The local freebie ad paper came out a few days ago with the usual pages of real estate ads.
Some of the agent promo ads with photos caught my eye.
The first was a glamour shot of a young woman dressed for perhaps a night out on the
town. From the low-cut nature of the top, I wondered what she was selling. The first line added to that thought: “Relationships are important.”
The ad went on to tell of “Sam’s” many accomplishments, volume sold, etc. Then at the end, was the call to action: "If you want first rate service, call me."
Wait – we‘ve been reading about Sam. Who is this “me” you want us to call?
The next ad had a photo that was far different. Admittedly, the lady was a bit older, but… darn. She still could have combed her hair and put on a smile. She simply looked worn out.
Her ad assured the reader that she had plenty of years in the business and “can take care of all your real estate needs.”
Ugh. “All of your (whatever) needs” is one of my least favorite phrases in any kind of ad.
First of all, "needs" is a catch-all to use when you don’t want to bother to make a specific offering. And in the case of a real estate agent, "all of your needs" cannot be true.
Some agents have multiple niches and have expertise in those niches. But when it comes to ALL types of property and the expertise needed to deal with each, I simply don’t believe any one agent can know it all.
Even within the residential and commercial sectors there are vast differences, then add equestrian properties, waterfront, farm and ranch, timber land, development land, and more.
And that isn’t even counting geography or licensing requirements.
That's my "What not to do" rant for the day...
I hope you're having a wonderful weekend...
Image courtesy of Multipedia at FreeDigitalPhotos.net
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