{"id":62768,"date":"2026-04-20T14:07:25","date_gmt":"2026-04-20T12:07:25","guid":{"rendered":"https:\/\/housesmarketplace.trio-tv.com\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\/"},"modified":"2026-04-20T14:07:25","modified_gmt":"2026-04-20T12:07:25","slug":"homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says","status":"publish","type":"post","link":"https:\/\/housesmarketplace.trio-tv.com\/ru\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\/","title":{"rendered":"HomeServices is changing its playbook, here\u2019s what CEO Chris Kelly says"},"content":{"rendered":"
\n

As the real estate industry grapples with consolidation, margin pressure and shifting consumer expectations, \u0414\u043e\u043c\u0423\u0441\u043b\u0443\u0433\u0438 \u0410\u043c\u0435\u0440\u0438\u043a\u0438<\/strong> is rethinking its role \u2014 and getting louder about it.<\/p>\n

In a recent interview on the RealTrending<\/strong> podcast, CEO \u041a\u0440\u0438\u0441 \u041a\u0435\u043b\u043b\u0438<\/a> said the \u043a\u043e\u043c\u043f\u0430\u043d\u0438\u044f<\/a> is moving beyond its long-standing identity as a \u201cquiet powerhouse\u201d and evolving into a more active, value-driven parent organization. The shift reflects broader changes across the brokerage landscape, where scale alone is no longer enough and firms are racing to control more of the transaction.<\/p>\n

\u201cWe are very much evolving \u2026 from holding to parent company,\u201d Kelly said, noting that the distinction carries real implications for agents and affiliated businesses. As a parent company, HomeServices is expected to deliver value \u2014 not just aggregate it \u2014 and to take a more visible role in shaping the industry.<\/p>\n

Listen to the podcast<\/strong><\/a><\/h2>\n

A broader definition of growth<\/h2>\n

That evolution is influencing how HomeServices thinks about expansion. Rather than focusing solely on acquiring brokerages, Kelly said the company is pursuing a mix of strategies, including M&A, organic growth and investments across the broader real estate ecosystem.<\/p>\n

\u201cOur growth strategy could be buying other parts of the ecosystem,\u201d he said, pointing to the company\u2019s investment in a title underwriter as an example of a move that may not grab headlines but plays a critical role in the business model.<\/p>\n

The approach reflects a wider industry shift. According to Kelly, \u043d\u0435\u0434\u0432\u0438\u0436\u0438\u043c\u043e\u0441\u0442\u044c <\/a>is increasingly dividing into two camps: national, full-service ecosystem players and cloud-based, virtual brokerages<\/a>. Both models can succeed, he said, but companies need to be clear about who they are.<\/p>\n

\u201cThere\u2019s not any one right path,\u201d Kelly said. \u201cYou have to understand who you are and lean into it.\u201d<\/p>\n

The race to the consumer<\/h2>\n

As competition intensifies, firms are also looking to engage consumers earlier in the transaction process \u2014 even before they formally enter the housing market.<\/p>\n

\u201cThe whole concept behind it is how further upstream do I need to go to get to that client?\u201d Kelly said.<\/p>\n

That trend is fueling convergence across sectors, with \u0438\u043f\u043e\u0442\u0435\u043a\u0430<\/a> companies, brokerages and portals all expanding into adjacent businesses. While some firms are built on digital-first strategies, HomeServices is leaning into its existing network of agents and service providers while continuing to invest in digital capabilities.<\/p>\n

\u201cWe\u2019re all trying to get to the same spot, just coming at it from different angles,\u201d he said.<\/p>\n

Local leadership as a competitive edge<\/h2>\n

Despite the push toward national scale, Kelly emphasized that local leadership remains one of the company\u2019s most important differentiators.<\/p>\n

HomeServices maintains a president or CEO-level leader in each of its markets \u2014 a structure that may be less efficient but, in Kelly\u2019s view, is essential to culture and agent engagement.<\/p>\n

\u201cThe one thing that we will not let efficiency interfere with is our local leadership,\u201d he said.<\/p>\n

That local focus is especially important as independents and alternative models gain market share. Rather than trying to appeal to every type of agent, Kelly said brokerages should be clear about their value proposition.<\/p>\n

\u201cIf you pretzel yourself enough, you can appeal to be the brokerage for every kind of agent \u2014 and that\u2019s just not reality,\u201d he said.<\/p>\n

