Realogy Holdings Corp. will rebrand as Anywhere Real Estate Inc. The change signals its commitment to reimagine the consumer experience at any point in the real estate transaction journey, according to the company.
“We are home to a dynamic portfolio of real estate brands that each have their own unique story and power in the market,” Realogy CEO and President Ryan Schneider said in a release. “As we set forth our bold consumer-first, agent-led strategy, it was clear there was one brand that did not carry that same emotional connection – the Realogy brand. The Anywhere name and identity serve as both our aspiration and commitment to changing the transaction experience for consumers. It’s truly a new day for real estate.”
The rebrand is expected to be implemented by the end of the second quarter.
Along with the rebranding announcement, Realogy laid out the next phase of its strategy, which will leverage its market position and ability to invest to improve and simplify the homebuying and selling experience for consumers who are looking for a more seamless, integrated transaction.
“With very positive momentum, we will harness the power of our extensive agent network, leading brands, scaled core services, deep technology and data, and strong financial flexibility to create a better transaction experience for any consumer, anywhere,” Schneider said. “We are so excited about the opportunity ahead of us that we chose to rename and rebrand the company to reinforce our commitment to delivering this future.”
“While buying or selling a home can be an exciting next chapter for any individual or family, the process around that experience hasn’t kept pace with the digital transformation in other industries,” Realogy Chief Operating Officer Melissa McSherry added. “Our goal is to leverage our differentiated market position, including with technology, to streamline the buying and selling journey and allow consumers to focus on what matters most – the joy of home ownership. This focus will guide how we evolve our product strategy for both consumers and agents as the trusted advisors of the transaction.”
Since 2018, the company has been executing a large-scale transformation that has led to increased growth, technology and marketing products, according to the company.
Taking inspiration from the company’s strategy, the Anywhere brand represents the desire to meet consumers anywhere on the transaction journey across the entirety of the market, the company said. The “re” at the end of the Anywhere name nods to the brand’s prominence within the real estate industry.
As part of the rebrand, the company also will align to a new enterprise positioning to further move its culture and talent strategy into the future. The purpose, “Empower everyone’s next move,” speaks to many of the company’s stakeholders, including employees, entrepreneurs, and consumers, by pledging to provide the products, tools, and resources to foster a culture where anyone can win.
“This is not only a business and strategic transformation but also a culture change,” Realogy Chief People Officer Tanya Reu-Narvaez said. “Our talent strategy, led by our new purpose and positioning, enables us to engage employees anywhere in their career journey. Additionally, with our remote-first, hybrid company approach, many of our people can literally work from any place, offering employees the benefits of productivity gains, flexibility, and choice.”