Why do Agents Insist on Scaring the Consumer?
If only I had a dollar for every online article I’ve read about how difficult and scary it is to buy a home.
“Buying a house is exciting, intimidating and, honestly, a bit complicated,” says one agent.
“The first time you undertake a home purchase, the complexity of the transaction can be particularly frustrating because there are a number of unknown rules and procedures that you are generally forced to learn through ‘the school of hard knocks.’
I cracked up over the combination of highfalutin’ words and the folksy “school of hard knocks” reference in that one but, again, we hear that home-buying is complex, frustrating and full of things you are “forced” to do.
My first reaction to these article leads is:
“If the process is difficult, scary or complex, you’re working with the wrong agent.”
If your clients aren’t completely familiar with the process going into it and you don’t counsel them so that they are (at least give them printed information), perhaps you’re in the wrong line of work?
Then, do agents really think that scaring the ca-ca out of potential homebuyers is the way to win their business?
The first quote above is from a national real estate company’s website. It’s fine to caution folks that buying a home, because it’s an unfamiliar process, might be challenging, but why not also mention that it won’t be IF they work with you?
Because you, the champion of first-time buyers, the superhero of the real estate world, will teach them what they need to know and then be with them every step of the way during the process – from getting a mortgage to what to expect at closing.
You are an awesome communicator. You wouldn’t dream of allowing your client to enter into the process without being armed with all the information he or she needs.
You are the expert and you are happy to share your expertise with your clients. Want proof?
“Here’s my testimonials,” (list of former clients saying how amazing you are and how you explained everything and made the process so easy).
Think what a breath of fresh air your website will be to a consumer who has surfed all the negative Nelly agents’ sites, lands on yours and reads the words “Buying a home doesn’t have to be scary, intimidating, confusing or challenging. Allow me to show you how it’s done.”