Ad #1 on the Radio*
* This Ad is fictional though based on a real radio ad
After you watch the Ad, scroll down for the TRUTH.
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The Truth:
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We-Get-All-Our-Business-From-Ads-Mortgage doesn't care if these homes sell or not -- their primary interest is in selling mortgages to buyers calling on the listings. Their secondary interest is in selling extras to these sellers such as yard signs, “enhanced” exposure on their web site, and ads in their print magazines since the seller doesn't have a listing agent.
This ad would lead you to believe that all you have to do is list your home on their site and your house sells! If Jane's friend really had her home listed on the MLS and didn't get a showing, you can be sure that her home was significantly overpriced (probably because she used a discount broker), and she re-priced it to market before listing it on
I-Did-Myself-In.com. |
Real sellers who have used similar super-duper-go-it-alone web sites will tell you a very different story. Overwhelmingly, these websites don't sell homes, agents do. That's because, far from saving a full commission, sellers are only too happy to pay a professional agent's fee for bringing them a qualified buyer who's been educated about the market, especially after them having to play real estate agent for a few weeks (or months).
If this isn’t bad enough, the particular company that this ad is based on does a cute little bait and switch routine, raising deceit to a whole new level. First, they ensnare the do-it-yourself seller with ads telling them how easy selling a house is, and how with their super-duper web site, they can sell directly to buyers and save the whole commission. Then, after the seller has dropped a bunch of money in buying add-ons they sell them as well as ads in the paper with no bites, they then actually instruct these sellers to mass email real estate agents, telling them about their home and inviting them to bring their buyers.
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(Isn’t it a bit ironic that on most similar by-owner websites, they are very clear that agents aren’t allowed to contact sellers and “harass” them, but yet, it is ok for sellers to spam agents with their home descriptions?)
Of course, after having what they do for a living belittled by these ads, you can bet that most agents aren't chomping at the bit to show these homes unless, of course, it’s a torrid seller’s market with a tremendous shortage of inventory.
By the way, legitimate mortgage companies with good reputations, get the lion's share of their business from real estate professionals who recommend them to their Clients because they offer great service and are accountable for what they promise. Why do you think that We-Get-All-Our-Business-From-Ads-Mortgage would choose to spend thousands of dollars per week running ads that alienate real estate agents by implying that their super duper web site can replace them? The truth is that they gave up on getting business from agents a long time ago because their service is so terrible that no agent would recommend them.
The correction of these misleading ads brought to you by: The Home Consultants Team
Any agent can call themselves
a "consultant".
But if you want the
real thing,
choose the Home Consultants team.
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Call Dina Raneri
508-371-4385
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Accredited Consultant in Real Estate™
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