Real Estate Rant

A year or so ago I had to write a little piece about real estate agents and their advertising. It dealt with why do they think sticking their picture and words that basically say "trust me" on a bus-side or bus-bench, will actually differentiate them from anyone else. Well yesterday I heard a radio ad from someone claiming to be the top real estate agent in Canada. This person in the past has made me believe that they think the average radio listener is a fool. They have mentioned that you should sell your house with them because they advertise it 24-7. Well so does every agent, it's called MLS, and every real estate website goes 24-7.

So back to yesterday's classic new selling line from this agent. They say that they work for free until they sell your house. A shot at firms that charge a small flat fee up front so you don't have to pay a huge commission cheque when the house does sell. I mean saying you work for free until you sell the house, and imply this justifies spending many thousands more later on, is stretching the meaning of free just a tad don't you think. Clearly agents are getting worried their holiday is over, and they are feeling the pressure from agents and firms that have woken up and taken advantage of technology to reduce costs and still provide great service, like every other industry in the world.

There, I have had my realtor rant for the time being. I'm done, and I hope some day soon people who take the time to advertise, start to treat their audience with just a bit of respect. In the long run it will do more to build your brand than jamming ^#*% down peoples throats.