Ron Stanners and Dick Oakes have been in the real estate business too long to put much stock in astrological signs.

But ask them what makes their relatively young Alberta-based real estate franchise thrive in a market of national and international giants and they both talk about a business strategy that identifies successful real estate brokerages, then seeks the rising stars of those operations.

Calgarians Stanners and Oakes founded MaxWell Realty in 1999. Disenchanted by their experience with other franchises, but enthused by a residential real estate market buoyed by a westward economic migration that began with CP Rail's move to Calgary in 1996, the long-time business associates decided to roll out their own company, thinking "maybe we can do it better than the others," recalls Stanners.

"We did it once and we did it right," says Oakes, of their decision to hire a communications company to ensure everything from the name to lawn signs and the webpage consistently presented the message of what they call "the MaxWell Advantage."

Larry MacDougal, Business Edge
Broker/owners Dick Oakes, left, and Ron Stanners have turned MaxWell Realty into an Alberta industry leader.

On the nitty-gritty side of the business, their approach was similarly focused on growth, with a full-time trainer, 24-hour support from the principals and a business philosophy that built name awareness by giving back to its agents and the communities where they did business.

MaxWell also set out to find the best performers. Having been there themselves, Oakes and Stanners knew these individuals would be looking for their own brokerages - and would have already identified people they could bring into their new offices.

"We did kind of look at most of the franchises and probably more than anything, it was just Ron and Dick," recalls Dwight Streu of his decision to open Edmonton's first MaxWell office in March of 2002 with co-owner Bernie Molzan.

Looking back, he has no regrets. In five years, he and Molzan have added another 20 agents to their office and Streu appreciates what he defines as competitive franchise fees and fair rates for everything from website maintenance to institutional advertising.

More than that, he likes MaxWell's philosophical approach to supporting agents through subsidized social events and an annual recognition-awards program that's offered at no cost to agents.

Other franchises have programs that look similar, but were moneymakers for the franchise "so they would usually charge you more money than what it cost them so they could make a bit of money on it."

Streu's certainly onboard with making money. But he likes MaxWell's approach because he thinks it has a longer payoff, financially - and in terms of intra- and inter-office rapport. "We chose this franchise because they have those same type of values."

Stanners, who will serve the Calgary Real Estate Board (CREB) as president for 2007, says the approach is strategic on two fronts. First, it attracts a certain kind of broker/owner and agent. And second, when "you treat people that way, it comes back in spades."

Today, MaxWell has 697 agents - 560 of them in Calgary, where the company claims to hold second place in terms of market share.

The company also has broker-owned franchises in Lethbridge, Medicine Hat, Canmore, Red Deer, Stettler, Fort McMurray and, most recently, Kelowna, B.C.

More than anything else, MaxWell's steady growth in a competitive business environment speaks to business fundamentals. "When you do what you do really well, people talk," says Oakes.

They also follow good leaders, says Ken Shebib, a broker/owner in Fort McMurray. Shebib has been selling real estate for about four years and when it came time to move out on his own, he based his decision on the people leading MaxWell.

In a competitive marketplace, the franchise choice was "really difficult - until we met with Dick ... when you've got a network that supports you like this, you're more inclined to support clients," says Shebib.

Has MaxWell's development always followed a pre-set plan?

Hardly, say Oakes and Stanners.

When the twin towers of the World Trade Center collapsed on Sept. 11, 2001, it effectively buried MaxWell's plans to take the firm international. A Toronto-based consultant was already set to make it happen and "we were on the verge of being able to consummate two deals," says Oakes.

He figures the preliminary work, all for naught when fears of terrorism effectively shut the border, cost them about $100,000.

Down, but far from out, Stanners and Oakes cut their losses and took a closer look at the city - and region - they call home. "We made a decision that we wanted to be the major regional real estate player," says Oakes, who assumed most of the responsibilities related to business development.

This year, MaxWell will welcome a full-time business development manager. That will give Oakes time to focus on core business issues - and let Stanners fulfill his commitment to CREB, an organization he's served as a director for six years.

Looking ahead, Oakes expects Alberta's housing market to remain strong. He views MaxWell's Kelowna office as a stepping stone into British Columbia.

Stanners echoes that enthusiasm. In the coming years, "we'll expand all across the West and, at some point in time, move into Ontario and the Maritimes and, of course, Quebec."

Closer to home, franchisees such as Dwight Streu are also poised to grow, but he admits that's complicated by the fact some agents are convinced they need the clout of a "bigger" name behind their business.

He's convinced that's dead wrong, since consumers "are choosing them, they're not choosing the company."

In the end, a greater presence in the regional market will make it easier for Streu to attract top agents. In the meantime, "our focus has not been on numbers ...

we're really more concerned about having good-quality realtors."

Approaching their eighth year in business, Oakes and Stanners are pleased with MaxWell's progress.

They also can't believe their good luck in starting a residential real estate franchise in a city that's weathered its share of recessions - and now rides a wave of prosperity.

"If I were picking a place to run an operation from, I think I would pick Calgary," says Stanners.

(Joy Gregory can be reached at joy@businessedge.ca)