Cohn & Company in Greenfield now affiliated with global franchising brand

  • Cohn & Company Real Estate at 117 Main St. in Greenfield will have access to more tools and resources to serve homebuyers and sellers in Franklin and Hampshire counties, thanks to its new affiliation with the New Jersey-based ERA Real Estate. Staff File Photo

  • GRADER

Staff Writer
Published: 4/1/2021 3:01:13 PM

GREENFIELD — Cohn & Company Real Estate will have access to more tools and resources to serve homebuyers and sellers in Franklin and Hampshire counties, thanks to its new affiliation with the New Jersey-based ERA Real Estate.

According to a press release from ERA Real Estate, “the ERA Powered flexible branding option gives companies a choice to leverage their local brand identity and benefit from the ERA brand’s full suite of learning, marketing and servicing resources.” With the affiliation, Cohn & Company President Timothy Grader said, the Greenfield company is getting the brand recognition that comes with the ERA name; gaining access to more sophisticated marketing resources; modernizing and standardizing operational platforms; and leveraging a national and international referral network.

“The company’s enduring tradition as a family business aligns perfectly with ERA’s collaborative and supportive community,” Grader said of Cohn & Company in the press release. “In addition, the access to leading tools, powerful technology and robust marketing resources will be instrumental in helping us expand our reach.”

Founded in 1948, Cohn & Company at 117 Main St. has been run by Grader since 2019, when second-generation owner Robert Cohn tapped him to lead the brokerage into the future. Cohn is transitioning to retirement after more than 40 years at the company’s helm.

Speaking by phone on Thursday, Grader said the company had been negotiating the affiliation for up to six months. He said he has been “looking for ways to make the agency stronger” since taking over. This included establishing further educational opportunities and training tools.

“The Cohn name has an amazing legacy in Franklin County,” Grader said.

Before becoming company president, he said Mary Cohn was acting president and began a rebranding initiative. Grader said this is continuing under his leadership, with increased digital and social media presence, and newly designed company signs that will be placed on properties to increase visibility. Grader also said the firm is releasing a “text Cohn” system whereby interested homebuyers can text a number for a specific property and receive an automated response with information pertaining to that property.

“That’s just one of the immediate marketing tools you will see,” Grader said.

Cohn & Company Real Estate ERA Powered is now the seventh ERA brand affiliate brokerage in Massachusetts, the release states. The ERA Real Estate network includes more than 36,000 affiliated brokers and independent sales associates, and approximately 2,200 offices throughout the United States and 31 other countries and territories. More information about ERA Real Estate is available at ExploreERA.com.

Zack DeLuca can be reached at zdeluca@recorder.com or 413-930-4579.


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