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Berkshire Hathaway HomeServices PenFed Realty Texas Acquires CEDA Realty

Transaction gives PenFed Realty greater coverage of the Dallas-Ft. Worth Metroplex and a dynamic real estate training division

DALLAS, TX (Nov. 1, 2018) – Berkshire Hathaway HomeServices PenFed Realty Texas today announced the acquisition of CEDA Realty, a 90-agent brokerage serving the Dallas-Ft. Worth Metroplex from Plano. The transaction gives PenFed Realty Texas broader coverage of the region, a skilled agent team and a powerful training division. 

CEDA’s Managing Broker and owner Steve Goff will remain with PenFed Realty Texas as vice president of Career Development, overseeing professional advancement for the entire enterprise. Goff, with 46 years of real estate experience, is one of the region’s foremost real estate trainers and a productive agent recruiter. 

“We are delighted to welcome Steve Goff and the CEDA Realty team to PenFed Realty Texas,” said Russell Rhodes, president of the brokerage. “Steve is so well respected in our industry and his agents are talented and prepared. They are an ideal fit for our company and will help us grow in the Metroplex.” 

Goff is eager to start the next chapter in his storied real estate career. “My team couldn’t be in a better place than with PenFed Realty Texas,” he explained. “As for me, the greatest joy in my professional career is to share the experience, knowledge and skills that I developed over 46 years with younger agents, so they can be their best in a short period of time. I get to train professionals and I couldn’t be happier about it.” 

Rhodes is a world-class production leader and founder of The Russell Rhodes Team, which set sales standards for years through relentless client service and abundant referral business. As head of PenFed Realty Texas, Rhodes is an agent-centric leader with a simple goal: “We want to help our agents grow their business by 20% per year,” he said. “To do so you have to have really good training and the right procedures and mindset.” 

The combination of Rhodes and his sales managers, with Goff and his training vision, spells more growth for PenFed Realty Texas. Beyond training, the brokerage added a group in its marketing department to oversee new media, including video production and social media outreach. The overall objective is to provide agents with the support they need, which allows them to focus on what they do best: serve home buyers and sellers. 

“We are fully invested in the success of our agents,” Rhodes said. “Our management mindset is roll up your sleeves and help the sales team be their best for their clients.” 

PenFed Realty Texas is currently home to 430 agents working from eight offices. Rhodes said his goal is to add as many as 100 agents over the next year. “We are proud and excited for the future,” he explained. “We have a growing team that loves the real estate business and is passionate about helping people reach their homeownership dreams. As important, we have the resources and systems in place to help our agents continually develop and achieve.” 

Gino Blefari, CEO of Berkshire Hathaway HomeServices, congratulated Rhodes and Goff on the union. “These fine companies are well suited, and their merger brings many benefits for PenFed Realty Texas and real estate consumers in the Dallas-Ft. Worth Metroplex,” he said. “We’re excited to continue supporting the brokerage and its growth for years to come.” 

About Berkshire Hathaway HomeServices PenFed Realty Texas 

Berkshire Hathaway HomeServices PenFed Realty is a full-service real estate company with annual sales volume of $3.8 billion with 1,700 sales agents and 50+ offices providing complete real estate services nationwide. PenFed Realty is a wholly owned subsidiary of PenFed Credit Union (PenFed). PenFed is a financial institution with $20 billion in assets and more than 1.5 million members. PenFed Realty is also a member of the Berkshire Hathaway HomeServices brokerage network, operated by HSF Affiliates LLC. Visit PenFed Realty at; see PenFed Realty Texas at

About Berkshire Hathaway HomeServices

Berkshire Hathaway HomeServices is one of the world’s fastest-growing residential real estate brokerage franchise networks, with more than 50,000 real estate professionals, nearly 1,500 offices throughout the U.S., Canada, Mexico, Europe and the Middle East, and more than $119 billion in real estate sales volume. The network, among the few organizations entrusted to use the world-renowned Berkshire Hathaway name, brings to the real estate market a definitive mark of trust, integrity, stability and longevity. Visit