It's about time that somebody from the Department of Justice did something nice for the real estate industry, after years of looking into cooperation, commissions and content-sharing. Not to say the industry isn't grateful for recent DOJ inquiries into credit reporting companies, mortgage fraud, and other areas that need consumer protection ...
This time a DOJ attorney came through with something the real estate industry should be grateful for -- a handsome commission check for a real live Realtor.
It all started when online real estate lead generation company HouseValues decided to do a playful publicity story on what the White House would list for if it were for sale.
Realtor Staci Dancey was asked to participate and happily joined in. HouseValues distributed the results of its White House project extensively online, along with Dancey's name and the names of other agents who participated. The story generated significant print and television broadcast coverage, says the company.
Then, about a year ago, an attorney with the Department of Justice found her name online using a search engine, and called Dancey to discuss her capabilities and her interest in helping sell a nearly $2.1 million house in Newport Beach, Calif. that was in foreclosure. It took the better part of a year, but about a month ago, she was selected out of five possible agents based on her responsiveness and online marketing expertise, to list the property at $2,095,000.
After a bidding war that drove the price up to $2.3 million, the sale is set to close this Friday. Dancey represented both ends of the transaction and as a result, will receive $115,000 in commissions.
Making the story even better, Dancey works nowhere near Newport Beach, where the house is located; in fact, her market is 40 miles east of the city.
"One of the final questions the attorney asked me through e-mail when he was narrowing his selection was, 'Why should we go with you when there are other agents in the market equally as capable?' Dancey used her TREO handheld device to instantaneously answer him: "Because I will stay in contact with you."
"Staci is doing everything a successful agent needs to do to win listings and truly belongs in the ranks of the elite top producers," says Claudia Wicks, director of training and content for HouseValues and operator of AgentCEO.com, which features helpful agent tips gleaned from more than two decades of real estate industry experience.
Dumb luck? Some might like to believe that were the case, but the fact is, she competed for, won, and is now profiting handsomely from this listing (and others) because she adheres to three solid business practices:
- She is extremely responsive;
- She uses the Internet and the leads generated from it, to capture more than 95 percent of her business; and
- She takes advantage of every opportunity to get her name into the vast reaches of cyberspace, because as this example proves, you never know when, or where, it may pop up. And sometimes when it does, it can lead to a very interesting phone call.
"Staci uses every vehicle possible to get her name out there, including a simple promotional project that many others might have written off as not worthy of their time. But the results -- and that incredible commission check she's about to take to the bank -- speak for themselves," Wicks added.
Says Dancey, "We are such an Internet-based society, that the more you can get your name out their and into search engines while setting yourself apart, the better off you'll be. The more that is written about you as an expert, the better off you'll be and more likely to be found by search engines and other sources."
While most Realtors probably wouldn't run eagerly to the phone if they knew an attorney with the Department of Justice in Washington, D.C. was on the other end, Dancey did. And because she took that call, she is now just days away from plunking a check for $115,000 into her bank account -- from a single transaction that closes this Friday.
Who says the Internet doesn't produce solid leads?
And another thing -- it's nice to see a company use its public relations money on its customers, instead of using it to bash Realtors, cooperation and their commissions while secretly trying to use the DOJ as a wedge to get at MLS listings.
