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DALLAS-After more than two decades operating under Roger Staubach’s name, Staubach Real Estate Services is now working under the name SRS Real Estate Partners. The name change, effective as of Jan. 22, came about to avoid further branding confusion.

“Last June, when Staubach merged with JLL, there were some questions as to did we merge with them, did we not merge with them,” SRS Real Estate Partners president and CEO Clay Smith tells GlobeSt.com. “We came to the decision a couple of months ago that we needed to do something to create our own independent identity because the market was confused as to who we were.”

Neither Staubach Retail or Cypress Equities, the Staubach-affiliated acquisition and development arm, were part of the merger with Chicago-based Jones Lang LaSalle Inc.

Smith goes on to say that SRS was selected for the new name because it was an acronym used internally for many years. The company services provided won’t change, and will continue to focus on user presentation, project leasing, land brokerage, investments sales and real estate administration in retail real estate.

The name change will also come with a new logo and visual component. Smith says at this point, all the corporate letterhead is sporting the new identity, but the entire rebranding period will likely take several months.

As part of the change, Chris Maguire has stepped down as CEO of the company, though continues to serve on the SRS Real Estate Partners Board of Director and is an equity holder in the firm. Maguire also remains CEO of Cypress Equities, the acquisition and development arm of SRS Real Estate Partners. Both companies will relocate to new offices later this year.

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