Realtors find a better model to sell homes

An independent Southwest Florida real estate agency went looking for a strategy to compete with national brands. Although change wasn't easy, some benefits are percolating.

By Andrew Warfield
| 6:00 a.m. July 5, 2019
| 0 Free Articles Remaining!

Greg and Kathy Zorn have rebranded Florida Home Realty and adapted their business model to Better Homes & Gardens Pristine Realty. They made the change to not only survive but also to compete with larger firms. JimJett.com photo

Strategies

Veteran Southwest Florida real estate brokers Greg and Kathy Zorn faced a business-altering decision in 2017: continue as the independent, dual office Florida Home Realty they had operated for decades or disrupt their business model by aligning themselves with a national brand.

They had operated their real estate offices in Naples and Bonita Springs under a hybrid-100% commission structure and charged agents only rent along with fees related to marketing. The Zorns grew that model into a brokerage with more than 200 agents, declining to disclose sales volume.