Last Sunday afternoon in a secluded neighborhood three Realtors were preparing for their respective Public Open Houses. Coincidentally, the properties were located across the street from each other. Each of them was busy setting up their marketing materials, turning on lights, fluffing couch pillows and strategically placing directional street signs so buyers could easily find the homes in the remote part of this particular town.
As one of the Realtors, I was genuinely looking forward to the close proximity of the 3 open houses. Typically, buyers find it most effective to come out to a neighbohood if they can preview quite a few houses in the same day. I saw it as an opportunity to make the area a real destination for potential buyers.
All three of the homes are luxurious center hall colonials with many updates that make them pretty much move-in ready. Though similar in style, they each have their own distinctive characteristics and varying price points. Knowing that and knowing we had each flexed our marketing muscle to advertise and promote the three open houses, I was feeling optimistic and looking forward to high buyer attendance which can translate into SALES.
Unfortunately, my optimism was not shared by all. Apparently, we had differing views on the proximity of our sellers’ properties. Surprisingly, the Realtor with the the # 1 market share, the biggest brand name and the highest productivity in the area was unnerved. She felt compelled to make her open house the first one buyers would attend. Driven by a seemingly competitive spirit she compromised her level of professionalism, her brand equity and ethics to make hers the first stop.
In the client/agent relationship the agent’s sole fiduciary responsibility is to the client– it is not meant to be a stage for self promotion. The agent is an extension of the seller representing their property out in the marketplace. None of this agent’s behavior was in her client’s best interest. In fact it may have had just the opposite effect. Being too aggressive can often put people off. And that is exactly what the guests were buzzing about as they left.