Too often, seniors can become victims of scam artists or even family
members who are more interested in their inheritance than their older
relative.
To help reassure seniors that it has their best interests at stake,
Right Home, a California real estate services corporation, launches its
Right Home Senior Plan. Under the program, all Right Home agents are
required to submit any legally binding document or contractual agreement
to a real estate attorney of the senior’s choice for review,
consultation and approval before the older client signs it—at no cost to
the client.
“We’re showing that our promise to seniors is not just lip service,”
explains Paul Yalnezian, president of Right Home. “Our approach looks
out for the best interest of the client without the personal agenda of
family members or even an agent looking for a big commission.”
All of Right Home’s agents are salaried, which is uncommon in the real
estate industry. “We pride ourselves on the ethical treatment of our
customers,” Yalnezian says. By dropping commissions and using economies
of scale, the company is able to provide services 75% cheaper than most
agents, he tells us.
Several of Right Home’s customers have been older adults, and the
experience of working with them made Yalnezian realize that older home
sellers and buyers are an “underserved and often abused market,” he
says.
Under the senior plan, clients aged 62+ can have all documents reviewed
by their own personal attorney, up to a certain fee ceiling. If they
don’t have an attorney, Right Home will supply a host of independent
real estate lawyers who have agreed to be paid by the company for their
services.
They’re chosen based on their experience, and don’t pay to be on the
list. Right Home clients can never represent more than 29% of their
business, in order to maintain attorney independence, Yalnezian says.
Right Home even provides transportation for seniors who may not be able
to get to the attorney’s office. Other available services include
accounting, investment and estate planning.
“There is a lot of abuse in the industry, and we believe we are the
best, most reliable place for senior citizens to go,” Yalnezian says.
With low rates and reliable services, “the competition can’t even come
close,” he tells us.
Right Home is taking its plan to seniors through print advertising and
direct mail, as well as relationships with agencies and organizations
that work with older adults.
