The Broker Advantage
Berkshire Hathaway HomeServices has welcomed an array of leading real estate firms to the family since the brand’s official launch this past August. Here, five recently affiliated Berkshire Hathaway HomeServices brokers share their thoughts on the why, when and how of signing on with the brand.
Spotlight: Larry Flick, Chairman & CEO
Berkshire Hathaway HomeServices Fox & Roach, REALTORS®
Pennsylvania, New Jersey, Delaware
Maria Patterson: What led to your decision to join the Berkshire Hathaway HomeServices brand?
Larry Flick: When HomeServices of America formed the HSF Affiliates LLC joint venture, which acquired the majority interest in PREA (Prudential Real Estate Affiliates) and announced the new Berkshire Hathaway HomeServices brand, we knew it was a game-changer and a wake-up call for the rest of the industry. The more we explored it, the more obvious it became that this had the immediate potential to be a world-class brand.
MP: What has the reaction been among your team and the community?
LF: Everyone in our company is extremely excited. And the competing brokers in our area have been eerily quiet. Usually, they would try to capitalize on such a big change, but in this instance, it’s hard to create a credible downside.
MP: What was your approach to transitioning the brand?
LF: I promised our sales associates that we would not “sneak into town” with a new franchise. Rather, we created a comprehensive brand awareness and introduction program called “Dominance meets Prominence,” which includes billboards, print and social media.
Spotlight: Mike Huff, Broker/Owner
Berkshire Hathaway HomeServices Anderson Properties
Maria Patterson: Was the decision to affiliate with Berkshire Hathaway HomeServices a difficult one?
Mike Huff: I think it was a no-brainer. It’s like being asked to pitch for the Yankees. I have owned several companies over the years, but never in my wildest dreams did I think I’d have the opportunity to affiliate in any form or fashion with Berkshire Hathaway.
MP: What was the reaction within your company to the new branding?
MH: We were an independent company for more than 25 years, and three years ago, we affiliated with another national brand before Prudential. When we signed with Prudential, we had no idea what we were going to become, but we knew that sometime in the near future, we’d have to change our name again. When they made the announcement that the new brand would be Berkshire Hathaway HomeServices, it couldn’t happen fast enough for our agents. To want another name change speaks volumes about what this name means.
MP: How will this benefit your company moving forward?
MH: Berkshire Hathaway is a brand that people respect and see as a financially stable company. None of the other national franchises has the financial standing and wherewithal that Berkshire Hathaway HomeServices does. To be able to use that name and take it to the marketplace is unbelievable.