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hoto by AJ Canaria.
John Featherston, left, and Chris Kelly.
After 18 years of progressive leadership at HomeServices of America, Chris Kelly stepped into the CEO role in April, succeeding Gino Blefari. During the company’s recent CEO & Leadership Exchange, Kelly met one‑on‑one with RISMedia founder and CEO John Featherston to address speculation that HomeServices was being sold and to outline the firm’s future direction.
Featherston asked Kelly how he navigated the initial months amid rumors of a sale. Kelly explained that the real challenge was managing a “triage” phase triggered by a commission lawsuit verdict and subsequent regulatory changes. “The sale rumors were a distraction,” he said. “Our priority was stabilizing the organization amid legal and compliance pressures.”
The past two years required tough decisions, but Kelly believes the company has reached a point where it can shift from crisis management to strategic vision. “We’re now positioned to move from stabilization to forward‑looking initiatives,” he said.
Central to this vision is a return to HomeServices’ core identity: full‑service real‑estate brokerage. Kelly emphasized the need for clarity and simplification. “We’ve had unnecessary complexity,” he noted. “Simplifying how we do business will bring focus back to our DNA.”
Technology, especially AI, will play a supporting role. Kelly stressed that tools should serve the business model, not dominate it. “It’s not about flashy features,” he said. “It’s about simplicity and usability. If a new platform isn’t intuitive after a few hours of training, it won’t be adopted.” He urged leaders to evaluate vendors based on ease of use and tangible benefits.
Kelly also discussed the evolving role of AI in real‑estate transactions. He joked that in five or six years, people will look back at 2025 and laugh at how much “AI” was mentioned. “Soon, AI will be a routine part of our workflow,” he predicted. Yet, he acknowledged current skepticism among professionals. “Just as the internet once raised fears about the need for agents, AI is now questioned,” he said. “But knowledge tools like WebMD or ChatGPT don’t replace the human touch; they complement it.”
AI’s greatest advantage, according to Kelly, is freeing agents from tedious tasks—inspection reports, contract drafting, compliance checks—so they can focus on building relationships. “Clients still want personal interaction,” he said. “If we use AI effectively, the bond between agent and client remains strong.”
Kelly highlighted the importance of collaboration within the real‑estate community. “About 85 % of our transactions involve multiple parties working together,” he explained. “This interdependence is unique to our industry and often misunderstood by regulators and litigants who see cooperation as collusion. In reality, it benefits consumers by ensuring smoother transactions.”
His confidence in the industry’s resilience stems from this consumer‑agent relationship. “Despite billions of dollars poured into the sector, the bond between buyers and agents has endured,” he said. “If we keep prioritizing the consumer over self‑interest, the future looks bright.” He cautioned against internal competition that could erode this relationship.
When Featherston asked about consolidation trends, Kelly acknowledged a likely continued trajectory toward fewer, larger brokerages but cautioned against a drastic reduction. “We don’t anticipate a collapse to just a handful of firms,” he said.
HomeServices’ acquisition strategy will remain opportunistic. “When evaluating potential purchases, we’ll ask whether they enhance our mission of completing the real‑estate service circle,” Kelly said. “We’re open to businesses that serve clients in ways that don’t traditionally fall under brokerage but complement our offerings.”
For more coverage of RISMedia’s 37th Annual CEO & Leadership Exchange, visit RISMedia.com.
