Real Estate

Warren Buffett conglomerate enters market

February 20, 2014
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Prudential Preferred joins Berkshire Hathaway HomeServices network
Berkshire Hathaway HomeServices, founded in 2011, is a national residential brokerage and part of Warren Buffett’s conglomerate. Photo via fb.com

A regional real estate brokerage is joining a national affiliate of Warren Buffett’s Berkshire Hathaway conglomerate.

Prudential Preferred, Realtors family of companies has joined Irvine, Calif.-based Berkshire Hathaway HomeServices, a national residential real estate brokerage and part of Warren Buffett’s conglomerate.

The new franchise said this week that it will operate as Berkshire Hathaway HomeServices Michigan Real Estate. Prudential’s former One Realty brokerage is also joining Berkshire Hathaway as Berkshire Hathaway HomeServices Northern Indiana Real Estate.

The franchise's management team will introduce the Berkshire Hathaway branding by unveiling its cabernet and cream yard signs at agent events in Grand Rapids, Kalamazoo, Grand Blanc and Bristol, Ind.

The signs will soon be appearing in the franchise’s 37 regional markets, which are served by 600 sales professionals. The franchise serves West Michigan, as well as southwest, east and north Michigan and north Indiana.

Berkshire Hathaway name

“This is a defining moment for our brokerage family and our industry,” said Steve Fase, CEO and owner, Berkshire Hathaway HomeServices Michigan Real Estate. “We are excited to join and represent Berkshire Hathaway HomeServices, a brand inspired by the world’s most-respected corporation.

“This brand is fresh and new and breathes new life into residential real estate.”

Irvine, Calif.-based HSF Affiliates LLC operates Berkshire Hathaway HomeServices, as well as the Prudential Real Estate and Real Living Real Estate franchise networks.

Fase said joining the Berkshire Hathaway brand will help his franchise grow and recruit better.

Berkshire Hathaway will also offer support in the areas of technology, marketing, business consultation and professional education.

“We believe homebuyers and sellers will embrace Berkshire Hathaway HomeServices, as the brand is built on a foundation of integrity, stability and longevity,” Fase said. “Likewise, top agents will want to represent a brand whose namesake is Warren Buffett’s Berkshire Hathaway. The brand will be a real door opener for us.”

HSF Affiliates CEO Earl Lee said Fase’s offices are “ideal representatives" of the national franchise.

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