HomeLife’s First Franchisee in O.C. to Be in Mission Viejo

HomeLife U.S. Realty Services Inc., which opened its corporate headquarters here in June, says it has signed up its first Orange County franchisee.

The office will be in Mission Viejo and the owner has told HomeLife he expects to open for business by early December. HomeLife officials said they cannot identify the franchise owner because he still works as an agent for a competing chain.

HomeLife’s initial California franchise opened Sept. 13 in Granada Hills. Its first U.S. franchise was opened in August in Sarasota, Fla.

HomeLife U.S. Realty is an affiliate of a major Canadian residential realty chain--HomeLife Canada Realty Services Inc.--which was started in Canada in 1985 and has more than 5,000 affiliated agents throughout that country, said Andrew Cimerman, founder and president.

Although its corporate offices remain in Toronto, Cimerman has fled the northern climes for what he calls the company’s international headquarters--HomeLife U.S. in Newport Beach.

The company’s strategy is to sell low-cost franchises to real estate professionals who target the corporate relocation market, a part of the residential business that remains fairly strong even in a recession.

HomeLife agents can also hook into a network of affiliated companies to offer clients access to home mortgages, home improvement loans and discounted rates for moving services and home inspections, Cimerman said.