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HSF Affiliates LLC Names Allan Dalton as Chief Operating Officer of its Real Living Real Estate Brokerage Franchise Network

Real estate veteran to oversee franchise sales and reposition the brand as ‘The Leader in Customized Real Estate’

IRVINE, Calif.--(BUSINESS WIRE)-- HSF Affiliates LLC, which operates the real estate brokerage franchise networks Real Living Real Estate, Berkshire Hathaway HomeServices and Prudential Real Estate, announced today the appointment of Allan Dalton as chief operating officer at Real Living.

Dalton, reporting to network president Bob McAdams, will oversee franchise sales and, with McAdams and the team, is working to reposition Real Living for long-term growth. He will remain as a special consultant to Gino Blefari, president and CEO of HSF Affiliates.

Dalton has served HSF Affiliates in a consulting role for two years. Working with McAdams and the Real Living team, he is re-engineering Real Living to offer maximum branding flexibility for franchisees. This will enable new brokerages to retain more of their local identity when they join the network, such as incorporating their existing logos and brand identity with the familiar Real Living markings and tagline, “A Real Living Network Member.” It will also help the brand to attract more independent brokerages that want brand support and resources without compromising their unique brand identity, and will establish Real Living’s new direction, “The Leader in Customized Real Estate.” The brand transformation will be introduced later in the fall.

“Allan knows the real estate business from so many angles – he’s a true asset,” said Gino Blefari, president and CEO of HSF Affiliates. “His energy and ideas are already shaping our Real Living network and value proposition.”

Dalton brings a wealth of real estate experience to his position. He is the former CEO of realtor.com and past president and co-owner of a 32-office Regional Brokerage – Murphy Realty Better Homes and Gardens. He was also named by the National Association of REALTORS as one of the real estate industry’s 25 most influential thought leaders.

Dalton, a former draft pick of the NBA’s Boston Celtics, brings with him deep branding and franchising experience. While growing Murphy Realty, he was credited with creating the Better Homes and Gardens Pacesetter networking group, and co-created its business-to-consumer marketing systems. As a consultant to Cendant (now Realogy), Dalton co-created national marketing systems for NRT, Coldwell Banker, Century 21 and ERA.

Dalton, author of several books on real estate, is a former SVP for NRT, president of Prominent Properties Sotheby's International Realty and chief marketing officer of RISMedia. He is also a sought-after public speaker for the real estate industry.

Such experience, leadership and industry-wide respect will help Real Living blossom in the months and years ahead, said Blefari. “Allan possesses a remarkable ability to construct, package and present a real estate value proposition,” he explained. “Real Living has developed many exceptional programs and services and Allan will help us better communicate Real Living's value within our network and to consumers and prospective franchisees.”

McAdams said Dalton is an ideal fit for the brokerage franchise network. “I worked directly with Allan the past several months to reposition Real Living,” he said. “The experience was terrific and made it clear we needed Allan to help us grow the network as ‘The Leader in Customized Real Estate.’ Of course, Allan’s knowledge of the industry, of consumers and of the web and emerging technologies will help us in our ongoing strategies and planning.”

Dalton said he’s excited to join HSF Affiliates and the Real Living brand. "Real Living has attracted a legion of fiercely loyal brokers and associates who possess a deep connection to the brand and to one another,” he explained. “Their integrity, independence and optimism make it inspiring to work with them and for them.

“Of course, having the full support of Gino Blefari and the broader HSF Affiliates team bodes extremely well for the long-term growth prospects Bob and I see for the Real Living Real Estate network,” Dalton added.

About HSF Affiliates LLC

Irvine, CA-based HSF Affiliates LLC operates the Real Living Real Estate, Berkshire Hathaway HomeServices and Prudential Real Estate brokerage franchise networks. The company is part of a joint venture of which HomeServices of America, Inc., the nation’s second-largest, full-service residential brokerage firm, is the majority owner.

Prudential, the Prudential logo and the Rock symbol are service marks of Prudential Financial, Inc. and its related entities, and are used under license with no other affiliation with Prudential.

About Real Living Real Estate

Real Living Real Estate is a full-service real estate brokerage franchise company with a comprehensive and integrated suite of resources for franchisees and their sales professionals and the consumers who work with them. Real Living Real Estate the past two years was named “Real Estate Agency Brand of the Year” in the ongoing Harris Poll EquiTrend® study; and was named “Most Loved” and “Most Trusted” real estate brand in the study in consecutive years. The brand and its innovative concepts have been recognized by Entrepreneur magazine and Inman News. Real Living Real Estate is a network brand of HSF Affiliates LLC, majority owned by HomeServices of America, Inc., a Berkshire Hathaway affiliate. Visit www.RealLiving.com.

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HSF Affiliates LLC
Kevin Ostler, (949) 794-7980
kevinostler@hsfranchise.com

Source: HSF Affiliates LLC