How to sell
Grandad July 21st, 2009
Many years ago in the dim distant past when both God and I were children, my parents used to buy The Observer on Sunday.
One of the things I remember from that paper was an estate agent in London who used to advertise properties on a regular basis.
The first thing I would do on opening the paper was to look for his latest advertisements.
Why?
Take a typical blurb from a modern estate agent -
FOR SALE
Three bedroom cottage in the Wicklow Mountains.
This charming old world cottage retains many of its original features, yet has been modernised by the current owners.
While in need of minor repair, this property is a must see and is a bargain at €1m.
Typical?
Yer Man in the Observer would take a different slant -
Absolute rip off in the Wicklow Mountains.
This property contains many of the features of a bygone age such as rising damp and dry rot.
The current owners have attempted to upgrade it and their handy work must be viewed as an example of how not to do things.
If you feel like doing a lot of repairs and have a spare €1m lying around, then this property might be for you.
Not so typical. And Yer Man had a phenomenal sales record apparently.
Why?
I would have thought that was obvious.
For a start, people could see straight away that he was honest.
Crowds used to apparently turn up to see just how bad the property was.
And last, but not least, they had very low expectations, and were usually very impressed by what they found.
There is a very simple moral to this. In a world where we are surrounded by propaganda, dishonesty, outrageous claims and hard selling, honesty pays.
It’s as simple as that.
- Times past
- Comments(11)
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Honestly, that’s good stuff.
Mike – There is a strong lesson to be learned!
Apparently once he had to sell a mansion in impeccable condition and that nearly stumped him. He got around it by selling a ‘badly painted front door’ with an attractive house attached.
There is still one agent in the UK that does the very same. It may even be the same company.
Sneezy – If they are still in business, then I am delighted. The world needs more of them. Can you imagine television advertising?? Hah!
How refreshing – if only he’d written the ad for my bungalow – I may never have bought it and spent the last 6 years putting it right!!!
Kate – Maybe in your case, honesty might not be the best policy?
Are you by any chance refering to YOUR humble abode / lovenest?
hello g d
GranDad
TT – I’ll have you know that The Manor does not have rising damp. I might have, but not the house.
Hello p m
I so hope this story is true i would definately enquire…
Sarcism intellect on the offensive
Welcome, Graham! Would I ever tell a lie? It’s tru all right. Sadly, fifty or so years agoI didn’t know I was going to be writing this or I would cave kept a few cuttings.