EVES Waikato to Rebrand Under Bayleys Banner in Strategic Market Consolidation

EVES Real Estate’s operations across Hamilton and the broader Waikato region will undergo a significant transformation, with the residential agency set to fully rebrand under the Bayleys name.

The transition begins 1 May, marking a decisive move to streamline operations under a single, nationally recognised brand.

Initially, EVES’ residential sales division will shift to the Bayleys identity, with the property management arm following from 1 June. The integration will bring together all 12 EVES branches under the Bayleys banner, providing end-to-end property services across residential, commercial, country and lifestyle segments.

Bayleys, renowned for its strength in commercial and lifestyle property, will now bolster its residential footprint in one of New Zealand’s most dynamic and fiercely contested real estate markets.

Stephen Shale, Bayleys Director of Business Development, will continue in his executive role and as a director of Realty Group – the parent company overseeing both the EVES and Bayleys brands in Waikato.

“Hamilton is a key strategic growth market for us. It’s one of New Zealand’s fastest-growing cities and also one of the most competitive,” said Heath Young, CEO of Realty Group.

“This move allows us to focus our efforts, consolidate our resources, and execute a more unified market strategy under the Bayleys name.”

According to Shale, the consolidation is not just about brand alignment – it’s about elevating service delivery. “Bringing our two residential teams together gives us an unparalleled consistency across the region.

We’re creating a single touchpoint for clients, with a full-service offering across all major property categories.”

EVES’ former General Manager, Sean Foster, will step into a new role as Regional Manager for Bayleys Waikato. Foster said the decision to retire the dual-brand approach followed careful strategic consideration.

“We had robust internal discussions about whether to maintain a two-brand strategy, but ultimately, it was clear that unifying under the Bayleys brand would allow us to compete more effectively in a nuanced and highly competitive market like Hamilton,” he said.

Foster noted the group’s long-term focus is to significantly grow market share in the Hamilton residential sector over the next five years.

“There’s a real opportunity here to enhance the value we bring to clients, and our salespeople are energised by what this rebrand represents – greater reach, stronger brand equity, and operational efficiency.”

Operationally, the transition will be seamless. All offices will remain open, with no disruption to client services. The only immediate change for customers will be updated signage and branding.

As part of the transition, Bayleys will open four new offices in the region, with a fifth to launch in conjunction with the rebrand. Bayleys’ commercial and property services division will relocate to EVES’ office on Victoria Street, while residential and lifestyle operations will be based at the Ulster Street location.

“This isn’t just a name change,” added Shale. “It’s a strategic shift designed to better serve our clients, empower our teams, and position us for future growth in one of New Zealand’s most important real estate markets.