July 22, 2011
Astonished, that’s exactly how I currently feel.
I feel that way because I believe some folk are getting short changed.
Well on account of this……….
I’ve just seen the “free appraisal” that a competitor provided to someone I know…….
As a Kiwi I am, well to put it bluntly…. a little bit surprised!
So I thought I’d telephone a family member in Brisbane last week, who I knew had also just had a “free property appraisal” conducted on their own residence.
And the more surprising thing!
Her “free” one sounded nearly the same! (ah! that’s auto computer generated appraisals for you, they just don’t cut it I reckon?)
My Brisbane person said the part in the appraisal that talked specifically about all the features of the said property went like this;
A four bedroom, en-suite property on XXX m2 in XXXX (“Suburb”) is a very attractive proposition to buyers……..close to schools and it then went on for about one or two more sentences….just that.
And this is from an agent showing you, “that they noticed all the features of your home”, so that you can then decide who you pick to sell your home?
Humans………we really are emotional beasts aren’t we…….yes a home purchase should be completely logically thought out…. but how many times do emotions get caught up in the event?
Shouldn’t a Real Estate Agent tasked with selling your $350,000 property demonstrate that they too know how to appeal to that mindset?
Of course they should.
Over the years I’ve learnt one important thing about buying/selling.
Humans “don’t” buy logically…. no in the majority…. they buy emotionally
So…why would you pick someone to sell your biggest asset in the world based on a barely minimum 25 word “all the features of your home and property are here” paragraph.
Aren’t real estate agents meant to be foremost, “marketers?”
Surely this is the time that someone you are going to trust, someone you are going to possibly pay thousands of dollars of your own hard earned cash…..this is where at the very least they show you………that they completely understand your property.
And these features, well they’re even more important in todays “zoom zoom” world. They are the sort of items that you want buyers out there to know about, any features that will elevate your home up above the others in the buyers mind.
So it should naturally follow that agents should display/illustrate that they are 100% familiar with all the benefits and features of your home.
Why?….because its features that they can not only show in person, which is easier because they are there on the property. No, today, its increasingly more important when speaking to a buyer on the telephone, or in advertisement copy for a press or internet listing.
Most research shows that the person that is going to pay top dollar for your property is the one who visits in the first 2~3 week of it being exposed to the overall “market.”
Agents need to bring all their skills to the table to “market” any property they are tasked with, such that it reaches the eyes or ears of every potential buyer out there.
And it all starts……. with the appraisal. Oh and the small issue of reading the weekly property book, and noting which agent/company has the most “price reduced” banners over their property listing adds.