Industry News

Selling broker to broker

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

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 showing this loft -- which truly does have no flaws other than its mind-boggling expensiveness -- and I was seven minutes late to the appointment. Four by my watch, but seven by the customer's broker...