[Cendant Real Estate Services Announces New Company Name: Realogy Corporation [RISMedia]](http://rismedia.com/index.php/article/articleview/13584/1/1/)

>[We coined a new word for our new company [Realogy]](http://www.realogy.com/). Realogy results from the fusion of “real estate” and “-logy,” the suffix meaning “the science or study of.” The company’s new logo includes a stylized “A,” representing the company’s position as the investor’s doorway to the real estate sector.

There’s a lot of [name changing going on in real estate [Inman]](http://www.inman.com/blogger/2006/02/real-estate-reshuffles-name-cards.aspx#links) these days. Perhaps its part of the New Year’s resolution process, changes occur as companies reorganize after the new year. Realogy seems too cute for a big real estate conglomerate, doesn’t it? Perhaps I just need to get used to it.

Here are two others:

* Homestore -> Move, Inc.
(sounds like a relocation company or possibly the [Philadelphia radical group’s home that was firebombed in 1985 by police [NYT]](http://query.nytimes.com/gst/fullpage.html?res=950DE3DE173BF93BA35751C1A963948260))

* Cendant Mobility -> Cartus
(a relocation company that now sounds a little like a garbage collector)

Guy Kawasaki’s Blog calls this [The Name Game](http://blog.guykawasaki.com/2006/02/the_name_game.html) and provides guidance to companies who re-name their company or product. Realogy doesn’t seem to follow his advice. He mentions this hysterical Salon.com post from a few years ago also called [the name game](http://salon.com/media/col/shal/1999/11/30/naming/print.html).

Here’s a great post on [how they named companies [day2day activities]](http://deliberately-different.blogspot.com/2006/02/how-they-named-companies.html). My favorites are: Apple, eBay, Mozilla Foundation, Nike, Pepsi, Sprint, Volvo and Yahoo!

So whats in a name? Apparently a lot.


  1. Robert Schwartz February 24, 2006 at 1:57 am

    E J Korvets that used to be on hearld square.

  2. Fox Realtor March 28, 2006 at 1:53 pm

    Realogy…sounds like Rheology, the study of the deformation and flow of matter. Flow, as is cash flow. We know the direction of flow, as evidenced by the agent’s H2 or ‘Benz parked in driveways, asking for listings. Actually, I can’t think of a more bizarre name, as if “study of” had to be grafted to the profession. There are too many pot shots to take here. The peanut gallery is going to have a field day with this one.

  3. Willem Rijngeld June 12, 2006 at 6:24 am

    I think that the new name is peachy!!! Sounds like an STD… maybe it is!!!

  4. W. M. Bear September 23, 2006 at 1:24 am

    I was seriously toying with the idea of using “realogy” as a philosophical term to denote the study (or “logos” at any rate) of REALITY not real estate! Well, there goes that little concept (actually about as BIG a concept as you can get!) swirling down the toilet of linguistic commercialization. Bastards! (Ah, well.)

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