Halfback

Halfback does not always mean Football’s running play. The word is also used to label long time Florida residents who are moving to the Carolina's upstate region, since it means they have moved halfway back North.

The Herald Tribune, based in Southwest Florida ran a story about those in that area who are migrating to the halfway states. There are many who are moving from Sarasota and Manatee Counties, but in general it is retirees who are seeking retirement havens. The reasons for the move vary, but halfway states provide a different lifestyle. There is much less congestion with people and traffic, and above all it is less expensive as well as easier to live.

Some may wonder how different it would be to move from a happening city to a rural area, but South Carolina’s region is not all rural. And for the areas that are rural, half of the Hispanics who migrated in the past few years moved to the rural areas. In addition to this, there are many people from around the world, especially corporate retirees who crave the relaxing atmosphere and mountain views.

There are also many international companies including BMW’s plant near Spartanburg.

Properties are much more affordable and though there is a state income tax, the low property taxes make up for it. It is also a buyer’s market in South Carolina, but they have not experienced the over or under stock of inventory that South Florida has.

Green guidelines

As the century continues and the risk for Global Warming increases each day, it’s good to know that some companies are taking measures to become environmentally friendly.

According to The Boston Globe, Boston is in the process of requiring private development firms to follow “green-building” standards.

The purpose of these strict standards is to make Boston buildings more energy efficient and friendly to the environment by using recycled materials as well as resourceful heating and cooling systems. In today’s world of hybrid cars and solar powered gadgets, I think it is only time before more industries try to convert to more environmentally friendly resources.

I am the Graphic Designer here at Homekeys, and having been raised in Boston, I think they are proposing a great requirement for private builders. Being energy conscious, I think this is a step in the right direction for everyone’s future. I wonder how things would be different today if we had only known to be more energy conscious 30 years ago? Either the heating or cooling system is used year round in Boston and wastes a lot of There are currently many U.S. cities that have adopted green building standards, but only for public buildings and development.

When the Boston Zoning Commission adopts these standards next month, Boston will be the first major market to require private builders to follow these guidelines.

This affects real estate in many ways because developers will now have to certify that they have met the green-guidelines and the city will have to confirm. Developers are worried that it will be more difficult to start projects this way.

In other news, here are the pictures from yesterday’s Secret Santa.


Pictures From The Party

55

Is the number of pounds we gained as a team as all 13 of us gobbled our way through all the pork, ribs, and flan one could think about. After stuffing our faces and most of us having seconds, we finally exchanged presents.

The list goes like this: Manolo had Bill, Bill had Ally, Ally had Carlos, Carlos had Mario, Mario had John, John had Robert, Robert had Manolo, Jose had Mary, Mary had Yani, Yani had Rick, Rick had Jen(me), Jen(I) had Vivian and Vivian had Jose.

We got all sorts of gifts, but at least 4 of us got some type of liquor. Like Los said, it was no secret and a few minutes after the gifts were distributed, everything was figured out and in the end we all knew who our Secret Santa was. I never knew that once we got the gift, that it is still a secret and we are still not supposed to say whose Secret Santa we were. So as one can imagine, I was one of the first to confess.

After the food and presents, our CEO Manolo gave a speech about how Homekeys is getting better every quarter and about our plans to expand for the future. Soon after that, we were ready to bring out the dominos to give Manolo and Mario a chance to regain their title as champions that Yani and her friend stole during our Christmas party. As for real estate, we are now ready to tackle the phones and our individual tasks with satisfied bellies and happy faces.

Homekeys Secret Santa

After waiting a year, time has come for the annual Homekeys Secret Santa. I really don't understand why the word "secret" is involved because minutes after the names are distributed, I (LOS), know just about who everyone has. I have been called a sorts of names, "Splinter" and "Scrooge", to name a few, however its not my fault I always have time to consult a fellow colleague. Tomorrow, at 12:30, we will be exchanging gifts and stuffing our faces thanks to Yani (not the greek singer) a.k.a. "Danger", who always manages to be in charge of every Homekeys event. By the way, if anyone knows where I can get free ringtones for my new "Treo" I would greatly appreciate it. My wife couldn't keep a secret and gave it to me last night.

