Residential real estate giant Realogy has a new name, and new goals.
The company, headquartered in Madison, announced May 12 that it will rebrand as Anywhere Real Estate Inc. by the end of the second quarter of 2022 to emphasize to its customers that it can meet them “at any point in the real estate transaction journey.” During an investor event held the same day as the announcement, the company also outlined the next phase of its strategy, with the goal of simplifying the home-buying and -selling experience for its clients.
The company stated it’s been undergoing a “largescale transformation” since 2018.
“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, 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.”
Realogy’s portfolio includes brands such as Better Homes and Gardens Real Estate, Century 21, Coldwell Banker, Coldwell Banker Commercial, Corcoran, ERA and Sotheby’s International Realty. According to the company, it supported about 1.5 million home transactions in 2021 and works with 196,200 independent sales agents in the U.S. and about 136,400 agents in 118 other countries and territories.
During the investor meeting, executives shared their 2026 financial targets, including the goal of surpassing 20% market share through its expansion. “An updated capital allocation strategy, leveraging the company’s free cash flow, aims to balance investments in powerful growth initiatives with the flexibility of returning capital to investors,” the company stated.
“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,” added Melissa McSherry, Realogy chief operating officer. “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.”
About the new look
The Anywhere name was inspired by the desire to meet consumers anywhere on the transaction journey across the entirety of the market. The “re” at the end of the Anywhere name — emphasized in an orange hue, as opposed to the rest of the logo’s midnight blue — is a nod to the brand’s prominence within the real estate industry. If you look closely at the Anywhere mark, an eight-stroke asterisk, you will see the foundation of a home, a pitched roof, and an arc overtop, signifying the “sun rising above the home, conveying the potential that comes with a new day.”
As part of the rebranding, the company announced a new mission: “Empower everyone’s next move.”
“This is not only a business and strategic transformation but also a culture change,” said Tanya Reu-Narvaez, Realogy chief people officer. “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.”
The company enlisted San Francisco-based design studio Hybrid Design for the rebranding.