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RISMEDIA, September 24, 2010–Prudential Florida Realty has aligned with Realtors Property Resource™ (RPR), a new subsidiary of the National Association of REALTORS©, to contribute the firm’s ideas and expertise towards the development of a set of tools for brokers by RPR.

“We believe the entire RPR offering is extremely important and valuable for the industry,” said Rei Mesa, President and Chief Executive Office of Prudential Florida Realty. “By engaging RPR early and sharing our vision of what should be included in these tools based on our vast experience in the Florida market we’re confident it will not only prove beneficial for us, but REALTORS and Brokers across the country.”

RPR’s broker tools will help real estate firms leverage the large database of property information which RPR has compiled, including assessor and recorder data, multiple listing data, mortgages, foreclosures and pre-foreclosures, demographics, and geographic information. In addition, RPR will provide brokers with new ways to help promote their brand identity, consistency, and service delivery, and integrate their core services into the RPR product for sales associates which is delivered through each multiple listing service within their local REALTOR® Association.

“Prudential Florida Realty is among a selected group of brokers across the country chosen to provide critical feedback aimed at assisting RPR in developing the Broker Tools for the entire industry,” said Jeff Young, Senior Vice President of Operations. “Thanks to interactions with Rei Mesa and the Prudential Florida Realty Leadership team, we’ve already begun to see common themes arise that RPR can address and implement.” Another enhanced feature within the RPR Broker Tools Set will be the ability to provide market trending tools that will assist with future business strategies and planning initiatives for brokers, owners, and managers.

If your local board is not supporting RPR, please contact your local board representatives. To see the current list of participating boards, visit:

Prudential Florida Realty, Florida Real Estate Services is the # 1 Prudential affiliate in Florida and has over 40 locations and more than 1,600 real estate associates throughout Florida. Since its inception in 1999, the company has quickly become the 2nd largest residential real estate brokerage in Florida and is ranked the 26th largest residential real estate firm in the nation based on sales volume. It is also the 6th largest brokerage in the nation among the Prudential Network brokers across North America. The company offers residential and commercial services as well as seasonal rentals, property management, REO & Foreclosures, corporate relocations, referral services, mortgage, title, insurance and home warranty services. For more information, visit

For more information about Realtors Property Resource, visit: