Florida’s largest independent real estate firm introduces new tagline, logo, partnerships and more as it nears a century of operation
The Keyes Company, Florida’s largest independent real estate firm, today unveiled a brand refresh in anticipation of its 100-year anniversary in February 2026. The rebrand includes a fresh tagline, logo, color palette, and partnerships, alongside significant investments in technology designed to enhance customer experience.
Keyes tapped the renowned branding agency Tiny Wins, whose clients include Tony Robbins, Visa, and CBRE, to guide the rebranding process. More than 30 focus groups and workshops with Keyes managers and associates provided crucial insights, reaffirming Keyes’ long-standing commitment to Florida’s communities.
“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,” said Madeline Mordarski, Chief Marketing Officer at Keyes. “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.”
Keyes President Christina Pappas echoed this sentiment, stating, “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. 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.”
Core components of the brand refresh include:
- New logo: Inspired by the original 1920s logo, merging historical authenticity with contemporary style.
- New color palette: Designed to evoke Florida’s unique warmth and vibrancy, with primary colors like Everglade Green, Miami Sands, and Delray Beach, accented by Sunset Clay, Coral Blush, and Biscayne Blue.
- Hand-drawn illustrations: Adding a touch of playfulness and Florida charm, emphasizing landmarks, maps, and homes.
- New tagline: You’re Home Here™, underscoring Keyes’ deep connection to community, a customer-first experience, and its reputation as a trusted real estate name.
The refresh comes alongside strategic investments to further strengthen services and support:
- Technology investments: With tools like RealReports, powered by AI for in-depth property insights, and the Sunny AI Assistant by RoofAI for enriched client interactions, Keyes is investing in advanced digital solutions. The firm also established a partnership with Zillow Listing Showcase to optimize listings and further elevate the real estate experience.
- New partnerships: Enterprise partnership with Vistabee, HouseAmp (Sale Ready Financing to help homeowners pay for improvements and repairs before selling), New Estates Only, and Zillow Listing Showcase will support Keyes agents in showcasing listings, sharing the new brand, and strengthening services across Florida.
- Hands-On Support: Expanded concierge support for agents with personalized training and development resources, ensuring Keyes’ team has hands-on support to provide exceptional service.
“Real estate is about people, not just transactions,” said Keyes CEO Mike Pappas. “That truth is at the heart of Keyes’ enduring legacy. We first opened our doors on Biscayne Boulevard in 1926, and have grown with Florida over the past century, always focused on providing the best for our neighbors. This rebranding underscores our commitment to staying rooted in community and connection as we prepare for the next century of service.”
About The Keyes Company: Independently-owned and operated since 1926, The Keyes Company is a leader in the real estate industry. The Keyes Family of Companies, along with its network of partner brokerages comprises 58 offices, more than 3,600 Associates and closed over $10 billion in annual real estate sales and services in 2022. Keyes’ offices are distributed throughout seven counties – Miami-Dade, Broward, Palm Beach, Martin, St. Lucie, Volusia, and Lee. Keyes expands our Associates’ reach globally as a Founding Member and Shareholder of Leading Real Estate Companies of the World®, the world’s largest network of independent brokerages, and Member of the exclusive Forbes Global Properties network. The Keyes Company offers a suite of resources to cover whatever needs arise while buying or selling a home. Mortgage, title, insurance and property management needs are all be managed in-house, allowing Keyes Realtors® to close deals with speed and efficiency while giving clients valuable access to the professionals responsible for the specific service lines.
