HomeServices acquires Prudential Georgia Realty

Inman News

HomeServices of America Inc. has added an 11th brokerage affiliated with the Prudential Real Estate franchise network to its stable with the acquisition of Atlanta, Ga.-based Prudential Georgia Realty.

With nearly 1,000 sales associates working out of 20 offices, Prudential Georgia Realty has been the leader in the metro Atlanta market in terms of homes sold, transactions, and current inventory since 2009, the companies said. HomeServices had previously acquired another brokerage in the Atlanta market, Harry Norman Realtors, in 2006.

Prudential Georgia Realty CEO Dan Forsman will continue in his current role, running the day-to-day operations along with the executive leadership team and managing brokers.

Like all of the Prudential Real Estate brokerages owned by Minneapolis-based HomeServices, Prudential Georgia Realty will rebrand as a Berkshire Hathaway HomeServices affiliate when the new franchise network launches later this year.

HomeServices, the nation's second-largest real estate brokerage firm, got into the franchising business in October by acquiring a majority interest in the Prudential Real Estate and Real Living brands from Brookfield Asset Management.

HSF Affiliates LLC, a HomeServices and Brookfield joint venture, will roll out the new franchise brand later this year, while continuing to operate the Real Living and Prudential Real Estate affiliate networks. The franchise network unveiled its new branding (pictured above) last week.

In addition to Prudential Georgia Realty, the 10 HomeService brokerages affiliated with Prudential Real Estate that will make the switch to the new brand this year are: Prudential California Realty; Prudential Carolinas Realty, Prudential Connecticut Realty, Prudential First Realty, Prudential KC Realty, Prudential Northwest Realty Associates, Prudential Northwest Properties, Prudential Rhode Island Realty, Prudential York Simpson Underwood Realty, and Prudential Yost & Little.

With the acquisition of Prudential Georgia Realty, HomeServices now has 28 brands and more than 17,000 real estate professionals operating in 21 states. 

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