President and Chief Executive Officer, Realogy Franchise Group
Alexander E. Perriello, III, has served as president and chief executive officer of the Realogy Franchise Group since April 2004. The Group is the largest franchisor of residential and commercial real estate brokerage offices in the world. Perriello oversees the Better Homes and Gardens® Real Estate, CENTURY 21®, Coldwell Banker®, Coldwell Banker Commercial®, ERA® and Sotheby’s International Realty® real estate brands, which combined have approximately 13,700 franchised and company-owned offices and 247,800 brokers and sales associates doing business in 103 countries around the world. In addition, Perriello is responsible for the Franchise Group’s shared support services, including domestic and international franchise sales, administration, finance, business development, information technology, learning and human resources.
With more than 35 years in the real estate industry, Perriello is widely recognized as a real estate industry leader and keen observer in the areas of policy and market trends. He serves on the National Association of REALTORS® as a member of the Executive Committee and Board of Directors. In addition, he chaired the 2010 Strategic Planning Committee and has been a member of the Large Firm Advisory Council since 2005.
Perriello previously served as president and CEO of Coldwell Banker Real Estate Corporation from 1997 to 2004. During this time, he was acclaimed by REALTOR Magazine as “The Great Innovator” and one of its “25 Most Influential People in Real Estate.” Perriello’s visionary leadership continued to bring Coldwell Banker to the forefront of the real estate industry through groundbreaking initiatives as well as new business and service models.
Perriello, who began his career as a sales associate, has worked in almost every facet of the real estate business. Perriello shares the entrepreneurial spirit of his affiliates as a one-time independent real estate broker and owner of a chain of retail stores. After joining Coldwell Banker in 1983, Perriello held management positions in product development, real estate services, marketing and operations. Perriello played an integral role in the restructuring and development of Coldwell Banker following its 1996 acquisition by Cendant (then HFS) and its relocation to Parsippany, N.J.
Perriello has long been a distinguished industry leader and is a frequent speaker at industry events such as Inman News’ Real Estate Connect, RISMedia conferences and forums, and Real Trends’ Gathering of Eagles. He has also appeared as an industry expert on various news networks, including CNN, CNBC and FOX News. In addition, he has been widely quoted in real estate trade magazines as well as business and consumer publications, including USA Today, Fortune, Money and The Wall Street Journal. In 2006, Perriello co-authored the book, “Ten Traits for Top Performers – A Real Estate Professional’s Guide to a Winning Career.”