SPECIAL REPORT 2026
THE REGION’S BUSINESS MAGAZINE
LONG REALTY
100 YEARS OF REAL ESTATE
82 BizTucson < < < Fall 2026
www.BizTucson.com
www.BizTucson.com
Fall 2026 > > > BizTucson 83
BizMILESTONE PHOTO BY BRENT G. MATHIS
Playing the Long Game Long Realty Celebrates 100 Years of Real Estate By Loni Nannini
84 BizTucson < < < Fall 2026
He credits the company for “creating jobs, developing talent, investing in communities, supporting other local businesses and providing a sense of stability and continuity that cannot be replicated.” “Their success has become intertwined with the success of the places they serve,” Guymon said. Rooted in Southern Arizona: Generations of Real Estate Experience Founded in 1926 by Roy H. Long, a Minnesota native and World War I veteran, Long Realty became known for the motto, “Take care of the people and the business will take care of itself.” Roy channeled his propensity for business, caring and community into civic engagement, helping to found the Fiesta de Los Vaqueros Rodeo, securing land for Himmel Park and building the first YMCA. His son, Barry, continued that legacy after taking over the business in 1952. By 1980, Barry grew the company into eight branches prior to turning it over to his sons—Roy II, Russell and Steve—and expanding ownership to Robert Piersol and eventually Steve Quinlan. Over the next several decades, the company expanded to Green Valley, Sierra Vista and Benson. A 1999 merger with HomeServices of America marked an era of unprecedented growth with expansion of Long franchises to Phoenix and throughout Arizona. Long Realty also became an innovator offering the complete real estate experience, with insurance, mortgage lending, title, and continued on page 86 >>>
COVER & INSET PHOTOS COURTESY LONG COMPANIES
A centennial commemorates more than a milestone. For Long Companies, it celebrates the ongoing evolution of an iconic brand that prioritizes caring, community, integrity and professionalism while delivering on the American dream of home ownership. “We have been doing this for so long and so well that there is a reputation that precedes us for quality and professionalism,” said Kevin Kaplan, CEO of Long Companies. “Building a brand around a real estate company is hard to do, but we have done a really good job of that. The experience we give people resonates with them and it means something and I think that is reflective of the high caliber of our real estate agents.” Long Companies is the umbrella corporation for Long Realty and affiliated entities: Agave Title Agency, Prosperity Home Mortgage and HomeServices Insurance. Kaplan said that over the years, innovation and reinvention—combined with a “vertical” plan for growth—have contributed to success for Long Realty, which led the Southern Arizona residential real estate market with a 22% overall market share in 2025. Long also commanded just under 40% of the luxury market, closing more than $704 million in sales for homes priced at over $1 million. It is significantly dominant in the Catalina Foothills, Oro Valley, Dove Mountain and Saddlebrooke. Michael Guymon, chief advocacy officer for The Chamber of Southern Arizona, said Long Companies has earned the trust of Arizonans over generations, evolving into a pillar of the community.
www.BizTucson.com
1920 - 1979
1920
Roy H. Long moved to Tucson for a climate that could heal his sick wife. His home was located at the present day University of Arizona Baseball Field.
1925
Long assisted with founding the first Fiesta De Los Vaqueros Rodeo. He helped out in the community further in the 1920s, securing land for Himmel Park and building the first YMCA.
1926
Baron Gauna President Long Realty
Long saw potential for real estate in the dry, warm Southwest and started a realty company from his home with two other sales associates. Long’s original motto: “Take care of your customer and the business will take care of you.”
1952
Roy Long retired and his son Barry took over the business and grew the company into eight different branches with multiple services. continued on page 86 >>>
www.BizTucson.com
Fall 2026 > > > BizTucson 85
BizMILESTONE continued from page 85
continued from page 84
1980 - 1999
escrow. Additionally, the company broadened and formalized philanthropic efforts with the Long Realty Cares Foundation, which has funneled more than $4 million into Southern Arizona nonprofits since 2002. Today, Long Realty has nearly 1,000 licensed real estate sales associates in more than 30 offices, including 16 affiliate realty and property management companies across Arizona. Baron Gauna, president of Long Realty, attributes this growth to an unwavering commitment to values with an eye toward excellence in customer service. “All the decision-making here is based on five core values that we take seriously: compassion, excellence, leadership, integrity and teamwork. These core values are our guiding light, whether hiring or making business decisions with the company,” Gauna said. Ultimately, he said these principles are personified by agents and other employees. “Our agents are extraordinary. They are passionate about the brand and about doing a good job for their clients. We are extremely agent-centric, and that is a big differentiator. Every decision we make considers how we can make our agents’ business and lives better so they can support their clients,” Gauna said.
