Saturday, April 17, 2021

Prudential Florida Realty joins Berkshire Hathaway HomeServices



By Noelle H. Lowery

It’s official. In October, Prudential Florida Realty’s 39 locations and 1,340 sales professionals — including those on Marco Island — will begin operating under the flag of Berkshire Hathaway HomeServices Florida Realty. Berkshire Hathaway HomeServices is the new real estate brokerage franchise network managed by Irvine, CA-based HSF Affiliates LLC.

“This is a rebranding,” explains Rei Mesa, President and CEO of Sunrise, FL-based Prudential Florida Realty. “We are the very first (in Florida) to sign the brokerage agreement and go through the rebranding process.”

Nationally, eight other Prudential brokerages will join Berkshire Hathaway HomeServices at the same time as Prudential Florida Realty, including Prudential California Realty, San Diego, CA; Prudential Carolinas Realty (with Prudential York Simpson Underwood Realty and Prudential Yost & Little Realty); Prudential Connecticut Realty, Wallingford, CT; Prudential First Realty, West Des Moines, Iowa; Prudential Georgia Realty, Roswell, GA; Prudential KC Realty, Leawood, Kansas City, MO; Prudential Northwest Properties, Portland, OR; and Prudential Northwest Realty Associates, Seattle, WA.

To be sure, the addition of Prudential Florida Realty to Berkshire Hathaway HomeServices is significant for a number of reasons. Berkshire Hathaway gets to incorporate the sales expertise and local market knowledge of Prudential’s No. 1 affiliate in Florida, which also ranks fifth in Prudential’s national network and 36th in the industry for sales volume. The full-service brokerage has been blazing the trail in the Sunshine State since 1999 in markets stretching from Miami to Orlando to Naples and Tampa.

“The company is a thriver, one of the real estate heart beats of Florida,” says Kevin Ostler, Communications Manager for HSF Affiliates LLC.

For Prudential Florida Realty, the rebranding provides its offices and sales professionals access to one of the most well-known and trusted brands in the finance world — Warren Buffett’s Berkshire Hathaway. In Florida real estate markets where the wealthy and affluent are active, the name alone speak volumes.

“We truly believe branding is important to consumers and associates. Consumers are attracted to brands,” Mesa says. “This is a once in a lifetime opportunity. Just think of everything it stands for: integrity, success, professionalism, long-term focus. The Berkshire Hathaway brand is recognized, and it is recognized for all of the right reasons.”

According to Ostler and Mesa, it will be business as usual for Prudential Florida Realty’s network, only better. “There will be new yard signs, new resources, new real estate tools all connected with a supercharged brand,” notes Ostler.

Over the next 80 days, Prudential Florida Realty will be promoting the brand change with the “coming soon” theme in print, through social media and on the Internet. Mesa and his leadership team launched the campaign with a two-week “Coming Soon Road Tour,” meeting with sales professionals across the state to introduce the new brand.

“I believe this has the potential to be a game changer,” adds Mesa. “It will enhance and upgrade our current stature.”

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