W
ell-known franchise brands have demonstrated their staying power in real estate, but national brokerages are increasingly gaining traction, capturing the attention of agents and consumers alike. The U.S. Real Estate Brand Catalog highlights the importance of brands in shaping perceptions and expectations within the industry.

    Brands play a crucial role in real estate, representing the value that agents and consumers place on them. They convey the level and type of service provided, resources offered, costs involved, and overall experience expected with the brand. There are two primary categories of national real estate brands: franchise brands and brokerage brands.

    Franchise brands involve licensing branding and systems to brokerage owners, often accompanied by a royalty on commission income. Brokerage brands, on the other hand, represent the company itself and can be paired with a franchise brand or stand alone. According to T3 Sixty's research, there are 39 franchise brands in the industry, with 18 operating nationally.

    Some well-established national franchise brands include RE/MAX, Century 21 Real Estate, Coldwell Banker Real Estate, and Keller Williams Realty. Newer national brands like Berkshire Hathaway HomeServices, Christie's International Real Estate, and Realty One Group are also gaining momentum. Collectively, franchised brokerages account for a significant share of the nation's existing home sales.

    National brokerage brands, on the other hand, refer to specific entities that hold brokerage licenses and operate under a single brand in over 25 U.S. states. Among the nation's 50 largest brokerages by sales volume, notable examples include Compass, eXp Realty, Fathom Realty, Jason Mitchell Real Estate, Redfin, and The Real Brokerage. Some national brokerages also maintain local brokerage brands, such as HomeServices of America and Howard Hanna.

    The full chapter on the U.S. Real Estate Brand Catalog is available in the 2025 Swanepoel Trends Report, which provides a comprehensive brand catalog and in-depth research on the forces shaping residential real estate.