Dear REALTOR,
Allow me to introduce myself. My name is Prospective Buyer. I am the person that all of your marketing and advertising dollars, when applied properly, appeal to. If all the stars align, I’m your client. I’m even already pre-qualified to buy a new house. While my credit score is not quite perfect, it is in the excellent range.
Quite unexpectedly, I found myself in unfamiliar territory (outside of the state that I currently reside in) looking for a new home. As the majority of today’s buyers do, I started my search on the internet. I looked through the local MLS and determined a quadrant that appealed to me. My search included four local cities within a 25 mile radius of my new office location.
After two days of searching (without a local REALTOR to help), here is what I determined:
For re-sale homes:
I visited approximately 26 single family homes with for sale signs posted in their front yards. Out of those 26:
12 had no fliers at all
10 had no price listed on the flier
1 flier’s information did not match the sign in the front yard (different agent!)
0 fliers invited me to call for more information (or to make an appointment)
From the new home communities:
| Who we'd hire: | Who we would not hire: |
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| KB Homes representative was very nice to my family & smiled a lot! | Agents that did not greet us upon entering or did not offer their name. |
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| Beazer Homes REALTOR took time to explain what set his homes apart from others (even showed us). | Agents who talked about items that were of no consequence to us. Like the Agents who warned us of how terrible Arizona’s real estate market is! |
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| Beazer Homes REALTOR who personally showed us around the first model to explain upgrades vs. standard options. | Agents who did not explain their product, build outs, incentives, phases, etc. |
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| REALTORS / Agents who referred to us by our names & pronounced them correctly. | Brochures with incorrect information, misspellings, etc. |
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| The REALTOR / Agent who opened the door for us & obviously ready for business. | Model home offices that closed prior to the times listed on the door – even though their car was sitting there! |
Now, as I mentioned that I did not have a local Real Estate Professional and before you ask, I want you to know that I did contact a few of them – 4 to be specific. I called on Sunday afternoon to see if they could show us around on Monday. What I found was, 2 did not answer their phones, 1 already had a meeting and could/would not refer me to another agent in their office and 1 didn’t work with new home communities – so I felt this left me on my own. (Remember, I said I was there unexpectedly).
If you are spending your money, energies and your time to sell your listings and catch the attention of perspective buyers, then it shouldn’t be this hard to do business with you.
Here are my suggestions:
- When your phone rings – answer it.
- If you’re too busy to answer my questions, please refer me to someone who can.
- Be patient with me. I’m going to ask questions that you have answered a hundred times, but it’s all new to me.
- Update the fliers and keep the tubes/boxes filled. Even black/white copies are better than nothing.
- I know it’s probably inconvenient, but could you please put the price on the flier?
- Consider including additional information on the back of the flier – how about your other listings? More info on the house?
- Tell me why I should hire you as my REALTOR? Even if it’s over the phone, I really want to feel/hear that you like – no make that LOVE – your chosen profession. (There’s nothing worse than working with someone who hates their job. Right?)
- Use the Internet. If you can’t include info on the fliers (which seems like a loss of opportunity), at least point me to an Internet website that will fill me in.
- When posting your listings on the local MLS, please, please, please provide me with as many photos of the actual property that you can. I don’t care about the community pool as much as you think, but really want to see what makes this particular property worth my time to call you and schedule and site inspection.
- Take advantage of out-of-state buyers and blog! Share yourself, experiences, education and listings with me – appeal to me like you really want my business.
I want you to know that I DO want to hire you. I do want to be able to utilize your skills, talents and education to my fullest advantage when either buying or selling property. This is not an area that I am comfortable in and am willing to pay you to share your expertise and represent me in this transaction.
Thank you for taking your time to read my letter. I appreciate your time and look forward to working with you in the future.
Most sincerely,
Prospective Buyer
(The above story is true and based on this bloggers recent experience. On a personal note - I work with incredible and professional REALTORS and real estate professionals every day. I have been well educated by them on what is a fair and acceptable expectation...this is probably why my recent experience caught me so off-guard. In my naivety, I thought most agents operated the same way. (Obviously my mistake)).
