As is well known by now, I am a third generation real estate salesperson in an office that is almost 80 years old. Our office has seen recessions, boom years, and everything in between. We have seen other real estate brokerages open and close. Our office has always taken the long view and since its founding has strived to be ahead of the curve.
Recently, someone received one of our advertisements in the mail and called to speak with me. I told him about our superior marketing ability, extensive real estate industry knowledge, and long-standing client network. Then he asked about commission rates. I told him our standard rate. To which he replied, that’s higher than two of your competitors who reached out to me and I see both of their signs everywhere. To which I replied, our office is 77 years old - clearly we sell listings and know what we are doing. Two generations of competition have opened and closed and yet here we are on Bath Avenue. Also, you get what you pay for. Not only do we have a long-standing client list, but we also have deep connections with mortgage brokers and lawyers. Our buyers get mortgages and our deals close.

What I didn’t say is the following… It’s not 1975 anymore. Buyers aren’t driving up and down streets going, “Look Margaret, there’s a real estate sign. Oh my God, there’s another and another and another.” We are in the age of Zillow, Trulia, Hotpads, Streeteasy, and online MLS services. The first place prospective buyers in an urban area are looking for a home is online. That’s why our website is top-of-the-line and among the best real estate websites out there. It’s our calling card. After an online presence, the next thing prospective buyers respond to is customer service. At F. Juliano Real estate we recognize that this business is about relationship building. We stand with Sellers throughout the dealmaking process from inception to closing, but we help our Buyers, especially first-time buyers, by answering their questions, directing them to other industry specialists, and being responsive. Look at our Google Business profile. We have legitimate 5 star reviews. Lastly, we use our competitive commission rate to create quality marketing materials to market our listings within their neighborhood and to targeted prospective buyers. We also ask for a competitive commission rate so that we can work with buyer’s agents. Buyer’s Agents want to be paid for their work, too. If the commission rate is too low, there is no incentive for Buyer’s Agents to reach out and co-broking becomes difficult.

Having said all that, real estate signs have their place and if your property is in a high traffic area are a must, but they aren’t as important as they were 20 or more years ago. To be honest, many of the real estate agents whose signs you see everywhere are taking low commission rates, sticking your property online for appearances, and using your home for free advertisement FOR THEM - not to sell your home. They also won’t co-broke (despite saying otherwise), undermining the purpose of Zillow, Trulia, Hotpads, and MLS, which connect buyers with Buyer’s Agents. Hence, the need to pay a competitive commission rate. I know this from first-hand experience. In addition to representing sellers, I am also a Zillow Premier Agent for prospective buyers.

Don’t be taken for a fool! Instead, call me today for your free real estate consultation.

Your Friend,

John

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