Berkshire Hathaway HomeServices Frequently Asked Questions What is Berkshire Hathaway HomeServices? Berkshire Hathaway HomeServices (BHHS) is a new real estate brokerage network. The network is among only a few organizations entrusted to use the world-renowned Berkshire Hathaway name. Who is Berkshire Hathaway? Berkshire Hathaway Inc. is a worldwide holding company based in Omaha, NE. Its chairman and CEO is War- ren Buffett, often referred to as the “Oracle of Omaha,” who according to Time magazine’s ranking is among the world’s most influential people. Berkshire Hathaway is the No. 1 company in Barron’s 2013 ranking of the world’s 100 most respected companies; it ranks at No. 8 in Fortune magazine’s 50 Most Admired Companies survey; and is No. 18 in Harris Interactive’s reputation study of the 60 Most Visible Companies. Berkshire Hathaway employs nearly 300,000 people and owns more than 55 companies, including GEICO, Fruit of the Loom, Dairy Queen, Helzberg Diamonds, Benjamin Moore Paints, NetJets, BNSF Railway Com- pany, Business Wire, See’s Candies, MidAmerican Energy Holding Company and HomeServices of America, parent of Berkshire Hathaway HomeServices. Berkshire Hathaway, with its diverse holdings, is said to cover consumers head to toe. Real estate fits perfectly into that strategy. How will this help my business? It starts with the brand. The storied Berkshire Hathaway name stands for strength, integrity and trust, and is universally respected. Put simply, when that Berkshire Hathaway name appears on a yard sign, it’s a sign that buyers and sellers want to see. The brand will be intelligent, nimble, progressive, straightforward … and in real estate for the long term. That’s great for business. How can there be “tradition” and “experience” in a brand-new brand? Call it a “hundred year-old baby!”Berkshire Hathaway HomeServices brings together a world-class brand name with the proven operational excellence of HomeServices of America. It will leverage the companies’ experience, assets and relationships in the process of becoming the most valued real estate franchise system. What will Berkshire Hathaway HomeServices offer in terms of real estate technology? Berkshire Hathaway HomeServices will offer a robust suite of real estate tools and resources through the Glob- al Network Platform (GNP). Tools within the GNP have been developed to help capture, incubate and convert online leads. As important, the platform will retain the most popular components of Prudential Real Estate’s Online Advantage while offering new and enhanced functionality developed specifically for Berkshire Hatha- way HomeServices. Key components include national and affiliate websites, lead management, CRM, extranet, BHHS Media Center, mobile capabilities and social media monitoring and management. Among related high- lights: • The BHHS mobile application will include property search and lead-management capabilities for agents. ©2013 Real Estate Brokerage Services are offered through the network member franchisees of BHH Affiliates, LLC. Most franchisees are independently owned and operated. Berkshire Hathaway HomeServices and the Berkshire Hathaway HomeServices symbol are registered service marks of HomeServices of America, Inc.® Equal Housing Opportunity. Berkshire Hathaway HomeServices Frequently Asked Questions - Pg. 2 • The BHHS Media Center will have the same robust functionality as Prudential Real Estate’s Media Center, and will house a full array of marketing materials for direct and customer contact. • Social media monitoring will enable to “listen” and post meaningful content to a variety of social media sites from a single, user-friendly platform. What will the BHHS network website look like? Final prototypes are stunning with vibrant imagery, clean and sensible navigation and appropriate splashes of “Cabernet and Cream.” Of course, the site will be optimized for web search. Will Berkshire Hathaway HomeServices be active in social media? BHHS is already social with accounts on Facebook, Twitter and Instagram. Our objectives with each account is to promote the brand and new drive thought leadership, and inform friends and followers about real estate trends and opportunities. Friend and follow us here: • www.Facebook.com/BHHSRealEstate • www.Twitter.com/BHHSRealEstate • www.Instagram/BHHSRealEstate We will add additional social media accounts in the near future. Will we have advertising and PR support? Yes. We’ve retained BBDO Proximity, a division of BBDO Worldwide, to develop and execute a comprehensive brand-awareness campaign to support the launch and continued growth of Berkshire Hathaway HomeServices. It will deploy a full range of marketing channels, including print, broadcast, social and new media to inform consumers and real