By David Rogers. BOONE, N.C. A business decision to strengthen a company’s market position is good strategy, particularly when it effectively combines the resources of two market leaders operating in distinct geographies.

In 2018, Pittsburgh-based Howard Hanna Real Estate and Charlotte-based Allen Tate Realtors formed a joint venture under the umbrella of Howard Hanna Real Estate Services but continued to operate with their independent brands. The joint venture provided Allen Tate with additional resources to operate more effectively and efficiently in the primary markets the company serves, North Carolina and South Carolina. However, few outsiders knew about the broader relationship with the larger Howard Hanna organization.

That changed on Aug. 12 when the two companies announced a rebranding of their real estate business to “Howard Hanna Allen Tate Real Estate.”

The move, according to Gary Scott, President of Allen Tate Howard Hanna and President of Howard Hanna Virginia, “… honors the 68-year legacy of Allen Tate while bringing Howard Hanna’s national resources, inclusive programs and innovative tools to buyers and sellers in the Carolinas.”

We’ll retain the agility of an independent, family-owned real estate firm while bringing Hanna’s national resources and inclusive programs to buyers and sellers in the Carolinas.

In a follow-up interview with Allen Tate Companies’ Chairman Pat Riley, the longtime chief executive of the No. 1 real estate market leader in the Carolinas put the rebranding into practical terms.

“After creating the joint venture, we continued to brand ourselves independently. But there have been instances, for example, where people moved from those northern markets where Howard Hanna is the market leader, into the Carolinas, where we are the market leader. When it came time to buy a house, being unfamiliar with the firms in this market, they might choose to work with a different real estate company. We have had people say, ‘Gosh, I wish we had known you were part of Howard Hanna. We would have used you!’ The opposite is true for people moving from the south to the north. This rebranding strengthens the joint venture by unifying our brands,” Riley said.

Scott said there are three major “pluses” for this strategic rebranding and its execution.

“We’ll retain the agility of an independent, family-owned real estate firm,” Scott said, “while bringing Hanna’s national resources and inclusive programs to buyers and sellers in the Carolinas. Our unified brand will amplify each agent’s personal brand, connecting clients to the premium positioning and innovative tools that help agents deliver exceptional value. We’ll elevate our longstanding commitment to the causes we serve in the communities where we live, work and play.”

According to the press release received on Aug. 12, the Hanna Family of Companies includes more than 15,000 real estate agents in 500 offices in 13 states. In 2024, Howard Hanna closed 102,907 transaction sides totaling more than $37 billion.

“When we joined forces six years ago, we were confident that we were aligning the same long-standing values and culture: family ownership, local expertise, commitment to local communities, and a relentless focus on the customer. We will now proudly move forward as one unified brand,” Riley said.

“It’s more than a refreshed look — it’s a bold step into the future,” Scott added. “Our agents and clients are at the heart of this transaction. Our strong local roots, leadership team and commitment to local communities remain unchanged but we will now be supported by the scale and strength of Howard Hanna.”

That commitment to community was underscored in the press release:

Allen Tate’s long-standing tradition of giving back to local communities will grow stronger with Howard Hanna. As Howard Hanna Allen Tate, the company will continue to support public education in the Carolinas through its annual FUNday events in the fall.

Additionally, Howard Hanna will extend its commitment to children’s health to the region, with the establishment of the Howard Hanna Children’s Free Care Fund in the Carolinas, ensuring no family is turned away due to the inability to pay. In recognition of the company’s rebranding in the Carolinas, Howard Hanna has donated $10,000 to Levine Children’s Hospital in Charlotte and $10,000 to Duke Children’s Hospital & Health Center in Raleigh/Durham. To date, Howard Hanna contributed more than $22 million through this charitable organization.

“The Carolinas have always been a cornerstone of our long-term vision. For six years, we’ve been building something extraordinary together,” said Howard “Hoby” Hanna IV, CEO, Howard Hanna Real Estate Services. “With this brand evolution, we’re uniting two iconic brands under one name and one mission: to provide the best real estate experience while continuing to grow with intention and invest in our communities.”

Of local and regional interest, Howard Hanna Allen Tate Real Estate is the No. 1 real estate company in the Carolinas, with more than 75 offices and 1,800 agents serving communities across North and South Carolina. As part of Howard Hanna Real Estate Services, the largest family-owned and operated real estate company in the United States, Howard Hanna Allen Tate offers a full suite of real estate services, including mortgage, insurance, title, and relocation.