Company: HOUS
Filing Date: 2025-02-25
Form Type: 10-K
Source: 0001398987-25-000020
Chunk: 52

Company: Anywhere Real Estate Inc.
Filing Date: 2025-02-25
Form: 10-K
Item: Item 1A
Chunk 52
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 a CRM tool that allows for the cultivation of productive relationships with consumers at all stages of the transaction;

•enhancing access to listing distributions through mobile applications and websites; 

•informing affiliated agents of valuable client insight to help those agents increase their productivity;

•providing consumers with a streamlined yet comprehensive user experience to facilitate the necessary steps for researching homes, communities and independent sales agents;

•providing key back-office processes, including listing and transaction management, reporting, marketing, and agent profiles; and

•delivering business planning tools that enable our franchisees to track their progress against key business objectives in real time.

Products and Technology—Consumers. We continue to focus on the consumer experience as well, seeking to improve the experience of buying and selling a home by creating an easier and integrated experience for all parts of a consumer's transaction. We expect to continue to invest in the development and/or procurement of products and technology designed to deliver valuable capabilities via digital channels throughout the lifecycle of home ownership.

Marketing. Each of our brands manages a comprehensive system of marketing tools that can be accessed through freestanding brand intranet sites to assist our company owned brokerages and affiliated franchisees and their respective independent sales agents in becoming the best marketer of their listings. Advertising is primarily used by the brands to drive leads to affiliated agents, increase brand awareness and perception, promote our network and offerings to the real estate industry and engage our customer base.

Each of our franchise brands operates a marketing fund that is funded principally by our franchisees (including company owned offices), although we may make discretionary contributions to any of the marketing funds and in certain instances are required to make contributions to certain marketing funds.

Likewise, our company owned brokerages sponsor a wide array of marketing programs, materials and opportunities to complement the sales work of our affiliated independent sales agents and increase brand awareness. The effectiveness and quality of marketing programs play a significant role in attracting and retaining independent sales agents.

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Our marketing programs, tools and initiatives primarily focus on attracting potential new home buyers and sellers to our company owned brokerages and affiliated franchisees and their respective affiliated independent sales agents by:

•showcasing the inventory of our real estate listings and the affiliated independent sales agents who are the listing agents of these properties;

•building and maintaining brand awareness and preference for the brand; and

•increasing the local recognition of affiliated agents and brokerages.

Marketing programs are executed using a variety of media including, but not limited to, social media, advertising, direct marketing and internet advertising.