estate professionals about the brand’s market positioning, value proposition and competi- tive Additionally, we retained Edelman, a global PR agency, to support the Berkshire Hathaway HomeServices’ brand launch, ongoing publicity and consumer research promotion. Of course, HSF Marketing and Communications/PR teams have added personnel and will support the network on an ongoing basis. Separate marketing programs for luxury homes and resorts are in development right now. The target audience for marketing will be adults 25-54 with a household income of $150,000 or more. ©2013 Real Estate Brokerage Services are offered through the network member franchisees of BHH Affiliates, LLC. Most franchisees are independently owned and operated. Berkshire Hathaway HomeServices and the Berkshire Hathaway HomeServices symbol are registered service marks of HomeServices of America, Inc.® Equal Housing Opportunity. Berkshire Hathaway HomeServices Frequently Asked Questions - Pg. 3 What type of service and support will be available through BHHS? BHHS Network Services is designed to help affiliates use network tools and services to drive financial success, agent recruiting and long-term growth. A business consultant or service consultant will be assigned to affiliates as part of the conversion process. Business consultants will work with BHHS affiliates in areas including business planning and monthly trend- ing, GNP engagement, LEAD Recruiting Program engagement, business development/lead management, leadership and management training, prospecting and more. Service Consulting is a more standardized but fully comprehensive service offering. Services will be delivered on an annual calendar of event topics and objectives. Consultants engage in virtual, web-based, phone and live meetings with their affiliates and are responsible for identifying companies that are candidates for growth. A rich training curriculum will be provided by the Training & Education Department. What is the strategy for the 2014 Sales Convention? For 2014, we are planning a combined Berkshire Hathaway HomeServices/Prudential Real Estate convention. Sales Convention 2014 will take place March 16-18 at the Nashville Music City Center, Nashville, TN. What will the awards program look like? The Berkshire Hathaway HomeServices Awards program will be similar to the Prudential Real Estate program. We are working though the specifics, which will be shared as soon as possible. What about BHHS Brand standards? Berkshire Hathaway HomeServices brand standards are now available to transitioning affiliates. The brand’s visual identity—from its distinctive “Cabernet and Cream” colors and Quality Seal to its unpretentious typogra- phy— reflects the timeless character and permanence of a brand set to endure. When will the conversion process begin? Our affiliates will begin transitioning to Berkshire Hathaway HomeServices late in the third quarter. The tran- sition process will be ongoing. What are the business leaders saying about Berkshire Hathaway HomeServices? Warren Buffett, Chairman and CEO, Berkshire Hathaway Inc., said, “Berkshire Hathaway wants to be in the businesses that are enduring. Real estate brokerages will be around 100 years from now and HomeServices of America will be around 100 years from now. We love that HomeServices is part of Berkshire Hathaway and we would love to see it grow a lot.” Earl Lee, CEO for HSF Affiliates LLC, said, “We are putting in place all the pieces for a formidable brand. When ©2013 Real Estate Brokerage Services are offered through the network member franchisees of BHH Affiliates, LLC. Most franchisees are independently owned and operated. Berkshire Hathaway HomeServices and the Berkshire Hathaway HomeServices symbol are registered service marks of HomeServices of America, Inc.® Equal Housing Opportunity. Berkshire Hathaway HomeServices Frequently Asked Questions - Pg. 4 one of the world’s most admired companies entrusts you with its brand, it’s paying you the ultimate compli- ment. When that Berkshire Hathaway name appears on a yard sign, it’s a sign that buyers and sellers want to see.” Stephen Phillips, Berkshire Hathaway HomeServices president, said, “We believe in residential real estate. We’re in it for the long-term and are committed to providing our brokers, agents and customers with best-in- class programs, services, tools and a powerful new brand to drive exceptional performance and sustainable, growth.” ©2013 Real Estate Brokerage Services are oered through the network member franchisees of BHH Affiliates, LLC. Most franchisees are independently owned and operated. Berkshire Hathaway HomeServices and the Berkshire Hathaway HomeServices symbol are registered service marks of HomeServices of America, Inc.® Equal Housing Opportunity. .