Before I get into the meat of this email, an admission:
I know jack about real estate.
I’ve never sold a house or even bought a house.
And, I’ve never studied anything specific about the industry outside of attending a mastermind in April with a bunch of real estate investors (mostly) in the room, and maybe a trick or two rubbed off on me.
Anyway, that said, my dad recently sold his house.
And, before it sold he wanted my opinion on the listing.
I thought it was great, the photos were great, and the overall pitch was great… except for one thing. And that one thing is, it said it was 3 bedrooms when, in reality, he has two bedrooms and a little room he uses as an office that *could* be turned into a bedroom (by putting a wall up), but isn’t technically one now. His real estate agent said it’d give him way more leads (and I agreed) saying that. But, the problem with it was, he set up his visitors to be disappointed. If they went there thinking it’s 3 bedrooms and it’s really not (technically), how can they feel anything but disappointment and that maybe they wasted their time?
On the other hand:
I suggested saying it’s 2 bedrooms.
That way, the only leads that show will be expecting that, but then possibly pleasantly pleased when they see it’s more like 2+ bedrooms.
It’s the age-old “under promise, over deliver” thang.
Which, he started dabbling with.
Anyway, did it ultimately help him sell his house faster?
No idea.
(I should ask him about that…)
But, if home buyers are anything like other buyers, methinks it didn’t exactly hurt.
Again, elBenbo ain’t no real estate expert.
(Not even an ex-spurt)
But, we shall see.
Now, let’s get down to some bid’niz.
In exactly one week the July “Email Players” issues goes to the printer. One of the (many) lessons inside is a secret way of making your emails near impossible to ignore (assuming you’re talking to the right people in your market).
I originally learned about this from observing WebMD.
And, it’s a doozy, too.
Especially if you sell a product that solves an urgent problem.
Here’s where to subscribe:
Ben Settle
