BrokerageIndustry News

Real estate drivers for hire

Agents, are you getting taken for a ride?

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

Here's a suggested marketing program for those commission-based real estate agents who save time by skipping the "needs" step in the sales process: Buy two cans of paint: one yellow, one black.Paint a wide yellow stripe down each side of your car.In big letters with black paint, stencil "FREE TAXI."Buy a chauffeur's cap. That's it. You are branded! While homebuyers may not be loyal, unqualified buyers are loyal to a fault. They will ask for you by name every time they need an airport pickup or drop off. They are willing to look at everything you show them, and aren't that picky about location. But smart you, you know you are building a strong referral base, because they remind you that they are going to send all of their friends to you. Some will mention that you are not pushy or a high-pressure salesperson "like the rest of them." The super loyal will take the time to call your broker to share what an awesome agent you are. The broker may e...