Profitability through diversification<\/h2>\n

With margins under pressure across the industry, HomeServices is relying on its multi-line business model to maintain stability.<\/p>\n

Kelly compared the approach to a stool: the more legs it has, the sturdier it becomes. Revenue streams from mortgage, title, insurance and other services help balance fluctuations in any one segment.<\/p>\n

\u00ab\u0411\u0440\u043e\u043a\u0435\u0440\u0441\u043a\u0438\u0435 \u0443\u0441\u043b\u0443\u0433\u0438<\/a> cannot be a loss leader,\u201d he said. \u201cThey all have to be able to stand on their own.\u201d<\/p>\n

That diversification also allows the company to continue investing in agent services without cutting value \u2014 a key consideration in a competitive recruiting environment.<\/p>\n

A shifting role for MLSs and portals<\/h2>\n

Kelly also weighed in on ongoing debates around private listings, portals and the role of MLSs.<\/p>\n

HomeServices\u2019 participation in Zillow\u2019s \u201ccoming soon\u201d offering<\/a>, he said, was less about making a strategic shift and more about expanding distribution channels where public marketing is already allowed.<\/p>\n

\u201cIt was just another distribution channel,\u201d he said.<\/p>\n

Looking ahead, Kelly expects MLSs to increasingly function as technology providers rather than rule-setting bodies. Those that adapt to that role, he said, will be best positioned to succeed.<\/p>\n

The industry\u2019s biggest risk<\/h2>\n

For all the structural changes underway, Kelly said the greatest threat to the industry may be internal.<\/p>\n

He warned that fragmentation \u2014 particularly around listings and data \u2014 could create a more difficult experience for consumers and ultimately weaken the role of the agent.<\/p>\n

\u201cIf I\u2019ve got to go to 20 different websites to find out what\u2019s for sale, that\u2019s a terrible way to go about it,\u201d he said.<\/p>\n

Such a scenario could erode the value of buyer representation and open the door for new forms of disruption.<\/p>\n

Simplifying the transaction<\/h2>\n

Ultimately, Kelly said the next phase of growth for HomeServices \u2014 and the industry \u2014 will center on simplifying the real estate transaction.<\/p>\n

He compared the current process to buying a car by sourcing each component separately, calling it unnecessarily complex for consumers.<\/p>\n

The goal, he said, is to bring brokerage, mortgage, title and insurance together into a more seamless experience, both in person and digitally.<\/p>\n

\u201cWe\u2019ve been a really good strip mall,\u201d Kelly said. \u201cWe want to make it more of that singular door.\u201d<\/p>\n

For an industry navigating rapid change, that focus on integration \u2014 without losing the human connection \u2014 may define which models endure.<\/p>\n

Listen to the podcast<\/strong><\/a><\/p>\n

This article was generated using HousingWire Automation and reviewed by a HousingWire editor before publication. The system helps convert company announcements and industry data into HousingWire-style news coverage.<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

