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Something New is Brewing!

January 14, 2023

Gate12 News

Something New is Brewing!
By now, you may have noticed some changes to our business name on social media and have wondered what the heck we're up to, LOL. We haven't been intentionally keeping it a secret, we've been diligently working on finalizing some BIG things behind the scenes over the past 6 months. At least big for us. By now, all the t's are crossed and the i's are dotted and we're ready to let everyone know what we've been up to.

We've Made an Exciting Change!

As a small family owned business and specifically, a boutique real estate brokerage, we're recruited on a daily basis to join large national brokerages. These emails go straight to our junk mail and the phone calls rejected or sent to voicemail. After going it alone for the past (almost) decade, we've had no interest in taking this path. In fact, we never did. Linda and I have always been more of a "lone wolf entrepreneurial type" out there blazing our own trail and creating the model that worked best for us and our style at any given point in time.
That is until this past spring when we decided to attend a Zoom call after months of emails from SIDE, Inc. and see just exactly what is was they had to offer and why they had been so heavily recruiting us.
As a small business owner, it is difficult to stay up to date with things like:
  • Website Management / Optimization / Individual Property Pages: This is a full time job in of itself. It would take me hours to create the website landing pages for our featured listings. Invariably too, there always seemed to be issues where I was on the phone with our website developer trying to resolve with a high degree of frustration.
  • SEO (search engine optimization): How we rank on Google. This gets harder and harder with each passing year.
  • Advertising: Website / Social Media Retargeting Ads, Facebook, Instagram, YouTube and Google. The best way I can describe this is akin to going to the grocery store and once again, they've moved everything around and you no longer know where anything is. This seems to be the case each time I log into these platforms to run ads for our listings. They are constantly changing.
  • Software: All the different software platforms we have to know and use regularly.
  • Legal/Contract: Legal support and contract specifics are always difficult as a small business.
With the speed in which these technology platforms are constantly changing, it's very hard to maintain the mastery that is required to give our clients the 120% they are used to getting from us.

A bit about SIDE, Inc.

SIDE has become the 7th largest brokerage in the United States that no one has heard of. That's because they are 100% white label. They specifically look for high producing companies like The Mitchell Group Real Estate, Inc. that are small boutique brands or high producing realtor teams that are leaders in their market segment in terms of closed business volume. Once making the decision to team up with SIDE, they have their copywriting and marketing team work closely with you to create and launch a business brand that is custom built around you and your style. They interview you extensively to get a feel for you and then start pitching business names. They handle everything from logo creation, website design and hosting, all signs, business collateral, cards, folders, they literally take care of everything. And, with highly skilled professionals that do those specific tasks on a daily basis and are experts at them.

The Zoom Call

When Linda and I sat down on that Zoom call last spring (with our poker faces on), we ended up being completely surprised and blown away at what SIDE was offering and how much time they would be giving back to us each day. Our heads were spinning to say the least. The technology platform was completely integrated. Everything was tied together with no duplication of data and extremely efficient. They would handle all of our advertising, Google keyword, Google Placement Ads, retargeting ads, Postcards, website, SEO, property specific websites, recruiting of new agents, legal support, and included a comprehensive suite of software platforms that we've been paying for individually and when all tallied up, close to $700 dollars a month in savings from getting rid of all these individual platforms. Also, Instead of spending an entire day, reserving a property domain, creating a property website, launching all the advertising , I can now do all if this in minutes. This would be huge for us!

The Dilemma: We Couldn't Use The Mitchell Group Real Estate as Our Official Brokerage Name

So, we had a decision to make. And, it was a big one. This decision was made harder because in California, the Department of Real Estate does not allow personal names to be used as a DBA which meant, as SIDE, Inc. as the official brokerage and broker of record, we couldn't use The Mitchell Group Real Estate, Inc. as our official brokerage name with the DRE because it was our last name. It is still our company name though as a registered corporation with the State of California.
SIDE also has a healthy reputation and track record for helping companies double and triple their business revenues in only a few years time, so with all this weighed in the balance, we decided to go for it and focus on our clients specifically and not the day to day operations of a business.

Why the Name Gate12 Real Estate

Those that know us, know that first and foremost, we are a faith-based company. That is always front and center with Linda and I and we knew that our official brokerage name would need to be in honor to our Lord and Saviour, Jesus Christ. After many naming suggestions from the SIDE copyright team (I think there were 3 rounds all together), one of their suggestions was 12 Gates, and this one got us thinking. They had listened to us intently during our interview process and 12 Gates came directly from Revelation.
Here it is:
12 Also she had a great and high wall with twelve gates, and twelve angels at the gates, and names written on them, which are the names of the twelve tribes of the children of Israel: 13 three gates on the east, three gates on the north, three gates on the south, and three gates on the west. 14 Now the wall of the city had twelve foundations, and on them were the names of the twelve apostles of the Lamb. 15 And he who talked with me had a gold reed to measure the city, its gates, and its wall. 16 The city is laid out as a square; its length is as great as its breadth. And he measured the city with the reed: twelve thousand furlongs. Its length, breadth, and height are equal. 17 Then he measured its wall: one hundred and forty-four cubits, according to the measure of a man, that is, of an angel. 18 The construction of its wall was of jasper; and the city was pure gold, like clear glass. 19 The foundations of the wall of the city were adorned with all kinds of precious stones: the first foundation was jasper, the second sapphire, the third chalcedony, the fourth emerald, 20 the fifth sardonyx, the sixth sardius, the seventh chrysolite, the eighth beryl, the ninth topaz, the tenth chrysoprase, the eleventh jacinth, and the twelfth amethyst. 21 The twelve gates were twelve pearls: each individual gate was of one pearl. And the street of the city was pure gold, like transparent glass.
Revelation 21: 12-21
When Linda and I heard this, we knew immediately this was the name we needed to use. We made a slight change from 12 Gates Real Estate to Gate12 Real Estate and with the name selected, the process to create everything else then started.

Next Steps

We are now in the final stages of launching all of our official advertising campaigns and are excited to get to work this year focusing solely on our clients and their needs. We're quite content to leave the day to day business operations to SIDE.
Check out our official launch announcement on Yahoo News:
Thank you for all of your support over the years. Many of you have become dear friends to us and we appreciate you all so very much and we look forward to sharing this new chapter with you.
If you'd like to learn more about SIDE, Inc. please reach out to us at [email protected].
Our new website address is:
If we can ever be of service to you, please don't hesitate to reach out.
📞 559-245-7485
📞 559-272-9193
With Love,
The Mitchell Group at Gate12 Real Estate

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