Something has been bothering me for a long time…it’s this movement in the real estate sales community to employ outrageous smoke & mirrors techniques in the attempt to sell houses.
Techniques I have recently seen employed…
- A Realtor buying a $5,000 drone equipped with cameras to take an overhead shot of a property
- An owner offering a Bentley, yes, by Bentley, I mean a $150,000 car, to the selling Realtor
- An owner offering a Mini Cooper because the driveway of the home was narrow
- Realtors hiring random “celebrities” to attend open houses
- Realtors having expensive TV commercials professionally produced to showcase a home’s features
- And, this morning, the one that threw me over the edge…a hologram of a building to showcase the layout
A freakin’ hologram! Really?!?
And, to make matters worse, the article inferred that the reason the condos were selling so well was, in part, due to the hologram. I am pretty sure those condos were selling because they were offering good housing, in a good location at a reasonable price. NOT, because of a hologram!
If I am a buyer, I am NOT going to buy an expensive home, that isn’t the right house for me just so my Realtor can get a Bentley. And, furthermore, if my Realtor was pushing a home on me, from which I was aware that he/she was going to obtain a Bentley, he/she would not be my Realtor anymore!
Can you tell from this post that all this stuff makes me a bit (very) berserk!
Seriously, fellow Realtors, I beseech you…stop this nonsense!
After 22 years in advertising, the one thing I learned was, really pretty, glitzy commercials rarely sold inferior or overpriced products! Buyers are pretty savvy and they are not going to buy something they deem unworthy.
So, make sure your listings are clean and well staged, look wonderful in their photos, are priced appropriately and, most importantly, make sure that the type of buyers looking for a listing like yours know about it!
Advertising listings in appropriate and well-targeted venues is a strong tool. And, don’t get me wrong, a few appropriately targeted PR tricks to supplement a strong advertising campaign never hurt. BUT, in no way can PR be a replacement for solid advertising directed at the correct buying target.
PR ploys get everyone talking…advertising gets the appropriate people talking.
Let’s tone down the gimmicks and PR ploys! One Realtor’s opinion.