By Hannah Madans

Pasadena-based brokerage Deasy Penner Podley is partnering with San Francisco-based Side Inc.

Deasy Penner Podley, which is now going by DPP, said it will use Side’s technology to enhance its offerings and expand.

Although DPP has extensive in-house operations already, Chief Executive George Penner said Side — which provides technical and back-end operations to brokerages — would help it improve various operations, strategize and build long-term business, in addition to providing managerial support.

Penner co-founded DPP in 2005 with Mike Deasy, and it has grown to more than 300 agents and $1.5 billion in sales annually. The brokerage has earned a reputation for specializing in homes designed by famous architects or that have historical pedigree.

Penner called DPP an “independent, boutique firm in a very competitive marketplace,” adding that it wants to remain independent.

“We’re doubling down on our independence, we absolutely love what we have accomplished thus far as a boutique brokerage and only feel that the partnership with Side will help position us extraordinarily well in the future,” Penner said.

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