* by Michele Newbern Gillis
Staff Writer
A new real estate company, Assist-2-Sell, is covering the beaches with bright red directional signs boasting that an owner can sell their home for a $2,995 fee.
The concept is based on running a real estate business by volume rather than commission percentages.
“Last month we may have closed 15-20 sales,” said Shirley Rainey, the owner of the first Jacksonville Assist-2-Sell franchise. “We are a volume company.”
Instead of charging the average six percent for the sale of a home, Assist-2-Sell charges $2,995 to sell up to what they consider a luxury home (over $400,000).
“We offer full-service with savings,” said Rainey. “We don’t charge anything until we close.”
Other real estate agents feel that limits their access to the homes for sale.
“The biggest negative that I see is that they do not co-op with other agents [all the time] nor do they put the listing into MLS [for $2,995],” said Jeanell Wilson of All South Realty. “That severely limits the exposure to the property. In a strong seller’s market, this could work. In a weaker market, the exposure on MLS and to other agents is greatly needed.
“Also, the public perceives that they are a FSBO type operation and are probably lured into listing with them because of the name and the perception of the name, even though they may pay as much for a full-service broker.”
If the client wants their home put on MLS, Assist-2-Sell offers a reduced commission fee for that service.
The two things they do not do for $2,995 is hold open houses and put the listing on MLS.
“We don’t put the house on MLS because if another real estate agent sells it, there is no money for the co-op fee,” said Rainey. “We can’t hold open houses because we have too many listings, but if the seller wants to hold their own open house, we will provide the signs for them.”
If another real estate agent wants to see the house, Assist-2-Sell will call the seller and ask if they want to show the home to a real estate agent or not.
“If they make an offer and it’s a good offer, then the seller can either reject it or accept it and pay the three percent commission,” she said.
So, what does the seller get for $2,995?
“Under the Assist-2-Sell marketing programs, sellers still receive the full services of a professional REALTOR®, at a fraction of what they normally expect to pay,” said Rainey.
They offer pricing help, suggest ways to make the client’s home more marketable, provide all signs and marketing brochures, advertise the home in newspapers and magazines, advertise the home with a color photo on the company’s website, show the home to prospective buyers by appointment, arrange and oversee all inspections and appraisals, oversee the closing process by working with the attorney, lender and title insurance company, and handle all paperwork necessary to insure a smooth transaction.
“If you look in the newspaper for our the ad, it will say where it is, what subdivision, how much it costs and what the address is,” said Rainey. “We are trying to sell that house. We are not trying to get people to call us to get other customers.”
Rainey bought the franchise in November 2001 while she was working with Re/Max Alpha. She worked with Re/Max Alpha until December and her new company was up and running in February.
Her franchise rights include from Southside Boulevard east to the ocean, bounded by Atlantic Boulevard to the north and J. Turner Butler to the south.
The company sells mainly in the franchise area, but they also extend to Ponte Vedra Beach and Atlantic Beach.
“Everyone wants to save money,” said Rainey.
Rainey wanted to own a company that put the customer first.
“Last year was my biggest year at Re/Max,” said Rainey. “I can’t tell you why I would leave something so successful. My husband thought I had lost my mind, but I told him money isn’t everything. I have a heart to help people and I am an entrepreneur.”
Rainey said she knows where the real estate industry is headed and she wants to get there first.
“Drive around, look at all the FSBO signs and go on the Internet,” said Rainey. “People know how to do this now and I get tired of robbing people’s equity.”
For more information check out one of their two websites: jacksonvillewaterfront.com and jaxbesthomes.com.