Once more unto the breach: Assailing home-buyers from a different direction . . .
By: Greg Swann,
Phoenix Real Estate,
Post Archive,
RSS FeedPosted: Monday, November 13th, 2006, 6:40 pm MST
Category: Marketing, Real Estate
We are forever indebted to Richard Riccelli. The ad shown below is another attempt to persuade buyers to think about what they’re paying for buyer representation, and how they might pay less. This approach was suggested by Richard, and he out-and-out wrote about half the copy. If we had to pay him for these efforts, we would have to sell our own house!
Sometime very soon, I’ll write the full story of our work for the Pawlenkos — which is involved — and from that I’ll revise the landing page for this ad.
Splitting our bets, here’s a completely different take, commended to us by Jeff Brown. As I’ve discussed, we list very hard, but we’ve been very careful taking listings this year. If a house isn’t A+ in all categories it won’t sell, and we don’t list to not sell. But Jeff is convinced that the worm will turn with the calendar, and we’re inclined to agree. And, unlike buyers, sellers care a great deal about value propositions.
The real push for an approach like this is door-to-door, and we’ll begin that in earnest in early December…
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Related posts:9 Comments so far
An $80K incentive package from the builder?! Plus another 6%?! And you don’t think the market’s tanking?!!
> And you don’t think the market’s tanking?!!
You can buy winter coats right now for 50% of MSRP. Is the coat market tanking, or are retailers clearing inventory? Do you actually understand the real estate market, or is this a new infatuation for you? What did you live in terror of before this?
To cut off the obvious dodge: What happens in the long run in the resale market has very little to do with what is happening right now in the new-build market.
Richard obviously has a good head on his shoulders.
We all could use more friends like Richard. I’m sure you feel blessed to have him as a friend and adviser.
Regarding the incentives to sell that home - as always, the market dictates what sellers and buyers must do.
I’ve been in real estate in one capacity or another for about 17 yrs and have never seen a better complete consumer driven service/approach than you have. If your service is as good as your message, hat tip in your direction. I hope your son is getting some of that goodwill!
-Tim
To cut off the obvious dodge: What happens in the long run in the resale market has very little to do with what is happening right now in the new-build market.
Baloney. The two markets are coupled; they both draw from the same constomer base of buyers.
re: “Winter coats” I’m wondering what analogy will you use next Spring, when Phoenix is even worse than now?
> The two markets are coupled; they both draw from the same constomer base of buyers.
This is incorrect. New home buyers are very different from resale buyers. The extent to which builders influence the resale market is when resale sellers are competing head-to-head against builders — which can only happen where new homes are being built. You don’t know what you’re talking about.
> I’m wondering what analogy will you use next Spring, when Phoenix is even worse than now?
I’m wondering how contrite you will be to discover that the deal that is your “evidence” of “the market’s tanking” was made this Summer, not now. Why hasn’t the world ended already?
> If your service is as good as your message, hat tip in your direction.
Bless you. Thank you. I won’t swear we’re perfect on every job, but this is our goal. We’re always trying to think of new things to do, too. We’re either going to do a lot of business, or we’re going to have the most-detailed sob story on skid row!
[...] Even though I’m tempted to say the obvious, “you get what you pay for,” I’m stymied by the occasional maverick like Greg Swann, a staunch proponent of a discount pricing model who refuses to lower his outstanding level of service and who manages to make it all work. I’ve yet to meet his equivalent on Long Island however. [...]
>You can buy winter coats right now for 50% of MSRP. Is
>the coat market tanking, or are retailers clearing
>inventory?
Um, HUH!? That’s the analogy you come up with?
How many people take out huge loans to buy coats with, Greg? And then bank on selling them later for more than they paid for them? And have to spend thousands of dollars a year in maintenance and taxes on them?
Oh yeah, coats and houses. Two peas in a pod.
>Do you actually understand the real estate market, or
>is this a new infatuation for you?
Pffft. Based on your ridiculous analogy and condescending attitude, I suppose I could ask you the same question.