B
aird & Warner has announced the “City Collective,” a program designed to bring its 800 Chicago agents together under a new set of communications, technology and AI tools. The move follows the firm’s acquisition of Dream Town earlier this year, which nearly doubled its city‑based agent roster. By unifying its suburban and urban teams, B&W aims to boost sales in the city, where only 35 % of its year‑to‑date volume actually occurs, the rest coming from the suburbs and surrounding areas.

    Senior vice president David Bailey said the initiative will sharpen B&W’s competitive edge against national brands such as Compass, which last year bought @properties and is eyeing Anywhere Real Estate. “We’ve always served Chicagoland effectively,” Bailey told The Real Deal. “Deepening the city‑suburban link will let us capture more of the market.” He added that the City Collective will provide agents with real‑time updates on local regulations, neighborhood trends, and regular cross‑office meetings.

    B&W’s press release frames the program as a counter to “Wall Street‑run firms” and specifically criticizes Compass’s private‑listing model, which markets some homes only to Compass agents before going public. Bailey argues that such closed networks prioritize control over consumer benefit, calling them “veiled innovation.” Compass, in turn, defends its strategy as giving sellers more choice, citing research that pre‑market homes sell faster and at higher prices.

    The City Collective will roll out a suite of tools over the remainder of the year and into early 2026. These include enhanced marketing opportunities, a unified tech stack, and AI‑driven insights that combine B&W’s data expertise with Dream Town’s marketing platform. While specific features remain undisclosed, the program promises to streamline listings, improve buyer matching, and strengthen agent collaboration.

    With the Dream Town merger, B&W would rank second in Cook County sales volume for 2024, behind the combined Compass‑@properties group, cementing its status as the largest independent brokerage in Chicago. The firm’s long‑standing presence—170 years in the city—underscores its commitment to local service and transparency, positioning it as a clear alternative to the national giants.