Herrick Lutts Realty Partners to re-brand as independent agency, to part ways with Keller Williams


BEVERLY, MA–Real estate agency Herrick Lutts Realty Partners, an established commercial and residential real estate firm which  has served the North Shore for over 25 years, has re-branded itself as an independent agency effective February 1.

Paul Herrick, founding partner at Herrick Lutts, said that he and partners Peter Lutts and Nick Zolotas will part ways with Keller Williams after a 19-year affiliation, so that their agency can move forward in a different direction.

Because of the split, which Herrick termed amicable, the agency will drop the “KW,” re-design its logo, and be known simply as Herrick Lutts Realty Partners. All of the present team, partners and agents alike, will remain with Herrick Lutts Realty Partners, and the agency will continue to operate from its current location at 5 Briscoe Street, Beverly.

“The franchise brands bring a lot of high tech amenities and automation to the industry,” Herrick said, adding, “However, for all of the advantages and innovations that automation and tech bring, that cannot take the place of personalized service.”

He said, “We believe in having the latest technological tools but we have built our business on the belief that clients also want the more personalized service model. We will provide the best of both to our clients.”

The team will continue to focus on long term relationships and being a full service brokerage and advisory firm. “We have set our sights on building a client-focused model, a team approach to solving problems, and creating winning strategies.”

He said, “Many agencies generate impersonal emails and computer-generated notes to appear handwritten. That’s not our style. Automation can save time and money but there is no substitute for genuine market knowledge.” Herrick notes that the partners all hail from the North Shore, are involved in the communities where they live and work, and know the market like no one else does. “Automated responses cannot tell a buyer about the school system in the community where they want to live,” for example. “We know the marketing strategies and positioning that works, and we will put our years of knowledge and experience to work for each client we serve.”

Herrick said that the agency has some ambitious marketing and outreach initiatives that they will unveil over the next few months. He said that they are looking at hosting an Open House to celebrate the new brand later in the year when the COVID restrictions are lifted.