HomeServices CEO: We’re ready to be the ‘adults in the room’ 

Editor's note: This is the first part of a two-part series exploring the changes that HomeServices of America plans to implement in the coming year as the company strives to establish a more visible role within the real estate industry.

Historically, HomeServices of America has kept itself at arm's length from the real estate brokerages under its umbrella — locally led companies with distinct brands. But now, the corporate enterprise is taking steps to establish a more unified national voice.

This month's rollout of HomeServices' new visual identity is just the start of what will be a year of significant internal changes, according to President and CEO Chris Kelly.

As the industry continues to evolve, "ideally what we want HomeServices to be is the professional adults in the room," Kelly recently told Real Estate News. 

Now that nearly all of the largest residential brokerages are national in scope, he noted, "it's really important that HomeServices steps up and fulfills its obligation as one of the top three brokerages in the country."

A responsibility 'to deliver value'

HomeServices boasts over 100 companies across the country spanning brokerage, mortgage, title and insurance. Its real estate firms, many of which fall under the Berkshire Hathaway HomeServices brand, are home to 64,000 agents with over $260 billion in annual transaction volume, according to T3 Sixty's Real Estate Almanac. (Note: Real Estate News is an editorially independent division of T3 Sixty.)

Kelly, who took on his leadership role after Gino Blefari stepped down last spring, has spent the past year strategizing HomeServices' transition toward a "parent company" type of mindset. 

"The way I explain it to the agents is, as a holding company, I really owe the field zero responsibility — but as a parent entity, I have a responsibility to deliver value to our companies and value to our agents," Kelly said.

A national platform — with strong local leadership

HomeServices is also striving to move all of its brokerages onto one unified platform. While the company has long embraced a hands-off acquisition strategy, that can lead to inefficiencies, Kelly acknowledged. "Unfortunately, what happens is you end up having 40 different ways of doing everything." 

To work smarter and provide more value, HomeServices is whittling down the number of vendors who supply a handful of tech tools from 130 to three. The company's integrated Customer Relationship Management (CRM) system and other tools will be rolled out through the year.

"Agents are asking for something that's simple," Kelly said.

This transition also allows HomeServices to "take that information as a parent entity" and "start making smarter decisions with it," he added. "By putting everything in one place, we can actually bring the experience tighter together for the consumer."

But, Kelly emphasized, the move is not intended to dilute individual brokerages' identities or autonomy.

"This is not a change to our local branding and it is not to take away from what we think is actually one of our biggest differentiators, which is our local leadership," Kelly explained. "We have a true president and leadership team in every single one of our own markets — and we find that to be incredibly helpful."

A shifting view of HomeServices' role in the industry

While HomeServices works to unify its backend systems this year, it also wants to leverage its voice for change. 

Given the many seismic debates at play throughout the industry — on private listings, consolidation, the growing role of AI and more — Kelly said it's important for the company to establish a position on these issues instead of fading into the background.

Many agents today are "reading all the same headlines" and want "to understand where they and their company fits in from a national perspective," Kelly said. "We want them to know their parent entity is participating vocally in those discussions and advocating for their interests."

Establishing an end-to-end digital system

Because HomeServices offers a robust set of ancillary services, consumers visiting a physical office can meet with a real estate agent, loan officer, title professional and insurance agent. The company wants its digital platforms to match that level of service and plans to introduce new tools next month.

Could that type of commingling pose a Real Estate Settlement Procedures Act (RESPA) risk? Kelly, a former attorney, said HomeServices has a deep understanding of RESPA and makes sure no financial incentives are involved. 

"Where you run afoul with RESPA is when you get into the carrot-or-stick game in order to get agents to participate," Kelly said — an alleged issue at the heart of recent lawsuits against Zillow and Rocket. 

HomeServices, Kelly explained, is simply focused on delivering a product that provides a better transaction experience for consumers — and agents. 

When "it's the easiest way for your consumer to buy or sell real estate, that means it's easier for you as well," he said.