RISMedia's Real Estate Magazine

SEP 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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RISMedia's REAL ESTATE September 2018 51 At the time, Berkshire Hathaway HomeServices hadn't officially launched, but the brokerage net- work—now one of the fastest- growing in America with more than 46,000 network agents—was gear- ing up to become a brand unlike any other. Mr. Buffett's prophetic words would serve as the foundational mantra to fortify Berkshire Hatha- way HomeServices with the strong, everlasting heritage of each orga- nization—Berkshire Hathaway Inc., Berkshire Hathaway Energy and Ho- meServices of America, Inc.—that creates its namesake. "We will always find inspiration in the ideals of trust, integrity, stabil- ity and longevity, which are the core values of Berkshire Hathaway," says Gino Blefari, network president and chief executive officer. "Berkshire Hathaway HomeServices is the 'for- ever brand' because endurance is the cornerstone of our legacy." When marketing worldwide, this core values-first philosophy trans- lates into an emphasis on meaning- ful storytelling and narratives that evolve with real estate customers as they encounter life's triumphs and challenges. "Essentially, we're leveraging a new approach to value creation," says Chris Stuart, chief operating officer of Berkshire Hathaway Home- Services. "Our marketing initiatives constantly reimagine our immense brand value relative to the wants and needs of network agents and the cli- ents they serve." One impressive initiative that show- cases brand value is about 55 pages long and bound by an elegant, matte cover. Prestige magazine, Berkshire Hathaway HomeServices' luxury publication, showcases the versatil- ity of the gorgeous properties listed by network agents and provides 16 pages of engaging editorial. The brand also recently forged a content alliance with another respected name: The Wall Street Journal. Working with WSJ. Custom Studios, a unit of The Wall Street Journal's advertising department, the brokerage network created sev- eral videos in a new series called "Behind the Listing." The videos highlight the all-inclu- sive experience of a luxury property, told through the lens of high-quality storytelling: a well-known Monte- cito, Calif., philanthropist is selling her prized, custom estate; a suc- cessful Georgia businessman lists his resort-style rural mansion; and renowned architects put their chic desert oasis on the market in Las Vegas. With insightful commentary "We will always find inspiration in the ideals of trust, integrity, stability and longevity, which are the core values of Berkshire Hathaway." – GINO BLEFARI President & CEO, Berkshire Hathaway HomeServices D uring a 2013 interview held in Omaha, Neb., Warren Buffett, chairman and CEO of Berkshire Hathaway Inc., said the epon- ymous real estate brand would prosper for years to come. "Berkshire Hathaway wants to be in businesses that are en- during," he explained. "Real estate brokerages will be around 100 years from now and [Berkshire Hathaway] HomeServices will be around 100 years from now. It will always be a very important business." Prestige magazine

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