The previous yr had its justifiable share of ups and downs for Howard Hanna Actual Property Providers. The family-run brokerage agency recorded some authorized wins and losses, developed new instruments for brokers and shoppers, and navigated one of many slowest years for residence gross sales in practically three many years.
In line with Hoby Hanna, the president and CEO of Howard Hanna, the corporate did this by leaning into its wealthy historical past.
“The biggest lesson this year was really just a reinforcement of something we kind of already knew. The company has been in business since 1957 — as we always say, we are a multigenerational company and that is not just a marketing phrase,” Hanna mentioned. “This year it really hit us and really reinforced that even with all the headwinds, if we look back at our history and the culture of the company, we can see those pillars and mission points that have already driven the company through so many challenging cycles.”
Hanna mentioned this was exceptionally useful this yr when navigating the enterprise observe adjustments outlined within the Nationwide Affiliation of Realtors’ (NAR) fee lawsuit settlement settlement and the difficult regulatory surroundings at giant.
“With the lawsuits, I saw a lot of leaders acting like there has never been any regulatory change to the industry or that there has never been upheaval or challenges that you can’t control,“ Hanna said. “So many people are saying that the past few years have been the most challenging real estate market ever — and they have been if your company is only 10 years old — but I’ve had to lead through the Great Recession. And then, as a company, we navigated the early ’80s with 18% interest rates, so we’ve been there and we’ve seen challenges like this before.”
As a way to cope with the challenges 2024 threw at the actual property business, Hanna mentioned he and different leads refocused on the corporate’s six pillars. This labored to make sure the actions they took in adapting Howard Hanna to the brand new surroundings have been according to the corporate’s total mission to have the perfect actual property brokers within the business.
Hanna mentioned this led the corporate to revamp a few of its agent schooling. It created a purchaser illustration certificates for brokers. It additionally utilized expertise instruments and labored towards creating progressive options reminiscent of “Buy & Borrow Bundle.” This service permits homebuyers who work with a Howard Hanna agent and get their mortgage by means of Howard Hanna Mortgage Providers to obtain a credit score of as much as $10,000 (or 0.5% of the mortgage quantity) at settlement to make use of towards their closing prices.
“The program really gives agents a level of comfort and confidence in their value proposition when they are working with a buyer and trying to get a buyer agency agreement signed,” Hanna mentioned. “So far it has generated over $1 million in savings for our consumers, and that is only on closed transactions since August.”
The sturdy response of Howard Hanna brokers and shoppers to this system solidified Hanna’s perception that if the corporate stays true to itself and its progressive spirit, it is going to proceed to thrive even on this new period of actual property. In 2025 and past, Hanna mentioned he hopes these improvements result in extra progress.
“We are really focused in this coming year on taking more market share and growing in our existing footprint,” Hanna mentioned. “It is part attracting more agents and part giving our existing team the tools they need to achieve greater success.”
That being mentioned, Hanna famous that the corporate shouldn’t be ruling out any mergers and acquisitions. That is very true in markets on the fringes of its footprint, or in areas the place brokerage shoppers are shifting to or from.
“You look at the Florida market in relation to our footprint, and there is a strong migration flow between New York, New Jersey, Ohio, Michigan, Indiana and even North Carolina to Florida. On paper, being in that market makes a lot of sense, so we are looking at some possible acquisitions in markets like that,” Hanna mentioned. “But if someone hasn’t heard of us in California, that is OK. We want nice, steady growth because we are looking to do this for a long time.”
Whereas Howard Hanna could have progress targets similar to different corporations, its strategy to this progress is a bit completely different as a consequence of it being a family-owned and operated enterprise.
“I am reporting to shareholders that are family members — which leads to sometimes asking if we can’t talk about this on Thanksgiving. But I’m not reporting a quarterly earnings price per share and we don’t have people saying ‘Where is the return on my investment? Why isn’t my share price going up?’” Hanna mentioned.
“We aren’t making decisions based on just short-term dividends or share price or profitability — we are looking at the long term and what we can do to sustain the company. If we end up not expanding our footprint this coming year but still have a wildly successful year, that is OK, which isn’t the case at every company.”
In line with Hanna, the family-owned nature of the enterprise and the corporate’s give attention to the long run has allowed it to create a brokerage that gives brokers and brokers with consistency.
“We have people who have been with us a while, or ones who come back to us, and they always say that it is because they can count on us as a safe harbor and that they know we are going to help them get through this,” Hanna mentioned.
In 2025, Hanna mentioned a lot of this assist and steerage will come within the type of taking the enterprise again to fundamentals.
“It seems cliché, but it is OK to return to the things that are tried and true and you know will work,” Hanna mentioned. “So, we are getting the whole organization focused back on how to get more listings and increasing sales.”
Though a few of this might be performed the old school means — together with by means of open homes — Hanna mentioned the corporate can also be planning to leverage expertise and the info now being collected on homebuyers by means of the settlement-mandated purchaser company agreements.
“With the buyer agency agreements, we have a little more data on buyers that we can use to cross-market and try to match buyers with sellers, so buyers can get a home they like and sellers can get their home sold quicker,” Hanna mentioned.
As Hanna appears to be like towards 2025 with renewed confidence in his agency’s mission, he’s feeling assured.
“I think we are coming out of this year with more positive energy,” Hanna mentioned. “If we as an business cease wanting within the rearview mirror and arm wrestling over points — and get again to only specializing in the shopper and providing the perfect service — I believe ’25 may very well be an amazing yr for everybody.
“Regardless of everyone else, though, we are going to stay positive. There are a lot of Americans that need shelter. We sell something everyone needs and the more we can provide that with great service, then I think we can have a really strong year.”
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