Real estate agency Harrison Humphries has rebranded and opened a new office in Hobart

Formerly Harrison Humphries, the real estate business started in Launceston in 1984 - and 37 years later is seeing a refresh.

Now Harrison Agents, director Tom Harrison said the change was about aligning with the agency's staff and current values.

"It was a long time coming," he said.

"The business has had quite a similar brand since 1984, and it started to become less of a reflection of the team we have here, so that was the primary catalyst behind it, to create something that was a reflection of the team.

"We've got some different values now, we're far more innovative, and we needed a brand that reflected that but maintained those traditional values that we had in the past."

The new name and new look are just a part of what Mr Harrison is trying to do.

"A lot of the systems and processes remain the same, but what we're now trying to ensure is that the team are always looking to streamline processes and look at new systems, new innovations and stay at the forefront of property technology," he said.

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Marketing Manager Saan Bramich said these changes included changing from server-based to cloud-based technology, with an office renovation also in the works.

"Everyone's very mobile, which you need in this day and age, we even have staff working from Queensland," she said.

"I think at the same time, adding to that we're going to an open floorplan for staff, adding to that collaborative environment that wasn't there before as much."

"We are focused on providing that technology, workplace and flexibility so our team can focus on being their best under our brand," Mr Harrison added.

The new look comes with a new location - the business also expanding into the Hobart market, attracting established agents to the brand.

"I was looking to grow - sitting still just doesn't sit well with me," Mr Harrison said.

"The opportunity was there and I wanted to take it, which comes down to my internal feelings, feeling that we have this business in a really good position here, and as the opportunity arose for that next step I wanted to take it.

"We've got some good networks down there, and we've had the opportunity to bring on some great staff down there who we thought values aligned with our business here, so it felt like a logical progression, a new challenge."

Next on the agenda for Harrison Agents is branching out into project development, working with local developer S Group to market properties off the plan.

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