From the Marketing Dept: Upcoming Brand Change

Recently I attended an office event and an agent approached me asking several questions about the upcoming company name and brand change. The agent was running out of her personalized Prudential Select Properties envelopes and was unsure about ordering 2000 more since they will be obsolete in the future. The creative solution she came up with was to make her envelopes in Publisher and print them on her office’s black and white copier.

I love Realtors because they are entrepreneurs, and good entrepreneurs always come up with creative solutions. As to the question of the timing of WHEN the big brand switch will be? The answer is 2013 (autumn of 2013 at the earliest). Prudential Select Properties and other Prudential affiliates are all still waiting on the details of the branding, the colors, the look, the logo, etc. But PSP is ready so as soon as this information becomes available we will be able to jump in with both feet to unleash this great new brand on the world and promote our agents with it.

Some more details will probably be available at this year’s Prudential Sales Convention called Hit Play in exciting Las Vegas. This convention never fails to motivate and empower agents who attend with new ideas and excitement about the industry. Click here to find out more about the 2013 convention.

In the mean time it is business as usual and you can rest assured that PSP has something up our sleeve to promote both the new brand and you when it drops in 2013. If you want to learn more about our future brand, currently you can find information about it at And don’t forget to read our previous blog An Exciting New Brand in Real Estate for information about the brand change.



Jana Rice – Prudential Select Properties – Marketing/eBusiness


An Exciting New Brand In Real Estate

We are pleased to announce HomeServices of America, Inc.™, a Berkshire Hathaway affiliate, and Brookfield Asset Management, announced on October 30th, 2012 that they have partnered to introduce Berkshire Hathaway HomeServices®—a new franchise brand that joins the existing brands and affiliate networks of Prudential Real Estate and Real Living Real Estate.

Berkshire Hathaway HomeServices® combines the financial strength of both organizations, coupled with the operational excellence of HomeServices and superior real estate franchising experience of Brookfield. The combined networks of more than 53,000 Prudential Real Estate and Real Living Real Estate agents generated in excess of $72 billion in residential real estate sales volume in 2011, and operate across more than 1,700 U.S. locations.

“Berkshire Hathaway HomeServices is a new franchise brand built upon the financial strength and leadership of Brookfield and HomeServices,” said Warren Buffett, chairman and CEO of Berkshire Hathaway Inc. “I am confident that these partners will deliver value to the residential real estate industry, and I am pleased to have Berkshire Hathaway be a part of the new brand.”

“We are honored and proud to be entrusted with the use of the Berkshire Hathaway name as our new real estate franchise brand,” said Ron Peltier, chairman and CEO of HomeServices. “We will convey the strength of Berkshire Hathaway’s reputation and its associated principles of integrity and financial stability in everything we do.”

Berkshire Hathaway HomeServices® unites proven operational excellence, demonstrated integrity and the reputation of Berkshire Hathaway—among the world’s most admired companies, according to Fortune’s 2012 ranking—to deliver its real estate franchise offering in the market. This combination enables brokers and affiliates to attract and retain the best agents to provide superior customer service and to drive performance and profitable growth. Berkshire Hathaway HomeServices® will be available in 2013.

“The strength of the Berkshire Hathaway name, coupled with the operational excellence of HomeServices and the franchising experience of Brookfield, positions Berkshire Hathaway HomeServices® as a leading real estate franchise in the U.S., building on our traditions of exceptional client service and innovation. Brookfield is excited to be a partner in creating a home for the best real estate brokers and agents in the country,” said Bruce Flatt, Brookfield Asset Management CEO.

Berkshire Hathaway HomeServices® will be led by an experienced management team including Earl Lee, Chief Executive Officer; Stephen Phillips, Chief Operating Officer; Brian Peterson, Chief Financial Officer and Aleya Chattopadhyay, Chief Marketing Officer.

“As the real estate market resets and builds, this is the perfect time to start a new chapter with such exceptional companies as Brookfield, Berkshire Hathaway and HomeServies of America,” said George Bruns, CEO of Prudential Select Properties. “We look forward to our future with Berkshire Hathaway HomeServices® and the resulting exposure it will bring to homes listed with our agents.”

