Real estate agents embrace social cause marketing

Real estate agents -- who have never curried high favor on anyone's consumers' perception poll -- are embracing the concept of social cause marketing. Giving back to the community makes sense, they apparently have learned, at least as far as a marketing tool.

Putting cynicism aside, welcome Philanthropy Realtors to the neighborhood. Members of the group, which is headed by Miguel Gonzalez of Keller Williams Realty in Los Angeles, donate 10% of their profits on the sale of a home to the seller's favorite charity or non-profit organization. Just to guarantee that the agents' pledges are sincere, the purchase contract stipulates that 10% is paid out of escrow directly.