HomeServices of America Reshapes Real Estate with In-House Mortgage Servicing

HomeServices of America is poised to reshape the real estate experience by incorporating in-house mortgage servicing through its subsidiary, Prosperity Home Mortgage, LLC.

This strategic move is a cornerstone of the OnePoint strategy, designed to streamline and enhance the consumer experience across the entire real estate transaction. By integrating services such as home search, brokerage, mortgage origination, and now servicing, as well as title, escrow, and insurance, HomeServices of America aims to provide a comprehensive and seamless journey for homebuyers and home sellers alike.

Advancing Client Relationships Through In-House Servicing

Prosperity Home Mortgage has previously made a mark with its significant annual mortgage originations, amounting to nearly $9 billion. Traditionally, the company sold most servicing rights after closing. This new in-house servicing capability is intended to transform that model, enabling them to maintain long-term customer relationships that extend beyond the initial transaction. This approach seeks to minimize the disruption caused by switching service providers after a loan closes, allowing for continuity in the client relationship.

Chris Kelly, president and CEO of HomeServices of America, emphasized the importance of this development in protecting the ongoing relationship between clients and real estate agents. By reducing post-closing handoffs, clients benefit from a consistent touchpoint within the real estate network, bolstered by familiar and trusted professionals. This shift aligns with a broader industry trend where real estate firms are internalizing more transaction-related processes to strengthen client loyalty and engagement.

Industry Trends and Implications for Real Estate Professionals

This strategic expansion by HomeServices reflects a significant trend within the real estate sector: the move toward holistic service delivery. Real estate companies are investing in infrastructure that consolidates consumer interactions within a single network, aiming to ensure smoother transitions for future transactions, such as refinancing or relocating. The ability to keep servicing in-house offers a consistent and branded customer experience that aligns with the company’s overarching goals.

As the industry continues to evolve, real estate professionals are encouraged to adapt by focusing on nurturing long-term client relationships supported by technology. Although technology plays a critical role, the emphasis remains on maintaining human interactions. According to company insights, the majority of homebuyers prefer a process facilitated by experienced professionals rather than automated systems.

By fostering stronger connections with homeowners, Prosperity Home Mortgage enhances the ability to anticipate future sales and refinancing opportunities. This comprehensive approach aligns with the company’s commitment to providing an enduring client experience that prioritizes personal interactions enhanced by technological tools.