Longtime Pasadena luxury real estate firm Deasy Penner Podley announced a new partnership with a tech-powered firm Wednesday as it rebranded itself as DPP.

The California-based digital firm Side Inc. will provide tools and data to DPP agents, but the firm will remain under current ownership and management, DPP CEO George Penner said. “We are doubling down on being independent,” he said. “There is an advantage of continuing to have local ownership and a community-based real estate agency while incorporating Side’s incredible reach, proprietary technology, and innovative approach to moving real estate forward.”

The new relationship results in “the feel of a small boutique real estate firm combined with a $2.5 billion tech company,” DPP representatives said in a written statement. Of the new company name, Board Chairman Mike Deasy said company leadership was “taking our names off the door to elevate the names of our agents, who are the true authority in their business.

“We are a family and have always worked from the bottom up; everyone can have great ideas and add value,” Deasy added. “Collaboration comes from every corner, and we are ingrained within our local communities, supporting over 150 community organizations and philanthropic efforts.” DPP was recently named “Most Innovative Brokerage Firm” by the organization Leading Real Estate Companies for its efforts, the company said.

“DPP’s specialized approach to architectural, historic, and luxury properties, including its ‘home as art’ ethos and curated marketing efforts, will be a continued focus for the firm,” according to the statement. Taking on Side Inc. as a service provider to serve DPP agents, and, by extension, their clients, will only further advance innovation, Penner said.

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