Focusing on the Dollars and Clicks
When I read the article that is referenced in this month’s February Challenge, I shook my head and realized that I was reading another example of words thrown onto the page (or screen) not for the purpose of informing or educating the reader but for clicks, shiny bells, and whistles.
What’s unfortunate is that while most readers will move on recognizing it for what it is...clickbait, many will skim the headline and bold headers and feel like they’ve read the article. Thus...they walk away thinking that all agents are charlatans and carpetbaggers bent on stealing money from sellers and buyers.
To be fair, not all writers do this. There are many who research their topic and do their best to present the topic in a fair and impartial manner.
The first “trick” that was discussed was “they use creative writing.” Well isn’t that the way it is in all advertising or marketing pieces?
For example, I love trucks, and one, in particular, is the Ford F-150 with the integrated power generator.
Here’s part of the ad…
“The all-new F-150 – part of the F-Series lineup that’s been America’s choice for getting the job done for 44 consecutive years – is purpose-built to be the toughest, most productive F-150 ever.”
It gets our attention!!! It doesn’t start out with the basic truck tech talk that would put most of us to sleep.
It’s the same thing when you market a house. As an example, they use the word “charming” in describing a home. Your definition of charming may be different but it conveys a certain type of home.
If when a buyer reads the MLS and saw only “4 bedrooms 3 baths, 2 car garage…” how likely would they want to click on the listing to learn more?
Agents and those who market their listings have no desire to mislead or pull the wool over the eyes of potential clients. They are doing what anyone in marketing or advertising does...they start with the highlights of the property that will make you want to learn more.
Every profession...medical, education, engineering, politics, construction (I could go on) has its share of people who do not represent their peers as they should.
The article was a reminder that just because something has been put down in print or cyberville, doesn’t necessarily make it true.
This has been written for the Share the Love- February Challenge hosted by Rocky Dickerson and Kathleen Daniels, Probate & Trust Specialist .
