Want to know a secret?

Lucky Town Real Estate Co. was supposed to be ROOST Real Estate Co.  Here’s the story of ROOST, and how ROOST became both ROOST and Lucky Town.

‘Zillow’ Was Already Taken

When we first launched ROOST Real Estate Co. in Springfield, Ohio in January of 2014, people would ask me “How did you come up with the name ROOST?”  I would jokingly reply that “Zillow was already taken”, and to a huge degree that is true. 

Here’s How It Happened

I had a pretty good idea of what I thought a real estate company should look like.  By 2013 had been in the business for almost 13 years.  I had been an agent at a successful local firm in 2001 and 2002 and became a RE/MAX franchisee in 2003.  After the downturn in 2008 I associated my team again with the same local firm and in 2012 began researching new opportunities including other franchises.

Nothing Felt Right

It became clear to me pretty quickly that none of the companies I met with were the right fit for me.  People I trusted urged me to create my own company but the last thing I wanted was just another local ‘Mom and Pop’ brokerage.  If I was going to do this, I wanted to create a business that was both scalable and sustainable.  In other words, I wanted to be able to grow the business, and, I wanted it to succeed regardless of the inevitable ups and downs of the industry.

I Met A Designer That Saw My Vision

In early 2013 I met Andy Hayes who has a business called Hucklebuck Design.  I had seen Andy’s work around town and I really liked his artistic sensibility.  Andy and I began a dialogue that spring that resulted in a set of brand ‘guidelines’ that really reflected a company I could get excited about.  The colors, the font, the core brand values of smart, passionate, supportive, approachable, and a clear understanding where a company like ours would fit in the industry all fell into place.

What We Needed Was A Name

Now you might think that would be the easy part.  It was not.  Andy and I generated literally hundreds of names.  At one point I even conducted a naming contest online.  For every name we liked however, we had to run through three filters.  The first was a simple Google search to see if the name was already in use.  The second was trying to figure out if the Ohio Division of Real Estate would allow us to license the name.  The third was doing a trademark search to see if the name could be trademarked.


After weeks of deliberation we settled on ROOST Real Estate Co.  The selection was a result of a process of elimination.  However, I soon got excited about the name because I believe it accurately reflects something just a little bit different in the industry and in my opinion, is a lot more fun.

But Not So Fast

Fast forward to Spring of 2015 and I find out that we cannot trademark ROOST Real Estate Co. in all 50 states.  Other people had previously trademarked versions of the name both in and out of the real estate business.  At this point we were up and running in Ohio and newly licensed in Florida but that was no help from a legal perspective when it came to selling franchises.

Then I Got Lucky

After a few additional weeks of brainstorming I came up with the name Lucky Town.  This time however, before I got too excited, I consulted with an experienced trademark attorney to help me navigate the process of securing a mark.  To my surprise, the words ‘Lucky Town’ were available and we secured a trademark in the United States in 2016.

ROOST and Lucky – Twin Sons Of Different Mothers

So, Andy Hayes went back to work and created a logo and set of brand guidelines for Lucky Town Real Estate Co. that mirrored the same for ROOST Real Estate Co.  Other companies have had to take similar approaches.  The fast food restaurant brands Hardee’s and Carl’s Jr are a good example. 

ROOST Real Estate Co. may have been first, but I really like Lucky Town Real Estate Co™.

Real Estate Brands Ltd

I set up a company called Real Estate Brands Ltd (REBL for short) that is the franchise entity for Lucky Town Real Estate Co.  My team and I continue to operate company-owned ROOST Real Estate Co. offices in Ohio, TN and Florida.  We are always open to acquisition opportunities and / or equity partnerships in the markets where ROOST operates.  Lucky Town Real Estate Co. is our vehicle for future growth through franchising.

Care To Learn More About Our Company?

  • Try the new Broker Profitability Partnership Mindset Scorecard. Score yourself on the eight mindsets that are either growing or slowing your business right now. www.ProfitabilityScorecard.com  
  • Fill out the form below for a FREE download of my book A Realtor’s Guide to Mad Market Making Skills – The Eight Mindsets That Make The Difference Between Simply Surviving And Creating A Real Estate Business That Works For You

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This franchising information is not intended as an offer to sell a franchise or the solicitation of an offer to buy a franchise. Certain states regulate the offer and sale of franchises. If you are a resident of one of these states we will not offer or sell you a franchise unless and until we have complied with the applicable presale filing, registration, and disclosure requirements in your state.

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