Family boosts Real’s ERA with underdog signing

The Guzzetta | Mercado Group, a five-member real estate team with more than a century of combined real estate experience, has joined Baird & Warner’s Edgebrook office on Chicago’s Northwest Side.

The multigenerational family team includes Joe and Madeline Guzzetta, along with Joe’s father, Kenneth Guzzetta, and brothers Bryan Mercado and Tim Guzzetta. They previously worked with RE/MAX Properties Northwest. Their move strengthens Baird & Warner, Chicago’s largest independent brokerage.

Joe Guzzetta explained the family considered several national brands before selecting Baird & Warner. The decision hinged on the brokerage’s approach to their business.

“When we started exploring our options, I honestly thought we would land at one of the national mega brokerages,” he said. “But everything changed after we met with Baird & Warner. Instead of telling us why we should fit into their model, they showed us how they could help us achieve our goals.”

The team highlighted the brokerage’s technology platform, transaction support, and agent resources as important factors. Kenneth Guzzetta and his father previously worked at Baird & Warner, which also influenced the choice.

Joe described Baird & Warner as “the best-kept secret in Chicago real estate.” Within their first quarter at the brokerage, the group had already exceeded its full-year 2025 production, indicating the partnership was successful.

For family-run real estate teams, the brokerage choice involves more than tools or commission splits. It depends on whether the company will treat their business with the same care they do. The Guzzettas built their reputation on local expertise and personal connections, requiring a brokerage that wouldn’t impose a rigid system. Baird & Warner’s flexibility made the difference.

ERA has expanded in Arizona by acquiring Success Property Brokers, a Scottsdale-based firm with about 90 agents. The brokerage will now operate as Success Property Brokers ERA Powered under Preston Porter, owner of Alamosa, Colorado-based Porter Realty ERA Powered.

Former owner Byron Short will remain as designated broker and transition advisor, ensuring continuity for agents and clients. The brokerage plans to maintain its agent-focused model while increasing support and recruiting efforts.

“Our agents value independence, flexibility and a practical, agent-focused culture,” Short said. “This acquisition allows us to preserve what works while adding the tools and credibility to drive growth.”

The deal strengthens ERA’s presence in the Phoenix metro area, where it now has offices in Scottsdale and Peoria. This move aligns with the brokerage’s strategy of growing through acquisitions in high-demand markets.

Real Brokerage has also expanded, adding 105 agents through its affiliation with MTP, formerly known as Michigan Top Producers and Indiana Top Producers. The partnership extends Real’s reach in Southwest Michigan and Northern Indiana.

MTP, co-owned by David Lambe and Brandon Hamilton, closed about 1,500 transactions in 2025, with sales volume exceeding $360 million. The brokerage is rebranding as Midwest Top Producers to reflect its regional growth plans.

Lambe and Hamilton stated the move to Real provides their agents with additional technology and a national platform while keeping local leadership in place. MTP has more than doubled its agent count over the past two years and will focus on coaching and mentorship as it expands across the region.

“MTP has built an impressive organization by creating opportunities for agents to grow at every stage of their careers,” said Jason Cassity, Real’s chief growth officer. “Their approach to training and support matches Real’s mission.”

The affiliation supports Real’s strategy of attracting high-performing independent brokerages. The cloud-based company has grown quickly, often through similar deals that integrate established local teams into its network. Home valuation tools have become increasingly important in these expansions, as brokerages seek accurate data to guide pricing strategies.

ERA’s latest acquisition follows a pattern of consolidation in the industry. Reporters noted the brokerage’s focus on markets with strong demand, where agent retention and support are critical. The shift reflects broader trends as firms adapt to changing client expectations and economic conditions.