Careless, expensive mistakes – Part II

Not a week later I got a letter from Mr. Shane Little, Sales Representative with Andrew Ipekian, Broker | Keller Williams Referred Urban Realty, Brokerage. Eight short sentences long, the letter featured one major error that anyone reading the letter, with a bit of care, would catch.

I sent Shane a note as well.

He tried calling me and then dropped by - acting like the mistake was nothing for me to worry about.

I tried explaining to Shane that I wasn’t worried at all. I was actually trying to be helpful. Instead of saying thanks, or you’re right, I’m wrong, Shane soldiered on and tried all of the sales objection tactics he knew, or had been taught.

But none of his training had prepared him for me and my simple argument, which reminded Shane (and Yuriy) that (careless) mistakes come with consequences. In this case a sales commission loss of about $45,000.



Careless, expensive mistakes

I got a postcard in the mail today from Mr. Yuriy Balko, Sales Representative with Royal LePage Terrequity Realty, Brokerage, telling me that he would like me to sell my house to his client who would love a house on my street.

So I sent Yuriy a note telling him that I wouldn't even consider working with him because “your three-sentence postcard has at least eight spelling and grammar mistakes in it. If you make that many mistakes with a simple postcard, how can I trust you with a multi-million dollar home sale?”

His answer: “I’m an immigrant. Feeding my family is more important than proper spelling and grammar.”

My second response: “spell-check and colleagues that can spell abound. Ask for help. No sale. Bye-bye-now.”    



Charles Convey 2001 – 2017


 CHARLES CONVEY 2001 – 2017

 Charlie filled our hearts with love and taught us in many ways how to be better human beings with lessons in pure love, patience, persistence, fierce loyalty, the power of the pack, the joy of living life in the moment and the need for play every day. He took his last breath at 7 PM on Saturday, June 24th, 2017. 




Leveraging your real estate's potential


Here’s a sell-sheet design that I haven’t seen before. The front is typical for the current Toronto market: a small two beroom bungalow on a large lot with an asking price of $840M. While the asking price might look reasonable to some, rest assured these folks are hoping to get a million plus in the ensuing bidding war.

To leverage the lot’s value, the seller and the agent did something interesting that I haven’t seen before; they got city approval to build a larger home on the lot and featured the Toronto permit number and a simple rendering on the back.

Those who buy this home will still have to pay another $4-600M to remove the old home and build their own (dream) home on this lot, but for the seller, it’s a chance to sell their home “as is”, knowing that homes like this, no matter how well dressed they are on the day of sale, they will be torn down by the new owner. 

And for the buyer, it's proof that they can in fact build a larger home on the lot. That's worth much more than a realtor's personal opinion. 



Are you happy?


My Life . . .

I started asking my wife if she was happy years ago because, as our relationship matured, I wanted it to keep working and getting better. To make it better I needed a gauge to tell me whether our journey in life was bringing us closer together or not. By asking the same simple question over and over again, for years, and carefully listening to Michelle's answers we've made our marriage + lives better.

My Business . . .

Early on in my career I worked with a few very smart retail clients who understood that to increase sales, you first need to increase customer satisfaction. My professional mantra became: “All we say and all we do helps our customers believe that they have come to the right place. Or the wrong place.”

When I do any kind of communication work, be it an ad, a brochure, a trade-show display, a broadcast, website or social campaign, I ignore my agency peers, I ignore those who contracted me, I ignore the clients who will benefit from my work and I focus on the relationship between the brand’s customers and the brand’s products or services. Everything I do is designed to strengthen that bridge. Each design or copy project I do comes with these two caveats:

  1. If you (consistently) do MORE than this communication promises, your business will grow. Ensure marketing + operations are in sync. Treat those who come to see you professionally, with humility, dignity and respect and your business will thrive for years to come because you customers will refer others to you.
  2. If you (consistently) do LESS than this communication promises you’ll do and your business will wither away in no time.

When you stop looking (at and) after your customers, they’ll stop looking after you.