Realogy, which owns and runs some of the nation’s largest franchise brands such as Century 21 Real Estate and Coldwell Banker Real Estate, will roll out an all-in-one technology platform to 50 of its franchisees in June and to 300 by year’s end.

The technology, an adaptation of ZipRealty’s mobile-responsive customer relationship and lead generation platform, changes the real estate franchise game, Realogy CEO, Chairman and President Richard Smith told analysts on a conference call today to discuss the firm’s first-quarter earnings. (Realogy purchased tech-focused brokerage ZipRealty for $166 million last July.)

As Realogy’s affiliates begin to onboard ZipRealty’s “Zap” platform, it’s “going to make it clear in the marketplace that to be meaningful as a franchisor in this industry you have to provide an important technology platform as part of the value proposition,” Smith said. “Those who are not are going to be substantially disadvantaged, and that’s our goal at the end of the day.”

Realogy doubled down on in-house technology with its acquisition of ZipRealty.

The nation’s other major franchisors, including Keller Williams Realty, Re/Max and Berkshire Hathaway HomeServices, haven’t developed technology themselves in the same manner, yet. However, they do have enterprise partnerships with tech firms — such as Keller Williams Realty’s deals with tech firms Market Leader and dotloop –who provide services to their affiliates and agents.

If Smith’s projection is correct, expect these firms to beef up their tech in a big way.

Realogy’s not just looking to outmaneuver its brand competitors with its tech play, but it’s also looking to entice unaffiliated firms to see the franchise light.

Despite the recent independent brokerage boom, Smith said he thinks that as technology like Zap becomes a real estate standard and as firms increasingly recognize the great expense needed to develop it, brands as tech providers will look increasingly enticing to independent firms.

Email Paul Hagey.

Show Comments Hide Comments


Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription