I just can’t believe these people who’ll jeopardize the sale of their home for the sake of a discounted commission. Or even worse, those who’ll badger and push for a commission cut so they can pocket the proceeds. Not surprisingly, the infamous commission grinders think the name on the front yard sign is of no consequence. KW, Coldwell Banker, Remaxx or White House – they’re all the same, right? If that were true, would all these companies be shelling out major bucks to carve out their own brand identities? (i.e. Century 21 as the supreme king of lower end properties.)
The truth is, most realties strive to stand out as a unique brand. It’s like shopping for a new sweater. Why would anyone choose Marshalls over Barneys if price were the only factor? The point is, of course, brand distinctions make these sweaters as different as night and day.
Same holds true for brokers. Do you really think the discount broker delivers the same level of service as the high-end master? Only in Fantasyland. The discounters couldn’t afford to rise so high.
Allow me to elucidate with a dose of reality from my recent excursion through the marketplace. Had a listing for a cool $2.3 million. My fellow realtors howled that this price tag was way too high. Instead of bowing to peer-group pressure, I promptly waltzed out, snagged the best high-end photographer I could get my mitts on, and ordered mind-bogglingly expensive card/fold-over brochures befitting the castle I represented. Parted with another grand to cover a radiant selection of flowers and a very special caterer. Then I poured all this magnificence into our Sunday open house and broker caravan. Yes, there was major sizzle on this steak!
Out went scores of invitations. And in flocked agents from as far away as ten miles (a very unusual distance.). One realtor quipped, “Terre, with this crowd of agents, I thought you were giving away $100 bills!”
The upshot? My super-spiffed out Camelot sold for its list price — $2.1 million. Would a discount broker go to such extravagant lengths? You know the answer. All of which goes to show, signs matter — because brands and service matter. End of story.
If you’d like more info about selling your L.A. home in record time, feel free to reach out to me. Or just fire your questions or comments into the box below. There’s always a vacancy.
And, of course, if you want to be connected to the latest info and opportunities in the Beverly Hills real estate market, I’m ready to make it happen. Call or email today.
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