Brand Real Estate Services and Sandy Springs, Ga.-based Genesis Real Estate Advisers have merged to grow the full-service commercial real estate firm and expand its portfolio throughout the Southeast. The agreement includes a portfolio of 15 assets totaling 754,000 square feet of retail real estate and seven employees. The joined companies will operate under the Brand Real Estate Services name and steward a portfolio of 120 commercial assets with 50 employees.

“We are always seeking great people and quality properties,” says Scott Meadows, president of Brand Real Estate Services. “As we grow our position in the Southeast, the addition of Genesis enables us to expand our geographic footprint with high-quality assets and extend our client roster.” New markets include Columbus and Savannah, Ga., eastern N.C. and Jacksonville, Fla. 

Genesis is known in the industry for its retail-dominant portfolio, while Brand’s portfolio includes a blend of mixed-use, office, industrial and retail. Combined, the new company offers a wider scope of services including leasing, property and construction management, redevelopment and tenant representation within all asset classes for its blended client roster of family offices, institutional and private equity investors. Brand Real Estate Services’ sister company, Brand Properties, also expands the firm’s capabilities with multifamily and commercial ground-up development expertise. 

Steve Tart, president of Genesis, will join Brand as senior managing director. “This is a relationship-driven business,” says Tart. “I am committed to making the merger a very seamless process for our clients, ensuring all their needs are met. I look forward to enhancing our integrated teams and working on leasing transactions and new business development, while continuing to nurture and grow our existing relationships.” 

The shared history of the two companies and its principals link back to Scott Hudgens and Ben Carter during the 1990s. Tart and Meadows initially began discussions at an industry conference in 2019. “When we first started talking to Genesis, it became immediately apparent that when we think of values and culture along with our quality service, Genesis aligned with who we are,” says Meadows. “Because both companies are boutique and nimble, it was easy to dive in and get to know each other over the past year. The properties are high-quality, the clients are great and the team members are some of the best in the business. It feels like a really good fit.” 

Brand aims to take a dominant position as a regional real estate services firm whose local expertise provides excellent personal customer service and asset maximization. “Many real estate organizations are global, but we want to be the top local player throughout the Southeast,” notes Meadows. “You won’t find us in New York, Chicago or Los Angeles, but if you are an asset owner in the Southeast, you will find us as the go-to local real estate services company.”

Brand already has properties in six Southeast states and the Genesis merger expands its presence in Florida with onsite staff. Meadows says he continues to look for other opportunities to bring similarly aligned companies into the Brand organization.