‘Real estate done differently’ with new brand

Berkshire Hathaway is new face of Prudential Realty



ATLANTA — Berkshire Hathaway HomeServices is the new name and real estate franchise brand of Prudential Georgia Realty, one of Atlanta’s largest and most respected residential real estate brokerage firms.

This week marks the conversion from Prudential Georgia Realty to Berkshire Hathaway HomeServices, Georgia Properties.

Dan Forsman, president and chief executive officer, will continue in his current role running the day-to-day operations along with the executive leadership team and managing brokers.

“You’re going to see real estate done differently next year,” Forsman said. “We want to simplify the transaction. We’re going to do it, and I’m privileged to lead it.”

Berkshire Hathaway HomeServices is the second-largest, full-service independent residential real estate brokerage firm and one of the largest brokerage-owned settlement services provider in the U.S.

Last year, HomeServices became the majority owner in HSF Affiliates LLC, which operates the Prudential Real Estate franchise network. Soon after, the Berkshire Hathaway HomeServices brand was launched.

Berkshire Hathaway HomeServices, has 1,100 associates and 22 offices across the greater metro area of Atlanta. This acquisition represents an expansion of HomeServices’ footprint in the Atlanta market along with Harry Norman Realtors, which HomeServices acquired in 2006.

With this transaction, HomeServices has 28 brands and more than 17,000 real estate professionals operating in 21 states. Berkshire Hathaway, the worldwide holding company based in Omaha, Neb., and led by Chairman and CEO Warren Buffett, is ranked by Barron’s as one of the world’s 100 most respected companies. Berkshire Hathaway owns more than 55 companies and employs more than 300,000 people.

“This transaction makes us an even stronger organization,” said Forsman. “We will be unmatched in our ability to serve the real estate needs of new and existing clients throughout Atlanta.”

An important new element added to Berkshire Hathaway HomeServices, Georgia Properties is its luxury collection division, focusing on the highest-end estates, landmark homes, magnificent residences and properties, in particular throughout Buckhead and the Northside area.

Forsman said the legacy of the company is secured by the performance of the past and the future “is very bright.”

“They are the most admired company in the world,” Forsman said. “The resources that Berkshire Hathaway brings to the table, coupled with their brand name and the consumer awareness will launch us to heights we’ve never seen.”

Forsman said the focus is to double the market share of the company in Atlanta through increased per person productivity and higher level of customer service.

“We are going to do that,” he said.

Ron Peltier, chairman and CEO of HomeServices, said Forsman’s leadership and commitment to his agents, employees and customers has guided Prudential Georgia Realty to its position as one of the largest companies within the Prudential network.

Throughout this week, several events are being held to commemorate the new company, formerly Prudential Georgia Realty.

On Dec. 9, about 1,000 agents gathered at the High Museum in Atlanta for a celebration. The following day, ribbon-cutting ceremonies were held at branches throughout the state.

Lisa Swayne, of the Butler Swayne team, was part of the big launch.

Swayne is thrilled with the new association.

“To be associated with Prudential was a great connection in Atlanta and to merge with Berkshire Hathaway is fantastic,” Swayne said.

“We work with a lot of executives in Atlanta and the connection is a privilege to be associated with success. It makes us feel good.”

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