amazonYou can order groceries, arrange for a house cleaning or handyman, do all your school supply shopping, and try on clothes before you buy them on Amazon. And now the nearly ubiquitous company has dipped its toe into the real estate world with a new collaboration with Realogy Holdings.

And if that doesn’t sound familiar, the companies under the Realogy umbrella probably do — thanks to brands like Better Homes and Gardens Real Estate, Century 21, Coldwell Banker, ERA, and Sotheby’s International Realty, Amazon’s TurnKey can hit the ground running in 15 U.S. cities, including Dallas-Fort Worth.

The collaboration between the two companies combines Realogy’s Realtors and their expertise with Amazon’s tech-driven convenience. 

Robbie Briggs

It’s news that excited Robbie Briggs, president and CEO of Briggs Freeman Sotheby’s International Realty in North Texas. 

“Since 1960 and counting, no brokerage has taken better care of its clients than Briggs Freeman Sotheby’s International Realty. I’m so proud of that,” he said Wednesday. “And I’m proud we’re affiliated with the only global brokerage that could achieve such an innovative collaboration with Amazon. There is nothing like it.”

“For our participating colleagues, it’s a one-of-a-kind experience for their clients, especially their sellers, who may benefit from more leads to great buyers — many of whom will be in North Texas,” he added.

Briggs Freeman Sotheby’s, as well as local Century 21, Better Homes and Gardens, and Coldwell Banker brokerages will benefit from TurnKey.

“When we designed TurnKey, we recognized that ‘closing’ on a home is really just the beginning of the homebuying journey,” said Eric Chesin, senior vice president and head of strategy for Realogy. “We are proud to team up with Amazon to extend the value we bring to buying a home beyond the moment you first unlock your new front door.”

But what is TurnKey?

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Visit the Weekend Open Houses for these Three Historic Dallas Homes | CandysDirt.com

Dallas is a newer city and what we call “historic” is practically a new build in many parts of the world. But nonetheless, we love our historic homes with their character and style. 

For today’s CandysDirt.com Open Houses of the Week, we’re looking at three Craftsman-style homes from the late 1920. They houses range in price from $446,000 to $795,000. Which ones will you visit? 

 

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Well-defined Spaces with Lots of Natural Light Enhance this Kingsley Meadows Home | CandysDirt.com

Spacious and open rooms with great natural light define a house we’ve discovered in the Kingsley Meadows neighborhood of Lake Highlands and its price tag is well under $400K. It’s a great find! 

Our Thursday Three Hundred at 10812 Hayfield Dr. is near Walnut Hill Lane and Plano Road, sitting on a quiet cul-de-sac. The house is updated with newer HVAC and windows and the interior is easy on the eyes. This home has three bedrooms, two bathrooms, two living areas, two dining areas, and 1,895 square feet on one story, built in 1974. 

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Century 21 Commercial Still

We say it here on CandysDirt.com all the time, but it bears repeating: Real estate is a local — nay, hyperlocal — business. So it was interesting to hear Realtor chatter about the four splashy Super Bowl commercials from Century 21.

Impact-wise, Ad Age gave the 30-second spot 2.5 out of 4 stars, saying it was predictable: “No one expects a real-estate ad to push the boundaries. This one lives up to expectations with a plot straight out of The Saturday Evening Post.”

However, Prudential agent Kerry Paradise Slaughter asked her Facebook friends this question after the above commercial aired:

“As a Realtor, I’m curious – do these VERY expensive C21 commercials have any impact on your choice of real estate agent?”

Most responses were variations on “no,” all but confirming my personal experience that Reators’ business is built on locally targeted advertising — not big, splashy national campaigns — and referrals. Here’s a selection of my favorite responses:

From Greg:

“Great branding. Still a personal relationship game.”

From Tricia:

“No, especially since they are trying to be funny and they aren’t.”

From Bud, who is a home inspector:

“I agree with all of the statements above. However I believe that they are necessary to keep your brand relevant. So many times I ask my client whom their realtor is and the answer is something like “Ebby”. Your brand is strong and you don’t want the market consciousness being pulled out from under you like a riptide.”

And from Slaughter:

” … Here in Dallas, I don’t think it matters how many millions C21 spends, that brand is almost impossible to revive inside 635. And Ebby is a great example. Outside a 100 mile radius the consumer has no idea who Ebby is. 
I can only recall one time in the last eight years that my phone rang because of the broker brand I am associated with. And ironically, it was just last week.
I THINK my clients choose to do business with me because of my competence and my character – both of which they either know personally or they hear about from someone they trust. They have never seemed to care whose logo is on my sign.”

What do you think? Was it cunning marketing to help revive a brand, or was it a complete waste?