The CENTURY 21 brand has strengthened its position in upstate New York through the affiliation of Sharon Quataert Realty in Rochester, now operating as CENTURY 21 APEX. This expansion connects a locally-rooted family business with global real estate resources, creating implications for both the regional housing market and the broader industry's franchise model.
Sharon Quataert, founder and broker/owner of the newly affiliated firm, brings 40 years of Rochester market experience, having worked in various roles from solo-producer to team leader before establishing her independent family firm in 2015. Her children, Brittany and Brad Quataert, joined the business bringing complementary expertise from accounting and insurance backgrounds respectively. Together, they have assisted thousands of Monroe County residents with diverse residential real estate needs including first-time home buying, luxury properties, estate sales, and investment opportunities.
The affiliation's importance lies in its combination of hyperlocal expertise with global brand resources. CENTURY 21 APEX maintains its community-focused identity with the mantra "We aren't just serving Rochester, we're rooted here," while gaining access to the CENTURY 21 brand's technology, marketing, lead generation, and coaching systems through century21.com. This partnership represents a strategic move for both parties: the Quataerts gain scalable infrastructure to expand beyond their established local reputation, while Century 21 strengthens its presence in a significant upstate New York market.
For Rochester residents, this development means access to agents with deep community knowledge supported by global real estate tools. The brokerage's location at 2170 West Ridge Road places it in the heart of a region featuring major educational institutions, healthcare facilities, and employers, with recreational access to Lake Ontario, the Genesee River, and Letchworth State Park. Sharon Quataert emphasized that "real estate isn't about the business; it's about building true one-on-one relationships," suggesting the affiliation will enhance rather than diminish the personalized service that has characterized her firm.
Industry implications include the continued viability of the franchise model for independent brokerages seeking growth while maintaining local identity. Mike Miedler, president and CEO of Century 21 Real Estate LLC, noted that family values align with the CENTURY 21 brand identity, making the Quataert family "the ideal family unit in real estate." The affiliation demonstrates how global brands can successfully integrate with established local businesses without diluting their community connections.
The move also has recruitment implications, as CENTURY 21 APEX seeks to attract both new and experienced agents by combining local market knowledge with the resources of a brand recognized in a 2024 Brand Health Study as the most recognized name in real estate. For consumers, this means potentially enhanced service quality as agents gain access to improved training and technology while maintaining their Rochester-specific expertise. The brokerage continues to serve through its existing online presence at sharonq.com while integrating into the global CENTURY 21 network.
