Expanding its marketing reach

Five Towns residents looking to sell a home will now have their property marketed to a larger pool of potential buyers in both digital and print platforms as the Hewlett-based Morton Haves Real Estate was acquired by Coach Realtors on Feb. 1.

Based on the acquisition, Mary Haves-Cooper, whose father started the business, retains ownership of Morton Haves and will have access to the Northport-based Coach Realtors’ large marketing department, which will use the latest technology to market properties.

Haves-Cooper added that current employees will retain their jobs and the business will maintain its Hewlett location. “We’re still here and our residents will benefit because selling their home will be an easier process with the tools Coach is able to give us,” she said. “We’ve aligned ourselves with a bigger company.”

Coach Realtors Operating Officer L.P. Finn said the company decided to acquire Morton Haves in an effort to expand. “We also found that Morton Haves was founded on the same principles and was a good fit for us,” he said. “The Five Towns is a vibrant community with a strong real estate market and we’re proud to be apart of it.”

Morton Haves established his business in 1947 at 1315 Broadway in Hewlett. He died a decade ago. Haves-Cooper, who has lived in Hewlett for 42 years and is a graduate of Hewlett High School, took over as owner from her father in the 1990s. “I grew up with it and knew a lot of people in the community,” Haves-Cooper said about her decision to go into real estate. “I also felt the community was a good place to raise a family and it afforded me flexibility while raising my own kids.”

Employees at Morton Haves will be trained by Coach Realtors personnel in all aspects of real estate to help them better service their clients, Finn said. “We plan on bringing a higher caliber of property marketing to the local area,” he said. “We will also bring a higher caliber of digital marketing to properties of all ranges.”

Malka Asch, a Woodmere resident and real estate agent at Morton Haves for the past four years, said it’s nice to have Coach Realtors affiliated with the company. “We have tools we didn’t have before so it allows us additional learning and we’re exposed to more ways to market real estate,” she said. “It’s not only the old-fashioned ways anymore, we have to get the information out to younger people and they have tools that we have to keep up with.”

The Morton Haves office is Coach Realtor’s 19th Nassau County office, which includes locations in Garden City and Rockville Centre. “I hope we’re able to service the community better and our sales people sell a lot of houses,” Haves-Cooper said about her future expectations. “I also hope buyers feel confident to go out with us when they’re looking for a house.”