What to know about Charlotte Realtor Allen Tate’s rebranding and expansion plans
A rebranding is underway for one of Charlotte’s largest residential real estate firms. It’s a move that caters to newcomers, especially from Northern states.
Allen Tate Realtors will now go by Howard Hanna Allen Tate Real Estate, the company announced last week. The change will be showcased immediately via new yard signs and logos. Around the city, advertisements will go up in October and November announcing the change even further.
The two companies merged in 2018 but remained separate entities.
Combining the names is another way to bring the companies closer, according to Gary Scott, president of Howard Hanna Allen Tate Real Estate.
Less confusion for Charlotte newcomers
One of the driving factor behind the rebranding, Scott said, is eliminating the confusion some buyers and sellers may feel when seeing the two different but connected brands.
For example, Howard Hanna is prominent in the Northeast, especially its home area of Pittsburgh, Pennsylvania. With Charlotte’s growth, Scott said, many people are moving from those Northern regions down South.
Northern buyers and sellers know Howard Hanna but they might not know Allen Tate. Now they will.
“Inadvertently, we confused the consumer,” Scott said. “A consumer would have driven down here from Pittsburgh or Cleveland or Albany or Detroit or Ann Arbor, and they’re well aware of the Hanna Howard brand but didn’t make that connection (to Allen Tate)... That connectivity under the unified brand we think is going to give us exceptional strength.”
More about Howard Hanna Allen Tate
Both Howard Hanna and Allen Tate opened in 1957. And they formed a partnership in 2018.
Allen Tate has 75 offices and 1,800 agents throughout North and South Carolina. Locally, Allen Tate saw 5,200 closings worth about $2.6 billion last year, according to a Charlotte Business Journal dataset.
Howard Hanna operated in 13 states. It closed on nearly 103,000 transactions worth more than $37 billion.
The Allen Tate agents in the Carolinas, under one brand, join more than 15,000 real estate agents in 500 offices.