Happy Holidays!

THE LOS

ValueSearch™ Feedback

If you have taken the time to use ValueSearch™ I hope you have had some of the same experiences other people have written to me about. It feels good when you get positive feedback, especially when you have spent such a large amount of time doing your best to get it right. This current version is very powerful and easy to use.

The press and news stations in Hillsborough County have scheduled time to talk to us about ValueSearch™. Hopefully early next year you will see us on the news and in the paper. They are excited to have our tools available in their county.

We are still working on Orange County and it is going well. We can't wait until most of Florida can experience and leverage our power search.

Do what you say and do it right

Problem 1:
I take my car in today for an oil change and tire rotation. Several hours later I get a call that the car is ready. I pay and get my keys and go to my car. As I pull out of the parking spot I hear my passenger side rear tire banging against the wheel drum. I immediately stop and notice they never tightened the lug nuts on the wheel and one is missing.

Question 1: Didn't he hear that when he pulled the car out of the bay?
Question 2: What else did he forget to do?

So I carefully drove the car back to the bay and they re-tightened all the tires. I have to wait until Monday for the missing lug nut.

Problem 2:
My partner hires a roofing company to replace his roof. The roof was damaged during the 2005 hurricane season. The roof was started several months ago. To make a long story short. Half his roof is done and now needs to be pulled off and re-done from scratch.

Conclusion:
I could continue with these stories all night. How is it possible that quality and customer service does not exist anymore? Everytime I do something or go somewhere I have to worry what problems I am going to have. If I ran my business like this I would be out of business. Needless to say I won't be going back to this mechanic ever again. As for the roof, these guys just started my roof so please pray for me.

New Counties Coming Soon

For those of you who are waiting with great anticipation we are currently working on Orange and Pinellas counties in Florida. We are expecting to have one of those two counties available in the application late January early February. The next county following very soon after.

For those of you outside the state of Florida don't despair. We are currently looking at which state will be next. Here are the leading candidates in no particular order.

Georgia, Arizona, North Carolina, New York, Pennsylvania, and Seattle.

I will let you know when we finalize our decision.

Open Listing Service Crazy

When we (Homekeys) built our business plan back in 2003 we talked about allowing agents and homeowners to list their homes for free on our site. The first version of our software had what we called the OLS®, Open Listing Service. Even today we provide the OLS for free.

It seems in the last few months web site after web site is now providing a version of the OLS for free. Googlebase, Trulia, Propsmart, Homegain, and Zillow. Zillow has already acquired more than 7000 listings from agents and homeowners since their announcement last week.

I wonder if this is the beginning of the end for the MLS associations and their IDX feeds. It would be great if we all could gain access to any listing in the country through a RSS XML based feed. Googlebase seems to be the front leader but don't count Zillow out.

Company Christmas Party

Manolo our CEO hosted our second annual Christmas party at his home. I didn't think he could top last year but, may I say, it was awesome. Everyone had a great time and great food. Here are some pictures

Pictures From The Party

Homekeys Receives Registration Mark Rights

The United States Patent and Trademark Office has awarded two registration marks for Homekeys. The first registration mark is for the name Homekeys® and the second registration mark is for the Homekeys® logo.

Zillow and Redfin at it again

It seems Zillow has their game plan laid out pretty clearly. First provide AVMs through out the county and gain strong site traffic. Then add home for sale listings by asking both agents and home owners to list their homes directly on the site. This will not only increase site traffic but put a dent in the Realtor.com foothold. Plus they don't need to be a licensed real estate corporation anywhere. Now when every home buyer and seller is going to Zillow.com, provide a transaction model that also does not require the need to be a licensed real estate company. It is very clear with the publication of Zillow's patent application for an online real estate auction site, that sometime next year we should witness this evolution.

What will be more interesting is to see how Redfin reacts to Zillow's implementation of 'Make Me Move'. Something that Redfin filed a patent application for last year. Either Zillow does not believe Redfin will be rewarded this patent or they don't care because they know Redfin's patent application is years out from being rewarded. If Redfin is rewarded the patent by 2009 that would be quick. Who knows where Zillow will be then.