Coming Soon to St. Louis, A New Brand in Real Estate

We are excited to announce the name of a new brand: Berkshire Hathaway HomeServices®. Earlier this year, Brookfield embarked on a search for a compelling brand to support the conversion of Prudential Real Estate franchise members and enable franchise expansion. HomeServices is providing this new brand called Berkshire Hathaway HomeServices®. The new partnership combines our franchise system Prudential Select Properties, with one of the most respected, like-minded companies in real estate – HomeServices of America, Inc., a Berkshire Hathaway affiliate. Together, we share core values and our long-term belief and commitment to the residential real estate market.

This new brand joins an existing franchise family that includes Prudential Real Estate and Real Living Real Estate. Berkshire Hathaway HomeServices® will be available in 2013. The new partnership is in the process of putting together a franchise disclosure document and over the coming months, it will unveil the new visual identity and logo, announce new partners, and provide new details on the overall value proposition.

Berkshire Hathaway HomeServices® is grounded in the financial strength and the deep traditions of HomeServices and Brookfield. The brand brings together proven operational excellence, demonstrated integrity and the Berkshire Hathaway reputation — one of the world’s most trusted and valued companies — to deliver the best and most respected real estate offering in the marketplace.

The new partnership is among the few companies to be entrusted to use the Berkshire Hathaway brand name with consumers, and will convey the strength of Berkshire Hathaway’s reputation through its core values of integrity, stability and longevity. We believe this is the best possible combination in the industry, based on qualities that are essential to our affiliates: financial strength, unparalleled reputation, operational excellence plus the foundational values of trust, integrity, stability and longevity.

Brookfield and HomeServices have formed a joint venture (HSF Affiliates LLC) and will operate the affiliate networks of Prudential Real Estate, Real Living Real Estate and the future Berkshire Hathaway HomeServices® brand. HomeServices and Brookfield have joint ownership of the new company, with HomeServices having a majority share.

Earl Lee will lead HSF Affiliates LLC as chief executive officer, Stephen Phillips as chief operating officer; Brian Peterson as chief financial officer and Aleya Chattopadhyay as chief marketing officer. Ron Peltier is chairman and CEO; Robert Moline is president and COO. The company will be based in Irvine, California.

HomeServices is the nation’s second largest, full-service residential brokerage firm with 26 real estate companies, more than 350 offices and more than 16,000 agents. In 2011, the company generated nearly $32 billion in closed sales. HomeServices has been a valued member of the Prudential Real Estate network for many years. In addition to owning a network of independent residential real estate brokerage companies that have retained their original market branding, HomeServices’ network contains several Prudential Real Estate franchises including Prudential California Realty, Prudential Carolinas Realty, Prudential Connecticut Realty, Prudential First Realty, Prudential Northwest Realty Associates, Prudential Northwest Properties, Prudential Rhode Island Realty, Prudential York Simpson Underwood Realty, and Prudential Yost & Little.

The announcement does not introduce any immediate changes to our business processes, resources or interaction with Prudential Real Estate and Real Living Real Estate affiliates. The two networks will continue to operate independently. Work continues on Berkshire Hathaway HomeServices® value proposition and brand position. Over the coming months the new partnership will unveil its visual identity, new partners and value proposition offering as well as more detail on our conversion plan.

We believe that timing couldn’t be better for Berkshire Hathaway HomeServices®. U.S. real estate is finally showing signs of stabilization after five long years of struggles. Housing inventory is falling around the country and home prices are firming in many markets. Consumers are returning to the market but, understandably, they are cautious. The stage is set for a new brand – one that delivers superior service, integrity and professionalism. The brand is right for today and tomorrow.

Prudential Select Properties Raises $15,000 to Benefit the Sunshine Kids

On September 6, 2012, the ten offices of Prudential Select Properties (PSP) joined forces for the 11th annual Prudential Select Properties Golf Tournament to benefit the Sunshine Kids. A total of $15,000 was raised to help children with cancer.

