HomeShark Becomes iOwn.com, Launches Ad Campaign

San Francisco-based online mortgage company HomeShark Inc. changed its name to iOwn Inc. and launched a new branding campaign to promote itself.

The company said the change underscores its commitment to simplifying the mortgage process by helping homebuyers and homeowners gain the knowledge and confidence to make better decisions about ownership and financing. The name, iOwn, “celebrates the satisfaction” felt by its customers when they are able to say; “Now I own my own home,” the company said.

As part of the launch, iOwn unveiled a new, multi-million dollar advertising campaign created by agency of record, San Francisco-based Citron Haligman Bedecarre EURO RSCG. The multi-market campaign launches immediately and includes online as well as print and broadcast advertising.

“Like many home buyers looking for a home that will give them room to grow, we wanted a name that would allow us to grow as a company. iOwn is a name that allows us to serve the needs of our customers with broader financial solutions,” said Ned Hoyt, president and CEO of iOwn, commenting on the new identity.