RISMedia's Real Estate Magazine

AUG 2013

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.

Issue link: http://remag.rismedia.com/i/145831

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8Trending: Rising Home Prices, Increasing Equity S What's in a Name? E ffective branding has always been an important 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 allimportant consumer recognition and loyalty. That's what makes the offcial launch of the Berkshire Hathaway HomeServices brand such a big deal. Perhaps enacting one of the most signifcant branding coups to date, the brokerage network—operated by HSF Affliates— 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 Affliates CEO Earl Lee in this month's cover story (page 66). "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, 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 frms became the frst 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 Leeann Iacino, COO, Prudential California Realty. Hear more from Iacino and some of the brand's other early adopters on page 69. Gearing Up for a Big Debut Enthusiasm Mounts as the Berkshire Hathaway HomeServices Brand Comes to Life We wish Earl Lee, Stephen Phillips, Ron Peltier and all new Berkshire Hathaway HomeServices affliates 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. Berkshire Hathaway HomeServices President Stephen Phillips and HSF Affliates LLC CEO Earl Lee unveil the BHHS branding. John E. Featherston CEO & Publisher

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