Douglas Elliman officially drops “Prudential” from brokerage name

Miami /
Nov.November 19, 2012 03:45 PM

Douglas Elliman, Manhattan’s largest residential brokerage, has officially dropped “Prudential” from its name, ushering in an image for the firm that recalls its 1911 origins as an independent company. The switch applies to all of the firm’s divisions, including new development marketing, title services, relocation services and property management, the firm said.

As early as February, Elliman CEO Dottie Herman had been mulling a decision to stop using “Prudential” in the firm’s name and leave the global real estate franchise, as The Real Deal reported.

Elliman had been the largest franchisee in the Prudential Real Estate and Relocation Services network, which Prudential Financial sold to Toronto-based Brookfield Asset Management in December for $110 million.

Herman and Elliman chairman Howard Lorber had been negotiating a new franchise agreement with Brookfield; the current agreement expires early next year.

At the time, Herman said she was reluctant to renew the agreement with Prudential because it put geographic constraints on the brokerage, citing her inability to open offices in Boca Raton and Palm Beach, Fla. But she was also weighing what Brookfield would bring to the table.

“We have a strong enough name, and we don’t need the Prudential name,” Herman said at the time. “We basically want to see what they have to offer. If they tell us we can’t grow, we are not going to stay with them, either.”

It was not immediately clear whether the new name indicates a departure from the Brookfield franchise agreement. The new branding is already in place on Elliman’s website and in marketing materials and advertising.

“A return to our historic Douglas Elliman identity further propels us to the top of the real estate industry,” Lorber said in a statement. [REW] — Leigh Kamping-Carder


Related Articles

arrow_forward_ios
Michael Lawler, Howard Lorber and Jay Parker (Getty)
Douglas Elliman expands to Naples, brings on top Sotheby’s agent Michael Lawler
Douglas Elliman expands to Naples, brings on top Sotheby’s agent Michael Lawler
Samantha Curry and Holly Parker (Getty, Parker)
Top Douglas Elliman NY team expands to South Florida
Top Douglas Elliman NY team expands to South Florida
Miami has seen a constant stream of sales over the past several months (Getty)
Skyrocketing Q2 resi sales leave little inventory in South Florida: Elliman
Skyrocketing Q2 resi sales leave little inventory in South Florida: Elliman
Christopher Ricci, Lana Bell and Thor M. Brown
Movers & Shakers: Lana Bell, Thor Brown join Douglas Elliman & more
Movers & Shakers: Lana Bell, Thor Brown join Douglas Elliman & more
Robert Reffkin and Michael Karp (Compass, Linkedin)
Compass acquires BEX Realty’s Florida agents
Compass acquires BEX Realty’s Florida agents
Judy Dolan of Levy Realty Advisors, Jay Parker and Gus Rubio of Douglas Elliman
Movers & Shakers: Douglas Elliman promotes Florida execs & more
Movers & Shakers: Douglas Elliman promotes Florida execs & more
Lourdes Alatriste and Miguel Solis with a rendering of Quint Hollywood
Elliman takes over sales of Quint Hollywood, marking third change in a year
Elliman takes over sales of Quint Hollywood, marking third change in a year
Eloy Carmenate and Mick Duchon
Elliman agents Eloy Carmenate, Mick Duchon leave to join Corcoran Group
Elliman agents Eloy Carmenate, Mick Duchon leave to join Corcoran Group
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...