As the real estate industry grapples with consolidation, margin pressure and shifting consumer expectations, HomeServices of America is rethinking its role \u2014 and getting louder about it. In a recent interview on the RealTrending podcast, CEO Chris Kelly said the company is moving beyond its long-standing identity as a \u201cquiet powerhouse\u201d and evolving into a […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-62768","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nHomeServices is changing its playbook, here\u2019s what CEO Chris Kelly says - Houses Marketplace<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/housesmarketplace.trio-tv.com\/ru\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\/\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"HomeServices is changing its playbook, here\u2019s what CEO Chris Kelly says - Houses Marketplace\" \/>\n<meta property=\"og:description\" content=\"As the real estate industry grapples with consolidation, margin pressure and shifting consumer expectations, HomeServices of America is rethinking its role \u2014 and getting louder about it. In a recent interview on the RealTrending podcast, CEO Chris Kelly said the company is moving beyond its long-standing identity as a \u201cquiet powerhouse\u201d and evolving into a […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/housesmarketplace.trio-tv.com\/ru\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\/\" \/>\n<meta property=\"og:site_name\" content=\"Houses Marketplace\" \/>\n<meta property=\"article:published_time\" content=\"2026-04-20T12:07:25+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u041d\u0430\u043f\u0438\u0441\u0430\u043d\u043e \u0430\u0432\u0442\u043e\u0440\u043e\u043c\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"\u041f\u0440\u0438\u043c\u0435\u0440\u043d\u043e\u0435 \u0432\u0440\u0435\u043c\u044f \u0434\u043b\u044f \u0447\u0442\u0435\u043d\u0438\u044f\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 \u043c\u0438\u043d\u0443\u0442\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/housesmarketplace.trio-tv.com\\\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/housesmarketplace.trio-tv.com\\\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\\\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/housesmarketplace.trio-tv.com\\\/#\\\/schema\\\/person\\\/1276f6cf52b5de6bd341c72ea8c75b0b\"},\"headline\":\"HomeServices is changing its playbook, here\u2019s what CEO Chris Kelly says\",\"datePublished\":\"2026-04-20T12:07:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/housesmarketplace.trio-tv.com\\\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\\\/\"},\"wordCount\":962,\"articleSection\":[\"Uncategorized\"],\"inLanguage\":\"ru-RU\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/housesmarketplace.trio-tv.com\\\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\\\/\",\"url\":\"https:\\\/\\\/housesmarketplace.trio-tv.com\\\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\\\/\",\"name\":\"HomeServices is changing its playbook, here\u2019s what CEO Chris Kelly says - Houses Marketplace\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/housesmarketplace.trio-tv.com\\\/#website\"},\"datePublished\":\"2026-04-20T12:07:25+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/housesmarketplace.trio-tv.com\\\/#\\\/schema\\\/person\\\/1276f6cf52b5de6bd341c72ea8c75b0b\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/housesmarketplace.trio-tv.com\\\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\\\/#breadcrumb\"},\"inLanguage\":\"ru-RU\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/housesmarketplace.trio-tv.com\\\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/housesmarketplace.trio-tv.com\\\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/housesmarketplace.trio-tv.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"HomeServices is changing its playbook, here\u2019s what CEO Chris Kelly says\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/housesmarketplace.trio-tv.com\\\/#website\",\"url\":\"https:\\\/\\\/housesmarketplace.trio-tv.com\\\/\",\"name\":\"Houses Marketplace\",\"description\":\"International Real Estate\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/housesmarketplace.trio-tv.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"ru-RU\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/housesmarketplace.trio-tv.com\\\/#\\\/schema\\\/person\\\/1276f6cf52b5de6bd341c72ea8c75b0b\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"ru-RU\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/140237897fb8310eb02b9e9e60bc4c80ec8ee5e10f4896a3c4d6b98a92bf825e?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/140237897fb8310eb02b9e9e60bc4c80ec8ee5e10f4896a3c4d6b98a92bf825e?