Will Elliman Dump Prudential?

Manhattan’s largest residential real estate brokerage might be shedding its married name.

Elliman’s President and CEO, Dottie Herman, said Elliman may drop the “Prudential” part if they can’t figure out a franchise agreement that’s acceptable to both parties. The current one is due to expire in about a year.

Herman and Chairman Howard Lorber have a meeting with Brookfield Asset Management, the company that acquired Prudential Real Estate and Relocation Services network, this month. Prudential Douglas Elliman is the largest franchisee in the network.

All we can say is, if you like it then you shoulda put a ring on it, because Herman isn’t seeing the value in the relationship anymore. “We have a strong enough name, and we don’t need the Prudential name,” said Herman.

Source: The Real Deal

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