Thanks to .A.A. for this great photo.
Recently, Redfin a discounted real estate brokerage firm has garnished much media attention. Partly because it just received an additional 12 million dollars in venture funding and partly because of their bold claims of changing the real estate industry. I am always interested in new real estate business models and like many other real estate agents this is one that has become fascinating to me over the last couple of years. All this hype made me want to look at the financial benefits of discounted brokerages compared to our full service model.
Redfin is a discount business model. Discounted business models offer real estate buying and selling services at reduced prices. There are many different discount models that all have different pricing strategies. Redfin offers to list your California home for flat fee of $4,000. Discount real estate businesses offer reductions in commision by making a reduction in service. Thus the ultimate consumer question becomes what does the extra full service model get you in return? What services do the discounted models do away with and how does this affect your sale or purchase?
Recently, as I was transacting in the market and I came across a direct sales comparison of the results of a discounted service verses full service. At the end of 2005 I sold a property along the East Bay coastline in a tract housing community called Promentory in Richmond’s Marina Bay. I mentioned that it is a tract, because this illustrates that all the homes are very similar in size and style. Both properties were 3 bedroom, 2.5 bath homes on a 2736 square foot lot. I represented the buyer on one home while an Assist 2 Sell (a discounted broker) represented the seller. I sold the home to my buyer for $610,000. Just next door was the other home and it was sold by a full service agent in the same month for $677,000. That is a $67,000 difference in price. I saw the condition of both the interiors and exteriors of the properties and I can say they were both very comparable. The lots, community locations and views were also very similar. Even if a discounted broker could have eliminated all the commissions (5%) on the $677,000 home It would still have been a huge profit difference of $33,150 compared to the home sold by the discounted broker.
Just think for a second… If you needed open heart surgery would you look for the low cost leader? Even worse would you do the surgery yourself? My advice would be to find the best doctor available.
Yet, discounted real estate brokers assume people will choose to lop off their financial success with no concern for their financial futures. For most of my client’s their homes are their largest assets. Getting an expert to act and get them the highest price possible is of the utmost importance. Just check out Redfin’s site and read about what they offer. They write a lot about what they are saving their client’s in commission and say little about how they generate the highest possible returns for their sellers. They speak a lot about their supposed negotiating skills and little about how their buyer’s end up in homes that fits their needs and their financial situation.
Marlow Harris at the 360Digest blog has had a lot to say about the current Redfin news. Most interesting to me has been her take on the financial aspects of Redfin. It seems to me they may suffer from the old adage, “we are losing money, but we’ll make it up in volume.”
Last month we listed and sold a home in Oakland’s prestigious Montclair hills neighborhood. 5940 Monzal was listed for $1,599,000. You can check out some of my full service internet marketing at www.5940monzal.com. We generated 7 offers and the property sold for $1,937,000. That is a 698% return on their investment in our commission. Navigating the Bay Area’s complex housing micro climates is not a job for the low cost leader. It’s a job for the avid advisor.