1980
Long Realty Company expanded ownership. Barry Long retired and turned the company over to his sons Roy II, Russell and Steve, as well as the new president, Robert Piersol. Shortly thereafter Lex Sears also became part owner.
1984
Steve Quinlan became part owner of Long Realty Company along with a few branch managers.
1995
Long Realty Company extended services outside of Tucson into Green Valley by purchasing Green Valley Realty, and also expanded into Sierra Vista.
1997
Long Realty Company launched a new website, www.LongRealty.com, which later became the leading real estate company website in Arizona. The company also announced its first franchised location in Benson.
1998
Steve Quinlan became the sole owner of Long Realty Company and takes on the role of President. Rosey Koberlein became General Manager.
1999
Long Realty Company merged with HomeServices of America, the largest residential real estate brokerage firm in the nation.
2000 - NOW
2000
Long Realty Company expanded with Core Services by developing Long Mortgage Company, Long Title Insurance, Long Insurance Group and the Long Advantage program.
2001
Long Realty Company purchased the Residential Division of Tucson Realty & Trust, the company’s biggest competitor.
2002
Long Realty Company created the Long Realty Cares Foundation to help improve the quality of life for Arizonans.
2004
Rosey Koberlein became President and CEO of Long Companies. Steve Quinlan became Chairman of the Board.
2005
Long Realty Company reached $5 billion in written sales volume for the year.
2009
Long Realty Company expanded its footprint in Phoenix by adding multiple franchised locations. continued on page 88 >>> 86 BizTucson < < < Fall 2026
Building a Brand: Local Service, National Scale HomeServices of America has been central to the advancement of those goals. A full-service real estate brokerage that offers brokerage, mortgage, title and insurance under one roof, HomeServices owns and operates 40 brands across the country and was ranked third nationwide in 2025 with $139 billion in revenue. It is committed to providing a national voice and presence behind the Long brand. “We know for those making real estate decisions in their local market, choosing local is of paramount importance. We also know that in our industry, scale matters,” said Chris Kelly, CEO of HomeServices of America. “We bring a level of stability, strength and scale that allows Long to tap into sister brands and sister companies across the country for relocation opportunities and best practices for clients and agents. So, we are bringing the very best locally to Tucson while taking what Long is doing great and making sure that other companies learn from that.” HomeServices provides support for accounting, IT, human resources and back-end systems, enabling Long to focus on service for clients and agents. “We allow local companies and local leaders to concentrate on what matters most: providing the best tools, resources, education and coaching for agents, which in turn benefits the clients and communities those agents serve,” Kelly said. continued on page 88 >>> www.BizTucson.com
www.BizTucson.com
Fall 2026 > > > BizTucson 87
BizMILESTONE continued from page 86
2021
Reneé Gonzales became CEO of Long Companies. Rosey Koberlein became Chairperson of the Board. Long Companies created a new title and escrow company, Agave Title Agency.
2022
Long Realty Cares Foundation celebrated their 20 year anniversary. The foundation has raised more than $4 million for local nonprofits.
2024
Long Realty Company introduced a movement - SMART MOVE. More than just a tagline; it’s a testament to the exceptional journey we’ve shared and the bright path that lies ahead.
2026
Long Realty Company celebrated their 100-year anniversary • Agave Title Agency celebrated their 5-year anniversary • Kevin Kaplan became CEO of Long Companies • Reneé Gonzales became Chair • Launch of OnePoint – the complete real estate experience Present – Today, Long Realty Company has nearly 1,000 licensed real estate sales associates in more than 30 offices, including 16 affiliate realty and property management companies in Arizona.
continued from page 86 Convenient and Comprehensive: OnePoint of Contact Long Companies has leveraged these tools and resources into OnePoint, a program designed to connect and coordinate real estate, mortgage, title, and insurances for home buyers and sellers. Reneé Gonzales, Chair of Long Companies, said that studies have shown that more than 90 percent of consumers want a homebuying process that is smooth and easy. The OnePoint platform delivers a “comprehensive real estate experience” directly to them. “Consumers buy on average five to seven homes in their lifetimes. It is not something they do day in and day out. If we can take away the unnecessary stress of buying or selling a home, that is what we want to do,” said Gonzales. “We want to provide the complete real estate experience that clients want.” Gonzales said that meeting clients where they are on the path to home ownership ultimately contributes to community growth. “What comes through about this company is that we are here to help communities grow and help them reach their goals and we are proud of that. Our communities in Arizona are critically important to us.”