I don't put prices on the flyers for the same reason. I WANT those phone calls (and I do answer my phone) so I have a chance to not just tell them about that particular property, but others that may fill their needs as well. A flyer will never give a potential buyer as much information as I can.
Calie great post - But be careful with the term REALTOR - KB sales staff, and Beazers sales staff do not even need to be licensed, do not need to be REALTORs, in NC their licenses are made inactive because they work for the seller and represent the seller 100%.
When searching for a referral agent I google the area and the 1st person to answer their phone gets the business.
Answering the phone is my #1 selling tool. I wish you were moving to NC I know of a great REALTOR.
Calie,
I try to keep my tubes full of fliers. I put the ones from our MLS with the price, pictures, tax info, and a small map. Many times I find that people stop and pick up for friends who are looking. Occasionally they call me as well.
I am a full service agent and I agree totally with the post. If I get a call on Sunday and I am home and available, I will meet you when it is convenient for you...I answer my phone and return phone calls.
Karen Monsour, Realtor, Broward County, Florida, 954-464-4194...even if you just need information, please do not hesitate to call me.
Have a great Thanksgiving Day!
www.KarenMonsour.com
I have not used fliers in over 15 years. I do put a rider on the sign pointing you to my web site. I have recently though begun to rethink the flier idea. Perhaps some photo's. Perhaps a Bio. Perhaps some web sites where I advertise.
I prefer to have the Buyer's call instead of reading the flier and moving on with no call.
Heather - Thanks for adding your insight. I completely understand wanting potential clients to call, however, in this particular case, we didn't have time to call on each individual house.
Lisa - Thank you for answering your phone. It's called professionalism and I'm sure your clients appreciate it!
Rebecca - You're absolutely right - I've come to learn that not everyone agent in every state must be licensed or a member of NAR. Here in Arizona, you would need to have a real estate license to rent apartments! While our search for a new home has encompassed several states, we haven't made it to NC just yet - but if we do, I'll be sure to call (you) first.
Karen - Thank you for being one of those REALTORS who cares. There is obviously a big difference between "full service agents" and those who are just getting by. We, obviously, just ran into a few that think real estate is part-time. Your clients are fortunate to be able to call on you!
Calie,
Thank you.
All good points, but Id like to add one more.
If you are going to use the written word in your marketing try to use the right words, proper grammer, and spelling. A spell checker is not enough. It possible to spell it right but use the wrong word, as you did in this post.
I understand your post was from the perspective of a possible buyer. But does that make you a perspective buyer, or prospective buyer.
Proof read your work. If English is your second language or if you weren't paying attention in second grade, ask someone else to help
* sigh * I do all those things, although I did leave my cell phone in it's charger yesterday afternoon ( I forgot it and felt terrible!) while I was at my open house. There were no calls on my phone when I returned home directly after my open house. I often stay late by 15 or 30 minuets, and sometimes as long as 3 hours (to water outdoor plants) to show the house to latecomers. I always have cookies, and water bottles for refreshments and in the winter I add hot coffee (plus all the accoutrement's) and hot, spiced cider.
My flyer box always has plenty of flyers, price on the flyer, with a website address for the home (lots of professional photos) and the flyer had lots of info about the house; leaded and stained glass windows, archways, coved ceilings, refinished hardwood floors, 4 bedrooms, 5 baths, new stainless appliances, etc. even the Secret Room! All my contact info is there plus my blog site. The back of the flyer has mortgage information about the house: 5%, 10% and 20% down financing etc. info. I do answer my phone: on Saturday morning I answered it and made an appointment to show that house at 5PM after I finished up with an open house at another listing. My other 2 listings also have all of their pertinent information etc. on them as well.
