HSoA debuts new logo; Coldwell Banker, Real score agents 

Editor's note: The brokerage business is a busy one, with frequent moves, mergers and milestones. Here we highlight some of the latest activity among brokerages across the U.S.

Coldwell Banker West adds 100+ agents in SoCal

Coldwell Banker West has added more than 100 agents formerly affiliated with a Keller Williams Realty office in El Cajon, a move that expands the brokerage's footprint across San Diego County.

The new agents — who are bumping Coldwell Banker West's total to over 1,100 agents working across 12 offices — are joining a brokerage led by President and Owner Peter Mendiola. The firm said that adding this wave of new agents reflects continued growth in its home market as it scales locally while remaining affiliated with the Coldwell Banker Real Estate brand.

The incoming agents align with the company's culture, which emphasizes both collaboration and performance, according to a news release.

"San Diego is our home market, and we intend to lead it," Mendiola said.

"We've built the largest independently owned brokerage in the region by putting agents first, investing heavily in support and marketing, and creating a culture that wins," he added. "This move reinforces where the market is heading and who's out front."

Real welcomes 20-agent luxury team

The Real Brokerage has announced the addition of The Sandra Rathe Team, a 20-agent group serving Florida's Miami-Dade, Broward and Palm Beach counties.

The team was founded in 2009 and is led by Sandra Rathe, who is joining Real's luxury division. Rathe and her agents bring about $135 million in annual sales volume, according to a news release, and have been expanding their presence in South Florida's luxury markets, with 45 of the 220 homes they closed last year classified as luxury properties.

The team "exemplifies what it means to build a client-first business that scales with intention," Real Chairman and CEO Tamir Poleg said. Rathe "has created a culture centered on excellence, professionalism and opportunity," Poleg said, adding that her team brings "an incredible addition to Real."

Rathe said that while she wasn't looking to align with a new firm, joining Real "just made sense."

"The opportunity to provide our agents with multiple streams of income through revenue share and stock creates a pathway to build a legacy that outlives us as salespeople," she said, adding that this "gives our agents the ability to attain and maintain a lifestyle, not just close transactions."

New REMAX firm launches in South Carolina

REMAX has announced the launch of REMAX Reliable Realty, a firm owned and operated by Shannon McNulty in Blythewood.

McNulty, who has been in real estate for the past 12 years, previously led The McNulty Team under the Coldwell Banker banner. Her team will now operate as part of the REMAX brand as McNulty transitions into brokerage ownership.

"One of the biggest lessons I've learned is that communication is absolutely vital in real estate," McNulty said in a company announcement. "It's the glue that holds the entire process together, and it needs to be both professional and reliable. That commitment to reliability is a big part of why I named my brokerage REMAX Reliable Realty."

McNulty's decision to affiliate with REMAX was influenced by the brand's support and reputation — and by the opportunity to "build and grow something together with my team."

"We have the freedom to shape this brokerage the way we believe it should be, and to offer the level of service people deserve when they trust us with what is often their largest asset," she said.

Family-run indie joins C21 in the Empire State

Century 21 Real Estate is expanding in upstate New York through a new affiliation with Sharon Quataert Realty, a Rochester-based brokerage that will now operate as Century 21 APEX.

The brokerage is led by broker/owner Sharon Quataert and her children, Brittany and Brad. Founded in 2015, the firm offers services ranging from first-time homebuyer representation to luxury homes, investment properties and estate sales, with a focus on clients across Monroe County.

Through this affiliation, the Quataerts and their agents will gain access to Century 21's technology, marketing, lead generation and training tools.

"Affiliating with a 50-year-old, established brand offers tremendous opportunity for our business," Sharon Quataert said in a news release.

"I've been fortunate enough to have an impact on the real estate industry in Rochester in a micro sense, but I believe that the Century 21 brand is the key that can allow me to do so on a more macro scale," Quataert noted, adding that she aspires "to create a legacy bigger than myself."

HomeServices of America gets a brand refresh

HomeServices of America has launched a redesigned website and new visual identity that the company said is aimed at presenting it as a more visible and unified parent organization.

The update reflects an evolution from a largely behind-the-scenes holding company into an organization focused on strategic direction and shared resources across its brokerage, mortgage, insurance and title businesses.

The brand refresh introduces a more modern visual system intended to create greater consistency across the company's network and reinforce its integrated real estate services model. Meanwhile, HomeServices' new website is designed to highlight those connected offerings while improving navigation for consumers and industry partners seeking brokerage or ancillary services.

"Our new identity and website are not about changing who we are, it's about expressing it more clearly," President and CEO Chris Kelly said in a news release.

"This brand and website refresh reflects our strength, stability and the confidence we bring to consumers and agents through an integrated, human-centered approach," he added.

More brokerage news

Douglas Elliman has expanded in Virginia with the opening of a new office in Richmond. The Heirloom Group, a 10-member local team led by David Cooke, is joining the brand at this new location. The launch of the Richmond office "marks an important step in our investment in Central Virginia," Douglas Elliman President and CEO Michael Liebowitz said in a news release, adding that Richmond is "a natural place for us to invest and grow."

The Agency has welcomed Joanie Woletsky to its Fire Island, New York, office. Woletsky, who previously worked at Fire Island Sales & Rentals, boasts over $500 million in career sales and "is widely recognized locally for her significant market share," according to a news release. Woletsky's assistant, Mary Kate DiLegge, will be joining in the move to the boutique brokerage.

eXp Realty is continuing its global expansion efforts with a launch announced this week in Luxembourg. Karim Layouni, a real estate professional with 12 years of experience in the area who previously worked with REMAX, is now leading eXp's push into the country. In a news release, Layouni described Luxembourg as Europe's "strategic center," adding that his "ambition with eXp is to build a network that reflects that reality, one focused on quality, discipline, and professionalism."

Editor's note: AI was used in the initial drafting of this content, which was then thoroughly reviewed, fact-checked and revised by a Real Estate News editor.