BrokerageIndustry News

Brookfield CEO: ‘business as usual’ for Prudential offices after acquisition

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Reaction to Canada-based company Brookfield Residential Property Services' $110 million purchase of Prudential Real Estate and Relocation Services has been largely positive among agents and brokers contacted by Inman News, though worries about whether Prudential affiliates will be allowed to retain the Prudential brand linger.Despite a press release stating that Prudential Real Estate brokerage affiliates will be able to continue to use the Prudential brand based on the terms of their franchise agreements, some agents and brokers contacted by Inman News said they wonder whether they will be able to keep the branding. "I don't know if my broker will keep it. In Utah County we've branded ourselves as Prudential so it would be a bad thing to lose that name and branding we've built up for so many years," said Chris Nichols, associate broker at Prudential Utah Elite Real Estate in Orem, Utah. The brokerage has about 200 agents and four offices. "The big thing for me and t...