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/140237897fb8310eb02b9e9e60bc4c80ec8ee5e10f4896a3c4d6b98a92bf825e?s=96&d=mm&r=g\",\"caption\":\"admin\"},\"url\":\"https:\\\/\\\/housesmarketplace.trio-tv.com\\\/ru\\\/author\\\/admin\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"HomeServices is changing its playbook, here\u2019s what CEO Chris Kelly says - Houses Marketplace","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/housesmarketplace.trio-tv.com\/ru\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\/","og_locale":"ru_RU","og_type":"article","og_title":"HomeServices is changing its playbook, here\u2019s what CEO Chris Kelly says - Houses Marketplace","og_description":"As the real estate industry grapples with consolidation, margin pressure and shifting consumer expectations, HomeServices of America is rethinking its role \u2014 and getting louder about it. In a recent interview on the RealTrending podcast, CEO Chris Kelly said the company is moving beyond its long-standing identity as a \u201cquiet powerhouse\u201d and evolving into a […]","og_url":"https:\/\/housesmarketplace.trio-tv.com\/ru\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\/","og_site_name":"Houses Marketplace","article_published_time":"2026-04-20T12:07:25+00:00","author":"admin","twitter_card":"summary_large_image","twitter_misc":{"\u041d\u0430\u043f\u0438\u0441\u0430\u043d\u043e \u0430\u0432\u0442\u043e\u0440\u043e\u043c":"admin","\u041f\u0440\u0438\u043c\u0435\u0440\u043d\u043e\u0435 \u0432\u0440\u0435\u043c\u044f \u0434\u043b\u044f \u0447\u0442\u0435\u043d\u0438\u044f":"5 \u043c\u0438\u043d\u0443\u0442"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/housesmarketplace.trio-tv.com\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\/#article","isPartOf":{"@id":"https:\/\/housesmarketplace.trio-tv.com\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\/"},"author":{"name":"admin","@id":"https:\/\/housesmarketplace.trio-tv.com\/#\/schema\/person\/1276f6cf52b5de6bd341c72ea8c75b0b"},"headline":"HomeServices is changing its playbook, here\u2019s what CEO Chris Kelly says","datePublished":"2026-04-20T12:07:25+00:00","mainEntityOfPage":{"@id":"https:\/\/housesmarketplace.trio-tv.com\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\/"},"wordCount":962,"articleSection":["Uncategorized"],"inLanguage":"ru-RU"},{"@type":"WebPage","@id":"https:\/\/housesmarketplace.trio-tv.com\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\/","url":"https:\/\/housesmarketplace.trio-tv.com\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\/","name":"HomeServices is changing its playbook, here\u2019s what CEO Chris Kelly says - Houses Marketplace","isPartOf":{"@id":"https:\/\/housesmarketplace.trio-tv.com\/#website"},"datePublished":"2026-04-20T12:07:25+00:00","author":{"@id":"https:\/\/housesmarketplace.trio-tv.com\/#\/schema\/person\/1276f6cf52b5de6bd341c72ea8c75b0b"},"breadcrumb":{"@id":"https:\/\/housesmarketplace.trio-tv.com\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\/#breadcrumb"},"inLanguage":"ru-RU","potentialAction":[{"@type":"ReadAction","target":["https:\/\/housesmarketplace.trio-tv.com\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/housesmarketplace.trio-tv.com\/homeservices-is-changing-its-playbook-heres-what-ceo-chris-kelly-says\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/housesmarketplace.trio-tv.com\/"},{"@type":"ListItem","position":2,"name":"HomeServices is changing its playbook, here\u2019s what CEO Chris Kelly says"}]},{"@type":"WebSite","@id":"https:\/\/housesmarketplace.trio-tv.com\/#website","url":"https:\/\/housesmarketplace.trio-tv.com\/","name":"\u0420\u044b\u043d\u043e\u043a \u0434\u043e\u043c\u043e\u0432","description":"\u041c\u0435\u0436\u0434\u0443\u043d\u0430\u0440\u043e\u0434\u043d\u0430\u044f \u043d\u0435\u0434\u0432\u0438\u0436\u0438\u043c\u043e\u0441\u0442\u044c","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/housesmarketplace.trio-tv.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"ru-RU"},{"@type":"Person","@id":"https:\/\/housesmarketplace.trio-tv.com\/#\/schema\/person\/1276f6cf52b5de6bd341c72ea8c75b0b","name":"\u0430\u0434\u043c\u0438\u043d\u0438\u0441\u0442\u0440\u0430\u0442\u043e\u0440","image":{"@type":"ImageObject","inLanguage":"ru-RU","@id":"https:\/\/secure.gravatar.com\/avatar\/140237897fb8310eb02b9e9e60bc4c80ec8ee5e10f4896a3c4d6b98a92bf825e?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/140237897fb8310eb02b9e9e60bc4c80ec8ee5e10f4896a3c4d6b98a92bf825e?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/140237897fb8310eb02b9e9e60bc4c80ec8ee5e10f4896a3c4d6b98a92bf825e?s=96&d=mm&r=g","caption":"admin"},"url":"https:\/\/housesmarketplace.trio-tv.com\/ru\/author\/admin\/"}]}},"_links":{"self":[{"href":"https:\/\/housesmarketplace.trio-tv.com\/ru\/wp-json\/wp\/v2\/posts\/62768","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/housesmarketplace.trio-tv.com\/ru\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/housesmarketplace.trio-tv.com\/ru\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/housesmarketplace.trio-tv.com\/ru\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/housesmarketplace.trio-tv.com\/ru\/wp-json\/wp\/v2\/comments?post=62768"}],"version-history":[{"count":0,"href":"https:\/\/housesmarketplace.trio-tv.com\/ru\/wp-json\/wp\/v2\/posts\/62768\/revisions"}],"wp:attachment":[{"href":"https:\/\/housesmarketplace.trio-tv.com\/ru\/wp-json\/wp\/v2\/media?parent=62768"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/housesmarketplace.trio-tv.com\/ru\/wp-json\/wp\/v2\/categories?post=62768"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/housesmarketplace.trio-tv.com\/ru\/wp-json\/wp\/v2\/tags?post=62768"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}