“You can’t sell a secret”… is a line used by typical real estate salespeople, to convince you to advertise your property more.
We will discuss why they would use such a line shortly. But first, focus on the line itself.
“You can’t sell a secret.”
It implies that you have to advertise your property. How do you expect to find a buyer if you don’t advertise? It seems to make sense doesn’t it?…
Which is exactly why you fall for it – without questioning if it’s actually true.
The fact is, it’s a false statement.
Secrets sell all the time. Every day, millions, (probably billions) of secrets are sold world wide. From national security secrets, to secret formula diets. Just look around you – there are secrets selling all over the place.
And here is the major point…
What is worth more… Common knowledge? Or a Secret?
A secret of course. Why? Because everyone wants to know a secret. And people are prepared to pay a premium for one.
‘Secrets’ are one of the secrets, smart marketers use to get premium prices for their products and services.
So if a real estate salesperson uses the words … “You can’t sell a secret” … it is a big clue that they either…
- Have never studied smart marketing and therefore don’t have a clue about how to create added value for their clients product (your property). Or…
- They are trying to talk you into more advertising.
So why would a salesperson make such a false statement? This comes back to the fundamental ‘sales culture and business model’ of the traditional real estate industry. It’s about what’s best for the salesperson verses what’s best for you.
The salesperson wants your property advertised as much as possible in order to increase their own ‘personal profile’. The more advertising they have ‘out there’ with their name and photo on it, the more successful they look… which in turn helps them get more business.
However, there is a point where continuing to advertise your property actually works against your best interest.
Have you ever seen a property wallowing on the market, being advertised week in week out – but not selling? What does it make you think about the property? … The two most common replies to this questions are…
- “There must be something wrong with it.”
- “It must be overpriced.”
Although both of these may be true, they could also be totally untrue. The point is – they are both negative ‘perceptions’ about the property that were created by it being over exposed to the market. Although it may be good for the salespersons profile – they both do damage to the value of your property.
At Restate, we are different to traditional real estate agents. We are consultants, which means our focus is on using our knowledge and experience to your advantage. Sometimes, this means ‘Protecting’ the long term value and perception of your property.
Putting your property to the market ‘all guns blazing’ is not necessarily the best approach for your situation. Some sellers are much better off using a quieter approach. One that keeps your property special, instead of flogging the hell out of it.
If you would like to know more about our ‘Secret’ selling process that; protects the value of your property, creates scarcity (which adds value) and at the same time costs you less than traditional real estate commissions… call us for an obligation free initial consult.
“We didn’t know there was a different way to sell our house until we talked to Restate.
We’ve bought and sold a number of houses in the past – and even though some sold quickly we still paid a set commission to the real estate agent.
This time round we thought there had to be a better way. And with Restate there is. We chose their consultancy service, which not only saved us over $9,000 in fees but also achieved $7,000 over our asking price!
Finally there is a company out there that ensures that we benefit from our hard work in developing and presenting our property. Thanks Restate – you are changing real estate.”
Ross & Delwyn Luscombe
#Restate #ChangingRealEstate
