RSR, REALTORS® promotes Michelle Furlong to sales manager

In a changing industry, experienced agent renews focus on training

LEMOYNE, PA – As the real estate field navigates a changing landscape, RSR, REALTORS® announced today the naming of longtime agent Michelle Furlong as sales manager to maintain operational excellence and train agents to the industry’s highest standards.
Furlong entered real estate and joined RSR, Central Pennsylvania’s largest privately owned real estate firm, in 2018. Before joining RSR, Furlong built management experience with credit unions in Ohio and Georgia, ran the front end of grocery stores in Georgia, and was an independent contractor testing Google results for nine years.
As RSR sales manager, Furlong’s added duties include organizing corporate training, planning sales events, agent collaboration, helping agents solve problems, and onboarding new agents.
“It’s about taking care of all the little details that keep the entire team running smoothly,” said Furlong of South Middleton Township.
Furlong continues performing as an agent, helping clients buy and sell their homes, which allows her to empathize with the challenges facing the agents she assists.
“It was important to me to remain in the field,” she said. “Part of the reason I chose the path of real estate is that I enjoy working with people, and I enjoy matching them with their ideal home.”
The real estate market is normalizing after three years of turbulence, said Furlong. In this environment, her new role includes helping agents stay current with trends through training in marketing, networking, prospecting, and technology in residential and commercial real estate.
“It’s time for everybody to get back to basics, and it’s time for the industry to look at what we’re offering people,” she said. “I want to ensure that training is top-notch and our agents feel supported, so they can go out and do the best job for our clients.”
Furlong believes she and RSR leadership are laying a foundation for more training that continues to build expertise.
“The more you communicate within the office, the better you communicate with your clients,” she said. “I want to make sure we continue along that path.
RSR leadership and team members “understand that real estate is not a transaction,” Furlong said.
“You’re helping people move to the next step of their lives. It’s not just a number on a board,’’ she said. “Our culture is about listening to our clients and understanding their needs.’’

Founded in 1970, Lemoyne-based RSR, REALTORS® is Central Pennsylvania’s premier local real estate firm with unsurpassed expertise in all facets of the market, including commercial and residential real estate sales and leasing; real property appraisals; consulting; counseling; and property development.

For more information about RSR, REALTORS®, call 717-763-1212, go to or follow RSR on Twitter at @RSRrealtors

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