Reallogy changes the name to any property anywhere

Reallogy will be renamed Anywhere Real Estate, according to Announcement Thursday at the Realogy Investor Day event at its New Jersey headquarters.

With the brand refresh comes a strategy to “reimagine the consumer experience at any point in the real estate transaction journey,” according to a statement. Reallogy pledges to invest in “improving and simplifying the home buying and selling experience for consumers who demand a smoother, more integrated transaction.”

Ryan Schneider

“We will harness the power of our dealer network, leading brands, and our technology to create a better transaction experience for any consumer, anywhere,” said Realogy CEO and President Ryan Schneider.

Now Schneider is approaching his fifth year as CEO, and he’s brought the company back to profitable growth and clean up the balance sheet. FOr Schneider’s next chapter, leading a new name and a new strategy, although details are few.

Schneider promises a new, consumer-driven plan to move forward while maintaining the company’s successful franchise business model, which, in good, flat housing markets, generates generous cash flows — essential as the economy falters, the stock tank and the housing market face new headwinds.

A name change is a trend in the company’s branding. Facebook changed the name to Meta last year, and earlier Google was changed to Alphabet, which is a holding company and a better way to describe many of the search engine projects. In the case of Facebook, Meta describes its entry into the Metaverse. But the change also marks a way out of a slew of problems with Facebook, which has become a tainted brand.

In 2006, Realogy also ran from a corrupt brand, when it changed its name from Cendant. A year ago, former Cendant Vice President Kirk Shelton was convicted of conspiracy and securities fraud and sentenced to 10 years in prison.

Realogy’s name changed this time. He didn’t suffer any of the injuries to Facebook or Cendant.

Instead, the awkward name Realogy — challenging even to pronounce — represents the company’s gritty past.

The new name is bolder, giving a boost to the company that celebrates several real estate brands. Which raises the question, will the new brand compete with Sothebys, Coldwell Banker, Century 21 or Better Homes & Gardens?

The company says no, but the details of the new strategy will fill in the blanks on that concern.

relogie

The work of an ad agency — in this case, San Francisco-based design studio Hybrid Design — includes the new name and logo, which happens a lot, like an asterisk. Here’s how the company explains the branding elements:

“The Anywhere is an eight-stroke asterisk, symbolizing depth, connection and amplification, with the lower vertical stroke falling away to lie horizontally as the foundation of the house. The lower vertical strokes form a pitched roof, linear middle strokes form the horizon line and the upper three strokes form the arc of the sun that rises above the home “.

For me, the name “Anywhere” is the most attractive element, indicating a greater vision for the company. It pops, combining real estate and ambition, meeting the brand’s test of simple, convenient, memorable, timeless, and versatile.

The color coded “RE” at the end of “Anywhere” sounds like an old-school real estate marketing gimmick, cute but unnecessary.

This may be where the lawyers came in. Obtaining a service mark for such a generic term is difficult if not impossible.

Hence the other ornaments. The service tag error is behind the new name.

The color combination works well and does not compete with any of the real estate brands. But according to executives, the rebranding efforts don’t stop with the name and logo change.

“This is not only a commercial and strategic shift, but also a cultural change,” Tania Rio Narváez, chief human resources officer for Realogy, said in a statement. “Our talent strategy, spearheaded by our new goal and positioning, enables us to engage employees anywhere in their career journey. Plus, with our hybrid corporate remote approach, many of our employees can work literally from anywhere, providing employees with benefits Productivity gains, flexibility and choice.”

Prepare for public opinion jury on real estate (300,000 brokers “anywhere” worldwide). When Century 21 and Coldwell Banker rebranded, everyone became an expert in fonts, labels, and color palettes overnight.

But this renaming is less special, because it doesn’t affect yard signs, business cards, or dealer and broker ads. Plus, any marketing rebellion will quickly fade because people have more important things to work on now.

Anywhere is a recharged company with a fresh new name. Now we need more details about the new consumer strategy.

Email Brad Inman

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