The Guaranteed Sale. Good Old Fashioned Bait and Switch

Reblogger Marte Cliff
Services for Real Estate Pros with Marte Cliff Copywriting

brings us the answer to a question I've wondered about for years: How can agents guarantee to sell a house and promise to buy it if it doesn't sell?

It turns out to be easy, if you're a bit on the shady side and willing to use bait and switch.

Original content by Tim Maitski GREC #208281

 

The Guarantee That Lures Them In

Key Points

  • I learned the details of the "Guaranteed Sale Program"
  • You attract business with the guarantee but never give out the guarantee
  • You make enough restrictions so no one qualifies
  • You sell them instead on your regular program

 

Have you ever wondered how some agents can guarantee to buy your home if it doesn't sell?

I had always been curious about that. I figured that agents who offer such a guarantee must be pretty good so I wanted to learn what they did that they were willing put their money on the line.

The other year a big name real estate training guru was coming to town who was offering a seminar for agents on the “guaranteed sale system”. He promised to make me a millionaire agent if I followed his step by step program. The price was right, free, so I signed up and attended the full day seminar.

Here’s what I found.

It’s nothing new. This gimmick has been around for 30 years. Thousands of agents are using it. Part of the seminar that I attended had a panel of agent superstars from across the country who were successfully using this guaranteed sales system.

During the question and answer session, I stood up and asked one of the superstar agents a question. “How many of your listings didn’t sell last year?”

He seemed to be honest. He said “Like other agents, about 20– 30% of my listings didn’t sell last year.”

I said “Wow!!! How many did you have to buy?”

He said, “zero”

I asked, “How can that be? Didn’t you guarantee to buy them if they didn’t sell? What’s the catch?”

He was so smug and proud of the ingenious system that he used to get listings. He simply answered that none of his listings were under his guaranteed program.

Say what? You promote your business on the guarantee but none of your listings actually have the guarantee? Are you kidding me?

You see, they use the guarantee to attract business but they make sure that they never actually give out the guarantee. Therefore, they’re never on the hook to buy a home.

That’s it in a nutshell.

They never have to buy a home because sellers never sign up for the guarantee. Let that sink in.

These agents never say that every home, or even any home, they list actually has the guarantee. You just make that assumption by yourself.

So what’s the point of promoting the guarantee? The whole point of the guarantee is to have a shiny lure to get appointments. People are curious. It gets the phone to ring. It's "bait and switch". You call on the guarantee and they switch you to their regular program.

A big part of the seminar spelled out how to intentionally set up the guarantee with a laundry list of “certain restrictions” so that no one will qualify for the program.

Just in case someone might actually end up qualifying for the guarantee, we were told to make sure the price you guarantee to buy it at is a price that you would be certain that it would sell for. You don't say you will buy it at the list price or fair market value or at the appraised price. You pick a price where you know without a doubt it will sell so that there's really no risk for the agent.

If you can't get them to agree to a low enough price, just don't give them a guarantee.

The trainer said to try to get it guaranteed at about 80% of the fair market value. Deducted from that low price is the 6 or 7% commission. So for a $500,000 home, as a seller, you’ll be lucky to net out $370,000.

Let's be real. If you mark down the price of a $500,000 home to $400,000, anyone is going to be able to get it sold.

I really feel embarrassed for agents who have to explain this system with a straight face.

I felt so disappointed when I learned all of the details. What a joke. It's no wonder that real estate agents have a bad reputation.

Wouldn't it be great if they could just tell you the truth and not play word games?

The one guarantee that I make to all my clients is that I will always tell them the truth.

 

 

About the Author:  Tim Maitski has been a full time Realtor since 1999. He has sold several hundreds of homes in areas around metro Atlanta.  Tim started with RE/MAX Greater Atlanta and is now with Atlanta Communities Real Estate Brokerage.

 

Along with blogging on ActiveRain, he provides one of the best real estate websites in Atlanta at www.HomeAtlanta.com .

 

His proprietary  "Maitski Line Reports" chart out the absorption rates over the past 14 years in 37 different market areas.  Know when it's a good time to buy or a good time to sell.    

 

His online Property Tax Calculator allows you to compare property taxes in many counties and cities around the Atlanta area.  He provides the Atlanta MLS Power Search Tool that allows searches of homes using over 35 specific criteria.

 

Over the years, Tim has optimized his business so that he now can offer a huge 50% commission rebate to his buyers.  The more experience one gets, the easier the job becomes.

 

Tim also has a "Five Days to Sold" System that uses an intensive marketing blitz to create a showing frenzy that creates urgency and offers.

 

Tim is always looking to LinkIn with anyone who is interested in building their social network.

 

View Tim Maitski ●Atlanta Realtor●'s profile on LinkedIn

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Rainmaker
2,133,436
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

That's very revealing, Marte.  I have often wondered about the strategy behind "guaranteed sales."  Knowing that few if any actually happen explains a lot.

May 01, 2018 04:33 PM #1
Rainmaker
1,379,304
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
your real estate writer

I think so too, Myrl Jeffcoat - what a sleazy way to do business!

May 01, 2018 04:38 PM #2
Rainmaker
2,732,995
Sally K. & David L. Hanson
Keller Williams 414-525-0563 - Brookfield, WI
WI Realtors - Luxury - Divorce - Short Sale

Years ago we were approached by a well known local lender to make that offer to people choosing to build with them....and that answer was and still is...no no never never uh uh uh.

May 02, 2018 03:56 AM #3
Rainmaker
1,379,304
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
your real estate writer

Sally K. & David L. Hanson - It's hard for me to understand how people can be willing to "sell" their integrity. Perhaps if they were raised that way...

May 02, 2018 01:11 PM #4
Rainmaker
416,069
Bruce Kunz
C21 Solid Gold Realty, Brick, NJ, 732-920-2100 - Howell, NJ
REALTOR®, Brick & Howell NJ Homes for Sale

Thanks for sharing this, Marte Cliff. I'd had a feeling there were multiple "outs" for the agent. Pretty much falls into 'if it seems too good to be true, stay away'...
Bruce

 

May 03, 2018 07:10 AM #5
Rainmaker
1,379,304
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
your real estate writer

Bruce Kunz - I think most of us have heard that "If it seems too good to be true..." adage our whole lives, but some people still ignore it.

May 03, 2018 01:47 PM #6
Rainmaker
1,143,590
Gene Mundt, IL/WI Mortgage Originator - FHA/VA/Conv/Jumbo/Portfolio/Refi
NMLS #216987, IL Lic. 031.0006220, WI Licensed. APMC NMLS #175656 - New Lenox, IL
708.921.6331 - 40+ yrs experience

Too often, many in our modern society view and applaud this type of behavior as "smart", acceptable, and even laudable Marte Cliff ... until that changes, expect more of the same.  

Gene

May 07, 2018 01:15 PM #7
Rainmaker
1,379,304
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
your real estate writer

Gene Mundt, IL/WI Mortgage Originator - FHA/VA/Conv/Jumbo/Portfolio/Refi Isn't that sad? Aren't you glad you aren't one of those people? Sleazy tactics might bring us more money in the short run - but it must be awful to look in the mirror and know you're cheating people.

May 07, 2018 01:57 PM #8
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Rainmaker
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Marte Cliff

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