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    Why One Redondo Beach Homeowner DIDN’T Hire Me To Be Her Real Estate Agent

    The real estate listing that got away…ouch! Rejection is never fun, is it? But everyone goes through it, especially small business owners – including real estate agents. So here are a few thoughts on a humbling experience…that of a thoughtful intelligent Redondo Beach homeowner who decided not to hire me.

    The setup:

    Out of nowhere, the sort of thing that almost never happens, a call comes out of the blue: “We want to sell our Redondo Beach home. I’d like to schedule a time to discuss the possibility of you listing our home.”

    The homeowner is sharp, realistic about pricing and market and needs to sell now as the family is relocating out of area. Incredibly, listing commission is a non-issue. The government is reimbursing the homeowner 6%, which is one full point higher than is traditional here. That works out to an incredible $6,000 extra.

    The preparation:

    This listing gets the whole 9-yards…commitment to print advertising, internet advertising, open houses, 39-day guaranteed sale, paid pre-listing appraisal, paid staging, the kitchen sink….and everything else in my toolbox. Thousands of dollars. Perhaps 3-4 times the normal financial commitment.

    Check out an actual draft of my listing presentation by clicking here!

    The blunder:

    I show up late. Twice. Worse still, the homeowner cares and it shows in her face. Total mortification. I won’t bore you with the reasons and the details because it they just don’t matter, do they?

    The consequence:

    “…We hired Chris Broadhurst from Shorewood because she proved herself to be super meticulous, thorough and has extensive and long experience as a realtor in the South Bay area…” Seriously, that’s a direct quote!

    The takeaway:

    My listing presentation was way over the top. I even provided actual data sheets showing 4,000 visitors per week to my Website. My team has a 17-person call center based in Montreal to take calls and handle requests. We have 800-call capture technology, a lead routing database system, a dedicated mortgage lender calls each lead. (Click here for information on the Rocky Rockwood Real Estate team). We have an unmatchable advertising budget and resources that dwarf our competition.

    SO WHAT???!!!

    A professional shows up on time. End of story. A professional is Chris Broadhurst!

    The listing:

    Click here to check out the actual Redondo Beach home listing.


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    Posted on June 29th, 2008 by Ryan Rockwood
    Posted in Sellers


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