Our journey into this business began in April, 2004. After several months of industry research, looking at hundreds of ads, scores of Websites, reading several real estate success books and dissecting the the real estate transaction we concluded the business was very much like any other service driven business from a delivery and cost standpoint. There are unique rules and laws that govern us but the essential ingredients are the same: create trusting relationships by paying attention to detail, delivering on promises, using technology to inform and gain internal efficiency, keeping clients interests above our own and delivering at a reasonable price that pays us for our time and expense. Real estate is not rocket science.

It was during the research phase of our start-up that we discovered three very important concepts and practices. First, the A. D. Little research report commissioned by the National Association of Realtors® that basically predicted the old business models of "selling" real estate will give way to a concept of "consulting". Next was the discovery of the National Association of Real Estate Consultants that offers education and a passion about "real estate consulting". And last, and perhaps the most important, was the serendipitous discovery of Mollie Wasserman, a real estate agent with Keller Williams in Boston that pioneered the "consulting" concept many years ago. It all started to make sense. The internet provides consumers with a wealth of information making them more knowledgeable. Consumers are demanding more at a value price they can understand. Consumers want a partner in a real estate transaction that is not "selling" them anything. They want experienced, thoughtful guidance.

We put together the business plan, including the philosophical beliefs and value system, tools including appropriate technology, business models that are "value to the consumer" driven and of course, marketing. Our objective is to create a brand the symbolizes all of this and represents to the consumer a symbol of value. Hence Choice³ Realty. It needed to be anything but personal promotion.

By August, 2004 we were off and running. I joined RE/MAX Renaissance because of the business values expressed and because RE/MAX provides the freedom for agents to be creative and very independent. We didn't want a broker to tell us what we could not do. September 1, 2004 Pam left Long and Foster after 5 successful years to join me at RE/MAX.

The response to our approach is phenomenal. Our clients now understand what they are paying for and how much. It's all about fixed vs. variable costs and providing choices (the Choice in our logo). Fixed costs are those services/materials provided in every transaction such as sign post, lock box and MLS entries. Variable costs are those that may be different in every transaction. These include the level and types of marketing required. Some properties require lots of marketing, some don't. Some services are optional such as a seller home warranty, staging and full VisualTour vs. a few photos.

Hence, we provide a flexible service schedule where we customize a plan for buyers and sellers and offer three (there is a ³ in our logo) ways to pay for services; time and expense, fixed fee or commissions. Most clients choose fixed fee. It is also the seller's decision on what to offer cooperating brokers (buyer agents).

It is a win-win for our clients. They only pay for the services they need to meet their objectives. We get paid for our time and expense and provide uncompromising service (have you noticed our tag line is You Choose. You Win!...?). Finally, we refer to ourselves as the Choice³ Realty Group. Our intent is to create a growing business and include other agents who want to do business the way we do. By the way, we refer to ourselves as "advisors" because that is the relationship we build with our clients.

So, there you have it. The evolution of a different business model and how it works. We have an entire section devoted to our business model on our Website at www.choice3realty.com.