Real estate company names are critical to business success; they clearly define your brand, ensure your company is memorable, and convey a strong sense of your business culture. We compiled the best tips and examples from the pros, as well as the top real estate names of 2019, to help you choose the perfect name.
Here are 25 tips and examples to help you come up with the best real estate brokerage or company name:
Marc Prosser, Co-Founder, Fit Small Business
Struggling to think up a great name? Sometimes it helps to let a creative strategist take a crack at it. The minds at Fiverr can provide you with a whole list of potential real estate business names for as little as $5. The only hard part will be choosing your favorite! Click here to find a branding expert on Fiverr.
Check out our checklist for choosing real estate company names; it provides an easy, five-step system to ensure your idea makes sense. If your real estate company name idea passes these five steps, then it has a good chance of being successful in the real world. Click here to get this checklist sent to you.
3. Use a Geographic Search Term
Tim Lavelle, Director of SEO & Social Media, U.S. Interactive Media
Consider naming your business with words that people are likely to type into Google when searching for your service. The reason to do this is that it makes it more likely that your business’ website will appear near the top of Google’s results for related searches. Ask yourself what people search for when they want to buy homes: Are they searching your county name, city name, region name, or perhaps the name of a lake or other landmark?
4. Be Wary of Initials & Regional Connotations
Alexandrea Merrell, Managing Director, Orndee Omnimedia
Check those initials! Fayetteville Area Rapid Transit wasted hundreds of thousands of dollars on branding, only to become a laughing stock the day the first buses hit the streets. Also remember to check regional connotations. Years ago, a New Zealand family opened a restaurant across the street called Te Puke Buffet. I am sure that they thought it was clever — Te Puke being a town in New Zealand. However, with the word “puke” in the name, it didn’t last long.
5. Make Sure the Name is Available
Kiah Treece, Esq., Staff Writer at Fit Small Business
When choosing your real estate company name, it’s important to make sure that the name has not already been taken. To make the process easier, you can work with an online legal service provider, such as Incfile, that will conduct a thorough name search with the state corporation database to find an available company name.
Not only will Incfile help you reserve your trade name, it will help you decide what type of legal entity to register your business as. Its agents will walk you through how to obtain a business license and the necessary permits, and even offer to do the paperwork for you. Get started with Incfile today.
6. Don’t Use Your Last Name
Lorrie Cozzens, Communications Manager, Help-U-Sell Real Estate
Not including your surname name in the company name is a bit of an insurance policy, especially if your family is still young. If you think back to earlier times, it was common to see businesses with “Smith and Sons” as a naming convention, although “Smith Realty” is a more popular style now.
This naming convention can backfire if your children grow up and don’t want to pursue your business for themselves when they are old enough. When you’re ready to retire and if your business was successful, it makes more sense to put yourself in the position of being able to more easily sell a non-specific name and excellent reputation to someone else as a turnkey business.
This is a simple, but often overlooked test. In most cases, the sound and flow of your name should take precedence over its metaphorical meaning. Entrepreneur recommends following the “5-10 rule,” which recognizes that many great companies throughout history have five to 10 letters in their name and at least one hard consonant. Google, Yahoo, Citibank, Starbucks, Honda, Apple, Exxon, Mobile, Cisco, and Verizon are all examples.
8. Scan the Web for Your Name
Jonathan Paisner, Founder & Principal, BrandExperienced LLC
Google is probably your first stop, but make sure to go several pages deep to see what other companies and content are associated with your name in a search. Do the same with other search engines, too, to avoid any surprises down the road. Also, a search on the Urban Dictionary is a must.
9. Highlight Your Core Value Proposition
Tommy O’Shaughnessy, Senior Marketing Manager, Clever Real Estate
Here’s one important tip many real estate companies don’t think about: Your name should tie into your core value proposition. Ideally, your company name and tagline should clearly display your company’s strengths seamlessly.
For example, our tagline is “Full Service. Flat Fee. Now That’s Clever.” Our audience can get the gist of what we offer right away: Full service real estate agents for a flat fee (and the user gets to feel clever for choosing us).