You know sometimes you do everything and it still is not enough! I know that the article was about an actual buyers experience, and it is tragic when the agent lets down their sellers by not having information for buyers. But sometimes you do everything and it's still not enough to attract the buyers attention. And yes the houses are competitively priced : )
Calie, I am a big believer in REALTORS acting professionally. If you're going to have a flyer box or tube keep it stocked. The price on the flyer is debatable. Some agents think if the price is too high it scares you off, but they want your phone call. They definitely should answer the phone, return your call and have an excellent website. It's all about service and speed and doing the right thing. An excellent post from the point of view of the prospective buyer.
Oh yes, I agree that most builder sales people are not licensed agents, they work for the builder.
I think it is an excellent idea to show the agent's other listings and to say why the agent stands out and is the one to work with.
Calie - Thank you for this post. Some agents can make all the excuses they want, the buyers have spoken and their standards have risen. Thankfully, some Realtors and agents have also risen to the challenge at hand to meet them.
Jackie
Calie,
Cindy does make a good point, some jealous agents come by your listing and take the fliers...and sometimes the tubes as well...now I have the sign guy screw the tube into the wooden post.
Calie - This is an excellent post. Well written and well thought out. As a long time and dedicated AR lurker, I enjoy reading your posts!
Ron - What a harsh and scathing review. I do think that when pointing out another person's shortcomings, it is probably best make sure that you have a firm grip on the subject at hand. Let me point out a few issues I have with your post below:
I wonder why you started your post with a space? And why the extra space between the comma and “but” on the first line?
All good points, but I’d (As a contraction, “I’d” requires an apostrophe.) like to add one more.
If you are going to use the written word in your marketing try to use the right words, proper grammer (Ought to be spelled grammar!), and spelling. A spell checker is not enough. It’s (It is also possible to use the entirely wrong word.) possible to spell it right but use the wrong word, as you did in this post.
I understand your post was from the perspective of a possible buyer. But does that make you a perspective buyer, or prospective buyer. (Why another double space in that last sentence?)
Proof read (Proofreaders know that, while proof and read are two words proofreading is comprised of one word.) your work. If English is your second language or if you weren't paying attention in second grade, ask someone else to help. (All sentences should be ended with punctuation.)
Cindy - It's sad to think that people can be so petty. I'm sorry to hear that things like this happen.
Jackie - WOW - that just makes so much sense and it's so true. Eloquent & honest. Thank you!
Karen - I just can't imagine that such extremes have to be taken. Thanks!
Calie: I think this was a great post with a very strong message. And despite the fact that you spelled a word incorrectly (ahem) I agree with everything you said. You apparently touched a nerve with Ron. He seems rather defensive.
Tonya: You are my hero!
Michelle - I have been hearing some pretty nice things about you, Lady! I'm looking forward to reading more from you! - Calie
well prospective buyier, I have you your propsective home. A condo in one of the following states up to 40% discounts off the sticker price. We will lease the condo back from you after closing for 2-3 years...
Call and reserve your condo today and lock in your profits. will offer 4% referral fee to realtors, etc.
Sanford Hall
561-807-6384
877-386-3780 EX 2363
shall1432@AOL.COM
Calie, You have written a very well thought out post with excellent ideas and wonderful display. You put a great deal of thought into that which you wrote. You shared from your heart about ways you know as a prospective home buyer that excellent real estate agents can use to help improve their individual businesses. You really rock!
Sanford, it looks like you may have only been in the rain for a few days. Perhaps no one has told you that advertising your business on someone else's post is considered Very Bad form. You may wish to check out the newbies group before you continue posting or commenting.
Tonya, you must be young and an intelligent woman, studying...IT??? How did you change the type to red, to make your point..please talk to me or join one of my blogs....
Karen Monsour, Realtor, EXIT Realty Properties, 954-464-4194
Great post! Good points to keep in mind and good motivator to keep us on our toes! Thanks to Tonya for pointing out Ron's rudeness and errors in his own harsh critique of your post! How rude! Tell Ron to...
WOW! These comments can get pretty heated! I'll have to watch what I say and make sure I spell everything correctly and use proper grammar.
