Banned By Fairfax: Reasonable ‘Censorship’? Or ‘Bully Tactics’ – suppressing the truth for their own gain? You decide.
Sure, we fully expected some real estate agents to try and shut us up. After all, in order to help consumers, we’ve exposed truths they’d rather you didn’t understand.
We’ve even been accused of being a ‘whistleblower’. But frankly, we don’t care. Our purpose is to elevate the professionalism of our industry and ultimately help consumers bank more from their sale. So if exposing how the industry works behind the scenes reflects poorly on some of those doing it, then that’s not our problem. We believe consumers have a right to know the big picture, so they can make informed decisions.
But, it seems agents are not the only ones who don’t want you reading it. Fairfax Media are now also trying to keep it under wraps.
Just this week, they (Fairfax) refused to print some of our editorial in their ‘South Canterbury Premium Property Weekly’ publication.
So what exactly was all the fuss about?
As part of promoting the free no-nonsense report – we started publishing some short extracts… so readers can get a feel for the type of information contained.
Last week, it talked about some things to be aware of when choosing your ‘Method of Sale’… no problem – no objection from Fairfax.
But this week was a different story.
They were not happy to print and we had to replace it with something else.
We’re still waiting on their reply to that question. But since they can’t stop us posting here – we’ve decided to publish it below – so you can have a read and decide for yourself.
Here is what Fairfax didn’t want you to read – it’s a short extract from ‘How to keep the most from the sale of your property’…
struckthrough the bit’s Fairfax wanted us to remove):
On The Market: (continued)…
#2. Smart Marketing – Attracting Buyers:
This is about attracting the best buyers in the most cost effective way – while keeping your property special, protecting its perceived value and not damaging it with ‘over exposure’.
When it comes to real estate,
advertising is one of those subjects with a lot of misinformation flying around. It’s also where massive amounts of money are wasted. Following are a few points to consider:
You can’t sell a secret …
Is a line often spoken by agents. It lays the premise that in order to sell you must advertise your property – which on the surface seems to make sense, right? We’re not saying that smart marketing isn’t an important tool, it is…
But the maxim, ‘You can’t sell a secret’ – is absolute rubbish. Of course ,you can sell a secret. Secrets sell all the time. Every day, millions of secrets are sold worldwide, from national security secrets to secret formula diets. But more importantly, secrets command a higher value than common knowledge – a commodity.
That’s why secrets are one of the secrets smart marketers use to get premium prices for their products and services.
So why would a salesperson suggest ‘You can’t sell a secret’? …
They believe it.
Unfortunately ,this shows they don’t understand the human psyche and have never studied smart marketing. Which is concerning. Surely you expect them to know how to create a premium for their client’s product (your property).
They’re selling you advertising….
In sales culture land, the way for an individual salesperson to increase their listings is to maximise their ‘personal profile’. The more advertising they have out there, showing their name and photo, the more successful they will appear – to attract more sellers like you.
This is driven from the top down. The Brand / Franchise also want their logo displayed as much as possible. For them, the name of the game is looking the biggest. But the fact is:
Advertising does not add value to your home.
If you fall for the you can’t sell a secret line, then you are ripe for the up-sell. There are two forms of advertising up-sell in real estate:
Firstly bigger adverts – a half page or full page in print media or upgrading to a feature on the internet portals.
Secondly, more advertising – doubling or tripling the same advertisement in multiple publications.
The claim is, that bigger and more advertising gets you more buyers and a better price. But there is absolutely no evidence to even suggest that a bigger advertisement adds any value to your property. As if a buyer would think… ‘Those sellers had a full page advert – I’d better offer them another $10,000!’
Also nonsense, is that the number of buyers in the market is linked to the amount of advertising. That doubling the advertising will somehow magically double the number of buyers.
There are only so many genuine buyers in the market at any point in time. Which is dictated by economic factors. The amount of advertising has nothing to do with it. Of course all those pages of unnecessary advertising – with the agents’ photos and company branding all over it – certainly make the agents look good. The problem is: it’s expensive. Who do you think is ultimately paying?
So there you go.
Sure, I’m biased – after all, I wrote it – but I genuinely believe every statement to be factual. I can therefore only assume they don’t want it to be read, because it doesn’t fit with their agenda… is contrary to what they want you to believe.
But what do you think?
Fair and reasonable censorship? Or suppressing the truth?