Keith Wettstein has been a Realtor and part-owner of Assist-2-Sell in Arlington since March.
WHERE WAS HE BEFORE?
He was with Admiral Homes as a site agent for two years. Before that he was in the mortgage industry.
WHY GO FROM SITE SALES TO GENERAL REAL ESTATE?
“Ownership in a business. I thought it would give me more free time with my children and family, but it doesn’t. I do have the freedom to make my own hours, but we are really busy right now.”
HOW’S IT GOING?
“Busy as can be. It’s absolutely incredible. I am really thrilled with the success of the office.” Wettstein said they just signed a lease to open another office on the Northside. He said at first it will be like a satellite office until they get it up and running and then it will be its own office.
WHAT’S DIFFERENT BETWEEN SITE SALES AND GENERAL REAL ESTATE?
“It’s definitely easier on the builders’ side as far as support staff. In general, you have to run out and meet home inspectors and you are all over town. With a builder, your product is right there within one mile of your office.”
WHAT DO YOU LIKE ABOUT GENERAL REAL ESTATE?
“I like the business in general because you get to meet so many people. It’s interesting and ever-changing. No two deals are ever the same.”
HOW DO YOU DEAL WITH NEGATIVE CONNOTATIONS THAT COMES ALONG WITH DISCOUNT REAL ESTATE COMPANIES?
“We are full-service with savings just like our signs read. There is a lot of negative connotation because they think we are discount Realtors. Since commissions are negotiable, there is no such thing as a ‘discount.’ To say there is a discount implies that there is a set price. We also push more of a team aspect. My name will never be on a sign because if my name is on the sign and I am out of town, who’s going to deal with your house? We are full-service and do everything every one else does, like a Watson or Prudential. Because of the negativity that is out there, we prove ourselves by trying to be better. The word ‘discount’ is what does it. It is just totally different marketing and it’s absolutely amazing how well it works. Our concept is so much different than anyone would perceive it to be and only the people who work there understand it.”
PROGRAMS YOUR COMPANY OFFERS?
Wettstein said they offer options to their customers. They have three main programs: a paperwork-only option for $1,995, a flat fee of $2,995 which does not include putting the listing on MLS but does include marketing services; and a 4.5 percent charge for MLS and marketing services.
CHALLENGES
YOU FACE?
“All the negativity comes from not understanding. People are scared of what they don’t understand. Most of the agents are starting to learn the system.”
AREA YOU FOCUS ON?
Arlington and Northside.
ADVICE FOR A NEW AGENT?
“Find a very good mentor to work with and train you. My mentor was Peter Hurd of Admiral Homes. He taught me a lot. He taught me how to handle the volume.”
LESSONS LEARNED?
“Be flexible and always have an alternative to everything. Know your options.”
PET PEEVES?
“Empty flyer boxes.”
PROFESSIONAL ASSOCIATIONS?
Northeast Florida Builder’s Association’s Sales and Marketing Council and Northeast Florida Association of Realtors.
HOMETOWN?
Jacksonville.
AGE
29.
RESIDES
Queen’s Harbour.
FAMILY
He has been married to Jocel for five years. They have two children. When he is not working, he enjoys relaxing at home and fishing on his 22-foot Triton. His favorite movie of all time is “Forrest Gump.” A book he would recommend is “The Success Principles” by Jack Canfield. When relaxing at home, he enjoys tuning into “Lost” and “Survivor.” When traveling his favorite place to visit is the Florida Keys. When dining out, he enjoys the Conch House in St. Augustine and Sliders in Atlantic Beach.
-by Michele Newbern Gillis