WHO WE ARE
“I would want to be associated with somebody where the financial strength was unquestioned and where the name stood for integrity. What other quality would you want that Berkshire Hathaway HomeServices does not have; and I don't think you could find one.”
- WARREN BUFFETT, CHAIRMAN & CEO, BERKSHIRE HATHAWAY INC.
TAKE A TOUR TO SEE
ARE YOU WORKING FOR YOUR BROKERAGE, or is your brokerage working for you?
IT'S GOOD TO HAVE OPTIONS
Berkshire Hathaway HomeServices PenFed Realty Texas focuses on agents first and we understand that health insurance can be a large barrier to real estate agents. We also know that if you don’t have your health, nothing else matters. We know that agent’s needs are never one size fits all. Our focus in creating our benefits platform was to provide our agents access to health, vision, dental, and even supplemental insurance that meets your individual needs.
WHO WE ARE
Berkshire Hathaway HomeServices PenFed Realty Texas is a network brand of HSF Affiliates LLC, which is owned by HomeServices of America, Inc.TM, a Berkshire Hathaway affiliate.
CONSUMERS HAVE SPOKEN...
Berkshire Hathaway HomeServices named “Most Trusted Real Estate Brand” and “Real Estate Agency Brand of the Year” in 2020 Harris Poll EquiTrend® Study.
World’s Most Admired Companies
World’s Most Respected Companies
Most Brokerages provide offer letters to every agent they meet.
Most Office Managers are paid for every agent they recruit.
Most Office Managers are bonused on the overall profitability of the office leading to cutting costs.
Selective Agent Recruitment
We want to be the best, not the biggest.
Our Office Manager's compensation is based on your success.
Our Office Managers are bonused based on how much they help you grow your business annually.
Only sales professionals who meet our most exacting standards are considered for this highly prestigious designation. Luxury Collection Specialists are distinguished by their:
Understanding of affluent buyers and sellers
Discrete client representation
Superior market knowledge
Advanced negotiation skills
Meaningful involvement in the local community
Use of premium, compelling and effective marketing
penfed realty texas
2019 Berkshire Hathaway
HomeServices Annual Awards
A bank cannot own a brokerage, but fortunately for PenFed agents, a credit union can. Teaming with PenFed Credit Union provides exclusive advantages to both your buyers & your sellers, making it a win-win situation for you & your clients!
Exclusive to home sellers utilizing a PenFed Realty agent, our clients can qualify for a 6-month INTEREST-FREE loan up to $25,000*!
Established in 1935, PenFed Credit Union provides services for over 1.4 million members & manages around $20 billion in assets.
MILITARY HERO FOUNDATION
At PenFed, earnings are passed on to the PenFed Foundation which takes care of our men & women who served willingly to defend our country, because our military heroes need heroes too.
Providing you access to market statistics, updated daily, for the cities you serve. These reports help you answer the popular question “How’s the market doing?” by providing real estate market analysis to you and your home buyers and sellers. Available both on-demand & via weekly email updates to help you & your clients understand: Market Conditions, Sales Trends, Inventory, and much more!
All PenFed Realty Texas agents are given a personal IDX search website. Clients can be set up on property alert drip campaigns helping you stay top of mind during their home search. Each agent site can be enhanced with contact information, bio & headshot, testimonials, a blog, plus community pages which can be catered to the areas in which you conduct business.
Every new listing generated by a Berkshire Hathaway HomeServices PenFed Realty Texas network agent will receive a week of FREE digital advertising. In addition, through the power of retargeting, the program seamlessly builds agents’ personal branding, while also aligning with Berkshire Hathaway HomeServices brand standards for effective, always-on advertising.
The Berkshire Hathaway HomeServices REsource center is the nucleus for all the tools provided by Berkshire Hathaway HomeServices. The Marketing REsource, an agent favorite, is your very own marketing assistant allowing you to create, personalize, share and print eye-catching collateral in minutes, including Digital eCards & Email Campaigns.
Stunning marketing materials for your listing sent to you automatically! Plus, fresh updated materials automated when your listing is Just Listed, Just Sold, Open House, or Price Reduced. All you have to do is enter your listing into the MLS as you normally do, and then shortly after you will receive an email with links to your materials such as social media graphics, the single property website, postcards, flyers & more! Need to tweak your design or swap some photos around? All of your pieces can be edited to best showcase your listing. Take a peek at the sample email that would be sent to you shortly after entering your listing into the MLS:
CLICK PREVIEW TO VIEW THE IMAGES
MARKET UPDATE VIDEOS
Market Update Videos offer the ability to create up-to-date agent branded videos focusing on local market conditions, including popular statistics like active inventory and median listing price, utilizing MLS market metrics. These videos can be branded to you and are great for sharing with your clients, prospects, and on your social media channels, keeping you top of mind.
REALTOR.COM ADVANTAGE PRO
PenFed Realty Texas provides all of our agents with Realtor.com Advantage Pro which provides you with the power of receiving all leads for any of your listings, delivered directly to you in your inbox, ensuring you are the agent your listing leads talk to. Advantage Pro also elevates you and the Berkshire Hathaway HomeServices brand with prominent branding and the ability to enhance your listings by adding longer descriptions and unlimited photos.
Berkshire Hathaway HomeServices has partnered with Salesforce to provide our agents with the world’s best CRM platform available. Top-producing sales professionals in all industries know using a CRM is an invaluable component for their success. Several key benefits include better client relationships, improved ability to gain referrals, increased efficiency in serving clients, less client attrition, and increased revenue and profitability. SAGE CRM has been fully customized to support your real estate business in a place where you can easily manage all of your contacts, events and tasks!
