Tuesday, January 12, 2010

Real Estate Branding Part 2:Inside Realogy

Realogy is a vast conglomerate of real estate-related franchises,comprising Century 21,the TRG Title Resource Group,ERA,Sotheby's International Realty,Coldwell Banker,Coldwell Banker Commercial,Oncor International,Better Homes and Gardens Real Estate,NRT Residential Brokerage,Cartus and The Corcoran Group.Based in Parsipanny,New Jersey,Realogy has 14,500 offices in 93 countries,employing 268,000 sales asociates.About half of Realogy's franchises are Century 21 offices.
Realogy's business model is called the "Value Circle."This circle of franchises provides excellent cross-selling opportunities,Realogy says,while enabling customers to enjoy the convenience of a single-source solution for all their real estate needs:franchising,settlement,relocation,brokerage,mortgage.
Richard A. Smith is President and CEO of Realogy.Without question,it is a dominant force in the real estate markets today.At some point,Realogy may well be spun off back to public ownership again,as is the habit of private equity holders such as Apollo Management Group L.P.It could possibly be broken up into its constituent units at that time.

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