Alain Pinel Realtors is giving back.

The San Francisco Bay Area-based real estate brokerage announced this week it will centralize its charitable efforts and launching a charity-arm called APR Gives.

Alain Pinel Realtors CEO Mike Hulme

Mike Hulme. (Credit: Alain Pinel Realtors)

“We live in one of the most incredible places on earth, and as such, our company culture and the passion of our real estate professionals has always been to give back to the communities where we live and work,” APR President Mike Hulme said in a statement. “That’s why we created APR Gives.”

“Our new foundation will centralize our corporate giving and present a platform for individual agents and offices throughout our entire company to bring needed attention to the charitable causes of their choice,” Hulme added. “We believe this will improve our ability to be better neighbors and stewards of those causes closest to us.”

Charity isn’t new for Alain Pinel Realtors and its agents and staff, according to a release. The company regularly hosts cleanup events, supports philanthropy and volunteer work with homelessness charity LifeMoves and helps direct donations from individuals to select causes like last year’s wildfires in California.

The announcement came at a companywide event, where Alain Pinel Realtors also unveiled new social media and home improvement tools for its agents.

The APR Home Improvement Program will allow agents to help their clients through staging, renovation and repair services to boost the sale price of a home. Similar tools from brokerages like Compass and Redfin have been launched as concierge services.

APR Workplace, created through a partnership with Facebook, is a new social media hub for agents and staff. It will allow everyone at the company to communicate with one another more seamlessly via posts and direct messages. The platform acts as a central portal for agents to promote new listings as well as seek advice or other local resources.

“Our job as real estate professionals is to provide our clients with every possible advantage,” Rainy Hake Austin, Alain Pinel’s executive vice president and chief operating officer, said in a statement. “As business professionals, it’s only natural we would do the same for our agents, and we’re excited to provide them with the best resources possible to help support and ensure their success.”

Email Patrick Kearns

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