10/02/2026
To Our Valued Past and Current Clients,
First and foremost, I want to take a moment to thank the many clients who have trusted me and Sancken Sole Realty with one of the most important financial decisions they will make.
Your continued trust, referrals, friendships, and support over the years are the foundation of my business. I never take that trust for granted.
A Professional Perspective on Lead-Based Marketing
Real estate professionals continually evaluate the most effective ways to market properties, serve clients, and grow their businesses. Lead-generation programs can be one option, but they must be weighed carefully against their cost, structure, and value.
After reviewing Zillow’s current Preferred Pricing structure, I have made the decision to discontinue our participation in Zillow’s paid lead-referral program.
This does NOT mean we are leaving Zillow.
We will continue to market our clients’ properties on Zillow and make sure our listings receive the exposure that Zillow provides to buyers searching for homes.
What we are changing is the lead-referral arrangement. When Zillow provides an agent with a connection to a prospective client, Zillow can receive a significant percentage of the commission when that connection results in a transaction.
According to Zillow’s published information, seller-originated success fees in Pontiac ZIP Code 60420 may range from 15% to 40%, depending on the transaction amount:
• $0–$74,999 — 15%
• $75,000–$149,999 — 25%
• $150,000–$224,999 — 30%
• $225,000–$299,999 — 35%
• $300,000+ — 40%
Up to 40% of the commission.
Frankly, I believe this structure is ridiculous.
We are still doing the work.
We meet the clients. We analyze the market. We provide the CMA. We determine pricing strategy. We take the photographs. We measure the property. We prepare the marketing. We conduct showings. We communicate with buyers and sellers. We negotiate. We coordinate inspections. We handle the transaction from contract to closing.
Yet a company that provides the initial connection can potentially receive up to 40% of the commission.
At some point, you have to ask: Does this make sense for our clients or our business?
For Sancken Sole Realty, the answer is no.
Pricing Matters
Pricing strategy is also an important part of our responsibility.
Recently, I advised a prospective seller regarding what I believed was a realistic market price. The property was ultimately listed approximately $40,000 higher than my recommendation and remained on the market for roughly 60 days without a showing before price reductions were considered.
That experience reinforced my belief that accurate, well-supported pricing guidance should take priority over simply securing a listing.
Getting the listing should never be more important than telling the seller the truth about the market.
Sellers deserve honest advice based on market conditions, property characteristics, comparable sales, and the likely response from buyers.
Our Commitment
Every agent has to decide which marketing investments make sense for their business. My decision is to focus on strategies that allow me to invest directly in my clients, my community, and the relationships that have built this business.
We will continue to emphasize:
Local market knowledge.
Evidence-based pricing.
Professional marketing.
Maximum exposure for our listings.
Consistent communication.
Personal relationships.
A client-first approach.
We will continue to use Zillow as one of the many platforms where we market our clients’ properties.
What we will no longer do is pay Zillow a substantial referral fee for buyer or seller leads simply because Zillow made the initial connection.
I understand that every agent has to make their own business decisions. For us, this is about determining where our marketing dollars and commission dollars provide the greatest value.
To our past and current clients: thank you.
Your referrals, recommendations, repeat business, friendships, and trust are what have allowed Sancken Sole Realty to continue serving this community.
We don’t need to buy our relationships.
We earn them.
My goal is not simply to have the most listings.
It is to be the agent my clients trust for honest advice, effective marketing, professional representation, and dependable service.
Rant over.
