Prudential Real Estate and Relocation Services, Inc., (PRERS) a network of U.S. real estate brokers, announced the launch of its research and development laboratory at its recent annual convention. The lab will be exclusively focused on building a new generation of tools for real estate professionals.

The Prudential Real Estate Collaborative Innovation Partnership (PRECIP) is tasked with combining real-world knowledge and expertise of network brokers  with leaders in immersive world technologies, Web 2.0 applications, mobile computing and communications.

“We have taken significant steps to strengthen our support for 1,700 Prudential Real Estate Network offices across the country and their 60,000 sales professionals, including enhancing our technology platform for high-definition video, photo and mobile applications,” said James Mallozzi, chair and CEO for PRERS, in the announcement.  “Underscoring our commitment to helping differentiate our offerings, we are pleased to launch the Prudential Real Estate Collaborative Innovation Partnership to leverage new technologies and enhance the real estate buyers’ experience.”

To start the lab ball rolling, PRERS has signed a letter of intent with Immersive Design Studio, a Montreal-based virtual world developer, to develop next-generation virtual home tours.

New tools announced at the convention include a media center for its members, with video, photo and graphics to create listing presentations and send them out as e-cards; a rent-to-own calculator; direct interface with over 200 social media sites, and a new mobile solution and site.

Prudential Real Estate is one of the largest real estate brokerage franchise networks in North America, with nearly 1,700 franchise offices and approximately 60,000 sales professionals in the franchise Network as of Dec. 31, 2009.