Prudential Northwest Properties Bert Waugh, Jr.

By Beth Bresnahan
May 2002 NATIONAL RELOCATION & REAL ESTATE


A lot of brokers say their agents come first, but Bert Waugh, broker/owner of Prudential Northwest Properties in Portland, Oregon, lives by the maxim that actions speak louder than words. When he decided to expand his successful, independent company, Stan Wiley Real Estate, a few years ago, he had his choice of merging with any of the franchises that approached him. He could have put his own financial interests first, but instead, he says, he merged with the national franchise he felt did the best by his agents.

"We had a lot of options and opportunities," says Waugh, 59. "I knew we needed to be more than a Northwest real estate company. We needed to be international. I felt that we shared Prudential’s vision and direction as a home services company. The Prudential management team was really concerned about me as a broker and about our agents. It felt like it was going to be a great affiliation and it has proven to be true."

Waugh started his real estate career in 1983 as a sales agent with Stan Wiley, an independent real estate company founded in 1955. He became a sales manager in 1985 and bought the company in 1994. He affiliated with Prudential in 1998.

Waugh has always been innovative in business. In the last six months the company introduced a state of the art Extensible Markup Language (XML) market analysis program that enables sales associates to generate professional CMAs or buyer tours in less than 20 minutes. A home valuation can be quickly produced at a client’s home or e-mailed directly to a prospective customer. Another in-house program created exclusively for Prudential is the new AgentSuite Website. Every agent is provided with a complete custom Website that has been purposely designed for electronic prospecting and lead generation. Now over 650 Websites strong, Waugh says Prudential NW is notably the first major brokerage to provide its entire sales force with a professional Website and marketing system. In the last month, Waugh has expanded his operation with the purchase of three more companies, bringing its current total number of offices to 18 with 650 agents.

Waugh believes the following five core elements set Prudential Northwest Properties apart on local and national levels: Technology, exclusive Home Services department, training, coaching by management and the Prudential brand. Waugh credits his management staff for the strength and growth of the company. They are: Sean McRae, Vice President and Chief Technology Officer; Kathleen McRae, Vice President and Home-Link manager; Sandy Gillison, Marketing Director; Beth Archibald, Relocation and Business Development Director; Jon Spencer, Vice President of Operations and Chief Financial Officer and Gail Roberts, General Manager of Columbia Mmortgage, Prudential Northwest’s wholly-owned mortgage company.

Of his long list of accomplishments throughout his real estate career, Waugh says he is most proud of the non-profit company he and his wife Susy started in 1991. Transitional Youth is an organization devoted to helping homeless and abandoned children and assisting local youth programs through financial and material contributions. "As proud as I am of our administration, our branch officers and our agents in their real estate accomplishments, their contributions to Transitional Youth show true character and heart," says Waugh, who
with his wife, have raised several abandoned children along side their own four children.

"I have been incredibly blessed to work with this organization and all the people in it," Waugh ads. "If it wasn’t for my wife of 30 years I wouldn’t be where I am today."


By Beth Bresnahan
May 2002 NATIONAL RELOCATION & REAL ESTATE