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Shackprices changes name, launches real estate agent matching service

ShackPrices.com has a new name, Estately.com, and a new business offering, Agent Match, that the Seattle startup hopes will set it apart in the crowded online real estate category.

Co-founder Galen Ward, who launched the real estate search startup last December in Seattle, said the company's new service will attempt to link home buyers and sellers with the best agent for their specific needs. Estately will ask consumers a few basic questions -- whether they are looking to buy or sell, possible price range, type of property, the qualities they desire in an agent, etc.

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Then, the company will spit out three potential matches from a list of dozens in Western Washington. Ward didn't give an exact number, but he said they range from those who offer discounted services to full commission agents.

What is interesting about Agent Match is that the company will get paid by taking a 12 percent cut of the agent's commission. That could be off-putting to some agents, but Ward said it is cheaper than the 30 percent to 40 percent referral fees of competing services.

For example, an agent who sold a $500,000 home would pass on $1,800 of the $15,000 commission to Estately. (Assuming a 3 percent commission was used in the transaction).

Will agents want to pay that much? And will consumers trust an online matchmaking service or simply go the more traditional route, asking friends, family members or co-workers for agent recommendations?

One of the biggest client referral systems around is Kirkland-based HouseValues, which passes on leads to agents by asking home sellers to provide personal information in exchange for a free home valuation report. Ward said his company is different because it does not "sell e-mails to the next agent in line" and it is simply motivated by helping consumers find good agents. Estately also leaves it up to the consumer to decide which agent they want to contact.

As to the new name, the decision was pretty simple. Ward wanted to move away from the word "shack." Estately, taken from the word estate, is certainly a much different connotation.

Posted by at June 28, 2007 12:01 a.m.
Category:
Comments
#38683

Posted by mdl123 at 6/28/07 5:44 a.m.

Nice business model. My suggestion to Shawn is that to make this really useful to consumers, include stats about the agents and the properties they have marketed in the past. Some ideas below. These stats would make it much easier to create a close match to the consumer and would enable the creation of a great database of proprietary matching info.
- Average listing price
- Average selling price
- Average price delta (sales vs listing)
- Days on market
- Top 3 markets by zipcode/neighborhood (or % total sales)
- Years of experience

Ultimately, as a home seller, I want an experienced realtor that has a track record of selling homes in my zipcode/neoighborhhod at or above the listing price in a short period of time.

#38764

Posted by unregistered user at 6/28/07 3:50 p.m.

This is hardly a new model, Homegain and others have been doing this for years. I'm suprised that a re-hashing of same ole model even gets press

#38770

Posted by unregistered user at 6/28/07 4:28 p.m.

Clients want agents who know the geographic area that the seller/buyer is interested in.

The best way to find an a good agent is to look for signs in the neighborhoods of your choice and call local brokers to have them refer or make the 'best match' for the clients needs.

#39347

Posted by Louis Cammarosano at 7/3/07 8:24 p.m.

I think what estately is doing is vastly different to Housevalues.

They seem to be operating as a matchmaker for agents and consumers and taking a piece of the transaction fee (the commission) if they the pair consumate a deal.

This is similar to Homegain's Agent Evaluator program which is more like a lending tree competitive platform where agents compete for homebuyers and sellers business.

Agent Evaluator is a very consumer friendly product on which HomeGain makes tens of millions of dollars and many realtors in the program have made hundreds of thousands of dollars in commissions, with at least one realtor earning over one million dollars

Agent evaluator is probably Homegain's best known product because of the referral fee. However is it is not HomeGain's largest product-Homegain has three other products for which a referral fee is not charged.
And HomeGain was the first company to have a web based
AVM on its web site and recently brought it back.
All of Homegain's products can be found here and be ordered online
http://www.homegain.com/agent/realestateagent?ht=hp_rnav_agent_enter&entryid=2811

Good luck to Estately.

#40402

Posted by orange29 at 7/11/07 2:02 a.m.

The potential problem here is that after Agent Match give the referral, the agent receiving the referral could already have been in contact with the propective client.

www.property-bangkok.com

#90872

Posted by orange29 at 1/27/08 4:31 a.m.

Traditionally in Bangkok, agents will co-broke on a 50%:50% shared commission basis, so if I had to pay another agent only 12% of the commission for a prospect lead, I would feel quite ok about that.

www.bangkokapartment.org
www.bangkokcondo.org
www.apartmentbangkok.net
www.condobangkok.net
www.property-bangkok.net

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