{"id":3214,"date":"2022-06-10T21:50:54","date_gmt":"2022-06-10T21:50:54","guid":{"rendered":"https:\/\/www.realtrends.com\/blog\/2022\/06\/10\/it-is-sort-of-a-beacon-cfo-on-anywhere-rebrand\/"},"modified":"2025-03-13T02:44:02","modified_gmt":"2025-03-13T02:44:02","slug":"it-is-sort-of-a-beacon-cfo-on-anywhere-rebrand","status":"publish","type":"post","link":"https:\/\/www.realtrends.com\/blog\/2022\/06\/10\/it-is-sort-of-a-beacon-cfo-on-anywhere-rebrand\/","title":{"rendered":"\u201cIt is sort of a beacon,\u201d CFO discusses Realogy\/ Anywhere rebrand"},"content":{"rendered":"\n

With a ring of the New York Stock Exchange<\/strong> opening bell on Thursday morning, Realogy <\/strong>completed its corporate rebrand<\/a> to become Anywhere Real Estate<\/strong>, debuting its new NYSE ticker \u201cHOUS.\u201d<\/p>\n\n\n\n

Anywhere announced the rebrand<\/a> in early May, during a firm investor day<\/a>. But what exactly does the new name and logo mean for the 16-year-old firm, beyond changing office signage?<\/p>\n\n\n\n

Anywhere CFO, Charlotte Simonelli, says the transition marks a cultural shift.<\/p>\n\n\n\n

\u201cIt is sort of a beacon to guide everybody with what our purpose is, and it helps rally employees and agents around the direction we are heading in,\u201d she said. \u201cIt is helping ignite a bit of cultural change and a vision for the company and where we strive to go.\u201d<\/p>\n\n\n\n

Known for being the parent company of incredibly recognizable consumer-facing brands such as Sotheby\u2019s<\/strong>, Corcoran<\/strong>, Coldwell Banker<\/strong>, Century 21<\/strong> and Better Homes and Gardens Real Estate<\/strong>, Simonelli said the rebrand is not going to interfere with the notions home buyers and sellers have when they think about one of Anywhere\u2019s brands.<\/p>\n\n\n\n

\u201cThe brands really speak for themselves and will continue to have the same prominence that they have today,\u201d Simonelli said. \u201cI think what Anywhere is really meant to signify is how we are going to meet the consumer anywhere on their journey and how they want to transact residential real estate in the future. It is more of a theme for the future of how we are going to drive residential real estate to look and feel different?\u201d<\/p>\n\n\n\n

According to Simonelli, the rebrand also plays a role in the company\u2019s pivot to more direct-to-consumer marketing and investment, which she said will help Anywhere achieve the projections for 2026 it also laid out during the mid-May investor day.<\/p>\n\n\n\n

Anywhere\u2019s SEC filing<\/a> projects in 2026 revenue will be $11.5 billion, operating EBITDA will be $1.2 billion and market share will reach 20%. By comparison, after an exceptionally strong year due to unprecedented market conditions, 2021 saw the firm record revenue of $8 billion, operating EBITDA of $902 million and market share was 16.4%.<\/p>\n\n\n\n

During the firm\u2019s first quarter earnings call<\/a> in late April, executives told investors the amount of operating income it predicts to make in 2022 has been pared down from $800-$850 million to $750-$800 million, \u201cpredominantly due to the rising mortgage rate environment and its impact on financial results at the company\u2019s mortgage origination joint venture,\u201d suggesting it may be an uphill battle to reach an operating EBITDA of $1.2 billion by 2026.<\/p>\n\n\n\n

To arrive at the 2026 projections, Simonelli said Anywhere starts with building blocks, the first of which she views as the housing market itself. From there, she said the team looked at the core business to see what they could do to help agents be more productive and increase their sales volume, which in turn would increase volume for the firm. Then, Simonelli said, they reviewed Anywhere\u2019s strategic objectives and looked for places to increase cost savings.<\/p>\n\n\n\n

\u201cInvestment in our agents and in products that help us retain and attract new agents, like our Moxie platform, or RealSure<\/strong> or listing concierge services, is helping,\u201d she said. \u201cWe are already seeing how these products make our agents more productive and what means more volume for them and more volume for us. Then with cost savings, which is something every well run business looks for, we really have an impetus to do this as splits are rising. We do expect commission splits to continue to rise, but we do expect them to moderate, so they won\u2019t be quite as much of an increase over the next five years as we\u2019ve seen over the past five years.\u201d<\/p>\n\n\n\n

Simonelli also said having more of a direct-to-consumer focus will lead to higher margins, as well as higher capture and attach rates for Anywhere\u2019s title and mortgage businesses and joint ventures, which should also increase revenue.<\/p>\n\n\n\n

\u201cI think at the end of the day, we are just very excited about what\u2019s next,\u201d she said. \u201cWe have a real clear strategy, and our job is to just go execute it.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Anywhere CFO Charlotte Simonelli discusses what the rebrand from Realogy means for the firm and its lofty 2026 financial projections.<\/p>\n","protected":false},"author":34740,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3255],"tags":[],"coauthors":[1760],"class_list":["post-3214","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"\n\u201cIt is sort of a beacon,\u201d CFO discusses Realogy\/ Anywhere rebrand - RealTrends - Blog<\/title>\n<meta name=\"description\" content=\"Anywhere CFO Charlotte Simonelli discusses what the rebrand from Realogy means for the firm and its lofty 2026 financial projections.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.realtrends.com\/blog\/2022\/06\/10\/it-is-sort-of-a-beacon-cfo-on-anywhere-rebrand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cIt is sort of a beacon,\u201d CFO discusses Realogy\/ Anywhere rebrand\" \/>\n<meta property=\"og:description\" content=\"Anywhere CFO Charlotte Simonelli discusses what the rebrand from Realogy means for the firm and its lofty 2026 financial projections.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.realtrends.com\/blog\/2022\/06\/10\/it-is-sort-of-a-beacon-cfo-on-anywhere-rebrand\/\" \/>\n<meta property=\"og:site_name\" content=\"RealTrends - 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