Getting thousands of dollars in real estate commissions back: Getting the idea across . . .
By: Greg Swann,
Phoenix Real Estate,
Post Archive,
RSS FeedPosted: Thursday, October 5th, 2006, 1:39 pm MST
Category: Disintermediation, Investment, Marketing, Real Estate
Okay, let’s play. I’m building marketing materials around the flat fee buyer representation idea, and you can have a look at them — for a price. What’s the catch? Tell me what I’m missing. What I’m getting wrong. What could be better-handled.
Witness:
That’s an ad. It may run as you see it in free-distribution supermarket listings magazines, or I may do a black-and-white version for the newspaper.
The web page cited in the ad is live, so you can visit that, as well, if you like.
If you have any thoughts you would like to share — while my dog might be all nose — I’m all ears…
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Related posts:13 comments
13 Comments so far
I’m digging this… a whole lot. Wish I had the orb’s to try something like this at this moment.
Not something I would do, which caused me to look all the harder for the pitfalls … but I’m not seeing them. I could argue some of the rhetoric, but I’ll grant you artistic license.
Good luck with the program, Greg.
You should get together with John A Keith in Boston (http://bostonreb.com) He has just moved over to the same platform and has some interesting techniques!
I understand the rationale, but it seems as though “discount” is the message of the ad, versus “flat fee” (which doesn’t appear anywhere).
I think if I do it, I’ll focus mainly on the flat dollar amount.
What do you think? Will that only confuse a buyer?
As a buyer I can only share what the ad says to ME.
“Discount” gets my attention and holds it.
“Flat Fee” explains it.
“Full Service” tells me what I get.
I didn’t go to college but I do have a little business and marketing experience under my belt. The old adage is true; tell your customers what you are going to say; say it; and then tell them what you just said. I think it works just fine, but you will probably forfeit any chance of being elected president of your local trade association and might even be removed from some Christmas card lists.
I love the concept, but I am hung up on the headline?
I’ll get….. could raise questions.
What if you got rid of the I’ll and change it to “Get full service and still save thousands?”
Then add somewhere, the other guys say this is impossible, but we guarantee (will deliver?)it!
Just my two cents, and I hope this is wildly successful!
Tom
I like the ad, but I think you’ll lose people with all the text on the landing page. You’re probably still working on it, but I’d take a lesson from how affiliate landing pages look: very simple and focused.
Graphic, requirements, and contact form. I’d throw up a hyperlink to another page with: Why are we willing to do this? — and then put whatever explanation you like there.
I worked with Jonathon Dalton he’s quite the blogger and a techno-geek like you. I am surprised he wouldnt try your concept. I on the other-hand am not as savvy as either of you and too relatively new (industry) to try it, plus not a broker, which limits what I can negotiate. Best of luck Greg looking forward to the blogs.
Oh, Uh..I’d Love to see a caption for Odysseus’ thoughts since he is the posterchild.
Responding briefly lest I be accused of hijacking … I don’t agree with this marketing strategy but I’ll defend Greg’s right to it.
I’ve worked the discount market in other industries and found if you offer service, you prove your value in other areas. For all of Schwab’s marketing effort when I was there, I never saw Merrill or Pru or Dean Witter (or whoever owns them now) go under.
Discounting looked far more attractive at the beginning of my career than it does now. What my buyers pay (or don’t pay – I believe we’re arguing semantics) often is made up for in my experience, negotiating skill and advice.
I posted something somewhere about my view on the buyer agent commission, but I can’t remember if it’s on my main blog or my Active Rain blog. The words blend after a while.
Nice job, Greg!
This creative says it all, and I’m lovin’ the way your brand comes through everything you do. The rebate values get your attention immediately and communicate a “rate card”, which I think is going to pay off – just my opinion.
Changes I’d suggest – maybe swap the headlines & put “Get thousands back when you buy a home!” on top. And maybe take the “But” off the front of the 2nd sentence in the body copy.
Innovating again! Good luck with this program. Interesting.
Great ideas all around. Thanks to all of you, and any yet to weigh in. I’m showing today, then a listing appointment, so it will probably be the weekend before I get back to this.
The beauty of ad copy is that you can change it if it’s not working. My advice: Read all the Copyblogger posts including his Viral Marketing paper.
[...] Woohoo!! Merv’s got it DOWN!! October 17, 2006 At first glance it might appear that Greg Swan and I are like-minded when it comes to commission issues. but not so. Greg and I do agree that the buyer should not be led around thinking they are getting a free ride compliments of the seller, and we are both part of a growing minority in that regard. We do in many ways lead the cause of buyers controlling their side of the fence, though sometimes Greg goes a little over the net on that one. [...]