Rich La Rue is the Designated Broker for HomeSmart based in Scottsdale, Arizona, the largest residential real estate firm in Arizona and fifth largest in the nation with approximately 7,500 agents. Rich has more than 38 years of experience in real estate sales and management from real estate offices to regional and national operations. Prior to relocating back to Arizona in the Fall of 2020 to take on the role as Designated Broker for HomeSmart's flagship operation, he was the Designated Broker for HomeSmart Professionals in Palm Springs, CA. Starting with fifty-four agents, HomeSmart Professionals quickly grew to three offices and over five hundred agents.
Prior to joining HomeSmart, Rich owned and operated several real estate offices under another brand in the Palm Springs and Desert Cities area of California. From 2006 until 2010, a time that most people consider the worst real estate market in recent history, Rich proved his exceptional abilities by growing the operation while many competitors’ offices closed. In 2010, Rich grew the offices by a net 59.4%. Also during this time period, Rich was recognized nationally by receiving the Circle of Excellence Award every year. This award is given to less than 4% of the offices worldwide.
Rich began his career in real estate in 1983 in Phoenix, Arizona as a sales associate. In 1986 he earned his Arizona Real Estate Broker’s License. Rich holds a California Real Estate Broker’s license, GRI, CRS, and CRB designations as well as the e-PRO and the SFR certifications. In 1998 Rich sold his real estate practice and joined a National/International real estate firm based in Phoenix, AZ, where he served as Director of Franchise Relations for six years. In 2004 La Rue became President of the Southern California Region where he led the company in franchise sales nationally by awarding nearly 50 franchises in a two- and one-half-year period. Rich is involved in the communities where he lives and works. In 2009, Rich Co-Founded Semper Fi Air 29 a non-profit organization that is dedicated to providing private air travel for our military personnel to and from nearby military bases. Specifically, this involved organizing a private ‘Air Force’ of more than 35 pilots and their airplanes to transport active-duty Marines to and from 29 Palms Marine Base at no charge to the soldiers.
Additionally, La Rue has served as a Director on the California Desert Association of REALTORS (CDAR) Board of Directors for 2014, 2015, 2019, and 2020. He served as President for CDAR in 2021. La Rue has also served as a California Association of REALTORS Director, on the Local Candidate Recommendation Committee. The MLS Committee and on the BOD for CARETS. La Rue also is involved with local Boy Scout Troop 131 where he served as Committee Chair. In his capacity as Designated Broker for the Arizona operation, La Rue also serves as on the Board of Directors for Arizona Association of Realtors as well as the National Association of Realtors. Rich graduated from University of Phoenix with honors with a bachelor of science degree in business/marketing as well as a master’s degree in business administration (MBA).
In addition to his real estate experience, Rich, a baby boomer with a Generation-X attitude, founded The Intergenerational Training Institute, also known as "Generwise" in 2003. Generwise is a venture dedicated to understanding the tendencies of the four generations in today’s workplace and how they affect and apply to workplace processes. For the real estate industry, the Intergenerational Training Institute focuses on recruiting and retention across the generations, selling across the generations, and improving business results by applying generational understanding.