Callie - great post! You just gave me an idea for my next set of fliers in the brochure box.
Calie,
It is always good to reevaluate how we do business and to make sure that we are putting the consumer first. Thanks for the reminder.
Calie, great post. There are reasons why all info is not readily available on a flyer, but I understand how annoying that can be to a buyer. I squeeze as much into mine as possible, but I don't go crazy. It's really just a memory tool for the buyer to remember the house rather than a device that will actually sell it.
As for Ron's version of The Critic's Corner, someone needs to tell that moron to go hug a porcupine.
RON You're not God and you don't need to act like it is your job to correct everyones grammar. If your an Englich teacher, you should go back to doing just that. We are all adults here and some have better typing skills than others and for some people, English is a second language. "It possible"? How about "It is possible"
Einstien once said "Why cluter my mind with useless facts that I can research in minutes."
So maybe Ron should spend more time selling RE, and less time critisizing others?
Melissa - Thanks for chiming in. I'm hoping Tonya's still around, too.
Linda - Yeah, I guess we all need to be careful around here. Glad to hear you found something helpful in and amongst all these words.
Stacy - Not doing something because it's comfortable or the same old, comfy, cozy just doesn't cut it these days, does it?
Paul - I know space is limited on a piece of paper, but gosh - with the way technology and publishing programs are these days, I would think the possibilities are endless. I'm sure your fliers are very professional - just like you!
Matthew - Thanks for chiming in. Do you include the price on your fliers?
Nicholas - It bugs me too when injustice happens. It's just not fair! When I was part of corporate America, I found that I would work my toe-nails off and someone else would get/take the credit. That's why I like being self-employed :)
Chuck - Welcome back! Good point, well taken.
Calie, your posts always rank extremely high IMHO. This one is no exception. Great points, well put.
As four Ron & Tanyas' phistie-cuphs, I as a formally English teacher, has to take acception to you Ron and you're comment. Who made you the blog police? Go home! Tanya, on the other hand, is my heroine! And, yes, Tanya, do tell. How DID you do that red thing??
Tonya,
That rebuttle was awesome. How did you change the color to red? I thought the same as you when I read his post...your response was excellent!
Patricia,
Did you mean for or four??? (J/K)...isn't this great? RED, could be non-anger management...then again. I totally agree with her...Tonya was great!
Patricia - Thanks for the compliment.
Calie,
I am so sorry to hear you had so much trouble finding a Real Estate Professional to work with you.
You can call me anytime, my phone is on 7 days a week from 8am until I fall alseep. I put the price, pictures and information on my fliers. I do open houses 5 days a week. (except for this week, so I can eat my weight in turkey!) I have 13 different websites that I advertise homes on.
One of my biggest pet peeves is a listing in the MLS with only 1 picture!
Sorry I upset so many of you. and Tonya, you made my point exactly. We are judged by what we write and how we write it. Just as you judged me. Which is worse, no flyer in the box, or one that is poorly written.
The agent that puts up a sign with a flyer box and doesnt take the time to keep it filled and the agent that chooses to spend Sunday away from his business is judged to be un-professional, by Callie.. I happen to think that a prospective customer that goes to a distant city to buy a new home without having made contact with an agent there (and an appointment) and absolutely must see some homes today or tomorrow. is probably a waste of time . I dont have time for looky-loos so I make judgements based on the information at hand (ie this person is not worth my time). Most of the time I ask the prospective custome to come into my office, for a mutual interview. If we both decide that I can help them, I have some disclosures for then to sign and perhaps a buyers broker agreement. I prefer not to have this meeting on the hood of my car.
Well, I've been around a long time, and I've tried about everything at least once or twice. This "letter" and the findings are right on target as far as my experience shows.
Leaving the price off of a brochure or an ad is very foolish marketing. You will be surprised at how many prospects won't call because they over-estimate the price...think it's not in their ballpark.