It is just amazing how Zillow, Fidelity, Homekeys, and Redfin are changing the landscape for online real estate. The only guarantee is that something new will happen next week. The question is who will it be about next?

Zillow patent applications made public

If you have been as curious as I have about the details in the two Zillow patent applications that were leaked earlier this year then check out these links.

Zillow online real estate auctions patent application

Zillow interactive floorplan viewer patent application

Vis a vis Traditional Brokers

I just retrieve a voice mail from an unknown source requesting clarification on my position vis a vis traditional brokers. Let me give it a try.

1. Homekeys offers something different. We offer a business model that is equally beneficial to consumers, real estate professionals, appraissers, mortgage institutions and frankly almost to anyone involved in buying and/or selling a property.We are a licensed Real Estate corporation in the State of Florida. We are Realtors! Maybe a different breed of Realtors but nonetheless Realtors.

2. We believe each buyer and seller is unique and the “one size fits all” traditional real estate model has limited value in today’s market. Our goal is to provide real options and the best savings opportunities available. We offer the widest range of choices and savings you can find in the industry.

3. It’s not productive to spend time discrediting brokerage models that are different than ours. All real estate models – traditional, discount, by owner – have their own benefits and limitations. The question is not which model is best, but which is best for the individual needs of the consumer.

4. The consumer should have the option to choose the best way to buy or sell real estate. After all, it’s theirr money and no one knows better than them how to spend it.

5. We deliver the widest wide range of options possibly offered by a real estate corporation. We offer full service from top-flight professionals as well as the tools, knowledge and resources need to buy and sell with or without a full-service realtor.

6. Some people don’t want – or want to pay for – assistance with every step of a buying or selling transaction. Others prefer to let an experienced REALTOR® handle all the details. Either way, we support our clients during each step of the buying and selling processes.
Bottom line, they shouldn’t have to sacrifice service for savings. By leveraging our exclusive technology and streamlined business processes, Homekeys delivers both.Their success is our success.

That’s why Homekeys is the # 1 online real estate company in Florida.

Manuel J. Iraola
CEO & President of Homekeys.net

RE/MAX on TV

Who has seen the latest TV commercial for RE/MAX? They are pitching that you can see millions of listings throughout the United States on their web site. I first started looking for listings in Florida and then in New York. I was surprised what I found. Each area of the country has a different RE/MAX based web site. In the Florida site there is a lot of feature functionality but in the New York site there is a more traditional interface.

In the Florida site they provide several ways to find properties including the use of standard maps and GIS based mapping. If there is one negative about the interface is that they did not consolidate the listings from multiple MLS system for a given area. When I choose to search listings for Broward County, I was asked to choose a data source. In Broward County there are 4 data sources, one for each MLS association. This means I have to conduct the same search 4 times to see all the listings.

I loved all the different ways you could search for a home. They had a traditional page based interface. For technical users they had a GIS map interface or simply you could choose a City, MLS number, Address, or Zip Code. Each interface was easy to use and straightforward.

Other minor issues I had were that several times when using the map feature I received server errors and had to refresh the browser. Not having a list of the properties on the page to choose from after the search was very fustrating. The only way to navigate through the listings was to hover over the little house icons on the GIS based map. When I was ready to change states there was no way to navigate off the Florida site. I needed to retype the main domain again in the address bar.

In the New York site there is no GIS mapping interface. You have the ability to select from the traditional filters including schools. Not very exciting. In fact I was hard pressed to find a listing that did not belong to RE/MAX.

It is easy to find problems and things you don't like about a site. The Florida RE/MAX site is extensive and provides a lot of functionality. I have real confidence that over time these problems will be corrected. If your searching for listings outside of the Florida counties that Homekeys provides, then RE/MAX Florida is a great site to use.

Don't forget, if you find a home on any web site your interested in seeing, take advantage of Homekeys Buyer Rebate Program. We will give you 50% of our commission at closing. We set up the appointments, help with the negotiation and closing. We will not accompany you to the appointments unless we need to. That is how we can provide you such a substantial rebate. Check it out before you see any house.

