Warren Buffett’s brand-new real estate franchise brand, Berkshire Hathaway HomeServices, has the strongest brand equity of the real estate brands, according to a Harris Poll consumer survey.

The 2014 Harris Poll EquiTrend ranked brands in dozens of industries by how powerfully consumers connect with them based on a survey of more than 41,000 Americans over the age of 15 conducted between Jan. 3 and Jan. 31. The survey gauged consumers’ emotional connection to brands, their awareness and familiarity of them and the influence they may have on them.

Based upon a “pure ranking” of a sample of real estate brands, Berkshire Hathaway HomeServices came out with the highest numerical “equity score” among real estate brands in the Harris Poll survey.

San Diego-based Prudential California Realty became the first brokerage to make the transition to the Berkshire Hathaway HomeServices brand in September, and more than 70 brokerages have committed to the network to date.

The other real estate brands to rank high in the poll’s “Real Estate Agency” category were, in order: Century 21 Real Estate, Better Homes and Gardens Real Estate, Keller Williams Realty and Prudential Real Estate.

Brands that fell below average in the real estate category were, in alphabetical order: Coldwell Banker Real Estate, ERA Real Estate, Re/Max, Sotheby’s International Realty and Weichert Realtors.

Berkshire Hathaway affiliate HomeServices of America created Berkshire Hathaway HomeServices after taking a majority stake in the Prudential Real Estate and Real Living brands from Brookfield Asset Management in October 2012.

The new brand was built, in part, to accommodate firms affiliated with Prudential Real Estate, which is slated to fade away when the last rights expire to it in the late 2020s under the terms of Brookfield’s 2011 purchase of the brand.

Berkshire Hathaway HomeServices is operated by HSF Affiliates LLC — a joint venture between majority owner HomeServices and Brookfield that manages the Berkshire Hathaway HomeServices, Prudential Real Estate and Real Living brands.

Show Comments Hide Comments
Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription