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Berkshire Hathaway HomeServices, the new real estate brokerage network operated by HSF Affiliates LLC, recently announced that Prudential Florida Realty is the network’s first brokerage signee. Florida Realty will begin operating as Berkshire Hathaway HomeServices Florida Realty in October 2013.

Rei Mesa, the brokerage’s president and CEO, says Berkshire Hathaway HomeServices was chosen for its brand reputation, leadership and financial strength. “The storied Berkshire Hathaway name stands for strength, integrity and trust, and is respected world-wide,” says Mesa. “In 30 years of real estate I haven’t experienced a brand opportunity of this magnitude. It’s a game-changer for residential real estate.”

Mesa said the Berkshire Hathaway HomeServices brand will resonate well with clients in all market segments and with real estate sales professionals. “Our real estate network is one of the few organizations entrusted to use the Berkshire Hathaway name,” he explains. “We believe sales professionals will be proud to represent this terrific brand.”

Stephen Phillips, Berkshire Hathaway HomeServices president, welcomed Mesa and his company to the brand. “We are honored to add Florida Realty to our network ranks,” Phillips says. “Rei is a highly respected broker who holds industry leadership roles at the local, state and national level. Florida Realty is one of the industry’s top companies and is a generous corporate citizen with strong support for local and national charities.”

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