Sex Sells is an adage that has been around for a long time.
We also know that being attractive in real estate is never been a hindrance for an agent.
However for an agency to build their marketing campaign around how sexy their agents are does not make sense for a number of reasons. First, even though people tend to like to be around attractive people, when buying and selling a house competency should be the driving factor.
Secondly, the process of real estate sales includes a great deal of alone time in the car or homes with the buyer and the agents. If my marketing campaign was based upon how hot my agents are there is a good chance that a wacko will come out of the woodwork eventually.
You know the wacko who will attack an agent. It is one of the bigger fears in the industry and by promoting the agents based upon the concept sex sells, it will attract those looking for sex?
This marketing tactic, even in slow times, just does not make a great deal of sense to me.
What do you think of this Charlotte, North Carolina agency using sexy agents as a key marketing technique?
Nick Peters used to run a regular real estate firm catering to the rich. Then the economy tanked, and it became a lot harder to sell those kinds of houses.
So Peters decided he and his agents, including his wife, should project success by taking special care with their appearance. They began dressing in expensive, provocative clothes.
And he says clients automatically started acting differently.
“They reacted to us very differently. The guys started calling the women. The women, just me,” Peters says.
But they also stopped calling his less attractive employees. So Peters says he got rid of them.
“People want to work with other people that they’re in all honesty attracted to,” Peters says, shrugging. via WBTV
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What's the over/under on when the broker gets sued?
I have a new name for the agency: Cougars Galore Realty
This strategy seems fine for real estate brokers who are focusing on single men. I don’t know very many married men whose wives would be to happy about working with a real estate company that markets it’s sexy real estate agents. Given the multitude of choices in real estate companies I think most couples would choose a real estate company less likely to increase marital tensions. I also think most single women would stay away from a real estate company like this. And besides, aren’t families more likely to be buying and selling higher dollar homes which equal bigger commissions? A single guy really only needs a one or two bedroom house, whereas a family might need three, four or five bedrooms.
If being a good real estate agent had any correlation with good looks and being sexy, a lot of us would be in another business.
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Whenever I see a commercial for Southwest airlines and they go on the comedy roll of "Bags fly Free" with the psuedo 70's cop show style I think "Safety First and foremost, being funny about money or safety doesn't work for me" then I remember that Southwest is a better airline than mine.