December 16, 2017

What’s In A Name

Real Estate Magazine Art Tatta “Effective branding has always been a cornerstone of the real estate business.  From the local independent firm to the national franchisor, real estate leaders of all shapes and sizes strive to maximize their brand and thereby create that all important consumer recognition and loyalty.

That’s what makes the official launch of the Berkshire Hathaway HomeServices such a big deal.  Perhaps enacting one of the most significant branding coups to date, the brokerage network- operated by HSF affiliates- is banking on the power of Warren Buffet’s Berkshire Hathaway name to bring the concept of real estate branding to a whole new level.

“The Berkshire Hathaway Homeservices brand is not only a brand that’s very fresh, it’s also associated with being a very smart brand”, says longtime Prudential President turned HSF Affiliates CEO Earl Lee in this month’s cover story [in Real Estate Magazine].  “One reason the real estate industry is so excited is because it brings a whole new level of awareness into the real estate business.  When one of the world’s most respected companies puts its name on a real estate sign I think it means something.  I think the aura around the branding is driving a lot of the enthusiasm.”

And as I write this, that enthusiasm is palpable.  At press time, some nine Prudential firms became the first to join the Berkshire Hathaway Homeservices brand, including such powerhouses as Prudential Connecticut, Prudential Georgia, Prudential California, and Prudential Florida.  “The Berkshire Hathaway name has a high level of respect, integrity, and admiration throughout the world, not just in the U.S., and we couldn’t have picked a better name to convert to,” says Leanne Iacino, COO, Prudential California Reality.

We wish Earl Lee, Stephen Phillips, Ron Peltier, and all new Berkshire Hathaway Homeservices all the best as they make their mark in this new era of real estate.  Their journey will be an exciting one to watch and one that raises the value and reputation of the real estate business as a whole.”

-John E. Featherston

CEO & Publisher of Real Estate Magazine