Tracking real estate brokerage and technology brand consolidation

The large real estate brokerages and technology companies are getting even larger. And it is becoming more difficult to determine who owns whom when companies maintain the brands of some firms they acquire. This post summarizes the most significant brands operated some of the industry’s largest companies.
Authored by:
Paul Hagey
Published:
August 2021

Brokerage and technology companies, often with the backing of public markets or private equity, are broadening their market share and offerings to win in this new era of real estate competition, marked by industry giants.

Acquirors apply different strategies toward the companies and brands they acquire. Sometimes they choose to keep acquired brands as separate entities, and other times they fold them under their existing larger brands.

With the landscape frequently changing, T3 Sixty decided to summarize the most significant ownerships and brands.

Real estate brokerages

HomeServices of America, Realogy and Compass have deployed aggressive acquisition strategies to achieve their massive growth, each doing over $100 billion in annual sales.

HomeServices is the pioneer of the brokerage consolidation game. It started acquiring large regional brokerages soon after formation in 1995, and now it operates brokerage offices in over 45 brands throughout the country.

Realogy also grew its brokerage division significantly with acquisitions, but, in most cases, the company folded acquired companies into the division under two of its franchise brands: Coldwell Banker Real Estate and Sotheby’s International Realty.

Howard Hanna has used a hybrid approach. In some cases, it folds the brands of brokerages it acquires into the Howard Hanna brand. For example, after acquiring New York-based Nothnagle Realtors in 2015, the company folded the company into the Howard Hanna brand. However, with its 2018 acquisition of Allen Tate Companies, the company decided to operate those offices under the Allen Tate brand and even grow it.

Compass, as noted above, operates on the other end of the spectrum – it has brought brokerage brands under one brand when it has made acquisitions.

Brokerage CompanyBrokerage Brands (Company-owned Offices)
At World@properties
Nest Realty
Ansley Real Estate
HomeServices of America (a subsidiary of Berkshire Hathaway, NYSE: BRK)
Long & Foster Real Estate
Edina Realty
Ebby Halliday
lntero Real Estate
BHHS Fox & Roach*
Howard Hanna (Division of Hanna Holdings)Howard Hanna
Allan Tate
FC Tucker
Realogy Brokerage Group (a division of Realogy Holdings Company, NYSE: RLGY)Multiple company-owned offices operating under one of the following three large franchise brands that it also owns and operates:
Coldwell Banker Real Estate
Sotheby's International Realty
Corcoran Group
United Real Estate GroupUnited Real Estate
United Country Real Estate
United PRD International
Benchmark Realty
Virtual Properties Realty
Source: T3 Sixty, View the full list of HSA-owned brokerage brands here

Real estate brokerage technology

Zillow Group, perhaps the most aggressive acquirer in the real estate tech space, has applied both strategies over the years. Some brands, like RentJuice, Buyfolio, Retsly and Naked Apartments, it just folds into its company; others, like Trulia, HotPads and StreetEasy, it maintains.

Below is a list of large real estate tech companies, along with a list of brands they’ve acquired that they still operate separately.

Technology CompanyAcquired Brands*
Attom Data Solutions (Owned by private equity firm Lovell Minnick Partners)Attom Data
Home Junction
Ben Kinney CompaniesBlossor
Brivity
Kwkly
Place
BoomTownBoomTown
Brokermint
Constellation Real Estate Group (subsidiary of Constellation Software Inc. [TSE: CSU])Constellation1
Diverse Solutions
Market Leader
Offrs
Paradym
Real Estate Digital
Sharper Agent
SmartZip
Top Producer
TorchX
Z57
Zurple
CoStar Group (Nasdaq: CSGP)Apartments.com (ApartmentFinder, Apartment HomeLiving, ForRent.com)
Homes.com
Homesnap
Houses.com
Elm Street Technology (investment from private equity firm Aquiline Capital Partners)Elevate
Flow ROI
IDX Broker
Ixact Contact
Morris Marketing Group
VoicePad
Fathom Holdings (Nasdaq: FTHM)IntelliAgent
Naberly Solutions
Fidelity National Financial (NYSE: FNF)CINC
RealGeeks
SkySlope
Inside Real Estate (owned by private equity firm Lovell Minnick Partners)dashCMA
kvCORE
Inside Real Estate
Lone Wolf Technologies (owned by private equity firm Stone Point Capital)Cloud CMA
HomeSpotter
LionDesk
Lone Wolf
Spacio
TransactionDesk
Terradatum
zipForm
Move Inc. (a subsidiary of News Corp (Nasdaq: NWSA)Avail
Doorsteps
FiveStreet
ListHub
realtor.com
Propertybase (owned by private growth equity firm PSG Equity)BoldLeads
Propertybase
OJO LabsMovoto
OJO
RealSavvy
Redfin (Nasdaq: RDFN)RentPath (ApartmentGuide.com, Rent.com, Rentals.com)
Walk Score
Zillow Group (Nasdaq: ZG)Bridge Interactive
dotloop
HotPads
Mortech
ShowingTime
StreetEasy
Trulia
Zillow
Source: T3 Sixty, *Includes anchor brands where applicable

Takeaway

Both the real estate brokerage and supporting technology industry is undergoing consolidation into a small group of conglomerates. While there’s room for many brands in each category, brokers, agents and consumers will increasingly use products and services that have the same parent company.

T3 Sixty – Trusted business advisors and management consultants.

Part of the T3 Sixty family of companies.

© T3 Sixty 2021. Enabling Intelligent Change.
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