Berkshire Hathaway HomeServices brand announces first 9 affiliates

Brokerages represent 20 percent of Prudential-affiliated agents

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Berkshire Hathaway HomeServices, the new HomeServices of America franchise brand, has announced the first nine Prudential Real Estate affiliates that will transition to the brand this fall. The nine firms joining Berkshire Hathaway HomeServices this fall represent about 20 percent of the roughly 50,000 agents currently affiliated with the Prudential brand. Under the terms of a 2011 sale of the Prudential Real Estate brand to Brookfield Asset Management, the brand is slated to fade away when the last rights expire to it in the late 2020s. HSF Affiliates LLC, the joint venture between HomeServices and Brookfield to manage the Berkshire Hathaway HomeServices, Prudential Real Estate and Real Living brands, has said it is hoping to convert many of the roughly 550 brokerages currently affiliated with Prudential. “We expect to have the bulk of the largest companies transitioned by fall 2014," said Earl Lee, CEO of HSF Affiliates, in a statement. Some brokerages previously a...