The Advantage Group plans statewide expansion in new home … – The Business Journals


On the heels of acquiring a similar company in the Bay Area, Roseville-based The Advantage Group is planning a statewide expansion for its business.
With new home sales in transition, it’s a good time to take advantage of opportunities for growth, said company CEO Kevin Coates.
“This is a direct effort to get broader coverage capability,” Coates said, adding he has two sons working for the company who are also eager to help it grow. “We’re looking for builders who will take a meeting.”
Founded in 1989, The Advantage Group handles new home sales for builders, typically on small projects, who’d rather focus on construction than sales. In 2020, the company ranked 14th on the Sacramento Business Journal’s list of largest residential real estate brokerages.
In March, the company acquired a similar company, The Reiser Group, based in the East Bay city of Alamo. The expansion announcement Thursday includes not only the Bay Area but Southern California, where 40-year real estate veteran Linda Johnson will be the company’s operations manager.
Tom Reiser, The Reiser Group’s founder, is executive managing director for The Advantage Group’s statewide business development efforts. Coates said the company continues to have a presence in Reno but otherwise hasn’t expanded outside the Sacramento region before.
Coates said back office operations for the entire company will continue to be based in Roseville. Though some additional employees might be needed eventually, he said, the company’s capacity in that regard was beyond its needs before the plans to expand came together.
The Advantage Group has about 30 total employees now, most of them based in in Roseville.
Currently, The Advantage Group is handling sales for about a half-dozen projects locally, including closeout of a 116-home community called Mills Station in Rancho Cordova and a 49-lot project called Park Place in Sacramento.
Homebuilders big and small have seen a rebound in sales this year as buyers have adjusted to higher interest rates and the resale market has had low inventory.
“Builders understand interest rates are a critical component,” Coates said, and many of them have gotten creative on finding incentives for buyers. “We target the private homebuilder.”
A builder who’s only doing a few dozen homes, compared with public companies that do hundreds of them in a single city, has the advantage of being able to make the buying process more personalized for a buyer. They can also be more nimble when there’s a change in the market, Coates said.
In addition to builders, The Advantage Group works with developers in a land brokerage and planning capacity, and assists builders with project planning and submittals.
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