… and now back to our regularly scheduled program – sorry for the technical difficulties!
True Confessions:
- I am a reality TV junkie – American Idol, Big Brother, Top Chef, Flipping Out, Million Dollar Listing and of course Project Runway – glad I have DDR – there are others – but these I won’t miss – even for a showing request – kidding – of course.
- I eat lunch at Costco – I sample the samples. Don’t knock it – I have seen many of my astute colleagues binging off of the sample trays too, only I openly admit it – I have no shame.
- I love country music.
- Being an American Idol fan, I sing Daughtry and Carrie Underwood at the top of lungs in the car – sometimes – unknowingly – with the sunroof open – windows down – stopped at traffic lights – allegedly.
* cleansing breath*
That was so cathartic – and so much better than kneeling behind a curtain in a small, dark box filled with the distinct aroma of peppermint schnapps.
Yesterday, one of my esteemed colleagues made the mistake of confirming my delusional rock star status. I have one of eleven listings in a high rise on the famed Lake Shore Drive – great unit, smartly updated I might add. Glorious views and a terrific value – yet in a building that can be a challenge in which to sell. Traffic up until now has been sporadic if non-existent.
Two weeks ago, in an attempt to generate buyer traffic, I decided to coordinate a joint building open house. Not an uncommon marketing tactic – contact all of the other listing agents, get them all to agree to a time and a date – encourage everyone to market the open house independently and VOILA! Buyers!
I put together a joint marketing piece highlighting the fact that there would be nine units open, committed to an ad in The Tribune. I’d do it for my client anyway, so why not for the other units? Hopefully we can generate greater power in numbers. Well – needless to say, buyers did come. I had 20 visitors – that was more than the total number of people who had seen my client’s condo in the previous 180 market days. The results were fantastic, but alas – no offers. S’okay – I increased the number of potential buyers – open house number 2 is scheduled for September 7.
With the success of the public house, I volunteered to coordinate a brokers open house – hosted yesterday. Interest level for participation was low, only 2 other units. Yet again, I sent out a joint marketing piece – only one broker showed. Highly disappointing.
Now admittedly, I don’t promote brokers opens with incentives – you won’t get liquored up at my client’s joint. I rarely spring for booze or food. (see earlier comment re: lunch at Costco) If I am spending bucks for booze, you’d better bring a buyer. Still – I figure brokers open houses are an opportunity to learn your product – not – dine on the che..a…. never mind.
After the open house, I went up to see the other agents to see if they had any greater success. I am glad I went. I introduced myself to one of the two listing agents, “YOU – are a rock star!” She exclaimed. Instantly, I looked up, smiled and was filled with an overwhelmingly warm glow. FINALLY! Someone sees it! I wondered – was SHE the one in the car next to me, sitting at the traffic light at Belmont and Sheridan??? Nope – my elevated status was due to my mad marketing skillz. I was given the credit for generating a crowd at our building open house. “You, me and my managing broker are having lunch!” Lunch? Someone is offering to take me to lunch? I am so there.
While greatly appreciative of my exalted status, I couldn’t help but think that I really didn’t do that much – I coordinated an open house – but, it did clearly produce results. I know my clients acknowledged the effort, but even they fell short of calling me a rock star. …perhaps only when they get their check at closing!
Immediately following the public open house, I did have a number of showings. One in particular did make a distinct impression on me. the buyers and the buyers’ agent had just seen a number of other similar units in the building, clearly saving the best for last – or at least that is what I hoped was the case.
“Uh – Hi, sorry we’re late – had trouble finding parking – What can you tell us about the building? None of the others knew about the amenities or the reserves,” the buyers’ agent stated, looking down as he was rifling through his stack of listing sheets.
I was surprised to hear that nobody knew the building’s details – I know the others know their stuff. Regardless, I went through my schpeel, rattled off the details, the reserves, the monthly assessments – what was included etc. The response I received really irked me.
“Uh – yeah” while finally pulling out the listing sheet for my unit, “Um – I didn’t realize that the monthly assessments were $960” the buyers’ agent said.
“Yeah” hands deeply buried in pockets, “I thought we told you that we wanted to stay under $500 a month for assessments” the husband said to his agent.
Perhaps a discussion that may have been more useful PRIOR to setting up the showing? Just a thought. Let’s see – there’s a little field in the MLS listing details called Assessment – imagine that! Well – in fact there are ALOT of fields in the MLS listing detail which – again – provide property DETAILS. Like – take Agent Remarks, for example. In the Agent Remarks, I made mention of the free parking for showings. In addition, I reiterated the monthly assessment and provided a breakout of the charges which make up the monthly assessment – everything is included – including electricity. But – that’s only important information if you, in fact, were aware of what the monthly assessment – er – was. Amazing what a simply phone call could have achieved – or even a cursory look at the property details.
“Soooo, I take it it’s not a fit?” I asked rhetorically.
“NO! The assessments are waayy too high!” retorted the buyers’ agent.
“Well – you know, for the right buyer, the assessments aren’t really an issue.” I responded.
After a rather uncomfortable momentary silence, I escorted the trio to the door.
LIP SYNCHER! I thought! Thanks for wasting my time, your time and more importantly, OUR CLIENTS’ TIME. Why should I have to qualify YOUR buyers?
You know – it hit me – I suddenly realized that it really doesn’t take that much to truly be a rock star in this business – more than the average amount of dedication, preparation and a commitment to a higher level of professionalism that out clients deserve – and truthfully – expect. I don’t like seeing my clients bury their hands in their pockets.
Now – rock star status in real estate clearly doesn’t now always translate into rock star income like Seal – you know, Heidi Klum’s husband.
Speaking of Heidi Klum, she really says it best “You’re either in or you’re out!” To those agents that can’t even commit to even the most basic level of professionalism, I say AUFEDESEIN!
To those who are committed to excellence, we’re going to Hollywood!
