The ChallengerBrand
STARTING OUT AS AN AFFILIATION OF FOUR REGIONAL FIRMS,
CASSIDY TURLEY HAS MAINTAINED A LOCAL FOCUS WHILE
DELIVERING AN ACROSS-THE-BOARD NATIONAL PLATFORM
TO INSTITUTIONAL AND CORPORATE CLIENTS
By Paul Bubny
ust three years old as of March, Cassidy Turley already ranks fifth in the 2013 edition of the Lipsey Co.’s
annual survey of the top 25 commercial real estate brands. Ahead of it in the rankings are such household names as CBRE—which boasts 10 times as many employees globally—and Jones Lang LaSalle, but
while it’s keeping pace with the top names in terms of industry perception, it doesn’t vie with them for
sheer scale. Nor do its key executives intend it to.
Instead, Cassidy Turley—which began in 2008 as a union of four former Colliers affiliates that
were joined by four other regional firms in March 2010 to rebrand as Cassidy Turley—is positioning
itself as a challenger brand. “I believe there’s more demand for what we do than there is capacity for
our industry to provide it,” CEO Joe Stettinius tells Real Estate Forum. “There’s plenty of opportunity for top-tier talent, top-tier solutions and top-tier services in our business. We’ve done a great job
J
Photos: Glenn Kulbako
