Sherry Chris Appointed COO at Prudential CA/NV/TX Realty
Prudential CA/NV/TX Realty has appointed Sherry Chris as chief operations officer. Chris will be responsible for directing market expansion, increasing adoption of agent-centric technology and furthering integration of the company and its vertical business partners, the company says.
“Sherry and I have known each other for almost 10 years and we’ve really explored the real estate business together,” said Ed Krafchow, president of Prudential CA/NV/TX Realty, in an interview with RISMedia. “We’ve been very observant of her in the business.”
“She is a real innovator and has made an extraordinary impact on our industry over the course of her career,” Krafchow added. “Her history of developing new markets, employing vertical business partnerships and technology innovation with Royal LePage and Real Living bode well for the future of our company. We plan to stay on the cutting edge of a rapidly changing business.”
“Prudential CA/NV/TX stands out in the market first and foremost because of Ed (Krafchow) and Dave (Cobo). They are so well respected both internally at the company and externally in the industry,” said Chris in an interview with RISMedia. “Just in the past two days I’m amazed at the feeling of trust people have for them. This is such a team and family environment and that speaks to what real estate is all about. Real estate is a relationship-based business and everything that surrounds it—the technology, tools and services—is secondary to the relationship. The founders used that to form the basis of this company—I’ve never seen that done to this extent before.”
Krafchow explains that Chris is a perfect fit for the position for several reasons. “First, we have such a large operation extending over so many areas—Sherry is used to running that type of operation,” he explains. “Second, she has the depth of experience in what we do. She has a real strong Internet and technology background and understands how to bring that to the agents with a common-sense understanding and that’s a critical element for leadership in our business. Third, she has tremendous people skills and this is still a relationship business.”
According to Krafchow, while others have held the COO post at the company before, Chris will be responsible for shaping the position as she sees fit. “Sherry has such strong leadership qualities that she’ll design the position for herself—in that sense it’s a unique position. She will in fact run most of the operations.”
Chris and Krafchow agree that the changes in the industry will present the greatest challenge for the company moving forward. “We’re at a time right now where there will be a tremendous amount of change in the industry with continued consolidation and the entrance of non-traditional real estate companies,” says Chris. “The challenge is how do we keep ahead of the game and help our agents be more productive. Being affiliated with Ed and Dave lessens that challenge—they are so forward thinking and visionary.”
“The industry is challenged with redesigning and remodeling,” Krafchow agrees. “Sherry brings the ability to remodel the business and bring people closer together, meaning agents and brokers and vertical partners. We all need to get into a closer position, a more unified position and that’s really what Sherry has been brought in to do.”
Chris previously served as president of Real Living, the nation’s fifth largest real estate broker. She managed the expansion of the company organically and through franchising activity. Formerly, as executive vice president of Royal LePage, Canada’s largest real estate brokerage, she pioneered a new business model focused on creating true partnerships with franchisees, and by delivering the technology, marketing, management tools and training to meet evolving agent and consumer needs.
Chris is actively involved in leadership roles throughout the real estate industry. She is currently chairman of the board of the Realty Alliance, serves on a number of industry and non-industry boards and speaks frequently at industry events, including RISMedia’s Real Estate Leadership Conference. Chris is a graduate of the University of Western Ontario and holds a master’s degree in business administration from the Ivey School of Business.