, agent learning, and coaching through resources available at century21.com. The Quataerts hope these resources will help attract both new and experienced agents to their growing brokerage while providing enhanced services to clients navigating one of life's most significant decisions—finding a home. As Sharon Quataert noted, "Deciding where you live is one of the most important decisions you will ever make, and I'll never cut any corners when it comes to providing the custom solution that helps you find the home you deserve."