Biz
88 BizTucson < < < Fall 2026
www.BizTucson.com
www.BizTucson.com
Fall 2026 > > > BizTucson 89
CEO Long Companies
90 BizTucson < < < Fall 2026
PHOTO BY BRENT G. MATHIS
Kevin Kaplan
www.BizTucson.com
BizLEADERSHIP
Passion Meets Empowerment Long Leadership Promotes Dynamic Company Culture By Loni Nannini As the CEO of Long Companies, Kevin Kaplan believes that longevity is built through shared passion and empowerment of those around him. He embraces a team-first leadership style that supports those ideals. “I think sharing the same passion to be great is key and I am very fortunate that we have a lot of people here like that. Our people really care about the brand and what we do. . .and my philosophy is very much about empowerment and listening: I am probably the opposite of a micromanager,” said Kaplan. He views it is as his role to develop strategies—and then offer tools—that empower people to excel at their jobs. “I find that everyone wants to be great at what they do. How can we help them be successful? That may be helping people learn new skill sets and giving them the right environment and the technology to succeed or develop new ideas, but also understanding what we are trying to accomplish and working together to get there,” said Kaplan, who joined Long Realty as director of marketing in 2008 and put this philosophy into practice as he rose through the ranks at Long Companies. Drawing on a background in real estate, technology and brand strategy, Kaplan—along with the company’s executive team and agents—have built a scalable platform. They have elevated Long’s brand throughout its evolution from a brokerage to a suite of real-estate related services that make home buying easier for the consumer. It Takes A Team Kaplan has utilized a team approach in his strategic vision for continued www.BizTucson.com
growth and expansion of Long Companies, which is comprised of Long Realty, Agave Title Agency, Prosperity Home Mortgage and HomeServices Insurance. “Teamwork is very important. We need to have a shared vision and make sure everyone is on the same page to accomplish that,” Kaplan said. He credits Long’s skilled executive team, many of whom have worked together for decades, for building relationships based on honesty and openness and the ability to challenge one another by asking tough questions when necessary. With the team’s intentions aligned, Kaplan said they are able to work as a unit to move forward. “I think that is important in any company. We are fortunate to have that kind of tight-knit relationship and trust at the executive level so we are able to spend 100% of our energy on keeping the company great.” He noted that the building of team relationships is facilitated by a favorable agent-to-manager ratio, a business model that sets Long apart from many other real estate companies. “Humans are central to helping consumers buy or sell houses and we believe that we need quality professionals in management to help our agents be the most successful at what they do,” Kaplan said. A Culture of Curiosity This solutions-oriented ethos also puts an emphasis on communication as well as “genuine curiosity” to constantly improve Long’s image for quality, trustworthiness and caring service. “People have developed a perception
about what Long stands for and to deliver on that and give people what they need, we have to work at it constantly.” To meet consumer needs, evaluation and adaptation are an ongoing process in the ever-changing real-estate market; and proactive communication is a key component of strategy development, according to Kaplan. “We talk to our agents constantly about how we can be better. The best idea could be right around the corner. You miss out on so much when you think you have it all figured out and you bias yourself. You have to be curious about exploring other people’s ideas and allowing conversations to roam. That dynamic works very well for us here.” Kaplan honed his inclusive leadership style as a 2015 graduate of the Greater Tucson Leadership Council; he also served as a board member and board president. The experience reinforced his conviction—and Long’s founding principle—that giving back is vital. Whether through support of nonprofits, economic development, development of people or filling needs in the community. Kaplan describes the Long team as being “ambassadors of Tucson and Southern Arizona.” “This is our community, where we live and where we work. It is hard to be on the periphery and in real estate without caring about the community. That is part of our brand—the ‘we are in it with you’ trust piece. We are very much about how we can keep making this a great place to live.”
