Starting this summer, Prudential Alliance, Realtors, will become Berkshire Hathaway HomeServices Alliance Real Estate, co-owned by Andrea Lawrence, CEO; Kevin Goffstein, president; and Bob Bax, executive VP.
"We've been with the Prudential Real Estate network for more than 20 years; and in the last year-and-a-half, that network was sold," explains Lawrence. "In the course of time starting from last fall, all the Prudential brokers will have the opportunity to move to this new brand."
Bax notes that the 26th annual Harris Poll EquiTrend study named Berkshire Hathaway HomeServices the Real Estate Agency Brand of the Year. "The power of the brand is a definite benefit for our sellers and buyers," he says.
Will this rebranding bring anything else new for clients? "We think this will be a great opportunity for clients to work with a company that has the name recognition and resources of Berkshire Hathaway," Lawrence says. "We think it's a company that is really leading the way in the real estate industry. For consumers, it means more recognition, more market share and more opportunities to have their home sold."
It also means more services. "We've already reached an agreement with a new home warranty company that has a superior product for our clients; [and] signed an agreement with a technology company to do our website [with a new] client-relation management program—all stemming from the affiliation of Berkshire Hathaway HomeServices," Bax says.
"We felt like it was important for our company to stay on the cutting edge… And we felt like Berkshire Hathaway HomeServices was the place to be for that," Lawrence adds.
Berkshire Hathaway HomeServices features a Luxury Collection Program, which Bax says includes special marketing and more for its upscale properties.
In the market for your own luxurious home? The five bedroom, four bathroom, Wildwood home pictured on the cover features a two-story great room, see-through fireplace, four-car garage and more high-end additions, Lawrence notes. "It's a very beautiful upscale stone residence—it almost has the look of a castle."