The other day I stopped in at a local office that I used to call on when I worked for the title company. I had an appointment, but I wasn't charging for my time. The purpose of this meeting was to exchange information and maintain my relationship with that office. I've never been a broker or an agent, so I learn by listening.
I asked an assistant about listing flyers to see if they used corporate resources, free templates, or local talent. The answer, much to my surprise, was that they did their own black and white flyers in Microsoft Word with no photos.
"Why no pictures?", I asked.
"He says he doesn't want to give it all away", the assistant replied.
Is that an excuse or a clever strategy to get people to come and see the property for themselves?
Before you answer, I should let you know that this broker personally closed almost 20 transactions in 2007. I verified it with an outside tracking service. That number puts him in the top 1% in Santa Clara County.
It would be unpardonably arrogant of me to dismiss sales tips from a veteran broker who consistently delivers strong numbers even during a down market. I have to be open to the possibility that he's on to something.
Do any of you avoid "giving away" photos on your listing flyers?
Frank Jewett
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