And then there's the "back of the mind" thought in the prospective buyer's mind....If the agent doesn't want me to know the price, what else is he planning to keep me from knowing?
Often times Patty and I look in jewelry store windows. The price tags are always conveniently turned under so you can't see the price of the item. We have never once walked into the store to find out how much something we liked that was in the window cost. Not once.
Realtors and builders need to always play with all of the cards in their deck face up.
Thanks for the post.
Billycherry
Ron, I wish that Tonya hadn't written her criticism as a piece for the public to read.
Billycherry
Here is what I don't understand about no prices on flyers...
If I find a home online, via MLS, on your website or other means, isn't the price listed there? So why in the world, if I am driving in the area I want to live in and am interested enough to stop at the home you have listed and grab a flyer (if there is any), why would you make me now jump through hoops? If the home is within the budget, I will call to ask more questions and allow someone to justify the asking price. If the home is outside my budget, then I can move on.
But if I as a possible customer can find the info online for free with no hassles, why would you make it more difficult to get the information I need in real life? Isn't that fostering a desire to avoid the conflict of calling someone just to go online and remaining anonymous until I find what I think I want?
Just curious.. not challenging anyone... just thinking out loud.
The value of a marketing scheme is in direct proportion to the amount of information that 1) can be understood and easily interpreted by a prospect and 2) answers at least the major questions he's going to have.
When I first opened my own residential real estate company in 1975, I only had one thing to sell; a rent house I owned. I needed to look like I was starting with a bang.
So I wrote charming ads about houses other companies had listed, left the address and price off, and ran them in the paper. I did that until my agents and I had accumulated enough listings to make a decent showing against our competitors.
That was the very last time I ever left an address or a price off of a listing in an ad or on a brochure. So how long has that been.....32 years or so ago?
GOD Blesses!
Billycherry
That is good. I always forget to put myself in the Buyers shoes.
Jeanette Hemmer, Johnson County, Arkansas
Bill - Interesting marketing idea. It obviously worked out well for you (and your agents). Thanks for sharing! (Can't wait to see what pearls of wisdom I'll be able to share when I've been in business 30+ years!)
Jeanette - It was a hard lesson for me to learn. As a home stager, I've been part of the R/E industry for years - but this was just about as eye opening of a lesson as I could get. WOW - really made me stop and think about my own business practices.
Several have asked how I made the letters red in my last post. As a web developer, one of my favorite tools is my browser, Mozilla Firefox. As opposed to the standard Internet Explorer, which has very little depth, Firefox is extremely customizable and user friendly. You can go to their web page and download it for free by clicking here. On a different note, I do want to say that my criticism was not really so much of Ron's English or his writing style. In the blogging environment, we usually write with more of a loose style, often similar to the way in which we speak. I was offended by his rude comment on Calie's lack of English knowledge or lack of education. I hope that, in the future, we can comment on someone's ideas and what they have written rather than attacking them personally.
Calie - Sorry to have hijacked your post a little bit there.
Well, proof positive that we all make mistakes in posting is my last comment. I had written a whole list of instructions after saying you could click here to download Firefox and I see that while I was re-reading and proofreading, I apparently deleted them. Whoops! Here they are:
- Type your blog or comment in a word processing program such as Microsoft Word. (This is nice, anyway, because it allows you to spell and grammar check your post.)
- Make any font and color changes that you wish.
- Copy and paste the words into the comment box in your open activerain.com browser window of Mozilla Firefox and chango-presto abracadabra you have cool commenting accomplished!
Whew! I hope that clears things up!Calie - not sure anyone else has asked the $64,000 question - are you moving?
Stephanie
Interesting and thought provoking post.
Am I meeting my prospective customer's needs? I'd like to think so, but it never hurts to review it from someone else's perspective.
Thanks for sharing.
Hmmm, it does. It almost seems that you are implying that I didn't utilize those qualities in my post above. If so, it was not meant to be that way.
I appreciated the fact that you made me think about how I'm meeting my customers' needs.