Photo courtesy of Herrick Lutts Realty Partners

Beverly-based Herrick Lutts is leaving Keller Williams after a 19-year affiliation.

The residential and commercial brokerage will be rebranding as an independent firm as of today, the company said in an announcement.

The move was motivated by a desire to take the agency “in a different direction.”

“The franchise brands bring a lot of high tech amenities and automation to the industry,” founding partner Paul Herrick said in a statement. “However, for all of the advantages and innovations that automation and tech bring, that cannot take the place of personalized service.”

Herrick and fellow partners Peter Lutts and Nick Zolotas will continue to run the company, to be known going forward as Herrick Lutts Realty Partners. The current team of agents affiliated with Herrick Lutts will also stay with the agency and it will continue to operate from its Briscoe Street office.

In a statement, Herrick described the split as “amicable” and criticized automated client communication tools used by many brokerages in the real estate industry.

“Automated responses cannot tell a buyer about the school system in the community where they want to live,” he said. We know the marketing strategies and positioning that works, and we will put our years of knowledge and experience to work for each client we serve.”

An open house is planned to celebrate and publicize the company’s new brand later in the year once COVID-19 restrictions are lifted.