This video creation tool allows you to easily create, edit and share high-quality, professional videos on-the-go. All videos integrate with our Marketing REsource tool, so agents can access and incorporate them into any marketing campaign, allowing for more interactive and effective video marketing. Click the image to view a quick tutorial.
A FIRST-CLASS WELCOME!
To welcome new agents, we compiled our LAUNCHPAD Agent Welcome Package, at no cost, to assist them in jumping into their successful career with PenFed Realty Texas!
Other new agent services include:
Introduction Letter Template
Enhanced Website Setup
TOOLS. TRAINING. TECHNOLOGY.
At PenFed Realty Texas, we pride ourselves in providing our agents with the training, tools & technology resources to leverage in their marketplace. We focus on developing our agents by providing 1-on-1 coaching and ensuring our branch managers, trainers, mentors, and support staff are Real Estate Industry professionals who understand how to help you grow your business. We teach you everything Real Estate school doesn't!
CULTIVATING OUTSTANDING REAL ESTATE AGENTS
This new agent training course helps agents plant seeds for a business worth growing. C.O.R.E. helps to bridge the gap between obtaining your license and prepares you for the day-to-day activities that are income-producing in the world of Real Estate.
Ready to take the next step with your business? This eight-week training program gives you a week-by-week accountability plan to create business led by Bob Corcoran of The Real Estate Learning Institute (RELI) who coaches more top agents in the country than any other coach.
LIVE TRAINING EVENTS
PenFed Realty Texas agents are able to attend LIVE! training events at no cost. These training events, such as the 3-month series Real Estate Sales: REwired, Appraisal Training, C.O.R.E. New Agent Training, Listing Presentation Training, and Listing Bootcamp led by broker Russell Rhodes give agents executable takeaways and allows them to expand their knowledge and reach new sales potentials!
FREE ON-DEMAND TRAINING
Our agents have access to 24/7 on-demand training via The HUB, PenFed Realty Texas' online learning portal. The HUB houses learning for our agents, from newbie to rockstar seasoned agents and everything in between. We understand agent development comes by learning from a myriad of resources, teachers, and learning methods so our learning portal is organized to provide agents with the relevant training styles while offering instructors as diverse as our course library.
Exclusive to PenFed Realty Texas agents, you are able to leverage our in-house Agent Services to help you grow your business. No more third-party vendors who are unfamiliar with the real estate market and it's unique challenges. From lead-generating social media advertising, graphic design, video production services, and even transaction coordination, we’ve got you covered.
A great way to generate buyer leads & give your seller an advantage over listing competition to help promote a faster sale!
Generate leads so both new and experienced agents can build their business and increase exposure on social media.
Makes your sellers happy by promoting their listing on social media.
Weekly reporting on ad performance is provided to agents in a format easily shared with homeowners.
HitRecord is a video creation service which allows you to get your content and brand out to your sphere and leads without spending hours editing and processing video files. All you need is a smartphone! We provide the talking points, so just hit record, then let us do the rest.
Our goal is to offer everything you need to succeed! From custom logos to full production videos, á la carte items can be enhanced & altered to fit exactly what you are looking for. Pricing may vary based on the scale of the project & production time needed to achieve your ideal result. Contact us for a custom quote based on your project details.
MEET THE TEAM
Russell Rhodes moved to the DFW Metroplex in 1976 and graduated from TCU in 1986 with a Bachelors in Business Administration with a concentration in Finance and Real Estate. He married his wife Mandy in 1990 and is blessed with three wonderful boys: Austin, Mitchell, and Cooper. Before beginning his career in real estate, Russell worked for corporations including Arthur Andersen and PepsiCo. Then Russell ran a startup apparel manufacturing company and took it from inception to $23 million in sales before selling the company to a larger corporation. In 2001, he began working in residential real estate where he joined forces with his parents and formed The Rhodes Team. His mother, Verna Rhodes, has been a Dallas real estate legend since 1979. His father, Bo Rhodes, became a custom home builder in 1981 and joined Verna and Russell in residential real estate sales in the early 2000s. The Rhodes Team quickly became a major player in Dallas/Fort Worth and is now the #1 real estate team in the DFW market according to the Wall Street Journal who annually ranks all realtors, in all companies. Formerly with Keller Williams Realty, The Rhodes Team was purchased by Berkshire Hathaway HomeServices PenFed Realty Texas in November of 2016 where Russell is now the Regional President/Broker.
Tiffany CostelloExecutive Vice President
Nathan BrainardVP Marketing
Steve GoffVP Career Development
Rick WylieVP of Sales & Agent Development
Paul GriggsVP of Sales & Agent Development
Arlington & Fort Worth
Missy BarryVP of Sales & Agent Development
Frisco & Plano
Nick GallowayVP of Sales & Agent Development
Carolyn HernandezVP of Sales & Agent Development
Angela StilsonVP of Sales & Agent Development
Roxy DyerDirector of Contract Administration
Amy CanterburyInformation Technology Manager
Pam SchulmanRegional Agent Services Manager
Nicole PetersonAP & Commissions Processor
Eric OssDesign & Marketing Manager
Michael McCrayMedia Production Specialist
Deanna FielderSocial & Digital Content Manager
Dalton FordAgent Services - Onboarding
Lisa JacksonAgent Services Administrator
Traci ParkerAgent Services Administrator
Marco LopezAgent Services Administrator
Wynter DaltonAgent Services Administrator
Ana AvilaAgent Services Administrator
Peggy MercerAgent Services Administrator