Biz Fall 2026 > > > BizTucson 91
BizMILESTONE
92 BizTucson < < < Fall 2026
www.BizTucson.com
www.BizTucson.com
Fall 2026 > > > BizTucson 93
BizMILESTONE
Long-Term Vision Adaptation & Innovation: Long Companies Looks Ahead By Loni Nannini Long Companies is blazing trails into a second century of residential real estate with a vision that melds time-honored values with transformation. “We made it to 100 years and will be going forward into this next century because this company is always very much learning and adapting. There is not an ego to the company. That is how to make a good company great: by not being too complacent,” said Kevin Kaplan, CEO of Long Companies. “We always want to be there to give consumers the best experience and the right services and the products that they need today. That may change in a couple years, so we are constantly working to stay on top of it. We are always making refinements.” Long Companies has formulated a strategic plan to navigate advancements in technology, consumer expectations, communications and the ever-changing real estate marketplace. The three-pronged plan involves continued focus on professional real estate services; a commitment to helping consumers better understand the process of buying and selling homes; and continued community engagement. Professionalism is Priority Compassion, integrity and professionalism have been founding principles for Long Realty since it became a pioneer of Southern Arizona residential real estate in 1926. The company has become known for talented, highly experienced agents who can pair buyers and sellers and close transactions when emotions often run high, according to Baron Gauna, president of Long Realty. “It takes real talent to put two folks together who may not see eye-to-eye— a seller who wants to sell a home for a certain price and a buyer who may 94 BizTucson < < < Fall 2026
not want to pay that price—to close a transaction in 45 days or less. It presents unique challenges every single time and takes a high-level skill set,” said Gauna. Long Companies is dedicated to providing assistance with business development, coaching, technology and other professional resources that benefits both agents and their clients, said Erin Fitzgerald, president of Agave Title Agency. “They have a true infrastructure behind the agents and that is one of the many things that sets them apart: They continually invest in tools, people and resources that allow agents to focus on what they do best, which is building relationships and serving clients.” As a market innovator more than two decades ago, the company expanded infrastructure into integrated core services that now include Agave Title Agency, Prosperity Home Mortgage and HomeServices Insurance. The expansion was the result of customer requests for seamless services, according to Matt Rivera, mortgage manager of Prosperity Home Mortgage. “It is about the consumer and their experience—getting them to the finish line of home ownership as smoothly as possible versus using four separate companies that have no affiliation and different cultures. This is really an aspect of relentless service,” said Rivera. Fitzgerald said improved collaboration results in more transparent, streamlined communication between all parties. “Real estate transactions involve lots of people and communication between multiple parties, and having these services in-house allows us to work collaboratively,” she said. “This results in reduction in friction and confusion and better communication, and, I believe, a better experience for the consumer.”
Consumer Education: Technology and the Human Connection Long Companies is addressing increased customer desire for information, innovation and technology through OnePoint. The digital platform provides a point of connection for Long’s affiliated real estate services and was built with input from agents, the executive team and support from HomeServices of America, Long’s parent company. This technology provides consumers with immediate access to information and real-time updates about every aspect of home-buying to “shepherd them through the process” from beginning to end, according to Rivera. He believes technology is essential to educating consumers about everything from the pros and cons of owning a home to qualifying for a mortgage and options for interest rates, insurance and more. “We need to dispel misconceptions and help them to understand the buying process with their eyes wide open— along with the long- and short-term benefits of building equity and wealth through home ownership.” Even with the rapid rise of digital technology and Artificial Intelligence in real estate services, Long remains committed to the human element. “There is a human element to real estate and we want to be fundamentally available to have face-to-face conversations, maintain accountability and continue to build trust with agents and customers,” Rivera said. Fitzgerald emphasized that, ultimately, it is vital to recognize that the experience created by integration and technology is what matters. “Long is doing what it has done throughout history, which is continuing to evolve and invest in people and relawww.BizTucson.com
PHOTO BY BRENT G. MATHIS
tionships,” she said. “Buying or selling a home is deeply personal. It has been, and will always be, one of the largest emotional and financial decisions people make, so companies need to improve the human experience rather than replace the human experience: That means managing the human connection.” Forging Partnerships, Promoting Community Engagement Since Long was “built as a relationship company,” human connections remain at the forefront, according to Reneé Gonzales, chair of Long Companies. Continued development of innovative professional and philanthropic collaborations is at the heart of these relationships. Kaplan promotes mutually beneficial partnerships with other local businesses, organizations and nonprofits. The company also champions community impact through the Long Realty Cares Foundation and through volunteerism, agent-and-employee-led fund drives and other initiatives. “We wouldn’t have made it to 100 without our community. The community supports us and we want to give that back to them and support them in their areas of need,” said Gonzales. Ultimately, Kaplan said that Long Companies’ plan to draw on lessons of the past while moving into the future. “Our company has been through recessions, wars, pandemics and other big events over the past century and we are stronger than ever because we are adaptable, passionate about helping people and we focus on doing high quality work. These last 100 years are a great start, we are just getting going.”
