One of the country’s largest residential brokerage firms is heading south with a new franchise set to be established in Dallas, thanks to support from the Jerry Jones family.

Chicago-based @properties, which touts a proprietary suite of integrated tech applications called pl@tform, has entered into an agreement with Jerry Mooty, Jr. to establish a local franchise. Mooty—an attorney, entrepreneur, and real estate agent who co-founded the law firm McCathern Mooty LLP—is the nephew of Dallas Cowboys owner Jerry Jones.

Dallas is set to be the third franchise for @properties and the first in the state of Texas. Mooty, with backing from the Jones family, aims to quickly scale to transform the firm into a “major player” in Dallas-Fort Worth.

The franchise already has commitments from various founding agents, according to a company statement. The office address is yet to be determined. Mooty is currently in final lease negotiations and expects to make an announcement in the coming weeks.

Mooty plans to recruit a number of top local luxury real estate agents to join the boutique firm.

“The chance to pair strong local ownership with a true technology-driven solution for agents, buyers, and sellers is the big opportunity in Dallas real estate, and what drew me to @properties,” Mooty said. “This company has an incredible track record for innovation and success and a culture that inspires people.”

Mooty brings experience

Mooty’s real estate experience spans more than two decades. He served as his law firm’s managing partner for 14 years and has also worked as a residential and commercial developer, investor, and broker.

In 2014, Mooty helped launch local financial services firm Blue Star Payments alongside the Dallas Cowboys and his family. It was acquired by private equity investors in 2017.

He joins the @properties team from Rogers Healy and Associates in Dallas, for which he was most recently the director of strategy, as well as the lead of the top-producing Jerry Mooty Real Estate Group.

A proving ground

“Dallas is an awesome proving ground for the @properties franchise brand,” Thad Wong, co-founder and co-CEO of @properties with Mike Golden, said in a statement. “We’re so excited to be here alongside an owner-operator like Jerry, who thrives on competition and is a true ambassador not only for local real estate but also for the entire Dallas-Fort Worth area.”

Established in 2000, @properties’ services include marketing, transaction-management, and client-relationship management systems. Its sales volume makes it one of the largest residential brokerage firms: Last year, the team garnered more than 33,000 transaction sides, accounting for $16.3+ billion in closed sales volume. 

The firm’s tech application, pl@tform, gives agents a single system to manage all aspects of the client relationship and transaction process. It also has marketing offerings—high-impact signage, upscale collateral materials, and a catalog of digital resources—along with a coaching and training program, @academy.

Since launching its franchise division, @properties has onboarded brokerages in Detroit and La Crosse, Wisconsin. Additional locations are to be announced soon, according to the company.

But Dallas gives @properties franchises admittance into its largest metro market yet. The local outlet will be anchored on market segments that align with Mooty’s expertise, like luxury homes and new construction developments. 

Agreements are already in place for the team to run sales and marketing for a new high-rise condo tower in Highland Park and a luxury home development in the High Hill Farm community near Tyler.

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