Realogy Holdings to Rebrand as ‘Anywhere Real Estate’
Real Estate In-Depth | May 12, 2022
MADISON, NJ— Realogy Holdings Corp. announced on March 12 that the company will rebrand as Anywhere Real Estate Inc. (referred to as “Anywhere”), signaling what it says is “a deep commitment to reimagine the consumer experience at any point in the real estate transaction journey.
Home to real estate brands, Better Homes and Gardens Real Estate, CENTURY 21, Coldwell Banker, Corcoran, ERA and Sotheby’s International Realty, as well as national title, settlement, and relocation companies and scaled mortgage origination and underwriting joint ventures, Realogy expects to implement the rebrand by the end of the second quarter of 2022.
During a Realogy Investor Event on March 12, the company also laid out the next phase of its strategy, which will leverage its market position and ability to invest to improve and simplify the home buying and selling experience for consumers who are demanding a more seamless, integrated transaction.
“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,” said Ryan Schneider, Realogy president and chief executive officer. “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.”
“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,” said 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.”
Since 2018, the company has been executing a large-scale transformation that has led to increased profitable growth, a fortified balance sheet, innovative technology and marketing products, and an invigorated culture with a track record of attracting great talent, company officials stated.
“I am incredibly proud of our industry-leading talent, franchise owners, and affiliated agents who have contributed to Realogy’s significant transformation progress,” continued Schneider. “We are stronger, we are operating with greater speed and agility, and we are consistently delivering impressive results as we move real estate to what’s next.”
During the investor presentation, leaders also laid out bold 2026 financial targets, including the goal of surpassing 20% market share through its accelerated expansion. An updated capital allocation strategy, leveraging the company’s free cash flow and aims to balance investments in powerful growth initiatives with the flexibility of returning capital to investors.
“We have demonstrated unmatched operational execution to drive above market growth, increased top and bottom-line performance, and a significantly stronger balance sheet,” said Charlotte Simonelli, Realogy chief financial officer. “Our consistency of delivery, financial flexibility, and differentiated track record of free cash flow generation enable us to further reinvest in our business and return additional value to shareholders. I am proud of the success our team has driven to pave the way to a new era of growth for our company, serving an ever-expanding market.”
Taking inspiration from the company’s strategy, the Anywhere brand represents 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 nods to the brand’s prominence within the real estate industry. The Anywhere mark is an eight-stroke asterisk, symbolic of depth, connectivity, and amplification, with the bottom vertical stroke falling away to lie horizontally as the foundation of a home. While the two lower strokes of the asterisk come 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 Anywhere logo colors are deep midnight blue, expressing vast opportunity, and vibrant orange, evoking hope, joy, and illumination, all benefits the Anywhere brand will bring to the consumer experience.
As part of the rebrand, the company will also align to a new enterprise positioning to further move its culture and talent strategy into the future. 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.
“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 Anywhere naming and brand development was led by multidisciplinary San Francisco-based design studio, Hybrid Design.