The Keyes Company is rebranding ahead of its 100-year anniversary, which comes in February 2026.  

The move includes a new tagline, logo, color palette and partnerships, as well as “significant investments” in technology that the brokerage said are designed to improve customer experience. 

Keyes hired branding agency Tiny Wins, whose clients include Tony Robbins, Visa and CBRE, to help it with the rebranding process. The firm conducted more than 30 focus groups and workshops with Keyes managers and agents in the lead-up to the transition. 

“Our focus groups revealed that Keyes is often seen as ‘the best-kept secret’ in Florida real estate — a firm that radiates warmth and community, where real estate is truly at the heart of life,” Keyes Chief Marketing Officer Madeline Mordarski said in a press release. “This rebrand honors that legacy while uniting our team under one strong identity that reflects who we are across Florida as we approach a century of service.” 

The rebranding includes several components, including the new tagline: “You’re Home Here.”  

Technology investments include RealReports, an AI-powered client-interaction platform, and partnerships with Vistabee, HouseAmp, New Estates Only and Zillow Listing Showcase.  

The firm also expanded support for agents with training and development resources. 

“We are proud to introduce this new chapter of Keyes, blending modern tools with the care and compassion that have been our hallmark for nearly 100 years,” Keyes President Christina Pappas said. “In a real estate industry undergoing significant consolidation and standardization, we’re committed to staying true to our roots, emphasizing what is timeless: personal, hands-on service and operating on the belief that connection and community is at the heart of real estate.”