It dawned on me the other day that at a certain price point, it doesn't matter what I say to the customer at all. For the starter apartment I've been selling, half my customers have come without brokers. They know very little about the home-buying process, and pose all kinds of eager questions it would never occur to a seasoned pro to ask. But for the $8,000 luxury rental I've been showing, that isn't the case. For one thing, customers aren't looking hard for flaws because at this price point, there shouldn't be any; for another, at this price point, they have their own brokers to do that searching for them. And it's those brokers I have to sell to. Those of you who are already experienced in the industry probably know this, but it especially came to me the other day when I was s...
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