Inside look at Homekeys

Even though I love to talk about the technology here at Homekeys, I would be amiss not to tell you about our operations. Our buyer services are offered for the entire state of Florida and our sellers service are currently in 26 Florida counties. We currently have over 380 active customers and we service those customers with a staff of 13 people.

If you call us most likely you will reach Ally or Yani. These two girls are amazing. They provide customer service for many of the phone calls that come in. They help out everyone they can in the office and always do it with a smile.

When it is time to work with a Homekeys Realtor then you will talk with Carlos or Vivian depending if you are a buyer or seller. Carlos works with all of our sellers. He knows how to help each customer with their individual needs. What is amazing is how he provides the personalized service with the large number of customers he handles. Vivan works with all of our buyers. Every time I walk by her desk I hear her on the phone making sure each customer is prepared and excited. She is great at working with other Realtors and scheduling all the appointments.

When a contract is presented to one of our sellers or a buyer has presented a contract then our Brokers get involved. Whether it is Jose or John, they make sure the deal gets done. They are very experienced with negotiations and closing. If there is a will, there is a way with these guys.

We are so incredibly lucky to have these people at Homekeys. They really are amazing people dedicated to making sure every customer has the best opportunity to buy or sell a home.

I know it sounds to good to be true but be aware that we have built an extensive amount of automation to make sure our CRM and other operational systems are updated from actions and events that occur during the day from the web application and the CRM itself. This has allowed our people to handle the volume, keep our CRM data clean and accurate, and give our customers the personalized service they deserve.

Tour of ValueSearch™

In recent days I have been talking about ValueSearch™. Today you have an opportunity to see it for yourself. Click on the Sample Search link to start your tour.

You now have a browser open with a search already conducted. You are seeing a search for listings in the city of Doral, Miami-Dade county Florida. Notice the list of properties that were found in the grid below the map. You will see three important pieces of information at the end of each row in the grid, 'Sale Price', 'Estimated Value', and the 'Percent of Difference'. You should also notice that the grid is sorted by 'Percent of Difference'. Select any listing in the grid and that listing we be found on the map with more detailed information including a picture if one has been provided.

Here is the cool part, find the slider bar in the lower right hand corner of the map. This slider will allow you to filter the result set of listings by value. Using your mouse, click and hold the left mouse button down on the slider button. You will see a popup appear with information about the markers position. Included in that information is the number of listings that meet that criteria.

Now slide the marker down the slider bar and see how the number of properties change. Slide the bar to one of the hash marks where there are properties and release the mouse button. Now you will get a new map of only those homes that meet the new ValueSearch™ criteria you specified.

Go back to the grid and find the 'Sale Price' column. Click on the words 'Sale Price' in the column header so the grid sorts by sale price. Sort results are always based on the selected column and then the percent of difference. This way the best deals are always presented first.

If your interested in a more detailed personalized tour of ValueSearch™ and the Homekeys web application just drop me a email at bkennedy@homekeys.net. I will be glad to walk you through the tools so you can find that home your looking for.

SEO and web based marketing

You know what keeps me up at night more than anything? Wondering if today is the day Google or Yahoo completly flushes all of my optimized pages from their engines. Once you start a SEO project it completely consumes you. White hat, black hat, who's winning the game today and why. Everyday checking to see how many pages you have cached and how they are doing. Knowing that without a page 1 presense on Google or Yahoo your business does not exist.

I am now starting my third iteration of design and content for my optimized pages. Hoping that I can get another three months of quality placement and conversion. It seems every three months I begin the slow decline of falling off the face of the earth.

I am so impressed with Trulia when it comes to SEO. It seems everything they are doing is cutting edge SEO. Always keeping in front of the search engine companies. Making sure their pages not only have relevance but are highly usable. It is part of their business model so they should be experts. At least that is what I tell myself.

I have learned a lot over the past 15 months since I started on this journey through hell. I know within a few weeks of effort and long nights, once again my pages will rank well and my existence will be restored. I also know that in April I will be back here looking at making these changes again.

