Ad #3 on TV*

Online valuation services are of two types: Comparative Market Analyses (CMA’s) done by computer and those done by agents. The computer generated ones are totally useless except to get a very general idea of what similar homes might sell for. This ad, on the other hand, touts the benefits of a CMA researched and prepared by a real agent (hoping to get your listing because they're working for FREE). What this company is implying, of course, is that by going through them, you're not getting a "pushy salesperson," but rather a "trained professional".

But here are the facts: what you're really getting by going through this online service is an agent (or agents) who are willing to pay this outfit for leads (that's YOU when you fill out their online form). The service sets themselves up as the middle man, making their money off agents, while providing zero added value to you, the consumer. In fact, you often end up paying MORE to the agent if you list since they have to pay off the lead service first.

Let's think this through logically: who's more likely to be the pushy salesperson - the agent who YOU call, either because of their good reputation or because they were referred, or the agent(s) that call you because they've paid big bucks for you as a lead? Who is more likely to be a quality professional, an agent who receives the majority of their business by referral (something you want to look for), or someone who is so desperate for business that they pay a dot.com for leads?