Prudential Calculator Computes Renters` Home-Purchasing Power

Tool allows consumers to see instantly homes they can own for the same as their
rent
IRVINE, Calif.--(Business Wire)--
If you`ve ever wondered how much house you can afford, Prudential can tell you
in a flash.

Prudential Real Estate and Relocation Services has developed an online tool that
shows how much house you can buy and provides active listings in the
neighborhoods you like.

"With our new calculator, consumers can visualize housing opportunities and be
just a click away from a local affiliate`s website for more information," said
Earl Lee, president, Prudential Real Estate and Relocation Services, Inc., a
Prudential Financial, Inc. (NYSE:PRU) business.

The calculator, powered by Dapper, is accessible on the company`s website,
prudentialrealestate.com. Consumers simply key in their current rent payment and
zip code and receive the mortgage-payment equivalent of that rent and several
like-priced Prudential Real Estate listings in that zip code.

"Housing affordability stands near all-time highs thanks to declining home
prices and historically low mortgage rates," Lee said. "Now is the time to find
out what you can buy."

The company launched an innovative digital advertising campaign to support the
tool, connect with consumers and ultimately drive traffic to
prudentialrealestate.com and to affiliates` websites. Dynamic advertisements
target renters and first-time homebuyers on high-traffic websites such as
ApartmentGuide.com, Hotpads.com, ApartmentFinder.com, Realtor.com, Rentals.com,
Trulia.com, Yelp.com, and several lifestyle sites appealing to these consumers.
"In today`s market, opportunity abounds for many consumers," Lee said. "Our
calculator will boost their confidence and give them the right information to
make smart buying decisions."

Prudential Real Estate and Relocation Services, Inc. is Prudential`s integrated
real estate brokerage franchise and relocation services business. The company`s
real estate network is one of the largest real estate brokerage franchise
networks in North America, with nearly 1,940 independently owned and operated
franchise offices and approximately 62,000 sales professionals in the franchise
Network as of March 31, 2009. The relocation division provides comprehensive
global relocation services to Fortune 500 corporations worldwide. With locations
in the United States, Canada, United Kingdom, France, Hong Kong, Singapore, and
China, the company offers a broad menu of services critical to the relocation of
clients` employees. For more information, visit www.prudentialrealestate.com.

With Dapper, advertisers can deliver contextually sensitive display ads
dynamically assembled from creative elements pulled from their own Web site,
from product inventory data or from any database of marketing offers without
client or agency IT department involvement. For more information, visit
www.dapper.net.

Prudential Financial, Inc. (NYSE: PRU), a financial services leader with
approximately $542 billion of assets under management as of March 31, 2009, has
operations in the United States, Asia, Europe, and Latin America. Leveraging its
heritage of life insurance and asset management expertise, Prudential is focused
on helping approximately 50 million individual and institutional customers grow
and protect their wealth. The company`s well-known Rock symbol is an icon of
strength, stability, expertise and innovation that has stood the test of time.
Prudential's businesses offer a variety of products and services, including life
insurance, annuities, retirement-related services, mutual funds, investment
management, and real estate services. For more information, please visit
www.prudential.com.

Prudential Financial, Inc.
Sheila Bridgeforth,973-802-6852
sheila.bridgeforth@prudential.com

Copyright Business Wire 2009