PURE History: Helping you find a home since 1986

1986

Our very first office opened in the Polish Daily News building in Tremont, when interest rates were hovering around 10% and a large, somewhat neglected house could be purchased for less than $30,000. Early on, Progressive Urban Real Estate was also known by its acronym, PURE.

Late '80s

Our initial clients (and our marketing focus) were people drawn to the city's unique energy: artists, musicians, and anyone looking for interesting architecture and lively neighborhoods. We highlighted Cleveland's one-of-a-kind housing options and vibrant urban lifestyle, often contrasting them playfully with suburban life.

Zoning Advocacy

From the beginning, we championed changes to city zoning laws so that new development would match existing lot sizes and setbacks instead of relying on suburban-style zoning. We introduced ideas like attached townhomes for urban living and fought to keep alleys functional and revitalized rather than having them abandoned.

Finding a Home

To find a home for sale or rent, consumers essentially had to go see real estate agents at their office. A huge part of the value of an agent was in their knowledge of homes for sale - either through personal relationships, or by reviewing the large Multiple Listing Service books which were delivered to real estate offices each month.

Early '90s

With more residents and businesses rediscovering the city, we decided to really highlight our hyper-local knowledge of the city and launched PURE Nooz, a printed newsletter that showcased the exciting renaissance. It featured neighborhood highlights, local businesses, community activities, and our growing list of new construction projects.

Mid-'90s

Reflecting the broader revitalization of city neighborhoods, we introduced our bold new “P” logo. The P was white against a black circle. The idea that a bold P also served as a typical 'Parking' sign didn't hurt. We wanted a logo and signage so distinctive that people would notice and remember it instantly.

Process of Finding a House Started to Evolve

The large MLS books slowly went away as the MLS went online. Now, properties were updated pretty much daily. Clients still came into our office though as we needed to print out lists of properties and organized data (days on market, etc) on huge dot-matrix printers.

Large-Scale Projects

Throughout the '90s, we partnered with builders and developers on pivotal projects like Franklin Green in Ohio City, the first major new development there in decades. We collaborated with Ameritrust (now Key Bank) to market the 30-unit Grove Court project on Duck Island. In Tremont, we introduced Tremont Ridge, preserving the neighborhood's original 25x100 ft lots and avoiding a shift to suburban-style layouts. We also worked closely with lenders to secure financing for these and other mixed-use projects.

Late '90s

As the internet took off, we made all of our listings available on our website, which was a rarity at the time. We also formed partnerships with title companies and lenders to provide clients with a convenient “one-stop shop” experience. In 1999, we moved our office to Detroit Ave for greater visibility and to broaden our reach beyond being seen solely as the "Tremont brokerage."

Early 2000’s

The ability for consumers to search for real estate on their own was dramatically improved. With the introduction of public-facing websites like Realtor.com and Zillow, some people began to question the value of a real estate agent. The idea that an agent merely shares the listing info and then shows a prospective customer a house was never an issue at PURE because the unique nature of buying a home in the city required (and still does) an expertise and understanding that our team has always been uniquely knowledgeable about.

Mid 2000’s

Financing options for a home expanded greatly during this time with lenders offering a variety of loans that ignored many of the traditional lending requirements. The combination of low interest rates along with risky 'no income verification' type loans created a spike in home values, but also played a part in the global financial crises that happened shortly after.

2008 to 2010

When Cleveland became the epicenter of the mortgage crisis and many brokerages shifted to bank-owned (REO) properties, we stayed true to our mission of helping people who wanted to embrace city living. During this period, more competing brokerages also entered the urban market, and developers began focusing on city neighborhoods as suburban markets struggled.

2010

PURE News went digital (we changed from Nooz to News at this time), becoming an eNewsletter that eventually reached nearly 15,000 subscribers. It continues to this day, arriving weekly, highlighting neighborhood events, local happenings, and properties for sale across Cleveland’s urban core.

2019

We formalized our Property Management services, addressing the need for professional support that many landlords and investors weren’t finding elsewhere.

2026 and Beyond

Progressive Urban Real Estate is celebrating our 40th anniversary! We recently refreshed our brand and website, and are strengthening our digital presence. While we do have the pleasure of working with clients outside of the city, our team of local, neighborhood agents still live, breathe, and know every corner of Cleveland. Our goal is to stay at the forefront of Cleveland’s evolving urban landscape and continue guiding clients toward the rewards of city living.