As you can tell I am really looking foward to the next two weeks of my life.

The consumers will have the final word

In response to ongoing coverage about changes in the real estate industry, I wanted to share my thoughts with you as the CEO of a business that is determined to bring value to the consumer.

Change is good for the consumer and for the real estate industry. It fuels competition and drives innovation and efficiency. Yet, the real estate industry has seen little change during the last 50 years. Indeed, other than marginally lower commissions as a result of the introduction of “discount brokerage models,” the change is imperceptible.

So, two questions that come to minds are: Will the industry survive as we know it today? What will it take to thrive in the future?

Technology and changing consumer behavior will be the driving forces behind change, but not the only forces. What matters is what the consumers want -- not what we think they want.

We searched for answers. We went from denial, to awareness, and finally to acceptance. The lessons were harsh but clear. We needed to listen and learn from the consumer. Here is what we learned and want to share with you.

1. Legislation and regulation can’t stop evolution and innovation.

It is not business as usual anymore. Prior success no longer guarantees the future viability of the existing real estate business model and profitability for the industry. While it has been a long and rewarding ride, its time has passed. However, there should not be any doubts that there is a bright future for the real estate industry. After all, real estate will continue to be the heart and engine of our economy. And it will be especially brighter for those embracing radical change and seeking new ways to serve the consumers. Those that embrace the change brought by evolution will succeed. Those that continue to use legislation to defend the indefensible will see their business succumb to innovative models that put the interests of the consumer at the center of the process.

2. Consumers have lost confidence in the traditional model.

Is anyone surprised about this? Have consumers been taken for granted? Did the industry forget that consumers are critical on both sides of the transaction? You would have thought that consumers would be in control of the process. Yet, ironically, consumers do not have any leverage because the power resides with intermediaries. Consumers’ options are limited when buying or selling real estate, particularly for those who want to go about it on their own.

We hear frequently: “Why do we need to pay a 6% commission for selling our property?” That concern is being felt across the real estate industry, and while commissions are being reduced, the decrease is still not commensurate with the “homeowner’s perception of value.

Homeowners believe that fees should be based on “the value of the services” and not on “the value of the property.” The adage that a rising tide lifts all boats has proved to be true in the real estate industry. This rising tide has brought housing values to record high levels. The good news for the homeowners is that their equity has increased. The bad news (which materializes at the time of the purchase and sale of property) is that such increase is completely independent of the contributions of third parties. It is simple market forces at work: supply and demand.

3. Consumers see through the lack of transparency.

Consumers know that you are not what you write or say, but what you do when no one is looking. Consumers want more transparency. They want all the myths to disappear. They want a leveled playing field, with unrestricted access to the tools and knowledge required for a successful sale or purchase. They want transactions that are “procedurally” easier, smarter, cheaper and faster. They want to choose how to go about buying and selling. The one size fits all approach is not longer valid.

Because of this lack of transparency, consumers are paying more for less value. Consumers are working more, but not being compensated for their efforts. Over 74% of buyers are now using the Internet to search for properties, yet they cannot complete the process because the back end is controlled by intermediaries. Sellers who want to sell on their own do not have an “effective platform” to market their properties, unless they use the Multiple Listing Service. The cost of representation currently based on the value of the property is archaic and does not reflect the realities of the times. The absolute value of commissions paid continues to increase and the beneficiary is not the consumer. It is the consumers’ equity that continues to erode, while the economic benefits are enjoyed by the intermediaries. Simply stated, the time has arrived for the consumers to be in control of the process. After all, the consumers own the properties and who better than them to decide what to do and how to go about it. They are willing to pay for the services and guidance they need, but not as a function of the value of a property.

4. The traditional model does not reflect today’s consumers.

Advances in technology and the ever increasing sophistication of consumers are destined to change the way home real estate is bought and sold. Did the industry fail to recognize changes in the behavior and expectations of homeowners and investors?

Today’s consumers are tech savvy, more independent, more sophisticated, more knowledgeable and want to be in control. They want to have choices!

