Sotheby'sLogoPrudential Unlimited Realty has joined Sotheby’s International Realty, operating as Unlimited Sotheby’s International Realty. The firm’s two offices in Brookline and Jamaica Plain will be fully rebranded as of Wednesday.

The current management team, with Jon Ufland as principal and managing broker, will remain in place. Together, the two offices have about 50 agents.

The Prudential brokerage brand was acquired by Warren Buffet’s Berkshire Hathaway in 2012. The Prudential brand is being phased out, with most former Prudential franchises opting to join Berkshire Hathaway Home Services, launched last year as Berkshire’s own brokerage brand. But Unlimited decided to go in a different direction, said Ufland.

"We didn’t want to be Prudential anymore, but we had options," as their franchise agreement was up for renewal. "We talked to Sotheby’s; we loved Sotheby’s, and what their brand represented. We were blown away by their articulation of their value proposition," Ufland said. "We explored Berkshire, and it just never measured up for us."

"We are proud to grow our presence in Massachusetts with Unlimited Sotheby’s International Realty," Philip White, president and chief executive officer, Sotheby’s International Realty Affiliates LLC, said in a statement.  "Jon and his team are passionate about driving results for their clients and have built a reputation for providing the highest level of quality service."

There are over two dozen Sotheby’s-branded brokerages in Massachusetts, including six Gibson Sotheby’s offices in downtown Boston.

Prudential Unlimited Joins Sotheby’s

by Colleen M. Sullivan time to read: 1 min
0