Guaranteed Rate Affinity Welcomes Marc Sokobin as Director of Sales and Market Development
Rhea-AI Summary
Guaranteed Rate Affinity (NASDAQ:HOUS) announced the appointment of Marc Sokobin as Director of Sales and Market Development on January 29, 2026. Sokobin brings over 30 years of mortgage experience and will support recruiting, mentoring, and team growth alongside loan officer Brian Scott Cohen in the New York market.
The role will leverage Guaranteed Rate Affinity's partner relationships, technology platform, and national brand to expand the Brian Scott Cohen Team's presence and production in New York.
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Key Figures
Market Reality Check
Peers on Argus
HOUS gained 3.58% while key peers like REAX (-2.4%) and HBNB (-1.08%) declined and RMAX was slightly lower, indicating this move was more stock-specific than sector-driven.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 07 | Merger approval | Positive | +17.9% | Stockholders of Compass and Anywhere overwhelmingly approved the planned merger. |
| Jan 07 | Team expansion | Positive | +17.9% | Coldwell Banker Realty’s Dawn McKenna Group expanded to Florida’s Emerald Coast. |
| Jan 07 | Market outlook report | Positive | +17.9% | Sotheby’s International Realty released a 2026 Luxury Outlook highlighting strong demand. |
| Dec 22 | Performance recognition | Positive | +0.3% | Guaranteed Rate Affinity highlighted a loan officer achieving President’s Club quickly. |
| Dec 17 | Team affiliation | Positive | -3.5% | Walters | Plaxen Group affiliated with Sotheby’s International Realty for global expansion. |
Recent HOUS headlines around mergers, brand expansion, and high-performing teams often coincided with positive price reactions, with only one divergence on otherwise constructive news.
Over the past months, HOUS has reported several growth-focused milestones. On Jan 7, 2026, shareholders overwhelmingly approved the Compass–Anywhere merger, and multiple HOUS brands highlighted luxury market strength and geographic expansion, with shares rising about 17.85%. Earlier releases in Dec 2025 showcased strong team production at Guaranteed Rate Affinity and a major luxury group affiliating with Sotheby’s International Realty, though one such positive update saw a -3.45% reaction. Today’s leadership-focused hire fits this pattern of emphasizing production, talent, and market presence.
Market Pulse Summary
This announcement centers on adding an experienced sales and market development leader to support a top-producing mortgage team in New York. It follows prior HOUS updates highlighting mergers, luxury market strength, and high-output agent groups. Together, these point to a strategy focused on talent, production, and geographic depth. Investors may watch how this hire affects team growth metrics, loan volume, and future brand-level performance updates across Guaranteed Rate Affinity and related franchises.
AI-generated analysis. Not financial advice.
Appointment supports continued growth and leadership development for one of Guaranteed Rate Affinity's high-performing teams
Sokobin brings more than 30 years of mortgage industry experience to Guaranteed Rate Affinity. He began his career as a loan originator in
In 2010, Sokobin transitioned into leadership and management roles, focusing on recruiting, mentoring, and developing loan officers. Over the course of his career, he has held management positions at several leading financial institutions, including Wells Fargo, Bank of America, and The Federal Savings Bank. In these roles, Sokobin helped cultivate talent and guide originators into becoming high producers.
"I've spent much of my career focused on developing talent and building teams that can perform at a high level over the long term," Sokobin said. "The opportunity to work alongside Brian and support a team with such a strong reputation was a major draw for me. Guaranteed Rate Affinity has the infrastructure, partnerships, and technology in place to help loan officers succeed."
At Guaranteed Rate Affinity, Sokobin will focus on recruiting, mentoring, and team development to support continued growth across the Brian Scott Cohen Team. He will leverage the company's partner relationships, technology platform, and national brand to help strengthen performance and expand the team's presence in the
"Marc brings a rare combination of production experience and leadership perspective," said Brian Scott Cohen. "He understands what it takes to build and support successful loan officers, and his focus on mentorship and recruiting will be critical as we continue to grow. We're excited to have him join the team and help take our next phase of expansion forward."
About Guaranteed Rate Affinity
Guaranteed Rate Affinity is a joint venture between Guaranteed Rate, Inc. and Anywhere Integrated Services (NYSE: HOUS), which owns some of the industry's most recognized and respected real estate brands. The innovative JV has funded over
Guaranteed Rate Affinity provides unmatched support to Anywhere brokers coast-to-coast, ensuring their customers receive fast pre-approvals, appraisals, and loan closings, creating the ability for buyers to move quickly and confidently when purchasing homes in today's competitive market. The company also provides the same services to the public and other real estate brokerage and relocation companies across the country—helping employers improve their employees' relocation experience by prioritizing customer service, digital mortgage ease, and competitive rates.
Disclosures: Guaranteed Rate owns a controlling
Visit grarate.com for more information.
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SOURCE Guaranteed Rate Affinity
FAQ
Who is Marc Sokobin and what role did he join at Guaranteed Rate Affinity (HOUS)?
How will Marc Sokobin support the Brian Scott Cohen Team in New York under HOUS?
What experience does Marc Sokobin bring to Guaranteed Rate Affinity (HOUS)?
Does the HOUS announcement indicate immediate changes to the team's operations or production targets?
What strategic resources will Marc Sokobin leverage at Guaranteed Rate Affinity (HOUS)?