Almost every traditional brokerage house has a web site mostly used to provide “photographs and summarized property information.” This is a step in the right direction, but not quite what the consumer wants. Consumers want access to the same information and tools that professionals have. They want a buy and sell process that is “easier, smarter, faster and cheaper.” Consumers know that the Internet has made it possible to have access to information and resources that in the past only were available to professionals. The Internet has also made it possible to provide these services at a fraction of the cost. Technology based models are not a substitute for good judgment, but they are more efficient and transparent. These efficiencies result in lower cost of representation, and access to information and know how that is completely unbiased and independent of the value of a property. Put another way, technology drives down the cost of representation!

5. Homeowners want real options, not a recycled traditional model.

While real estate is a $ 1.3 trillion industry that is highly fragmented, there is little differentiation between options. The industry also exhibits behavioral traits typically found in oligopolies. Consumers have been led to believe that the process of buying and selling is complicated and unmanageable without the intervention of an intermediary. This is simply not true. Consumers want real options that remove the “fear, uncertainty, and doubt,” which historically has been foisted on the real estate transaction by intermediaries.

There are over 2.3 million licensed brokers and agents in the United States. Entry and exit barriers are low. In theory, it looks like consumers have a very large number of choices. In practice, that is not the case. Mostly everybody offers the same and there is little differentiation between companies, business models, and services provided by brokers and agents. Consumers want “real choices,” not variations of the existing business model.

At the present time, real estate owners that wish to sell their property have two primary options: (i) sale by owner (FSBO); or (ii) a contractual engagement with a licensed real estate broker or agent.

For those owners who desire to sell their property themselves, advertising and valuation tools are virtually non-existent. Their intent is to avoid the high commissions sought by brokers, but they are restricted in their advertising and analysis capabilities.

Looking to take advantage of the market necessity for a FSBO real estate solution, a plethora of market developers has begun to introduce solutions in this area. Nonetheless, these developers have focused on creating revenue from either individual online FSBO advertisements, advertisements from or referrals to third-party real estate professionals, lead generation, or some basic set of information services/tools with limited capabilities. These are legitimate alternatives for some but not for all.

6. Real estate consumers are actively seeking alternatives.

Consumers have an infinite appetite for information and knowledge. Web based applications have made that possible and there is no turning back. According to a 2004 report from the National Association of Realtors, the Internet has rapidly become the preferred method of property search with over 70 % of homebuyers indicating that they utilize it as their primary source of property listings. In fact, 2003 marked a milestone in the technological evolution of the real estate industry. That year, for the first time, more buyers used the Internet than newspaper advertisements as an information source. Buyers are doing most of the work, yet they find themselves having to go through an intermediary. Buyers do not buy the myth that “Commissions are paid by sellers.” They know these commissions are part of the gross purchase price and paid exclusively by them.

Most consumers want an innovative online business environment with functionality that incorporates optimal data sources, analytical tools, marketing exposure, and opportunity leads in a comprehensive and user-friendly online solution. They know the Internet has created new industries and new ways to transact business and they want to be the beneficiary of such transformation. New games and new rules will become the standard. And we better learn to play the new game!

7. The consumers will have the final word.

Change is unavoidable but not easy to accept. Change is good for society and we are constantly witnessing the transformation of everything around us. Change drives innovation, efficiencies and progress. Why should it be different for the real estate industry?

We need to listen and learn from the consumers. They want choices.
They want to compare those choices and decide how to proceed with what is for most people a very important investment decision in their life: buying or selling real estate.

This is not about who is right or who is wrong. It is all about what is right for the consumer.

Sincerely,
Manuel J. Iraola
CEO & President of Homekeys.net

The future is ValueSearch™

First it was Homekeys who provided consumers free home value estimates of their homes in Florida. Then Zillow provided value estimates for 60 million homes in the country. Recently Fidelity National has provided a new web site (cyberhomes.com) for 100 million homes in the country and I am sure others will follow.

