Realogy Rebrands: Why It Wants to Be ‘Anywhere’
May 13, 2022
Realogy Holdings Corp. is rebranding to Anywhere Real Estate Inc. The company owns real estate brands like Better Homes and Gardens Real Estate, Century 21, Coldwell Banker, ERA, Sotheby’s International Realty, and Corcoran, as well as several title and relocation companies.
“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, Realogy president and CEO, 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.”
Company execs say the Anywhere name better represents the company’s desire to meet consumers “anywhere” in the transaction. The “re” in the Anywhere logo is highlighted to reflect the brand’s real estate presence, they note.
“We are home to a dynamic portfolio of real estate brands that each have their own unique story and power in the market,” Schneider says. “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.”
The company expects to implement the rebrand by the end of the second quarter.
Company execs made the announcement during an investor presentation this week. They also presented financial targets through 2026, including a goal of surpassing 20% market share through accelerated expansion.
Updated: August 16, 2022