The Carolinas are about to see a new name on yard signs, but the people behind those signs will feel instantly familiar.

On September 12, 2025, Allen Tate Realtors will become Howard Hanna Allen Tate Real Estate.

Marking the first time the Howard Hanna brand takes center stage in North and South Carolina.

This isn’t a hasty change. Since joining forces in 2018, Allen Tate and Howard Hanna have been deliberate about how (and when) to unite their brands. They followed the best practices of brand management, moving at a pace designed to protect the firm’s reputation, maintain brand loyalty, and ensure that clients, agents, and teams experience a seamless transition. It’s a textbook example of the strategies we coach in our M&A advisory work at WAV Group and lay it out in our book, Acquiring More Profit. This is the kind of brand migration that strengthens both the acquiring and acquired companies without disrupting the market or the culture.

“This is more than a name change. It’s a growth move,” said Howard W. “Hoby” Hanna IV, CEO of Howard Hanna Real Estate Services. “We’re aligning two iconic brands to bring even more opportunity, tech-forward programs, and marketing power to better equip our agents to serve the growing needs of home buyers and sellers in the Carolinas.”

By uniting under one banner, a local powerhouse gains the scale, resources, and marketing reach of the largest family-owned real estate brokerage in America. Allen Tate’s leadership team, known for its market expertise and community commitment, remains firmly at the helm, ensuring local decision-making stays local.

Gary Scott, President of Howard Hanna Allen Tate Real Estate, sees this as a win for both agents and clients. “The vision and experience of our leadership team will continue to guide us to even greater success as we embark on this next chapter in setting the standard for exceptional real estate service in the Carolinas.”

The rebrand opens the door for agents to tap into Howard Hanna’s full suite of proprietary tools and programs; from enhanced marketing platforms and mortgage services to signature offerings like the 100% Money Back Guarantee and Buy Before You Sell program. These resources add even more firepower to an already dominant regional brand.

True to Allen Tate’s long-standing tradition of community giving, the launch is also a moment to give back. Howard Hanna marked the occasion by donating $10,000 each to Levine Children’s Hospital in Charlotte and Duke Children’s Hospital & Health Center in Raleigh/Durham, officially establishing the Howard Hanna Children’s Free Care Fund in the Carolinas.

“The Carolinas have always been a cornerstone of our long-term vision,” Hanna said. “Uniting under one brand allows us to unlock new potential, helping more agents grow their businesses and more families sell their homes with confidence across our 13-state footprint.”

With over 500 offices and 15,000 professionals across 13 states, Howard Hanna blends deep local roots with unmatched national strength. In the Carolinas, that combination is set to deliver something rare: the comfort of a trusted local brand, now backed by the scale and innovation of a national leader.