The Real Deal Miami

Bankruptcy prompts name change

September 12, 2008 11:09AM

Prudential Florida WCI Realty is now Prudential Florida Realty, shedding the portion of its name associated with the bankrupt Bonita Springs-based homebuilder. Rei Mesa, Prudential Florida Realty’s president and chief operating officer, called the move a strategic one designed to sustain the company’s brand and marketing image. Based in Sunrise, Prudential Florida serves 17 counties in the state and ranks third for sales volume among all Florida real estate firms. It is part of Prudential Real Estate Affiliates Inc., a Prudential Financial Inc. company.