HomeSmart, the largest residential real estate brokerage in the Valley, announced that the enterprise is launching a new brand look and messaging at their annual premier agent event, Ignite: Growth Summit 2025. The refresh reflects HomeSmart’s evolution and vision for the future as it simultaneously celebrates its 25th anniversary, serving as a nod to the brokerage’s formative years underscored by its guiding principle: putting agents first and empowering them to succeed.
“This is more than a new logo — it’s a clear statement about who we are and where we’re going,” said Matt Widdows, Founder and CEO of HomeSmart. “Announcing this rebrand at our Growth Summit, right here in our hometown of Scottsdale, makes it even more meaningful as we celebrate 25 years of growth, innovation and impact. This new brand honors our journey, but it also sets the stage for what’s next. I may have laid the foundation, but HomeSmart is what it is today because of the 25,000+ agents nationwide who believed in the vision and helped bring it to life.”
The brokerage’s updated logo reimagines that recognizable HomeSmart red diamond as a conglomeration of bold, dynamic elements forming a playful monogram, just as the company employs a streamlined, multi-team strategy that operates cohesively to provide the ultimate customer experience. The wordmark itself has been transformed into a clean, modern typeface representing HomeSmart’s dedication to simplicity and transparency. These sleek new visuals are edgy, geometrically balanced and always in forward motion, playing an integral role in HomeSmart’s revamped identity.
“The new identity brings instant recognition in our market,” said Bill Flemming, Principal Broker/Owner of HomeSmart Connect in Chicago, IL. “Our agents are excited to have clearer, more modern templates and signage that stand out to clients. It shows HomeSmart is investing in us, and that gives us confidence as we grow locally.”
HomeSmart leaders and franchise partners across the country are excited about the message the new brand presents to both agents and consumers, explains Katie Cooper, chief operating officer at HomeSmart.
“Our brand promise is about more than the power we’ve built over 25 years as industry leaders,” said Cooper. “It reflects the experience agents have at our brokerages across the country — where careers grow, relationships are nurtured, and clients’ lives are changed through real estate. We are transforming lives every day, and there’s real power in that.”
Founded in 2000 in Phoenix with just two agents, HomeSmart is now the nation’s leading 100% commission brokerage, spanning over 25,000 real estate agents across 250 offices in 48 states. For 13 years and counting, HomeSmart has also been Arizona’s largest residential real estate brokerage when considering registered agents, volume and units sold, employing over 7,000 agents in the state. The brokerage has been a staple in the local business community over the decades, participating in annual charity events with Phoenix Children’s Hospital, St. Vincent de Paul and the Salvation Army. Most recently, HomeSmart was the first national real estate brokerage to achieve Blue Zones Approval for its Scottsdale worksite in recognition of health and wellness contributions to its staff and agent community.
