Peg King is definitely royalty in Sonoma County real state circles. This U.C. Davis graduate began a career in real estate in 1978 in Petaluma and has practiced there ever since, all the while leading a busy home life raising four children. An extremely focused person, Peg has built a practice that is the envy of any REALTOR. She was the fourth producer in dollar volume in the county in 2006 and was top producer in Petaluma, a regular occurrence year after year. Her success in Petaluma is distinct: She had more production in units and sales than the number two and three position combined. Her office is at Coldwell Banker´s First Street office in downtown Petaluma. 

Tell us about your background. 

I just had my 30^th wedding anniversary and have been in real estate for 29 of those years! I started in real estate in 1978 and my first son was born in 1979. I remember giving birth to him and showing a property two days later. While I love my job, I´m not sure I would do it all over again! The sheer number of hours you need to dedicate yourself to the job to serve your client is very, very demanding. Interestingly, though, is the fact that two of my four children are REALTORS. My son Jeremy works with me here while my daughter works at Coldwell Banker in San Diego. 

My academic background includes a degree from U.C. Davis in Environmental Planning and Management. When my husband and I first moved to Petaluma I worked in the recreational field but didn´t like it so I gave real estate a try. I like real estate because if allows me to help people make one of the biggest decisions in their lives. That´s very rewarding. 

What is the Petaluma market like? 

In 2006, there were about 642 units sold with an average price of approximately $665,000. That was a big drop from the prior year when we had about 866 units sold. Our average days on market last year were approximately 75 days. More recently, with my son Jeremy joining me, we have done a lot of work with the younger first-time buyers trying to get into the market. Many of these clients enjoy Petaluma since it has gotten younger and hipper during the past ten years. But much of my practice is across the board and not just young families. My clients are comprised of just about every demographic you can think of.  

Why do you think you have been successful? 

I think it´s because of the type of person I am. I am full of energy and very dedicated to my work. Growing up, my kids would see me working at home and I would put them to work. My work was not black and white; that is, I never "left work" at 5:30 in the evening. I am in constant communication with my clients, even if I have no news. 

Do you position yourself in any particular way? 

Outside of geography, not really. I work with everyone and anyone, whether it´s a $250,000 condo or $1.5 million estate. The fact that my practice is all over the map is what I like about it. I do specialize in Petaluma, however. I don´t believe there´s anyone who can say they have been in more homes in this town than I have. 

What are some of your selling points on a listing presentation? 

I always present my marketing schedule, that is important. I also tell them I work well with the agent on the other side of the transaction. Some agents who have a listing will often choose to work with me when I have a buyer since they know of my expertise. I don´t mean to brag but agents know that I´m good to work with, that I am committed to a win-win outcome. 

What do you do for marketing a listing? 

I have moved away from traditional newsprint advertising. It doesn´t sell the homes. The Internet is huge. I was the first agent in town to get a website and I market that a lot. We get tons of inquiries from that website. I was also an early user of Craig´s List for home sales. It´s free, too. Recently, I have been using a postcard on glossy stock for mailings for open homes. We do a blanket direct mail in the neighborhood and it really pulls in the traffic on Sunday. 

How do you structure your team? 

We meet every day pretty much. My son Jeremy and I are partners although people know the buck stops with me. Alison does all the marketing and graphics work. Jeremy does a lot of the work with the clients, especially the buyers. I do most of the contract negotiations. 

What do you expect from your broker? 

When I need help, which isn´t often, I expect it. I run my business pretty independently. 

What would you tell a new agent who wants to be as successful as you? 

Work hard. I´ll also tell them I´ll help mentor them. I´m a believer in that. When a new agent wants to "shadow me," I´ll always agree. Too often, though, most people won´t put in the time and investment it takes to be successful in real estate.  

Published in Broker Agent magazine. 2007 issue 6.





Peg King - CRS
165 First Street
Petaluma, CA 94952
Peg, Direct: (707) 769-4328
Jeremy, Direct: (707)-769-4362    
E-Mail: Peg@PegKing.com
E-mail: Jeremy@PegKing.com