10. Secure Your Website Name Before Someone Else Does
Kelly Main, Marketing Writer, Fit Small Business
As soon as you find a business name you like, make sure it’s available for your website. Ten million website names are bought every day, so you don’t want to risk losing the perfect name. You can use Bluehost’s free web domain checker to find out whether a relevant domain is available. Click here to find a domain that works for you.
11. Keep It Short & Sweet
Varun Aggarwal, Founder, Designhill
You must have heard that “brevity is the soul of wit.” Remember, your name will be used in apps and across all social channels, so shorter is better. Also, people are able to retain short and catchy names more easily. A few companies that are doing great in the real estate industry include Houzz, Zillow, and Homesnap. Of course, these companies have great products, but a little credit should go to their short and crisp names as well.
12. Inspire Trust, Confidence, & Reassurance
Mary Clare Bland, Chief Strategist, Bespoke Digital Solutions
Ask yourself these questions: Why is your potential client buying a home? What are they afraid of? What needs will buying a home help them meet? Once you have the answers to these questions, think about a name that will resonate within your clients’ emotional needs. For example, if your target market is first-time home buyers, they are probably a little afraid to make what is, for many people, the largest financial transaction of their lives. Choose a name that inspires trust, confidence, and reassurance.
13. Stay Consistent with Your Branding
Courtney Poulos, Owner/Broker, ACME Real Estate
It’s important to choose a name that syncs with your branding and future brokerage goals, one that won’t age quickly, and one that speaks specifically in both style and impact to the audience that your brokerage primarily serves. You only have one chance to make an impact — buyers are well aware that they have many options, so everything from logo to website to Instagram needs to be consistent and resonant.
14. Avoid Real Estate Names Requiring Explanation
Cary Brazeman, Principal, The Corporate Storyteller
Don’t pick a highly unusual name (like a made-up word) unless you can dedicate time and money to helping people understand it. Names like Google and Expedia are highly unusual, and they required big-ticket spending to become known and understood.
Katie Biggs, Director of SEO, Fit Small Business
Using popular online search terms (called keywords) in your business name can help your business show up in local Google search results. To choose the best keywords for your business, use tools like SEMRush and Moz Keyword Explorer. Check out our guide to real estate keywords to find the right keywords for your website and learn about the best tools for ranking better in Google searches.
16. Choose Catchy over Corporate
Michael Montgomery, Co-Founder & Broker, Renzo Real Estate Inc.
Every word followed by “real estate” or “realty” is taken. So, we made a conscious effort to name our brokerage something catchy and unique. We think being memorable in a crowded industry is more important than having a name that would be expected. When naming your real estate company in our modern world, focus on being unique, different, and memorable. Drop the need to have a name that feels stuffy and corporate. Having a memorable name sends the message to consumers that you aren’t just another brokerage.
17. Use Alliteration in Real Estate Names
Rochelle LeCavalier, Executive Director of Luxury Sales, Pink Palm Properties of Douglas Elliman
I started a residential real estate brokerage called Pink Palm Properties, and our logo is a magenta-pink palm tree. We chose this name with alliteration and visual cue in the hopes of being memorable. How can you hear it and not think of the little pink palm tree? It has been highly effective.
18. Draw Inspiration from Your Circumstances
Mack Dudayev, Co-Founder, Chance Realty LLC
When it comes to thinking of the perfect business name, there are many creative facets of life to draw from. One in particular that has brought me great success is homing in on your current circumstance for inspiration. For example, when conjuring a name for our agency, we asked ourselves a very important question: “What are we experiencing in this moment?” At the time, we had no capital, expertise, and not much hope to go off of in order to create any solid foundation. Then it hit us — “Chance Realty” — because that’s exactly what we were taking at the time — a huge chance!
“The name and logo you design should reflect the principles and mission that your company stands for and the feelings you want it to evoke with your customers,” said Ken Robbins, co-founder and CEO of AgentHero.
Looking for a name that communicated their mission, which is to connect home buyers and sellers with experienced real estate agents who are veterans or military spouses, Robbins chose AgentHero. “The word Agent is easily identified,” he explains. “Hero is obviously a term used fairly often with the military, and since our company serves veterans and military spouses, each of whom are heroes in their own way, we thought the name AgentHero summed up what you get if you choose our company.”