Event chairs Stacy Sander, Jim Cosgrove and Susan Dempsey organized this fabulous event that raised funds through golf, a 50/50 drawing, raffle items and an oral auction.  Some of the fabulous award items that were donated for the festivities included trips to Branson and the Lake of the Ozarks, as well as David Freese autographed items and an iPad from Office Essentials.

Generous partners in attendance for a round of golf also helped raised funds through sponsorships that featured fun games, snacks and drinks at each hole.  Golfers were treated to a barbecue lunch that was coordinated and donated by Kathy Schmiedeskamp of the PSP Des Peres Office. After the event dinner and drinks were provided while raffle winners were announced.

Two youngsters (Aaron and Jamie), who participated in the 2012 Texas Hill Country Adventure trip, shared stories during lunch about their experiences. They were joined by their families and the nurse, Mary, who attended the trip with them.  It was an honor to hear how the adventure benefited the children, as their dialogue helped attendees fully understand how donations impact those in need.

The winning ticket for the Big Shot Jackpot was drawn at the tournament. The 100 tickets that were sold at $100 each for this 50/50 raffle allowed the winners to split a total of $5,000.

Prudential Select Properties has been supporting the Sunshine Kids since 2003 and have raised a total of $325,000, which ranks the St. Louis office in the Top 10 Prudential companies nationally for donations since 2007.  For more information on PSP and our involvement in the community with the Sunshine Kids, please visit

We would also like to thank the following sponsors of our event:

  • Preferred Home Lending
  • Investors Title Company
  • R. Heyl & Associates
  • Beseda Flooring
  • Gillespie, Hetlage & Coughlin
  • GFI Digital
  • Countrywide Professional Home Inspections
  • Apple Inspections
  • Allied Building Inspectors
  • CORT
  • Veteran Construction
  • Coventry Health Care of Missouri
  • Billy’s Roadside Bistro
  • Frank Leta Automotive Family
  • House Master Home Inspections
  • Pillar To Post
  • J.V. Pauley Painting
  • Lodge of the Four Seasons
  • St. Louis Cardinals
  • 1st Choice Real Estate School
  • Office Essentials
  • Cardinal Survey
  • Ace Home Inspections
  • Applebaum & Associates
  • Innsbrook
  • Bass River Resort
  • Prudential Financial

NAR Press Release-It is Actually Positive!

The National Association of Realtors issued a press release this morning that was headlined, “Existing Home Sales Decline in March but Inventory Dow, Prices Stabilizing”.

The headline unfortunately sounds negative, but does not really tell the whole story.

Listing Inventory is 21.8% less than last March.

In the Midwest, existing single family home sales are up 15.9% compared to March 2011 and the median home price for existing single family homes rose by 5.2%.

As we all know, all real estate is local.

The NAR press release is very positive for our area, but you have to look past the headlines.

I wanted you to have some details regarding this press release and encourage you to read the entire release at the NAR website.

Our market is rapidly improving. Be sure to keep your friends and clients  informed.

George Bruns
President & CEO
Prudential Select Properties

314 583 4377

From the Inside Out (A Look at Who We Are)

Who is Prudential Select Properties?  And what is our relationship to you?
The St. Louis real estate market has been defined by two major shifts over the last decade.  The first, as you all know, is the market shift.  The second shift has been quieter.  As national corporations have taken over local real estate companies, the decisions that were once made by individuals living here are now made by national directives.
Prudential Select Properties, when formed in 2002, was created to keep our local market. . . well. . . local.  St. Louis is our hometown.  We grew up here.  We live here.  We work here.   Who knows, you and I may even be neighbors.
The thing is, we know St. Louis.   We know its neighborhoods – we go to the Hill for Italian, hit the Loop for people watching and know Dogtown is the place to be on St. Patty’s day.  We were here when the Arena went down and can remember when Wildwood was actually country.
We know its quirks.  Our favorite summer treat is handed to us upside down too.  We can correctly (or should I say incorrectly) say Gravois, Chouteau and Spoede.
But most of all, we know its market . . . because we live in the market.  Our decisions are made based on the same trends that your family experiences right down the street.
Our journey here, with you, is an effort to describe who we are from the inside out.  We’d like to collectively present you with the voices that make up our company and our culture.