Erin Fitzgerald
President Agave Title Agency
Matt Rivera
Mortgage Manager Prosperity Home Mortgage
Biz www.BizTucson.com
Fall 2026 > > > BizTucson 95
BizMILESTONE
Community Impact Comes Home Long Companies Distinguished by Foundation & Philanthropy By Loni Nannini
Almost 25 years ago, agents with Long Realty made a move that changed the landscape of philanthropy in Southern Arizona. They channeled their “people first” philosophy into the Long Realty Cares Foundation, formalizing a process for giving and volunteerism that began with the company in 1926. Since then, the foundation has gifted more than $4 million to more than 425 local nonprofits. “We touch so many lives every month in Southern Arizona where we live, where we earn our money and commune with everybody. It is a huge impact and we hear ‘thank you’ all the time from people. It makes us feel really good to help the community and hopefully put people in better positions by fulfilling their needs,” said Peter DeLuca, president of Long Realty Cares Foundation. The foundation has supported a spectrum of nonprofit sectors covering social services; health, wellness and research; seniors and veterans; education; animal care and rescue; arts and culture; and more.
“
We touch so many lives every month in Southern Arizona where we live, where we earn our money and commune with everybody. It is a huge impact...
”
– Peter DeLuca
President Long Realty Cares Foundation 96 BizTucson < < < Fall 2026
Local beneficiaries range from Habitat to Humanity and Boys & Girls Clubs of Tucson to El Rio Health Center Foundation and Literacy Connects; a diverse variety of smaller nonprofits such as Bag It, Bald Beauties Project, Beads of Courage, Esperanza en Escalante and I Am You 360 have also been recipients. Spearheaded by Steve Quinlan, president of Long Realty at the time—and a group of agents and executives such as Diane Weintraub and Rosey Koberlein—the foundation implemented innovative processes that engaged the agents. “The real beauty of what we do is that it gets people involved with the nonprofits that they contribute money to and all of the money stays here locally. They get to choose the charities that receive grants and are personally energized about helping,” said Ron Sable, past president and long-time board member of the foundation. Long Realty agents can choose to contribute a percentage or flat fee from their commissions on sales transactions continued on page 98 >>> www.BizTucson.com
www.BizTucson.com
Fall 2026 > > > BizTucson 97
BizMILESTONE continued from page 96 during closings; they can also make annual donations. Long Realty employees can contribute through paycheck deductions or private donations, as can employees with Long Companies. Those who contribute become foundation members and are eligible to “sponsor” nonprofits for written consideration by the board of directors, which is comprised of representatives from Long Realty offices throughout the region. Donations are gifted to local nonprofits through monthly grants, most of which range from $500 to $5,000. DeLuca said the foundation gifts an average of $14,000 a month. In an effort to amplify that impact even more, the foundation also funds “Annual Significant Gifts” between $20,000 and $65,000. DeLuca said the entire process illustrates the power of collective giving. “Collective giving can affect so many more people. By combining donations from individuals, we have a huge im-
98 BizTucson < < < Fall 2026
pact versus individuals trying to do their own thing. It also makes people want to be part of it when they see how much good we are doing in the community,” said DeLuca. The inclusive process also opens a window into the world of local nonprofits and spreads awareness about opportunities to support them through handson volunteerism and other initiatives. “When you work collectively, everyone has gifts and brings more to the game. You get more information and more points of view and learn about different nonprofits. It is much more enriching,” said DeLuca. Support of employee volunteerism and sponsorship of community events is also a priority for Long Companies. In celebration of its 100th Anniversary, the company has rolled out sponsorship of the Tucson Festival of Books, Tucson Meet Yourself and El Tour de Tucson. “We wanted to have a number of signature events and engagements in the
community that are meaningful and represent Tucson. . . we are always looking for good community partnerships,” said Kevin Kaplan, CEO of Long Companies. The sponsorships are representative of Long’s historic commitment to community development and economic prosperity, according to TJ Juskiewicz, executive director at Perimeter Bicycling, which stages El Tour de Tucson and other cycling events in Southern Arizona. “Long has been a great community player for many years. Above and beyond writing a check as a sponsor, they have team members who will be riding and team members who will be volunteering. . .they have been involved in so many mainstay events that make a difference in the Tucson community,” said Juskiewicz.
Biz
www.BizTucson.com
www.BizTucson.com
Fall 2026 > > > BizTucson 99
100 BizTucson < < < Fall 2026
www.BizTucson.com