20. Ensure Availability of Social Media Pages
Diana Bourgeois, Marketing Writer, Fit Small Business
These days, you don’t just need your URL to match the name of your business. You’ll also want to secure accounts on Facebook and Twitter (and potentially Instagram, Pinterest, and Snapchat as well). Make sure there aren’t other businesses using your name on social media. While you can always deviate and use a slightly different name, this could get confusing to your customers, who may accidentally follow the wrong page.
Jennifer Kading and her partners needed a name for their brokerage firm that emphasized their unique commitment to agents.
“We decided on the name [Entrepreneur Realty] because our business puts more focus on the agent and helping them succeed. Most other brokerages offer little assistance in terms of training and focus mostly on contractual matters.”
“Entrepreneur happens to be a very popular keyword on Twitter and on the internet in general,” Jennifer Kading adds. “It happens to be one that many successful leaders use on social networks to find content they may be interested in. It has really helped boost the exposure we get.”
In its long form, MLSRealty stands for Mountain, Lake, & Stream Realty, a name that represents everything local and seasonal clients love about area properties. This clever name also capitalizes on the shorthand for the Multiple Listing Service, which is the database of listings agents use to present property information to clients.
Although it works well for some, not all companies need a metaphorical or symbolic name to be successful. Rolan Sereny found his company name while brainstorming with a friend. “They literally sat down and wrote down all the different adjectives and names that were real estate-related,” explains Agent Phillia Kim Downs. Eighty sticky posts later, they found the words “Brick & Mortar.”
It’s a common trend for real estate businesses to use a geographic term in their name. With many businesses competing to use common terms in the same city, however, this can make it tough to stand out. Brokerage Stuart St James found a solution:
“The genesis of the name comes from two street names in downtown Boston — Stuart Street and St James Avenue,” Owner Darin Thompson says. “It’s been a great way to show a connection to the city.”
“LAER is a variation on LAIR, or lion’s lair,” CEO Stacey Alcorn explains.
“We were seeking agents who were strong, independent, loyal negotiators of difficult terrain. When we plugged these qualities into a Google search, a picture of a lion came up. My partner and I said, ‘That’s it! We want the lions of real estate at our company.’”
This led them to the idea of a lion’s lair, being the place where lions call home. Alcorn wanted a more unique name, however, so she went with a variant, LAER, which also happens to be the mirror image of REAL.
The 60 Best Real Estate Company Names of 2019
|Partners Trust||Northwood Realty Services|
|The Agency||Pacific Union International|
|Rodeo Realty||Cherry Creek Properties|
|Beachfront Realty||Landmark Realty Group|
|Three Oaks Realty Company||The Boulevard Company|
|Silvercreek Realty Group||Coldwell Banker Legacy|
|RE/Max Legends||Benchmark Realty LLC|
|Greene & Grand||Michael Saunders & Co|
|Brick Realty||Five Star Real Estate|
|Five Doors Network||Keller Williams Signature|
|Nest Seekers International||Rose & Womble Realty|
|The Lowe Group||Revelation Real Estate|
|The Rider Elite Team||Coldwell Banker Hearthside|
|Compass||Intracoastal Realty Corp|
|Platinum Properties||Mirador Real Estate|
|CORE Real Estate||Locations LLC|
|Atlantic Sotheby’s International Realty||Hawaii Life|
|RE/MAX Elite Services||Cascade Sotheby’s International Realty|
|Allen Tate Company||Ultima Real Estate|
|Sloan Realty Group||Sereno Group|
|Launch Real Estate||Quixotic Realty Inc.|
|Signature Realty Associates||Keller Williams Integrity|
|HOM Sotheby's International Realty||Crossroads Realty, Inc|
|Baird & Warner||PorchLight Real Estate Group|
|Illustrated Properties||Town Real Estate|
|Shorewest Realtors||Bond New York|
|MNS Real Impact Real Estate||Level Group|
|Climb Real Estate||Country Club Properties|
Bottom Line: Choosing Real Estate Names
Real estate company names should represent a brokerage’s culture and mission. They should also attract the attention of agents and clients and be flexible enough to let you expand your business. If you’re starting an agency or brokerage and need to create a brand, keep it simple and focus on your professional strengths and core values. If you’re looking to start a brokerage company, make sure you have your brokers license by checking out our article on how to become a real estate broker.