The company’s relocation services, mortgage loan partnerships, and loyalty programs for all brands will now come under the Realogy Leads Group.
Realogy is organizing all of its previously distinct lead generation programs under a new initiative it calls the Realogy Leads Group. All of the company’s lead generation efforts – including relocation management services, partnerships with mortgage lenders, and loyalty programs – will be under the new flag.
The consolidation of the company’s lead gene programs follows a theme of reorganizing and streamlining the company’s brands and departments that persisted during the tenure of Realogy CEO and President Ryan Schneider.
The company has consolidated the proprietary and franchise activities of Sotheby’s International Realty and Coldwell Banker, changed its NRT brand to Realogy Brokerage Group and introduced the Realogy Expansion Brands portfolio in recent years.
“Our unmatched size and scale enables Realogy to attract and develop valuable real estate programs with national partners who in turn deliver high quality, high-converting leads to our affiliates,” Schneider said in a statement. “We believe that by bringing together our numerous lead generation efforts on a single, focused team, Realogy can create even more opportunities for our connected agents, brokers, partners and customers.”
Realogy Leads Group will manage several national real estate programs, including joint mortgage ventures, moving services, and affinity programs. The group will also support cross-network referrals between the company’s 5,800+ franchise and brokerage offices and 189,000 agents across the United States, as well as the various tools and resources associated with the company’s lead generation efforts.
Katrina Helmkamp, who served as President and CEO of Cartus, will serve as President and CEO of the Realogy Leads Group and will continue to lead both teams. Realogy had reached an agreement in late 2019 to sell the portion of Cartus’ moving services – while maintaining the associated affinity programs – but the deal eventually failed.
“We pride ourselves on delivering unmatched value to our partners through these national real estate programs, bringing consumers together with highly qualified representatives from the best-known real estate brands, delivering excellent customer satisfaction and conversion rates, and providing timely summary reports,” Helmkamp said in a statement.
“We are confident our existing programs will grow and look forward to launching new programs with partners who seek the customer experience, quality assurance and national coverage that only we have through Realogy’s extensive network of affiliated brokers and agents reachable.”
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