The
company
said
its
new
visual
identity
reflects
this
shift,
giving
HomeServices
of
America
a
“more
modern
expression”
of
the
firm’s
relevance
and
commitment
to
the
real
estate
industry. 

“This
rebrand
is
not
about
a
new
logo
or
visual
refresh.
It’s
about
aligning
our
identity
with
who
HomeServices
is
today
and
the
role
we
intend
to
play
going
forward,”

Chris
Kelly,
the
president
and
CEO
of
HomeServices
of
America,
told
HousingWire
in
an
email.
“Historically,
HomeServices
has
operated
largely
behind
the
scenes
despite
being
one
of
the
largest
and
most
diversified
real
estate
companies
in
the
country.
The
new
identity
reflects
our
decision
to
step
into
a
more
visible
and
engaged
role,
with
a
clearer
voice
on
national
issues
impacting
agents
and
consumers.”

Kelly
added
that
the
firm’s
local
brands
will
continue
to
remain
the
frontline
of

HomeServices’
business
and
that
the
rebrand
is
not
about
diminishing
that
local
leadership,
but
about
strengthening
the
platform
that
supports
them. 

“A
core
part
of
that
platform
is
what
we
call
the
‘Complete
Real
Estate
Experience.’
This
isn’t
a
slogan
for
us,
it
reflects
how
we
are
structured,”
he
said.
“We
operate
brokerage,
mortgage,
title
and
insurance
businesses
under

one
enterprise.
That
matters.
There
are
many
companies
talking
about
building

‘end-to-end’
platforms.
In
many
cases,
those
models
rely
primarily
on
third-party
partnerships
as
we’ve
seen
recently
announced.
Partnerships
can
work,
but
they
are
not
the
same
as
operating
those
services
within
the
same
organization,
aligned
economically
and
operationally.
When
services
are
fragmented,
the
consumer
experience
is
disjointed,
particularly
at
the
stress
points
of
a
transaction.”

In
addition
to
the
visual
rebrand,
the
company
also
launched
a
new
website,
which
it
said
is
designed
to
offer
consumers
a
user-friendly
experience
as
they
navigate
and
explore
HomeServices’
real
estate
service
offerings. 

The
company
believes
its
rebrand
reflects
its
belief
that
a
more
interconnected
real
estate
transaction
is
the
way
of
the
future.

“Our
structure
allows
us
to
deliver
a
coordinated
experience
because
the
services
are
actually
part
of
the
same
company,
working
toward
the
same
outcome,”
Kelly
added.
“That
alignment
is
difficult
to
replicate
through
loose
affiliations
or
referral
agreement.
This
is
what
a
true
and
actual
end-to-end
platform
and
experience
really
is. 
So
the
rebrand
signals
two
things:
a
more
prominent
and
active
enterprise
presence
in
the
industry,
and
a
clearer
articulation
of
what
differentiates
our
model.”