100 Years of Innovation: How United Country Real Estate Pioneered Online Marketing in the '90s

100 Years of Innovation: How United Country Real Estate Pioneered Online Marketing in the '90s

Looking Back at a Century of Firsts — and How the Digital Revolution Reinforced Our Rural Real Estate Roots

As United Country Real Estate celebrates its 100-year anniversary, we're reflecting on the many milestones that have shaped our journey—and few were as transformational as the technological revolution of the 1990s. While many businesses were still grappling with the possibilities of the internet, United Country saw opportunity on the horizon.

We sharpened our focus during this digital boom and launched UnitedCountry.com, making us one of the first real estate companies in the world to market properties online. That early commitment to digital visibility revolutionized the way rural and lifestyle properties were discovered and purchased. It wasn't just about being online—it was about being found online by the right buyers.

But we didn’t stop there.

United Country quickly followed up by launching individual websites for each of our real estate offices, empowering local brokers and agents with tools to showcase their unique listings and expertise. This decentralized but connected approach allowed for greater exposure and customization—something unheard of at the time.

By 1997, we had become one of the first coast-to-coast real estate franchise systems—and the only one dedicated to rural, lifestyle, country, and small-town real estate. While other franchises focused on big-city residential models, we honed a marketing strategy designed to expose hard-to-find listings far beyond their local markets. Our targeted campaigns brought in buyers from across counties, states, and even international borders—decades before it became a trend.

These digital-first innovations are just one chapter in United Country’s 100-year legacy of leadership and vision. As we look toward the future, we continue to build on this foundation of pioneering spirit, embracing new technologies while staying true to the unique communities we serve.

Discover the United Country difference at UnitedCountry.com