The Brokers Open!
Yesterday, like most Tuesdays, I was out and about looking at new condos on the market. I came across a new penthouse listing and went to the brokers open house for that listing. Two things really stuck out with me after viewing this penthouse condo at Bridgeport. First, you will often hear me talking about the importance of doing a good job of marketing when it comes to high end listings. One thing I have not talked much about, that I think is very important, is service! An agent is paid a commission to do a service for a client. Marketing is a huge part of this service. Also huge…and part marketing is SELLING the unit to every potential buyer and agent that you get in front of! I bring this up because I was blown away yesterday when I went to this brokers open yesterday. I was not blown away by the condo itself, while very nice. I was blown away by the fact that the listing agent said 2 words to me the entire time I was there. The 2 words that were uttered to me as I was getting ready to walk out the door was “Cool huh?” And maybe you could consider it that only one word was really said to me because “huh” really isn’t a word is it? Anyway, the point here is that the listing agent barely acknowledged that I was there… more importantly, she did not make any attempt of selling me on why I should bring potential buyers to come look at the unit! This is the whole point of going to a brokers open. As a listing agent, I want to SELL every agent that walks through the door on the many great benefits of why they should bring their clients to see the listing. It is also a way of trying to create some urgency and competition among the real estate agents. Not only did the agent not say anything to me about the penthouse unit, there were no marketing pieces either. As I left the building, one more bit of service would have been appreciated… a simple “Thanks for coming” by the listing agents co-worker that was at the front door, but that did not happen either. Not a word as I left. I couldn’t help but feel frustrated as I left this listing. Service is a part of marketing. If the initial service of having a brokers open to try to sell people on the unit failed, what will the rest of this agents marketing be like? I think I have a pretty good idea.
If you have read many of my blog posts, you probably know by now that marketing is a huge part of what I do as a condominium specialist. Why is this? Well for one thing, there are no yard signs with condominiums. The internet is where condo buyers go to search for a condo or loft. Yes my frustration as I left this listing was the fact that I didn’t have the listing. My frustration burned from the fact that I could do so much more for the seller than saying just 2 words…. ( make that 1 word) to an agent that showed up to a brokers open and is there for a reason.
In the beginning of this blog post I mentioned that there were two things that stood out about this listing… #2 PROFESSIONAL PHOTOGRAPHS…are you kidding me?
**Please read a previous post on what we have to say about photographs for listings!**