by Miranda G. McLeod
Staff Writer
They’re finally all settled in. The paint is fresh on the walls and the decorations have found a place to call home. Selby Kaiser and Linda McMorrow have been pretty busy these last few months fixing up their San Jose office, continuing to sell some of Jacksonville’s premier properties, keeping up with technology and maintaining their ever important families.
Together, Kaiser and McMorrow are The Legends of Real Estate.
The name comes from before the pair worked together, when McMorrow sold houses by telling the story, or legend, about houses in Epping Forrest Yacht Club. In 1998, McMorrow and Kaiser — who are identical twins — became partners.
Both started in the industry many years ago (Kaiser 24 years, McMorrow 30 years) and have seen a lot of things change — especially technology.
From a book of listings on the front seat of the car, to thermal paper cards with listing information on it, to cell phones that dial in and release a key at a lock box, the industry has kept up with technology to produce some of the most efficient ways of selling a home.
“If you need to call a listing agent it’s a wonderful tool,” said McMorrow. “My first year in real estate in Virginia it was very tedious. You could spend all day organizing those cards. Now, gosh, it’s so easy.”
“You could work out of a car and never come in the office, if you had four hands,” added Kaiser.
All that technology makes it easier for agents, but experience is still one of the more valuable assets in an agent.
“We’re seeing a lot of people who have gotten in to make a quick buck. People at SMC (Sales and Marketing Council of the Northeast Florida Builders Association) and NEFAR (Northeast Florida Association of Realtors) are in it for a career,” said McMorrow. “The market is now correcting itself after all those high, wild and handsome times.”