Better Homes and Gardens Real Estate expands to Cumberland County

The Better Homes and Gardens Real Estate LLC brand is expanding its New Jersey presence, with a South Jersey firm becoming part of the franchise network.The Better Homes and Gardens Real Estate LLC brand is expanding its New Jersey presence, with a South Jersey firm becoming part of the franchise network.

Residential real estate firm Maturo Realty Inc. in Vineland recently became part of Better Homes and Gardens Real Estate, the company announced. The deal allows the firm to use the Better Homes and Gardens brand, training and technology, in exchange for expanding the Better Homes Real Estate presence in the state.

“The Better Homes and Gardens name is very widely recognized. It has about 95 percent awareness,” said Sherry Chris, CEO and president of Better Homes and Gardens Real Estate.

Maturo Realty was established in 1978, growing from three agents at its founding to 38 as of 2016. After its founder and owner, Tom Maturo III, died in 2015, Albert Fiola became the owner. 

“Albert Faiola, Renee Cheesman and their team operate much like a family — from their unwavering core values, to their support of one another inside and out of the office,” said Chris, “we’re thrilled to be working together to serve Vineland and its neighboring cities as we continue to expand our network’s footprint in New Jersey.”

Chris, while working at Coldwell Banker Real Estate, approached Realogy Franchise Group, the owner of the Coldwell Banker brand, and pitched the idea of a lifestyle real estate brand.

“In 2008 at Realogy, we approached Meredith Corp., and told them that we wanted to launch a BHG brand,” she said.

From 1978 to 1998, Meredith owned a real estate brand under the Better Homes and Gardens name in addition to its publishing business. After a global licensing agreement was reached with Meredith Corp., Realogy launched the Better Homes and Gardens Real Estate franchise in July 2008.

Since then, the franchise network has expanded to 226 agents across five franchises in the state, and 11,000 agents across 300 offices overall, including franchises in Canada and the Bahamas.

“This is a milestone mark for our brokerage, as we set the stage for continued success and growth,” said Cheesman, a Maturo broker. “We are excited to be affiliated with such an iconic and trusted brand that will help bring us to the next level.”

Chris hopes the brand continues to expand in New Jersey, including appealing to millennial buyers.

Last month, Better Homes and Gardens added Synergy Real Estate Group in Cranford to its family.