Jack Cotton Blog

Why Real Estate Comparison Ads Are Misleading

Posted by Jack on Nov 18, 2013 | 5 Comments

One way to know when you “have arrived” as a significant force in your luxury real estate market is when the competition features you in negative comparison ads.

What do you do when this happens? First of all, a pat on your own back is in order. Congratulations! The competition is recognizing your hard work. Secondly, don’t respond with similar marketing. As we discuss in today’s video, have you ever heard Gucci comparing its leather bags to those of Louis Vuitton? Of course not, luxury is beyond comparison and so are you.

Instead, concentrate on:

Your USP’s
The Value you bring
Your history and story

Send me examples of any negative comparison ads from your market place. Let’s celebrate together! Enjoy today’s video.

Don’t forget, I will cover more of your luxury real estate questions on the first Tuesday of each month. Register RIGHT NOW at www.LuxuryRealEstateUnplugged.com. This is FREE, monthly one-on-one coaching in a group setting. Sign up and get your question submitted without delay. Action items this week:

Go to www.LuxuryAgentAcademy.com and read the course outline. This session is now closed but I will offer it again early in 2014.
Check out www.JackCottonRealtor.com and/or www.FoxIslandCapeCod.com and let me know how you like my video.
Go to www.LuxuryRealEstateUnplugged.com and register for the next webinar.
Leave your question at the bottom of the page

Lastly: Think about your own luxury listings and decide which one could benefit from exposure through my newsletter. Send me pictures and a brief description with your contact information and I’ll include the best one with mine in my weekly e-video news blast. Wouldn’t that be great if we had a referral in our group every single week as a result of this video series? In the meantime don’t forget to pass this video to a Realtor friend.

5 Comments

Mark A. Sisco
11/20/2013
Hello Jack,

Nicely said. A true proffessional.
Reply
- Jack
  11/21/2013
  Thanks
  Reply
Bob MacCuspie
11/23/2013
Jack you really do not have to respond to this card ad. By the way who is this aimed at, agents or customers? It may be a bit long. Consider not bringing up the card at all, getting off any defensive reaction and look at the positive value of an all positive talk on what luxury is and end up as you do at the Luxury Academy and how you teach/share the process of luxury in real estate with the goal that everyone will have a first class experience making the business better for Realtors and the public.

Not fully polished, but I know if you step back and take a second look you will “kick it up a notch.”

There were some other minor points in this that I wondered about as to whether they helped or were weak. Thus I ask is it even worth responding to? Would the luxury people even look at or consider an obvious low ball piece like this? Too many negatives and why give it legs by responding?

Go positive – IMHO Bob
Reply
Anthony Mannarino
11/26/2013
Great video Jack.
“Out of site out of mind”
I will send you a few property’s.
Best Regards
Reply
Anthony Mannarino
11/26/2013
Great video Jack.
“Out of site out of mind” you hit the nail on the head!!! Love it.
I will send you a few property’s.
Best Regards
Reply