A group representing independent real estate companies in the Bay State is aggressively expanding and credits its growth on greater membership benefits and recent marketing efforts.

Since January, The Realty Guild has added five new members, bringing total membership to 64. Leaders of the group are now eyeing independent real estate companies on Cape Cod, and in Central and Western Massachusetts. The guild currently has four members on Cape Cod and one on Martha’s Vineyard.

“We really want to incorporate more regions and independent offices in the guild,” said Inez E. Steele, executive director of The Realty Guild. “In the last five years, membership has grown, and the benefits the guild offers have grown.”

The five companies that became members in 2002 are Crescent Realty Group in Hanover; Herbert W. Raymond & Son in South Weymouth; Landmarks Real Estate of Martha’s Vineyard; The Donovan Co. in Bedford; and McDonald Real Estate in Leominster.

Despite competition from larger companies and constant merger and takeover attempts, independent real estate companies continue to operate. Today’s independent real estate companies are strong and ongoing, said Steele, and have just as much to offer as the larger franchise companies.

“The independents are really the silent majority,” said Steele. “They’re really the powerhouses. Through the guild, they’re able to come together and have a voice.”

Independent Together

Last year, three Realty Guild members joined a franchise, but another three opted to remain independents by transferring ownership to another independent company.

“Many times, independents are contacted for so long and so often by franchises and chains that they might not be as aware of the options for keeping their offices independent,” said Steele. “Independents should be aware of the value of the businesses they’re developing and put in place a transition and retirement plan.”

Realty Guild President Ralph Miller said a group like the Realty Guild can help independent real estate firms resist takeover attempts by larger companies and remain independent.

In fact, Miller said that is one message he is hoping to spread during his tenure as president: “You don’t need to transition into a larger independent or franchise.”

Steele credits the growth of The Realty Guild on its marketing and recruitment efforts, not on an increase in the overall number of independent real estate companies in this state. She also said that real estate companies are drawn to the benefits the guild offers – including the networking opportunities, educational programs and special advertising and marketing support.

“As the name of The Realty Guild spreads and we get more recognition, people are contacting us” to join, she said.

The Realty Guild has taken several steps to raise awareness about the group. This spring, the group kicked off a radio, television and print media advertising campaign. In March, a direct-mail advertising campaign started, which was followed by radio advertisement three weeks ago. The ads are a continuation of a similar campaign started last spring.

Soon television commercials touting Realty Guild members will start appearing. Recently, Realty Guild members were featured in three consecutive pages in an advertising section featuring Coastal New England in the New York Times and Boston Globe magazines.

Miller said guild members with high-priced coastal properties appeared in those ads. This type of advertising and marketing support is just one of the benefits of being part of The Realty Guild, explained Miller.

Independent companies typically would not have the resources to engage in such a wide-reaching campaign, according to Miller.

“As an independent, it would be difficult to be part of such a campaign without The Realty Guild,” said Miller, who is one of the broker-owners of Hughes & Hughes Real Estate in Natick.

As president, Miller has made it one of his goals to increase membership. In an interview earlier this year, Miller said he hoped to have 70 members by the end of the year.

“The guild is a spotlight. We don’t want to be a franchise. We don’t want to be a large independent organization. We want to be a spotlight on the independents alone,” he said.

The emphasis on recruiting additional members isn’t merely about the quantity of members but also about the quality of them, according to Miller and Steele. The group is trying to reach out to respected real estate companies with solid reputations.

Companies that are interested in joining can apply, but many companies are invited to join. Under The Realty Guild guidelines, only one independent real estate company in a community can join, although some cities, like Boston, can have several member companies representing different neighborhoods.

In addition to advertising benefits, members can also participate in educational programs that are geared for new agents, broker owners and longtime veterans.

Recently, the Guild revised its new-agent training program from a general afternoon session to a two-day training seminar featuring an instructor and guest speakers.

Realty Guild Members also benefit from a growing referral network.

“Networking is vital,” said Steele. “Being an independent, it’s invaluable to be able to share ideas with other professionals facing the same issues.”