Residential real estate services provider, Realogy Holdings Company wants to be, well, anywhere.
The company, which has 6 firms under its umbrella, including ERA, CENTURY 21, Better Homes and Gardens Real Estate, Corcoran, Coldwell Banker and Sotheby’s, announced at an investor event on Thursday, that it will be rebranding to Anywhere Real Estate. Realogy expects to implement the rebrand by the end of the second quarter of 2022.
In the press release, the company stated that the rebrand signals “a deep commitment to reimagine the consumer experience at any point in the real estate transaction journey.”
“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,” Ryan Schneider, the president and chief executive officer of Realogy, said in a statement. “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.”
The firm also noted that as part of the rebrand, Realogy will also align to a new enterprise position.
“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,” the press release stated.
Realogy chief people officer, Tanya Reu-Narvaez added: “This is not only a business and strategic transformation but also a culture change. Our talent strategy, led by our new purpose and positioning, enables us to engage employees anywhere in their career journey.”
Along with the new name, Realogy also unveiled a new logo designed by Hybrid Design, a San Francisco-based studio.
According to Realogy, the “re” at the end of the Anywhere name acknowledges the brand’s prominence within the real estate industry. In addition, the firm chose an eight-stroke asterisk with a bottom vertical stroke as the firm’s new mark.
In the press release the firm stated that the asterisk is “symbolic of depth, connectivity, and amplification, with the bottom vertical stroke falling away to lie horizontally as the foundation of a home [with] the two lower strokes of the asterisk coming together to form a pitched roof, the linear middle strokes form the horizon line and the upper three strokes form the arc of a sun rising above the home, conveying the potential that comes with a new day.”
The logo’s colors are midnight blue, which the firm said expresses “vast opportunity” and vibrant orange, which is says evokes “hope, joy, and illumination, all benefits the Anywhere brand will bring to the consumer experience.”
Realogy also laid out its financial targets during Thursday’s investor event, which include surpassing 20% market share through expansion.