United Country Real Estate Reaches Rare Century Milestone

It has been said only half of one percent of companies last as long as 100 years. With the arrival of 2025, Kansas City, Mo.-based United Country Real Estate is now officially a member of this very exclusive club.

United Country – the nation’s leading and largest network of conventional and auction real estate professionals – was founded by Roscoe L. Chamberlain in 1925. His goal was singular — finding ways to more widely market rural properties to people living in urban areas. Properties such as country homes, farms, ranches and recreational land were the focus, and they remain so today.

Marketing innovations, including a number of break-through techniques United Country pioneered, have been the driving force throughout these many decades. The company launched America’s first national real estate catalog in 1928 and the catalog is still published today. (The 1928 premier edition is housed in The Smithsonian Institute.) With that publication, United Country became the first to market local properties across states, regions and the entire nation. This included advertising in national newspapers and lifestyle magazines. Soon, the company expanded into promotion of specialty properties.

In the early 1970s, United Country launched a national buyer call center of 650 employees when that service in real estate barely existed. That eventually led to a one-of-a-kind, national database of one million opt-in buyers. There were extensive direct mail campaigns over the years, and by the 1990s the company created UnitedCountry.com — another industry first in lifestyle and rural real estate. Currently, United Country touts the industry’s largest portfolio of niche/specialty property websites, and holds claim as the first to integrate auction services into a traditional, national real estate company.

“Roscoe humbly started out solving a fundamental problem, which was how to expose rural real estate to people in the city,” said United Country Real Estate Chief Executive Officer Dan Duffy.  “He was unusually ahead of his time, and had a clear understanding of the business’ purpose and who it serves. His innovations were just the start of the incredible company United Country would become.”

The Key to 100 Years of Longevity: People, Passion & Progress

United Country’s network consists of nearly 500 independently-owned-and-operated brokerage offices and some 4,000 agents from coast-to-coast and in select international markets. Being among the small number of companies that have survived for a century is both rare and meaningful. It begs the question of how United Country achieved such an accomplishment. For United Country Real Estate President Mike Duffy, it boils down to two key reasons.

“First and foremost are the people. There are thousands of passionate people, including our brokers, agents, strategic partners and employees, all who embody a powerful family culture,” Duffy said. “Our affiliates care about one another and about helping each other provide the best service to clients. They connect via group webinars, emails, by phone and in person at our various meetings and events to share their expertise.”

Though that expertise is the focus, he said, it is really the character and collaboration of these people that defines them. As for the second reason behind United Country’s longevity, Duffy pointed to continuous innovations in marketing and technology. “Our brand stands for broader exposure for local listings, and in fulfilling that promise we’ve become a leader in lifestyle real estate for the last 100 years,” he said.

To keep brokers and agents current on the program, United Country conducts ongoing training. And about that family culture … turns out it’s more than just symbolic.

“We have offices with actual family roots dating back to the company’s inception,” said Dan Duffy. “Those historical roots are part of the fabric of who we are today … past brokers with sons, daughters, grandchildren and relatives now involved. It speaks to passion, success and culture with so many families connected to this business over generations.”

When Economic Challenges Arise, United Country Thrives

The real estate industry is never without its challenges. But through it all, including The Great Depression, numerous recessions, high interest rates and tight inventory, United Country has stood the test of time and continued to prosper.

The company’s diverse property types have certainly played a role in its success during tumultuous periods. During the height of the COVID-19 pandemic, United Country saw record sales as buyers elected to abandon the congestion and stress of city life in favor of wide-open spaces out in the country. They sought secluded land, spacious ranches, places to escape, build a homestead and get away from issues more prevalent in urban markets.

“During that time, we saw a rapidly growing desire for a simpler lifestyle and more affordable property prices,” Mike Duffy said. “In many ways, that desire has always been there. It reflects a slogan we’ve used for a while, ‘Find Your Freedom.’ And now, high-speed internet availability and the ever-increasing ability to work remotely has made it possible for those who have that desire.”

Even as 2025 arrives, United Country has seen big market disruptions. But there’s no reason to panic, as Dan Duffy explained. “Our perspective is that these challenges are transitory. We stay strong, recognizing this too shall pass, while also thinking of opportunities to improve. That attitude has allowed us not only to survive, but to thrive,” he said.

Innovation Keeps Lifestyle Real Estate Company on Leading Edge

A lot can change in 100 years. But even over 10 decades, some things stay the same, including United Country’s commitment to innovation in lifestyle and rural real estate.

“Our company may be a century old, but we have never felt more excited about our future,” Mike Duffy said. “New platforms and technologies are helping us market more properties to buyers than ever before. We’re driven to stay in front, to innovate and embrace change. It’s how we became a leader and it will still pave our path for the next 100 years.”

So, United Country will continue such innovation for its brokers and agents who serve countless real estate buyers and sellers in domestic and international markets. The methods may be a lot more modern than how Roscoe Chamberlain did things back in 1925, though the original intent remains.

“We’ll protect our core values of family, honesty and integrity, while empowering our amazing affiliates and keeping a constant eye on progress,” Duffy said. “United Country Real Estate is a company fueled by a heart steeped in tradition and a mind focused on innovation.”