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Howard “Hoddy” Hanna III, chairman and CEO of Pittsburgh-based Howard Hanna, said the company wants to add a unit focused on real estate services for retailers and a unit focused on finding commercial real estate mortgages. He said the company would prefer buying additional companies if suitable ones are available to building them from the ground up, but may do so if it can hire the right candidate to run them. Such additions underline Howard Hanna's reason for acquiring Ostendorf-Morris Co.: to gain strength in areas that its Chartwell unit was not strong and obtain additional clients to cross-sell Howard Hanna's broad suite of real estate services, such as surveying and title work. Bill West, chairman of Ostendorf-Morris, noted that it has had commercial mortgage brokerage and retail brokerage services in the past and believes they are natural growth areas for the combined firms. West said a willingness to pursue such opportunities was a major reason that Ostendorf-Morris agreed to be acquired by Howard Hanna, as it has the resources to expand the business.

Although Hoddy Hanna said he would start retail or mortgage brokerage operations “tomorrow” if it found the right partner or candidate, the deal to buy 75-year-old Ostendorf-Morris was not put together quickly. The companies first discussed combining in October 2013 — the same month that Howard Hanna completed its acquisition of Cleveland-based Chartwell Group. That move started the firm's foray into the commercial market in Ohio under the direction of Howard “Hoby” Hanna IV, the Cleveland-based president of Howard Hanna Midwest. “We will not rush,” said Hoby Hanna, as the Hannas like to know the character of people they are joining in business. Ironically, the O-Mers were the ones most impressed by the Hannas as they pursued a deal. A key meeting was over dinner Feb. 18 at Valerio's restaurant in Cleveland's Little Italy, Hoby Hanna said. During that session, the Hannas and O-M principals worked out general parameters for the deal and decided buying Ostendorf-Morris was a good thing.

Hoby Hanna was at that meeting, although he had slipped earlier that day and suffered what he later learned was a concussion. Geoff Coyle, Ostendorf-Morris managing partner, said Hoby Hanna's making the session convinced the O-M team of his passion and commitment to expanding the commercial side of the business. After observers get over the shock of hearing about the dean of Cleveland commercial brokerages being acquired by a residential — rather than a heavyweight national commercial — brokerage, they point to ways the companies will complement one another. Dyann Davison, owner of the Cleveland-based Davison & Co. brokerage, said she can see the advantages in the combination. “It is going to be good for both entities,” Davison said. “Chartwell brings local relationships. OM brings the corporate services piece and connections to the blue blood line of business. Coyle handles (Willoughby-based developer and apartment developer) K&D Group's work. And they gain Hanna's connections for commercial work.”

Hoby Hanna said he prized O-M's property management business and skills, and its corporate services unit, a natural fit for Howard Hanna's residential corporate relocation practice. That unit has corporations as its clients as it finds homes for corporate transfers or new hires. R.M. “Mac” Biggar, chief operating officer of Hanna Chartwell, said O-M's strength in property management will help Chartwell get more receivership work from courts and compete for major downtown building assignments. O-M's corporate services unit will expand its corporate work and enable it to offer appraisals that are important to gaining banking assignments. Building off a legacy Although Howard Hanna trumpeted the brokerage staff it gains by combining the two commercial firms to field a total of 60 agents, David Browning, managing director of CBRE's Cleveland-based unit with 50 agents, pooh-poohed the significance of agent head counts. “They are in a different market space than we are,” Browning said, referring to Hanna Chartwell and O-M as providers to the middle market of companies, which his firm serves, but is not CBRE's core corporate and institutional business.

Aligning with a residential real estate company, albeit one with 5,700 sales associates in 169 offices in eight states, is seen as a sign of O-M's diminished influence after a decade that included a broken prior merger with Colliers Macaulay Nicolls Inc. and exits by former associates who launched or expanded competing brokerages, including Chartwell. “O-M used to be the real estate company in town,” Davison said. “They had all the listings, all the property management. They were the big player.” Likewise, Browning recalled that when he came to Northeast Ohio in 1987 to run CBRE's 2-year-old Cleveland office, Ostendorf-Morris was the dominant firm. Although Howard Hanna has not said what will happen to the O-M name, Browning said it has been so influential and shaped the careers of so many of the region's professionals he would hate to see it disappear. O-M's luster dating from 1939 is not lost on Howard Hanna. Speaking with O-M execs before the June 25 news conference when Howard Hanna announced the acquisition at its Cleveland office, Peter Sukernek, manager of Howard Hanna Commercial in Pittsburgh, remembered visiting Cleveland from Pittsburgh and learning as a young man that Ostendorf-Morris was the city's prominent firm.