Hard times for the King of the Two-Percent Commission
Back in 2005, Stephen Johnston's Home Discovery realty signs were everywhere. His company's selling point was the 2 percent commission. Of course, lots of full service Realtors despised the young upstart for undercutting their business.
I remember attending a Florida Realtor conference in Orlando last August when a speaker proclaimed that discount brokerages were dead. The statement brought down the house. It was one of the biggest applause lines of the day.
When the housing bust hit, Johnston's 2 percent commission model looked a lot less appealing, especially when you consider he was talking only about the listing fee. To have any hope of a fast sale, you'd have to cough up at least 2 percent more to cover the buyer's agent's commission.
Johnston's company has taken it on the kisser as described in a piece over the weekend by my St. Petersburg Times colleague Scott Barancik:
Biggest reversal of fortune: Stephen E. Johnston III, Tampa
Key stat: Biggest plunge in sales volume, 2007
Quote: "We're fighting the traditional hand holding of the 6 percent model that's not needed. This is how we save you money." (2005)
Stephen Johnston had the bay area real-estate market by the tail. In 2005, the same year he notched an extraordinary $240-million in commissioned sales, Johnston and his discount brokerage firm, Home Discovery Real Estate, received a slew of industry awards and bragged about going national.
Things quickly deteriorated. Johnston recorded just $13-million in commissioned sales last year, a 90 percent drop from his 2006 total. He filed for Chapter 7 personal bankruptcy protection in December., and lenders have filed seven foreclosure suits against him this year. Attempts to reach Johnston, 36, for comment were unsuccessful.
His No. 1 sales ranking may be misleading. Unlike most brokerages, his sales staff were salaried, and all sold homes were credited to his account. And Home Discovery's customer service record? The Better Business Bureau gives it an "unsatisfactory rating."
I always found the people at Home Discovery to be agreeable and accessible. I wish them luck.






(Un)Real Estate offers a peek at the housing market usually reserved for insiders. While it focuses on the Tampa Bay area, it won't neglect dipping
into the rest of Florida and beyond. Its goal? Simple: To help you keep a roof over your head without losing your shirt.
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