Keyes offering cash incentives in slow period

MIAMI – Nov. 21, 2006 – Miami-based Keyes Co. has launched its 30K Program, in which home sellers pay an upfront fee of $1,000 for extra print, e-mail, and direct-mail marketing. Participating homes are identified in the Multiple Listing Service as being part of the initiative.

Buyer’s agents in Palm Beach, Broward, Miami-Dade, Martin and Volusia counties – including those employed by Keyes – will get a chance at $30,000 in cash awards for selling 30K homes, with the first award of $15,000 distributed after 40 of the properties are sold.

Some consumers are skeptical about paying additional marketing fees, insisting that the listing agent should be devoting that much time to unloading the property in order to earn the standard commission; and some real estate agents are concerned that buyer’s agents might steer clients to 30K homes in order to get an opportunity for the cash prizes.

Agent Bob Melzer of Prudential Florida WCI Realty, for one, counters that he shows homes based on the client’s needs and preferences – not because incentives are involved.

Source: South Florida Sun-Sentinel (11/20/06) Owers, Paul

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