With the advent of Zillow's API, more and more web sites have popped up integrating Google maps with property and Zillow data. Now a new set of real estate web sites are starting to surface combining listings with estimated values provided by Zillow. Something Homekeys has been offering since March of 2005. We started building our technology in the summer of 2003.

Something else Homekeys has offered since early 2005 that can't be found anywhere else is a patent-pending technology called ValueSearch™. If your looking for a home in Florida and want to find the best deals, then ValueSearch™ is the only search today that will show you those listings in seconds. Because we have our own GIS systems, our own AVM algorithms, and we own all the code, we have been doing it better, faster, and longer than anyone.

The NAR and the local MLS boards now have their hands full with many web sites showing MLS listings illegally. Many of these sites show MLS listings without permission and knowledge of the listing agents and are not licensed. Incorrect pricing, descriptions, pictures, and detailed information never being kept up to date plague these web sites. Tie that to estimated values and value reports that take into account this wrong data and you really have a mess.

Homekeys is a licensed real estate company in the state of Florida and is bound to follow the MLS rules and regulations. You can feel secure in knowing that when your searching for an undervalued home on the Homekeys web site, it is based on the most accurate information to date. Information received directly from MLS feeds.

I think what Zillow has done is great and I expect Fidelity National with their resources to catch up to Zillow quickly and then take it to the next level. The next level of course being ValueSearch™.

At Homekeys the future is now. The future is ValueSearch™.

Homekeys tools now available in Hillsborough County

With the real estate market adjusting after several years of record high home prices, it is more important than ever for consumers to understand and take control of their real estate transactions. With the full launch of Homekeys.net in Hillsborough County and an enhanced ValueSearch™ tool, buyers and sellers now have faster access to information needed to make more informed decisions, the widest range of real estate choices and, best of all, the richest savings in Florida real estate.

Homekeys empowers consumers with information previously available only through time-consuming research or direct contact with real estate agents or appraisers. In addition to instant online home value estimates through the ValueKey™ tool, only Homekeys offers technology that allows consumers to quickly and easily search for Hillsborough County homes priced at or below their estimated market value. Homekeys' patent-pending ValueSearch tool uses value estimates, comparable sales and county records to find the homes on the market that appear to be the best deals. Consumers can then save a considerable amount of time by narrowing down the search to the best deals that meet their specific needs. While ValueKey and ValueSearch are not substitutes for a traditional home appraisal, these tools can be used to prepare consumers so they can make the most educated and informed decisions possible.

In today's market, the ValueSearch tool is beneficial not only for buyers but for sellers who need to understand market conditions and price fairly to attract viewings. "Today, sellers must align their home value and sale price expectations with market conditions in order to attract interest in their property," said Homekeys' President and CEO Manuel Iraola.

After consumers have done the background work, Homekeys offers more money-saving options for both Hillsborough buyers and Hillsborough sellers. Consumers who partner with Homekeys to buy a home can receive a rebate of up to 50 percent of Homekeys commission at closing. Buyers who want to use Homekeys but would like the convenience of a full-service realtor can do so and still receive a rebate of up to $1000. Sellers can list a home with Homekeys for a flat fee of $179 and receive up to six months exposure on the MLS, Homekeys.net, Realtor.com, MSN, AOL, Google Base and a plethora of other real estate web sites and pay no seller-side commissions. For an additional 1% Sellers can opt for the Sellers Advantage program, show their own home and let Homekeys provide all other services of a traditional full service realty. Either way, they can save thousands of dollars.

"The one size fits all real estate model is no longer enough, especially with the Internet and advanced technology available today," said Iraola. "Now, anyone willing to invest a little time can save significant money on their real estate transactions, without sacrificing service. This is the driving force behind Homekeys - to provide consumers with the knowledge, tools and resources to buy and sell real estate on their own terms.

"Since launching in April 2005, Homekeys has sold over $72 million in properties, saving consumers over to $2.5 million dollars in real estate commissions. In addition to Hillsborough County, the ValueKey and ValueSearch tools are also available for Miami-Dade, Broward and Palm Beach county properties. Homekeys offers its flat-fee MLS and buyer rebate options in 26 Florida counties and is continually expanding throughout the Sunshine State.