International real estate brand Better Homes and Gardens Real Estate LLC has added a South Florida franchisee to its network, the Realogy Corp. subsidiary announced this week.

Florida 1st brings 300 more agents and six offices in the Broward, Dade and Palm Beach areas to the Better Homes and Gardens Real Estate network. will now feature multiple listing service properties in those areas, and Florida 1st agents will get access to resources on the franchise company’s computer network.

With the addition of Florida 1st, Better Homes has more than 100 offices and 4,400 sales associates in 13 states, according to the announcement.

Gene Whidden will continue as Florida 1st’s CEO. He founded the company in 1995.

"In the coming years, Better Homes and Gardens Real Estate Florida 1st will turn more attention to ‘millennial’ buyers, or ‘echo boomers,’ who have an increasing presence in the South Florida region (and to) broadening the company’s reach overall through lifestyle marketing, increased advertising, and improved digital consumer tools," the announcement said.

There is no consensus about the exact age range of echo boomers, otherwise known as Generation Y; the broadest definitions include those born between 1977 and 2002, while others confine the definition to those born in the ’80s and early ’90s. They follow the "baby-bust" generation, otherwise known as Generation X.


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