by Grant Wakelin
Oh, a blog on real estate advertising - easy target!
Yeah, but with a difference. This is not about the individuals but what the industry is training sales people to do. Maybe because of the heavy focus on the front end of the process (prospecting and listing) real estate sales people get lost in what they are doing and forget/don’t see that it is actually about the house they’re trying to sell.
Advertising a property for sale is about the property, right? Where do these examples fit?
A provincial agent has his differentiation being a little yellow car with personalised number plate. Ok, cool - common method of calling attention to yourself.
Here are the main photos of some of the properties he is marketing. Should the car really be visibly front and centre of all his property advertising? Can you actually see the house being sold?
Here’s a sales person that includes his business card as the front photo on his listing.
Here’s a sales person that includes his business card as the front photo on his listing.
People watch and learn from what we do as well. Seems to be catching in his office.
Or here’s a city agent that includes his personal website reference on all his listings - no problem with that. Except the website is set up to sell his book on how to market your property!
Not sure about the advice - this property has been for sale since 2008!
Clients are paying for this? This is marketing expertise and skills applied to their property? I am sure you have seen other examples - send them to us, it’s always interesting to view them.
The question becomes, is there a need for an industry code on advertising? Seems a nonsense and that common sense should prevail - but does it? At what point is this sort of thing not what the stereotypical licensee should do as the REAA would benchmark it - or not obtaining the best value advertising for the client as the code of conduct requires. Why indeed should the client be paying for the salespersons profile advertising?
Or is it simply that industry training and energy is directing the wrong behaviours?
Or is it simply that industry training and energy is directing the wrong behaviours?
June Axe said:
Most agents seem to be more interested in the commission on the sale!
Posted 1 st June, 2012