I just wanted everyone to know that I am the “Top Blogger.” I also host the “Fastest Growing Blog” in America. I have the “Highest Reader Satisfaction On The Web,” and I was voted the “Best Wife In The World.” There, I said it.
What’s that you say? How can you disagree with my claims? I put them in print, they must be true! Alas, some of these may not be true, much like blatant imaginative statements made on Real Estate websites and business cards worldwide. Is this the stuff your marketing is made of? As most of you know, I’m not a Realtor, but I am a consumer (okay, a self-acclaimed consumer/shopping pro) who works for a Realtor firm and is hyper-exposed to Real Estate at least 70 hours a week. That said, I give you my Top 5 Offensive (and often false) Claims:
CLAIM #1- Top Realtor in The City/Nation/World
This is a personal favorite- simply Google “Top [insert your city here] Realtor” and the results are endless. How is it possible that hundreds of people are ALSO the “Top Realtor” in your city? This claim is frequently used because it is subjective, but when everyone claims this ranking, it falls on deaf ears! So, what does your claim mean? Are you the top highest producing, the top recruiting broker in the city, or do you claim the top closing ratio? All of us here know that fluff is abundant on websites and canned material still rules the day, but if you have to fake it… it ain’t that good.
CLAIM #2- Your Neighborhood Specialist
There are many specialists out there, and several Realtors can specialize in the same subdivision, but don’t close your eyes, point at a map and pick a spot to farm, thus claiming your “specialty.” That would be like ME saying that I am THE Scripps Ranch, CA specialist (yet I’ve never been there and besides, the Bergs have it on lockdown). I got a flyer on the door the other day. This Realtor claimed to be my neighborhood’s specialist and “Top Realtor.” Strange- I have never seen a sign in anyone’s yard with your name on it here- not once. Hmm… a look at the MLS and… nope, you haven’t had a listing in this subdivision since it broke ground four years ago, so my bet is that my neighborhood looked sexy and you wanted to be invited to the party. Fine, but don’t make false claims- your market will see right through you. Please don’t say you are a specialist unless you really are! I would hate to go to a gastroenterologist only to learn he’s actually a pediatrician.
CLAIM #3- Top 1% of Agents in the City/Nation/Worldwide
Top One Percenters get under my skin in a big way. Locally, there’s a super smarmy Realtor whose website features a clip art illustration of a guy with a huge screw in his back saying “don’t let this happen to you” followed up with his doctored photo, his name and claims to be in the “Top 1% of Agents Nationwide.” I know he is a major producer, so I might believe him, but where does he get this number? Where does anyone not actually in the Top 1% get this number? If I were a Realtor and I was in the Top 1%, I’d be linking to every flashy site that mentioned my honor. If you have a claim to fame (as I know some of you do), don’t just say it- back it up! Your consumers would like to know- what are you the “Top 1%” of?!?!! Put “Top 1%” on your business card, but let people know what you are the best at (Top 1% of new home sales achieved in May 2004, Top 1% of Realtors who have been in the industry for under 12 months). Otherwise, to the consumer, it is fluffy fluffy fluff fluff.
CLAIM #4- Fastest Growing Company in The City/Nation
This isn’t exclusive to Real Estate, but it is abused frequently in the industry. Look, there is a grassroots brokerage here that has cute marketing and is up to four agents; they claim to be the “fastest growing company” in Austin… how is this measured? By percentage? If you have two people in a company and add one person that year, your company has grown by 50%- woo hoo! Wait, should I be impressed with that? Be careful of how you market your growth, don’t just make blanket statements.
CLAIM #5- Highest Customer Satisfaction
How is this measured? Did your assistant call after each closing and ask, “yes or no, were you satisified with Mr. Realtor?” or is it based on a National survey, an Internet Poll, an obscure ratings website or is it an honor bestowed upon you by a builder or your local Board?
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The words “top,” “best,” and “specialist” are frequently abused in the Real Estate lexicon. Many Realtors have beaten these dramatic claims to death. Consumers do like flowery speech and if I were buying/selling, I would love knowing that my Realtor is the best. But as a consumer I can tell you- give me what I want- tell what you are the best at! Blanket statements can come across as lies, so be specific! As Seth Godin says, “just saying it doesn’t make it true.” In your marketing and on your website, link to the sites that have given you honors, OR simply state, “Top Producing Re/Max Agent in Michigan!” Period.
Kris Berg says:
For the record, I am the “top producing Realtor in the galaxy among those that held the top spot on the Bloodhound Blog’s side bar until yesterday”. (I just can’t let it go).
So true, Lani.
May 22, 2007 — 2:03 pm
Jeff Brown says:
Amen Sis.
When asked for results most of the folks making those claims tend to get pretty ambiguous in their replies.
I’m the absolute best real estate investment advisor on my block – bar none. 🙂
May 22, 2007 — 2:07 pm
Brian Brady says:
The movie- “Wag the Dog”:
http://youtube.com/watch?v=M-FXkj-r9Mc
“of course it’s true…it’s on TV”
That was 1998. Today, it’s “of course it’s true… it’s on the internet”.
May 22, 2007 — 2:13 pm
B.R. says:
Well, all you need to now is write a book and do the smarmy “by my cd and I’ll teach you the secrets to becoming a millionaire.”
Those folks are my personal faves…
May 22, 2007 — 4:18 pm
Derek Burress says:
Maybe you should have included mortgage professionals too. That way you could have picked on fellow bloodhound Brian Brady as being America’s Most Opinionated Mortgage Man or something like that. 🙂
Russell Shaw can stand by his claim of being one of the Best Professional Service Providers of the U. S.. After all, he even wrote about it here: https://www.bloodhoundrealty.com/BloodhoundBlog/?p=1390
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Hope none of you take any offense to the above comments. I am just ruffing some feathers!
May 22, 2007 — 6:08 pm
Arlingtgon Virginia Condos -- Jay says:
Excellent post. Sometimes the cheesiness of so many realtors is embarrassing. My first slogan 5 or 6 years ago was “like the Seville I promise a smooth ride” Oh my gosh how lame!#!#! (my last name is seville)
May 22, 2007 — 8:07 pm
Austin Realtor's Wife says:
AVC- sometimes, it’s hard to resist. But, it must be said that when you rely on a gimmick… all you’re left with is a gimmick. Glad you don’t use that slogan anymore!
May 22, 2007 — 8:34 pm
Morgan says:
Great post. In countries in Europe (Germany for instance) you can’t say “we’re number one” with out really being number one as proven in an independent publication, study or other. It’s an interesting way to protect consumers.
At my company we just say what we are, and then if anyone doesn’t believe them we just show them the trophy. (We’re league softball champs, of course.)
May 22, 2007 — 10:21 pm
Brian Brady says:
“like the Seville I promise a smooth ride”
I actually love that but as Derek points out, I’m prone to cheesineess.
May 23, 2007 — 12:23 am
Jeff Turner says:
I’m late to this one, but I just have to say that this was great reading. I love this. Consumers aren’t stupid, as many would believe. News flash… they’re not buying it.
June 15, 2007 — 9:39 am