Most top producers reach the same point. Their name brings in the business, their clients ask for them by name, and the brokerage logo on the sign starts to feel like someone else’s. The usual answer is to open a brokerage of your own. That brings the license, the compliance, the E&O, and the back office along with it.
A private-brand partnership offers another path. You keep the brand you have built, and a luxury brokerage stands behind it. Your name on the sign, ours behind the contract. Here is how it works, and how the rules change from state to state.
Two paths: our name, or your own
At Radius, partners choose how they want to show up. Some operate as a Radius agent or team, with their own name on every listing. Others register a DBA, a “doing business as” name, and operate under a brand of their own, with Radius as the brokerage behind it.
Either way, what you have built stays yours. That includes your name, your logo, your client database, your domains, your social accounts, your listing websites, and the reputation behind them all.
From conversation to launch
Setting up a private brand takes four steps:
- A private conversation. We talk through your brand and the states where you operate.
- A brand compliance review. We review your name, logo, and materials against each state’s rules.
- Registration. We guide your DBA registration in each state you serve.
- Launch under your name. Your onboarding manager moves your active listings, signs, and domains over, and your brand goes live.
DBA fees are listed alongside every other fee on Partnership terms.
What your clients see
Your brand leads on every listing, sign, and post. The flyer a buyer takes home from the open house carries your name and logo, and so does the email your sphere receives and the post on your social accounts. Each state sets its own rules for how the brokerage appears alongside your brand, and the compliance review makes sure every piece meets them.
Behind the scenes, Radius handles licensing, compliance, and transaction support. Clients get a polished experience from the listing presentation to closing, with the name they chose in front.
The rules, state by state
Each state sets its own rules for operating under a private brand. California and Texas work the same way. Florida works differently.
| State | How a private brand is set up | Who it’s for | License |
|---|---|---|---|
| California | A DBA under the Radius brokerage license, with Radius as broker of record | Agents, teams, and brokerages | CA DRE # 02051216 |
| Texas | A DBA under the Radius brokerage license, with Radius as broker of record | Agents, teams, and brokerages | TX TREC # 9015044 |
| Florida | Its own brokerage entity: a new LLC with its own E&O policy, set up alongside Radius | Established teams, by invitation | FL DBPR # CQ1068468 |
How Florida is different
In California and Texas, your brand is a name registered under the Radius license. In Florida, a private brand is set up as its own brokerage entity. That means a new LLC with its own E&O policy, operating alongside Radius rather than as a DBA under it.
Because of that, the Florida private brand is offered by invitation. It is open to established teams and reviewed case by case. If you are an individual agent in Florida, or a team that isn’t ready for its own entity yet, you can still operate under the Radius name with your name on every listing. You can then apply for a private brand when the time is right.
Some things are the same in every state. Your client database, domains, and social accounts stay with you. Florida partners also work with Kathy Rzad, Radius’s managing broker in Florida (FL BK3630871), along with the Radius transaction and compliance team, on every deal. See Radius in Florida →
Is a private brand right for you?
The model works at any size, and it looks a little different for each:
- Agents can start under the Radius name and step up to a private brand when they’re ready, or start with one. Your clients follow your name either way.
- Teams keep their structure and their leadership, and recruit under their own banner, with Radius support for every agent.
- Brokerages bring their people and their brand. Leadership stays in place, and Radius handles licensing and compliance.
Dogwood Realty, a private brand in Florida, is one example. Co-founder Elaine Samaan says that being able to offer top technology and leads, along with direct access to its founders, has given Dogwood the confidence to recruit as a team agents want to join. Read the Dogwood story →
Your name, our backing
A private brand lets you build something of your own without taking on everything a brokerage requires. In California and Texas, that means a DBA under the Radius license. In Florida, it means your own brokerage entity, set up alongside Radius for established teams. In every state, your clients, your domains, and your reputation stay yours.
See how your brand works at Radius →
If you’re weighing what’s next for your business, we’d welcome a confidential conversation. Request a private conversation.