ATLANTA-RADCO is looking beyond the world of distressed assets with a new company. Dubbed R4, the new real estate sales and marketing firm is poised to serve builders, banks and other lending institutions around the country.

RADCO has the experience. The company has managed more than $4 billion in real estate assets over the past 16 years, including condos, multifamily rentals, mixed-use properties, resorts, and master-planned communities.

“That RADCO machine is a stand-out, and it deserves to be a stand-alone as well,” says Norman Radow, RADCO’s founder and CEO. “A development does not need to be in distress to desire the highest and best results of its sales and marketing team.”

Led by Principal Kevin Price, the R4 team arranged more than $100 million in property sales in each of the last three years operating as RADCO’s sales and marketing arm. Those are impressive stats given that 2008-2010 have been three of the most challenging years in the history of residential real estate.

“During the boom years, real estate sales and marketing firms turned into order takers. They got soft. They forgot how to be strategic and thoughtful and aggressive and creative,” Price says. “R4 was born within RADCO because we couldn’t satisfy our very high level of expectation with outside vendors.”