Howard Hanna Introduces HannaList (Powered by Ocusell), a Strategic Listing Model Designed to Modernize How Homes Enter the Market

PITTSBURGH, Pa. — Howard Hanna Real Estate Services today announced HannaList, a
brokerage-owned strategic listing initiative designed to help sellers launch their homes more
strategically in today’s housing market. The initiative, which will begin rolling out in select
markets in early April, gives sellers the ability to gauge early buyer demand and build
momentum before full national listing exposure.

As real estate search has shifted to real-time alerts and instant online distribution, the first
moments a listing appears can significantly influence pricing power and buyer competition.
With more than 500 offices and one of the largest networks of agents and buyers in the country,
Howard Hanna is uniquely positioned to introduce listings through its own buyer ecosystem
before broader distribution. This allows sellers to gain real market intelligence at the earliest
stage of market exposure.

“This is about strategy and consumer choice,” said Howard W. “Hoby” Hanna IV, Chief
Executive Officer of Howard Hanna Real Estate Services. “Sellers deserve more flexibility in
how their homes enter the market. HannaList gives them the ability to understand buyer demand,
refine positioning and build momentum before the listing is broadly distributed across the
market.”

Many homeowners face challenges when listings linger on the market, which can weaken
negotiating power and disrupt daily routines through repeated showings and privacy concerns. To
address this, the company created a structured early-access phase within its brokerage network
before broader market amplification.
Participation in the phased launch approach remains a seller decision. Howard Hanna agents use
data-driven insights and technology to guide clients through their options, but sellers ultimately
determine whether to phase their introduction or enter the market immediately through
traditional MLS exposure.

“Howard Hanna is taking a thoughtful, technology-enabled approach to how listings are
introduced to the market,” said Hayden Rieveschl, founder and CEO of Ocusell. “When
structured sequencing is paired with brokerage expertise and MLS policy, it allows agents and
sellers to make more informed decisions while still ensuring full market exposure.”
The initiative was developed in alignment with MLS policies and in collaboration with regional
MLS partners, including MLS Now and West Penn Multi-List.

“MLS Now values innovation that works within established MLS policy and supports
transparency for consumers,” said Garry Marsoubian, president and CEO of MLS Now.
“Howard Hanna’s approach shows how brokerages can introduce new strategies while
continuing to operate within Clear Cooperation and the broader MLS framework.”
The initiative reflects a shift away from one-size-fits-all listing exposure to a more modern
launch framework that allows agents to adapt strategy based on buyer behavior, market
conditions and seller preferences.

As the largest privately held real estate brokerage in the United States, Howard Hanna operates
across 15 states with thousands of agents and a significant network of active buyers.

“This isn’t about limiting exposure,” Hanna added. “It’s about launching with strategy. We build
momentum first and then amplify broadly.”

Evolving consumer search behavior and real-time listing alerts have fundamentally reshaped
how quickly homes gain traction once they enter the market. Hanna said that shift is forcing
brokerages to think more strategically about how listings are introduced.
Howard Hanna will expand HannaList into additional markets throughout 2026 as part of the
company’s continued investment in innovation and its broader vision for modernizing how
listings are introduced and guided in an increasingly digital housing market.

About Howard Hanna Real Estate Services
Howard Hanna Real Estate Services proudly provides real estate, mortgage, title, and insurance
services across 15 states. As the largest family-owned and operated real estate brokerage in the
United States, Howard Hanna operates more than 500 offices with approximately 15,000 sales
associates and staff. The company’s proprietary Hanna Success System helps its agents achieve
53% more business than agents at the top 1,000 brokerages nationally. Learn more at
www.HowardHanna.com.