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If you’re reading this, you’re probably in one of two camps: you’re either getting ready to launch a new real estate brokerage or rebrand an existing one. Either way, you’re probably very excited and itching to get started. But before you open those doors, you’ll need to take care of one basic, yet highly important detail: choosing a name for your company.
Some real estate professionals have no trouble coming up with meaningful monikers. For others, this process is a struggle. It’s worth the effort to choose an excellent name, and the right one might not be as out of reach as you think.
It may not seem like it at first, but picking a name for your brokerage is actually a pretty big deal. Why? Think about it this way: your brokerage’s name is going to be the first impression any prospect gets, so it has to be one that captures what your brand is and stands for. And if you’re a franchise owner, you need to come up with a name that simultaneously evokes your business’s unique personality while also paying adequate homage to the parent organization.
Your company’s name, logo, and tagline become the three core elements that communicate the essence of your real estate company to the outside world. If they don’t feel unique or relevant, any other efforts you take to market your business will fall short. So, as you can imagine, this effort can be particularly important for franchise owners, who need to differentiate their businesses from the many others operating under a shared corporate parent.
Real estate marketing consultant Robert Newman explained that, if nothing else, name choice matters for the purpose of web domains and search engine optimization (SEO). He used a helpful analogy to clarify this concept:
“Imagine there’s a library [that] has 2 billion books,” Newman said. “You’re supposed to be the person that sorts those books… What is on the binding of the book (the title of the book) is hugely important. It’s supposed to reference the rest of the material in the book.”
In other words, your name provides an immediate impression of your online presence and the real-world services you provide. Just as readers prefer books that abide by their titles, clients will respond better when your name and brand align.
Coming up with a name can be tough, even when you feel inspired. It often takes a great deal of experimenting before you land on the right choice. If drafting ideas from scratch isn’t cutting it, you might benefit from looking to other names for inspiration.
To help, we’ve provided a list of example names. These are divided into distinct categories to help you determine which types of names might best reflect all that makes your business unique.
(Keep in mind that these are all made up and do not, as of the day this article was written, represent real names of existing brokerages.)
A note for franchise owners: we realize that you may not have a ton of freedom when it comes to picking your brokerage’s name. Some franchisors aren’t comfortable with their name being altered from franchise to franchise, while others recognize the value in individual brokerages being able to distinguish themselves from the rest. If you fall under the latter camp, we’ve provided some example names to help get your creative juices flowing. But before you make anything official, make sure to double-check your contract and any other relevant documentation to ensure that your franchisor allows this — and, if so, that you follow their guidance for picking an appropriate name.
If you’re worried about your real estate company blending in with the competition, you can instantly stand out simply by selecting a unique name.
Depending on your preferred clientele or marketing plans, you could benefit from a quirky name that instantly sets your business apart. This approach may not be right for every type of business, but it’s worth considering if you want to capitalize on name recognition.
Examples include:
If you primarily focus on high-end luxury properties, your name must convey this emphasis. Terms that sound sophisticated should instantly highlight your commitment to helping clients buy and sell the most extravagant, glamorous homes, penthouses, and commercial properties.
Examples include:
Many clients—especially first-time homebuyers—prefer to work with friendly professionals who feel more like neighbors than real estate agents. This sense of comfort can put aspiring homeowners at ease as they prepare to make one of life’s most significant investments.
In some settings, terms that evoke rustic or country life should do the trick. Otherwise, aim for warm language that makes your business seem hospitable.
Examples include:
While many of the categories and names highlighted above can apply to commercial real estate companies, some brokerages prefer to adopt names that clearly highlight this focus. Certain names simply have a commercial-oriented sound, as you’ll notice while browsing these examples.
Examples include:
If you’re looking to get clients motivated, an inspirational name could do the trick. Use empowering adjectives that remind clients of the big picture.
Examples include:
Now that you’ve seen several examples of real estate company names, it’s time to brainstorm something original for your own business. This process can be exciting, but it’s also full of potential pitfalls. Keep these suggestions in mind as you select the perfect name.
Many real estate professionals assume they can skip over the hassle of choosing a moniker by simply using their own name. Nicole Purvy, of the Better Than Success Real Estate League, cautioned that, while this strategy is acceptable, it’s best avoided. She said personal names could be difficult to remember and may not “evoke the type of emotion that you want the brand to evoke.” Still, in some cases, this approach can prove powerful. It all depends on your actual name and your business brand.
Purvy pointed to Charles Schwab as the ultimate example: It sounds serious and sophisticated, much like the financial services company itself. Simply swap Charles for Charlie, however, and the name would have a completely different vibe.
Newman added that, from an SEO perspective, using your own name is also problematic. He said if your name is even remotely common, you’ll run into trouble using it for your real estate business.
Your name should be true to the mission and values that exemplify your business. It should also help you adapt your services based on the unique needs of your target clients. Think carefully about these considerations as you select a name that gets to the heart of your business.
For example: if your mission involves personable, client-centric service — and your target market consists of retirees in rural areas — a cosmopolitan, commercial-oriented name won’t work, no matter how catchy it seems. Instead, the name should sound comforting or even humble. Meanwhile, a “cutesy” name that sounds charming to homebuyers within this category could come across as unprofessional if you’re targeting high-end commercial clients.
Trendy terminology or pop culture references seem clever now, but they could sound out of date within a few short years.
If you want your business to seem relevant far into the future, strike a balance between classic and fresh. This gray line will be especially tricky to navigate if you’re on the hunt for a quirky name that stands out. So take extra care to vet your options from the perspective of your future self.
Purvy recommended limiting names to 15 characters. This helps business names sound punchy, while also making them easier for prospects and clients to remember.
“It’s going to make your life so much easier,” Purvy said. … “The shorter, the more succinct, the better.”
If you opt for a longer name, despite Purvy’s recommendations, chances are you’ll eventually end up referencing your company with a simple acronym. Or, at least, you will if your acronym isn’t awkward (or worse, offensive). For example, something like “Boleyn, Adams, Rogers, & Farmer” may initially seem like a relatively benign choice for a company that wants to pay homage to its four founders. However, consider the fact that the names (when put in that order) create the acronym BARF. Likewise, Birch Shores Real Estate initially sounds lovely—but you’d better steer clear of referring to it as BS Real Estate.
The last thing you need after you’ve come up with a great name is to find out that another business already holds the moniker.
Do your research early on to determine whether any other companies already use your intended name and if they hold a trademark or servicemark. And, if you don’t see the name registered by anyone else, you may want to consider trademarking it for yourself to stake your claim.
Purvy recommends using a service called KnowEm for examining trademark concerns. This tool can also be used to secure your chosen company name across a variety of social media platforms and web domains. She said that, while trademarks are important, it’s also vital to score social media pages and traditional domain names ending in .com.
“If you can’t get [the domain name]…no one’s going to be able to find you,” Purvy said.
Your business name sets the tone for every marketing initiative, client interaction, and every other pursuit you take on as a real estate professional. Give this essential the attention it deserves, and you will be handsomely rewarded with better brand recognition and impressive engagement from followers and clients alike.
Image courtesy of iStock.com/BrianAJackson
Last updated on Jul 24, 2024.
Originally published on Oct 18, 2021.
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