The Keyes Company, based out of Florida, recently announced a new rebrand ahead of its 100-year anniversary this coming February, in an effort to update its family oriented business to reflect technological advances. Along with a new tagline, the rebrand includes a new logo, partnerships and new investments in technology that will enhance the consumer experience, according to Christina Pappas, Keyes Company president.
“I think trademarking ‘You’re home here’ was a big, powerful piece of our story. Really understanding that everybody that’s within our Keyes family of companies, everybody who works with the Keyes family is home here—that they feel that,” she tells RISMedia. “And I think that really summed up our promise, our vision, our purpose altogether, and being able to trademark that in a competitive real estate landscape was an exciting win for us.”
Keyes tapped the renowned branding agency Tiny Wins, whose clients include Tony Robbins, Visa, and CBRE, to guide the rebranding process. More than 30 focus groups and workshops with Keyes managers and associates provided crucial insights, reaffirming Keyes’ long-standing commitment to Florida’s communities, the company noted.
Pappas said the rebrand reaffirms the company’s roots while still keeping a modern feel intact.
“I think the rebrand and the refresh set us up with a couple of things. One, we wanted to connect our history, our legacy to our 100-year anniversary. It’s giving us the competitive advantage with this rebrand…so it’s set us up for tech advances that will be continuing to launch throughout the next year and really be able to expand on our specializations like commercial, luxury and potentially grow new divisions like sports and entertainment and equestrian as well.”
Core components of the brand refresh include:
- New logo: Inspired by the original 1920s logo, merging historical authenticity with contemporary style.
- New color palette: Designed to evoke Florida’s unique warmth and vibrancy, with primary colors like Everglade Green, Miami Sands, and Delray Beach, accented by Sunset Clay, Coral Blush, and Biscayne Blue.
- Hand-drawn illustrations: Adding a touch of playfulness and Florida charm, emphasizing landmarks, maps, and homes.
- New tagline: You’re Home Here™, underscoring Keyes’ deep connection to community, a customer-first experience, and its reputation as a trusted real estate name.
The refresh comes alongside strategic investments to further strengthen services and support, including:
- Technology investments: With tools like RealReports, powered by AI for in-depth property insights, and the Sunny AI Assistant by RoofAI for enriched client interactions, Keyes is investing in advanced digital solutions. The firm also established a partnership with Zillow Listing Showcase to optimize listings and further elevate the real estate experience.
- New partnerships: Enterprise partnership with Vistabee, HouseAmp (Sale Ready Financing to help homeowners pay for improvements and repairs before selling), New Estates Only, and Zillow Listing Showcase will support Keyes agents in showcasing listings, sharing the new brand, and strengthening services across Florida.
- Hands-On Support: Expanded concierge support for agents with personalized training and development resources, ensuring Keyes’ team has hands-on support to provide exceptional service.
The company hopes its new vision will deepen its roots in the community by giving its logo a modern feel. “And really our promise is a warm welcome, a family feel, and a winning culture,” says Pappas. “Whether it’s the consumer or the agent or companies, it’s really what kind of lets us hone in and win more business. And I think with our new position, we can cast a wide net while still having a strong position.”
The Keyes Company’s relationship with Zillow Listing Showcase will also play a factor in its rebrand, according to Pappas.
Pappas detailed how that relationship has already yielded boons for Keyes. “We have story after story where agents are able to go into a listing, a competitive listing meeting, and win a listing because the consumer knows who Zillow is.”
The changes have already netted a strong response from the community, with a number of agents and companies already reaching out to Keyes to discuss further opportunities, according to Pappas.
“I would say the industry has responded incredibly positively. We have (already) had reach out from multiple agents and companies in the area looking to connect and congratulating us on a job well done. Our customers seem to be able to better understand our tone and connect with us. And overall, it has been just an overwhelming positive response from all communities,” she says.