120 inspiring real estate company names + tips to create your own by Emile L’Eplattenier, Gina Baker for HousingWire

Crucial naming mistakes to avoid

As you’re pinpointing your company name, there are several mistakes you need to steer clear of to ensure your name is a perfect fit. 

Don’t rush the brainstorming process  

We know you’re busy. But unlike cold calling, naming your business is not a process you can brute force. It takes time. Don’t worry; your best ideas will come to you, but only after you put in the reps going through all the terrible names first. Start with our list, add as many as you can, use AI to come up with even more names and then start to winnow out the winners.  

Don’t just modify an existing trademarked name – be original

They say talent borrows, but genius steals. When naming your company, take this advice with a grain of salt. You might think you’re being clever by naming your new real estate company Compass Real Estate Advisors in a market Compass dominates, but this will backfire. All you’ll do is risk a lawsuit and confuse buyers and sellers in your market. 

Avoid long, complicated names    

We mentioned this above, but it bears repeating. Do not choose a long, complicated name for your real estate company. You might have gotten away with this in 2010, but in 2025, company names will be short and easy to pronounce and spell. Take inspiration from other industry names: Side. Real. Zillow. Redfin.

Watch out for awkward acronyms  

Shortening company names into acronyms is ridiculously popular in our industry. Douglass Elliman often uses DE, Brown Harris Stevens uses BHS and Coldwell Banker uses their CB monogram in marketing materials. Before you choose a name, write out the acronym to ensure it will look and sound professional. A name like Sterling Home Investment Townhouses might send an unintentionally awkward message to your potential clients.

Steer clear of pop culture references

Avoid the temptation to name your business after trends in pop culture. Brat Summer Realty might get you likes on Instagram. It may even help your brand go viral. But how will your potential clients see this name in two years? How about in five years? 10?

Not addressing legal issues before they arise

When naming your company, it’s critical to consider potential legal issues before they become a problem. Using the term Realtor in your name is a common legal minefield for new real estate companies. To avoid violating NAR’s trademark, capitalize it and add the trademark symbol.

If you don’t, expect a call from the National Association of Realtors. Slightly modifying a trademarked name in your market, which we discuss above, is another legal problem waiting to happen.

Ways to get the best ROI from your new company name

After you’ve chosen your company name, it’s time to use it to its fullest. Get started with the below items.

Claim your domain name and social media handles right away

Once you’ve settled on a name, it’s critical to claim your domain name and social media handles as quickly as possible. Finding an exact match domain might be tricky if your name is somewhat common. Just do your best and consider using new top-level domains such as .realtor. An exact match to your new company name on social media handles is less critical.

Trademark your new name

Work with an attorney to trademark your new name after you have your domain name and social media handles. This is a critical step when starting any new business. You must do everything in your power to avoid potential legal issues down the road. It will also ensure another new real estate company reading this article won’t steal your new name next year.

Create new brand and marketing assets

Now comes the fun part. Work with a graphic designer to create a logo and other brand and marketing assets for your new company name. Like naming your business, designing a new logo for your company is a slow process. Take your time hiring a designer and write a detailed creative brief that explains your mission, vision, values and target demographic and geographic niches.

Announce your new name on social media

Make it official! You will now have a compelling new company name, trademarked logo, URL, and social media handles. Announce your new name and logo on your social and tell everyone your new website and social accounts are coming soon.

Need branding help from people who actually understand real estate? TREM Group is a full-service marketing agency that only works with real estate companies like yours. They can create your logo, social media presence and IDX website at a surprisingly affordable price. Check out their work for brokerages like Douglass Elliman, EXP and Sotheby’s below.

Visit TREM Group