Home is more than just a brick and mortar building, it’s a feeling.
CENTURY 21 Dunagan Associates has helped Carlsbad residents embrace that feeling while buying or selling their home for 100 years and counting. Serving the needs of real estate and insurance customers all over the state of New Mexico, the business is celebrating a century in the industry. Kerri Fowler, President of CENTURY 21 Dunagan Associates shared some history about the legendary business.
“In 1925, my great-grandfather, Will Ed Carter, purchased an insurance agency for $2,500, and the terms were spelled out on one single page. Carter Agency was born, offering insurance services and real estate ‘advice’ at the local blacksmith shop. When my grandfather, Ed Dunagan, returned from WWII after serving as a Captain in the Army, he took over. Ed led much as he did in the Army, and the newly named ‘Ed Dunagan Insurance’ took off. My father, George Dunagan, joined in 1975, adding real estate services and later financial services, so the name became Dunagan Associates. Dunagan Associates has enjoyed years of growth, not only as a company, but also as leaders. Dunagans have been crucial to Carlsbad’s growth as they lead in the formation of dozens of residential, commercial, and industrial developments in this small corner of Southeast New Mexico,” Fowler shared.
“The company’s mission and purpose have always been so clearly spelled out to everyone who works at Dunagan Associates, and we all have understood that the ‘we’ is more important than the ‘me.’ That belief is what has allowed us to weather storms: the storms of the uncontrollable market, economy, and our government and the storms that come and go inside this house. Ed Dunagan always said, ‘Carlsbad has been good to us, we need to be good to Carlsbad.’ Do unto others as you would have them do unto you. We have tried to practice that belief in how we treat our customers, our community, and each other.”
Fowler returned to her hometown of Carlsbad in 2007 with a background in corporate marketing and metropolitan real estate and now serves as President of Dunagan Associates and CENTURY 21 Dunagan Associates. Muffy Gonzalez has been a leader in the company for 29 years, is a partner/owner, and serves as Vice President. “She is a vital part of the business and a cherished friend. Together, we manage the company offering Insurance, Property Management, Commercial, and Real Estate services to our small, but mighty community,” said Fowler.
“We are still a family business; the last names have changed and we don’t all share the same DNA, but we are still a family. In 2022, our family swelled, doubling in size when we acquired a competing real estate company. The Property Management staff and portfolio also doubled. Our insurance department is now serving the needs of fourth and fifth generation customers. This ‘family’ of ours still lives in the same ‘house.’ Our offices are located in my great-grandmother’s original home, and the next door house where my father grew up. We are located on a busy corner in the heart of downtown Carlsbad. These two structures have continuously been inhabited for over 150 years, either by my family or our work family. When you approach our office, it looks like most turn of the century homes, but inside is a bustling, renovated, modern, sleek space. The longevity we are so completely grateful for is 100% attributed to the hard work and integrity of the leaders, all the staff that work so tirelessly, and the loyal customers we are privileged to help!” Fowler enthused.
With a team of 37 Realtors and employees, Fowler has many favorites when it comes to working together, but one aspect in particular stands out. “Hands down the culture! We are a family here, most of our employees and Realtors retire from this organization. They are loyal, and we all stick together! I am proud of the wonderful work family we have and the precious culture that we have preserved for 100 years.”
“The world has changed, however, and how we meet the needs of the ever-evolving public has changed as well. We want to stay relevant. Embracing technology has been key. Making the process easier to buy and sell real estate has become crucial, and we employ creative customer service and marketing tactics to do just that,” Fowler explained.
“We are blessed to have a stable, steady, ever appreciating real estate market. Whom you hire matters more than you know. Whether it is insurance or real estate, having an expert consultant with experience pays, in more ways than one,” she shared.
Article written by Michele Robertson and originally published in Focus on Carlsbad 2025 Fall edition.
Michele Robertson
There are many facets to what makes me who I am. Enjoying time in nature while practicing "leave no trace" principles and doing interesting, educational, and cultural activities with my kids tops the list of my favorite things. I’m also a community advocate and volunteer, doing what I can to make a positive impact.
