Saturday, March 3, 2018

Liar, Liar, Pants on Fire - Well - Advertising

Well – Advertising
I spent a lot of time (and money) advertising the properties I had listed, often to no avail. The Missus who spent her life in the retail business used to compliment me on my advertising abilities. Well, that was a feel good compliment that never sold many properties. Try as I might, I couldn’t seem to attract the buyers. But then I glommed on to a little piece of information the Real Estate Board made available to its agents. It was a list of advertisements of properties that had sold (in the U.S.). I thought they were crumby, insignificant ads that didn’t amount to anything in particular, but I took their word for it that they had worked.
Well, what’d I have to lose? I’d try one, just for the heck of it. So I did. Low and behold, I sold a property. Now I was really confused. How would a Mickey Mouse ad like that attract the right kind of buyer to close a deal? It was baffling how it worked. Reluctant to give up my masterful ad writing until I had a chance to prove otherwise, I tried it again. The traffic at my houses increased significantly. What in blazes - ?
Well it was time to have a serious discussion with my over inflated ego. This was a much easier way to do business, even though I didn’t understand it. Try as I might, I couldn’t fathom the phenomenon. It wasn’t until about a year ago that I started seeing things like “Keywords” show up in online marketing schemes. That doesn’t mean I understand them, because bless me, I don’t. One of these days when it’s too late to make use of it, I’m sure I’ll figure it out.
Mind you, now thinking back on it, once in a while I got lucky, even though I didn’t realize what I was doing at the time. I remember a couple I met during one of my many incarnations of the Cherewick property. It was at an open house they wandered in to. We hit it off straight away and they told me what they had in mind. The Cherewick house was too small and too dated for their liking. They wanted to be within walking distance of the university since he taught something there. But they wanted something a little more modern.
The upshot was that I did find something that was even closer to the university. It was a newer home and more expensive. In a few days, when I’d set up an appointment, we went to have a look. It was pretty well perfect (except for the price of course). I don’t remember how much over budget it was, but they both had to swallow pretty hard.
At that point I made my pitch to them which even now seems to have been reasonable. Hadn’t they spent their lives working to assemble what material things they had, raising three children and contributing to the community at large? Wasn’t it about time they considered rewarding themselves for all their hard work and sacrifice with a comfortable lifestyle that they could enjoy while they still had their health? It was sort of a backhanded way of complimenting them on their own achievements and a moment to reflect on that.
Well, they decided I was right and they would bite the bullet for the higher cost of the home. They did deserve it after all and so arrangements were made and they took possession of the home. I made a point of being in touch with them about three weeks after possession (after the expiry of the “buyer’s remorse time) and found they had made the buy of a lifetime.
My job was done.

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