Under the HomeServices of America banner, the ReeceNichols president and CEO has served as a crucial link between his corporate parent and its affiliated brokerages, particularly in the Midwest, helping to integrate shared technology and training across the organization’s portfolio of brands. In 2025, Frazier’s hands-on role took on greater significance with the June unification of BHHS Alliance, as he worked to rebrand one of St. Louis’ largest brokerages and integrate nearly 400 agents under the ReeceNichols name. Now, with roughly 3,000 agents and an estimated $6 billion in sales, the firm appears poised for continued growth in 2026.