Meet Richard Soto, owner/broker of VIP Realty here in Dallas. Richard has an interesting story: he is an agent who spends more time on marketing and SEO than he actually does selling. That’s because Richard is an extremely tech-savvy agent, and he knows where his business comes from: the web. Whether it’s Dallas homes for sale, Fort Worth real estate or Dallas Condos, Richard always tries to maximize his listings’ SEO, he says: that’s job one! In fact, our interview was conducted via video shot at Richard’s desk when he was down in Houston, then emailed me. Love it!
CD: So are you a native Dallasite or what…..
RS: You bet, born here in Dallas, right at Parkand Hospital.
CD: Where do you live? House or Condo? House style?
RS: We live in a home in Coppell, a traditional style home.
CD: And you drive a… let me guess, Mercedes Benz
RS: You got it! I drive a Mercedes Benz.
CD: What’s your favorite ‘hood in Dallas and why?
RS: Lavalita in Las Colinas. There are always a lot of kids there, all my son’s friends live there, and there’s always a 3 on 3 basketball game going on! There are lakes and a true family friendly environment.
CD: If you could move in Dallas, where else might you live — what other neighborhood?
RS: If I could move anywhere it would be Highland Park, great area and great neighborhood great schools. But living in Highland Park is very expensive.
CD: How the heck did you get started in Real Estate? Who’d you work for first?
RS: I got into real estate by default: I graduated from college, and could not get a job. Nobody was hiring. I met Mike Reese who works in Keller Williams in Frisco, he introduced me to Jay Kinder out of Lawton, OK who I hung out with him for a couple of days, thought it looked easy, Jay he was doing very well for himself was one of the nation’s top producers. I got back to Dallas and said, I think I’ll go get a real estate license.
CD: What’s your worst sales nightmare? Just worst transaction ever?
RS: We showed a client 80 different homes, they ended up buying a new home, new construction, but they didn’t put my name down because they assumed they would get a better deal by not paying me a commission.
CD: What’s your best/highest sale?
RS: A $3.5 million commercial shopping center
CD: Oh you do commercial too, that’s right. How quickly have you ever turned a house?
RS: Within 24 hours, contract signed, ink drying in 5 or 6 hours.
CD: How much did you sell last year?
RS: We did more than 250 real estate transactions last year.
CD: Not going to give out the volume, eh? Secrets to marketing a house?
RS: The secret to marketing a home is pricing it right. As we both know Candy, the only thing that really matters ultimately is the pricing of the home
CD: If you ever change careers for an encore you’ll…
RS: Become a marketing and SEO and consultant. I am passionate, I love SEO, but I don’t want to do anything else but real estate for the time being.
CD: What is your favorite place for a second home and why?
RS: Chicago, I really love Chicago, the skyline and the lake. Another would be San Diego: that 75 degree weather would sure come in handy when it’s 110 degrees in Texas!