Howard Hanna to launch brokerage-owned listing platform in March

February 20, 2026 - 11:00

The real estate landscape in several key markets is poised for a significant shift as Howard Hanna Real Estate Services prepares to launch its own brokerage-owned listing platform, dubbed "the Hanna List," in March. The move signals a major strategic play by one of the nation's largest independent real estate companies.

President and CEO Howard W. "Hoby" Hanna IV framed the initiative as an enhancement for both agents and consumers, aiming to provide more control and flexibility over listing data and presentation. The platform is expected to operate alongside existing regional Multiple Listing Services (MLS), such as the prominent West Penn Multi-List, rather than fully replacing them.

Industry observers note this trend of large brokerages developing their own listing portals is growing. Proponents argue it allows for a more branded, seamless client experience and faster innovation. The Hanna List intends to offer robust property search capabilities directly to the public while giving Howard Hanna's agents advanced tools for marketing and transaction management.

The success of the venture will likely depend on widespread adoption by the company's agents and its ability to attract significant consumer traffic. Its launch next month will be closely watched as a bellwether for the evolving relationship between traditional MLS organizations and major brokerage firms.