Familiar name has returned

Deal revives Prudential's trademark in Lowcountry

The Prudential name is back in the Charleston real estate market scene.

Until last spring, the national brand was affiliated with Prudential Carolina Real Estate, the area's largest residential firm.

But shortly after that company opted for independence and took on the name of Carolina One Real Estate, one of its top producers began talks with Prudential executives about returning to the Lowcountry market.

Now, Linda Collins has started Prudential Southern Coast Real Estate in a deal that revives Prudential's blue-and-white signature trademark.

"Most times, I hear people say that they don't understand why Prudential left in the first place," she said.

Terms of the deal were not disclosed.

Collins, who spent most of her 18-year real estate career working for the former affiliate, is renovating an office on West Doty Avenue in downtown Summerville. The space likely will have room for about 30 agents.

The new firm will focus on "anything north of Interstate 526," including the Summerville area and Berkeley and Dorchester counties, Collins said.

The announcement comes as many local real estate firms are consolidating operations amid the slowing home-buying market. With fewer sales and less revenue, the offices are able to continue to pay for resources if they combine, executives at those companies have said.

Collins allowed that she didn't "pick the timing" of the new venture; instead, it was about seizing the opportunity at hand, she said.

As for the slower market, she suggested that the familiar brand might help attract buyers in a market awash with inventory.

"I thought that having national name recognition would be a great help to sellers in particular," she said.

Reach Katy Stech at 937-5549 or kstech@postandcourier.com.

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