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Quicken Loans affiliate rebranded under Rocket name

In-House Realty becomes Rocket Homes to better align with sister companies

In-House Realty, a subsidiary of fintech giant and owner of Quicken Loans, Rock Holdings, just rebranded to “better align with sister companies.”

According its statement, In-House Realty will now be known as Rocket Homes, sporting a logo almost identical to the Rocket Mortgage logo. This rebrand is a big vote of confidence in Quicken Loans and the Rocket Mortgage brand, showing Rock Holdings' faith in its fintech division's future.

"For more than a decade, we've worked tirelessly to build one of the country's largest real estate referral networks. Rebranding to Rocket Homes highlights our growth and evolution, as we are continuing to invest in a fintech-driven future," CEO of Rocket Homes Doug Seabolt said in a statement.

"Not only is Rocket Homes infusing technology into the home buying and selling process, we are also partnering with Rocket Mortgage to create a more seamless, streamlined experience for our clients," he added.

Along with the rebrand, Rocket Homes launched a new website fashioned and furnished in accordance with consumer feedback to accommodate a home search function with traditional data along with neighborhood information and market trends.

Right now, the home search feature is only available in Michigan, but as the rebrand percolates, the search function will become available in 10 other states by the end of 2018 and will be nationwide by mid-2019.

A brand on the move and in a hurry, Rock Holdings has been extremely active in the mergers and acquisitions department over the last couple of years, adding four fintech companies to its cache of subsidiaries in the last two years, the most recent of which was ForSaleByOwner.com, a DIY seller's site, in May 2018. Last year, Rock Holdings acquired LowerMyBills and ClassesUSA, two of the nation's leading online marketing service providers, in addition to its second-most recent fintech acquisition, OpenHouse Realty's technology group and proprietary tech platform.

 

 

 

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