Last updated: October 30, 2026 · By Leo Robles, founder of Let's Grow Movement, brokered by eXp Realty
Short answer: No, in most cases you keep the brand you built when you switch brokerages: your name, reputation, website, social accounts, reviews on profiles you own and your client relationships go with you. What changes is mostly the brokerage disclosure on your marketing (your new broker's name and your license number where your state requires them), so a move usually means updating your materials, not starting over.
"I would not make a move after decades of branding" is one of the most common things established agents say when they think about switching. It is a fair worry. Below: the difference between your brand and your brokerage's disclosure, what stays with you and what changes, what eXp says about agent branding, the state rules that still apply, a keep-your-brand checklist, and when staying put is the right call. For every guide, start at the Let's Grow Hub.
Most of what you built over the years is your personal brand: your name, your reputation, the people who call you and the way you show up online. The brokerage part is mostly a required disclosure that tells the public who your broker is. When you switch, the disclosure changes. The brand people know you by does not have to.
| Your personal brand (usually yours to keep) | Your brokerage disclosure (changes when you move) |
|---|---|
| Your name, photo, logo and tagline | Your broker's name on ads, signs, cards and email signatures |
| Your website and domain, if they are registered to you | Brokerage name and license details in your website footer |
| Your social media accounts and handles, if you set them up yourself | Brokerage disclosure in your social profiles and ads |
| Your past-client list and relationships (check your current agreement) | Your MLS, board and portal profiles |
| Reviews on profiles you own, like your own Google Business Profile | Brokerage logo, sign panels and approved templates |
The big question for each item is simple: is it registered to you, or to your brokerage? Things in your name usually go with you. Things in the brokerage's name, or covered by your agreement, need a plan.
| Item | Usually stays with you? | What to check or update |
|---|---|---|
| Your name and reputation | Yes | Nothing. This is the brand people hire. |
| Website and domain | Yes, if registered in your name | Update the brokerage disclosure in the footer and on contact pages |
| Social media accounts | Yes, if you own the login | Update bios, profile disclosures and any ad accounts |
| Phone number and email address | Yes, if the account is yours | Brokerage-issued email addresses usually stay with the brokerage, so move clients to your own address early |
| Past-client list | Usually, if it is your own work | Read your current agreement for who owns leads the brokerage gave you |
| Reviews | Yes, on profiles you own | Reviews on a brokerage's website or brokerage-owned profile usually stay there |
| Active listings and pending deals | Not automatically | Listings are usually the broker's contracts. Agree on each one with both brokers before you give notice |
| Signs, cards and printed pieces | No, they need new disclosures | Reorder with your new broker's name and approvals |
Tip: keep any brokerage name out of your personal domain and social handles, so your brand never has to be renamed if you move again.
eXp Realty's public brand toolkit says, "At eXp, we don’t just allow agents to build their own brands—we champion it." eXp also describes its brand toolkit as a way to create "a brand that’s authentically you, while still aligning with" the brokerage (eXp toolkits). Here is what eXp publishes about approvals:
| What you want to do | What eXp says | Source |
|---|---|---|
| Use your own brand | eXp says it champions agents building their own brands | eXp Brand & Marketing Toolkit |
| Custom-designed marketing or co-branded pieces | Seek approval from your state broker | eXp Brand & Marketing Toolkit |
| Use the eXp logo in large print runs or merchandise | Seek approval from your state broker | eXp Brand & Marketing Toolkit |
| Use the eXp logo | No color shifts, distortions or effects on the logo | eXp Brand & Marketing Toolkit |
| Order business cards and yard signs | They must be approved by your state broker before you order and use them | eXp knowledge base: custom logo and branding guidelines |
Brand rules can change, and the details of how your logo and eXp's logo sit together are set by eXp's current guidelines. Confirm the current guidelines with your sponsor and your state broker before you print or post anything.
Every state sets its own rules for how agents advertise, and they apply at any brokerage. In California, the Department of Real Estate (DRE) says:
Outside California, check your state real estate regulator's advertising rules, and ask your new broker how they apply them.
Use this alongside the full step-by-step guide on how to switch real estate brokerages.
Switching is not right for everyone. Be honest with yourself about these:
The risk management fee is $60 per deal, capped at $750 a year. After you cap, you pay $250 per deal for 20 deals, then $75 per deal. Team caps vary by team; ask your sponsor. For eXp's split, cap and other fees, read eXp Realty fees and cap and the balanced take in eXp Realty pros and cons.
Let's Grow Movement is led by Leo Robles, who has about 20 years in sales and real estate leadership. LGM is a large, active agent community, and there is no fee to join Let's Grow Movement.
Leo's Google Business Profile shows a 5.0 rating from 187 reviews (checked Oct 24, 2026). A few, quoted as written:
“Leo is an exceptional leader and true innovator in real estate. He’s always finding creative ways to help agents grow.”
— Jaqueline P., Google review
“His knowledge of marketing, AI tools, and real estate growth strategies is next level.”
— Veronica H., Google review
“Thank you, Leo, for all the valuable information and support you’ve brought to this community!”
— Alvaro L., Google review
“I’ve learned so much valuable information from him — not just about real estate and business, but also about how to think bigger and operate at a higher level.”
— Kinana A., Google review
Usually not. Your name, reputation, website, social accounts, reviews on profiles you own and client relationships stay with you. What changes is mostly the brokerage disclosure on your marketing, such as your new broker's name and your license number where your state requires them.
eXp's Brand and Marketing Toolkit says eXp doesn't just allow agents to build their own brands, it champions it. Custom-designed marketing and co-branded pieces need approval from your state broker, and eXp says business cards and yard signs must be approved by your state broker before you order them. Confirm the current guidelines with your sponsor and state broker before you print anything.
Update the brokerage name and any required license details on your website, email signature, social profiles, business cards, signs, flyers and ads, plus your MLS and portal profiles. In California, first-contact materials like business cards, flyers, ads, emails and signs must show your name, your license number and your responsible broker's identity.
Yes, if they are registered to you and not to your current brokerage. Update the brokerage disclosure in your footer and profiles. If an account is in your brokerage's name, ask to transfer it, or start moving clients to an account you own before you give notice.
Not automatically. Listings are usually the broker's contracts. Agree on how each listing and pending deal will be handled with both brokers before you give notice.
It depends on your state and how you join. In California, if you advertise under a team name, it must include a team member's last name plus 'team,' 'group' or 'associates,' it can't suggest a separate brokerage, and your broker's name must be shown as prominently as the team name. If your company name is the brand, talk it through with the new broker before you decide.
No. There is no fee to join Let's Grow Movement. You can book a free discovery call with Leo Robles and bring your brand checklist.
Sources checked Oct 30, 2026: eXp's Brand & Marketing Toolkit (join.exprealty.com/brand), eXp's toolkits page (landing.exprealty.com/toolkits) and the eXp knowledge base page on custom logo and branding guidelines; California DRE form RE 559 (License Disclosure Requirements for Advertising, Rev. 5/19) and the DRE team name FAQs (rev. Dec 2021); Leo Robles's Google Business Profile reviews (collected Oct 24, 2026). The risk management and post-cap fee figures and Let's Grow Movement details are from Leo Robles. This page is general information, not legal advice. Rules and policies change, so verify with your broker and your state regulator before you decide.