DIRT. Dig in!
When we needed the new brokerage DIRT, we debated the negative connotations of DIRT, and the word play that might come from it. A quick google of 'dirt' and you will find https://www.dirt.com - a luxury real estate blog. We liked their work, focused and celebrity studded. The wiki https://en.wikipedia.org/wiki/Dirt for 'DIRT' refers to "Dirt is unclean matter, especially when in contact with a person's clothes, skin or possessions. In such case they are said to become dirty."