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Ready to get started? Here are seven mission-critical tips for creating your name from our team of real estate branding and marketing experts at Vetted by HousingWire:

Tip 1 – Incorporate your company’s mission, vision and values

The first step in naming your real estate company is to tell your brand story. Your name should reflect who you are, where you plan to be in the future and what you care about.

If you’re a boutique brokerage selling luxury homes in a chic area, an aspirational company name such as Willow & Vine Realty will work wonders for your brand. If your company’s mission is to sell commercial investment properties with an emphasis on generating lucrative returns for your clients, a name like Sequoia Partners Real Estate Advisors will reflect it well. 

Tip 2 – Appeal to your demographic niche 

The name you choose for your real estate company should appeal to your target demographic. These are the people who are most likely to transact in your market. How old are they? What do they value? What brands do they like? What hobbies do they enjoy?

Collect as much data on your demographic niche as possible and use it to guide you when creating your company name. If your primary demographic niche is new or move-up buyers, a name like FreshMove Realty will speak directly to their wants and needs.

Tip 3 – Sell people on your geographic niche

Your company name should help you sell the lifestyle people move to your market to enjoy. By incorporating landmarks or specific characteristics of a particular area, you establish your company as the go-to local brokerage.

If your market is New Orleans, a French-inspired name such as Belle Terre Real Estate will evoke the historic charm of the city’s French Quarter. If your company sells real estate on Manhattan’s Upper East Side, a name like Park View Real Estate will help sell the dream of living near Central Park, the neighborhood’s crown jewel.

Tip 4 – Choose a shorter name to sell more (most of the time)

As a general rule of thumb, the shorter your name is, the better it will perform. Here’s why: Short names are easier to remember, say out loud and fit on your marketing materials.

Not convinced? Here are four company names of top brokerages that dominate the Realtrends Verified list: Compass. EXP. Real. Side. Corcoran. What do you notice about them? All of them are one word — two are one syllable.

Tip 5 – Look outside the real estate industry for inspiration

When naming your business, look outside the real estate industry for inspiration. For example, if your company works in a trendy neighborhood popular with fashionistas, consider looking to fashion brands for inspiration. The Grove Collective or Modhaus Properties might fit the bill.

If you’re a tech-forward brokerage, look to the tech industry for naming inspiration by choosing a name like SmartHome.

Tip 6 – Choose a name that’s easy to pronounce and spell

Great brand names roll off the tongue and are easy to remember. Your potential clients should be able to say and spell your company name on the first try. If they stumble, your brand will not be as memorable or compelling.

To help with easy pronunciation, choose a name that includes alliteration — the repetition of sounds: Hearthstone Homes, Bay Breeze Estates. If you want to use your last name in your company name, make sure it’s easy to spell! L’eplattenier Real Estate is never going to happen.

Tip 7 – Get feedback from people you trust 

Feedback is a critical step in the naming process. Reach out to people you trust to get their unvarnished feedback on names you are considering. Send them your list of names in an anonymous poll to ensure you get honest feedback.

Tip 8 – Use (but don’t abuse) AI to name your real estate company

Let’s address the elephant in the room. Artificial intelligence (AI) is the most helpful brainstorming tool ever created in human history.  Every real estate branding agency, from Pentagram to 1000 Watt, uses AI to help name new real estate businesses. They might not admit it, but we know for a fact that they do. And so should you. The trick is to use AI without abusing it.

Here’s a simple process to leverage AI in naming your real estate company:

Open accounts on ChatGPT, Claude, DeepSeek, and Grok

Use our naming rules from this article to write a prompt requesting 100 company names from each app

Pick the names you like and copy them into a Google Doc

Repeat the process until you have at least 50 potential names

Narrow down your list of 50 names to five

You will get the best results using AI in short bursts. A half-hour for each is more than enough time. The sheer volume of names you’ll get will be overwhelming, so take breaks to avoid decision fatigue.

Tip 9 – Ensure your chosen company name isn’t already in use

Once you’ve narrowed your list to five names, check your state’s business registry website to ensure another real estate company is not already using it. Next, check for an existing national trademark for the name on the U.S. Patent and Trademark Office website. All clear? Read on to learn the mistakes you should avoid and the next steps to get the best ROI from your new name.

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