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Discrimination, The Real Estate Kind Where A Listing Fits This Group.

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Real estate advertising used to be a couple images, a few lines of copy designed to one size fits all.

And your home buyer for the property listing was pretty much local.

But now with the doors blown wide open and your real estate office may doze, but never closes, it is round the clock beating the drum.

For all out property listing and local area flavor exposure on the information online highway.

To increase your reach, add a taste of frequency to the marketing message to promote the property listings.

All types, prices, locations of them in your listing inventory.

Competing for a front row seat, hot spot light splash on the center stage to star on the real estate closing show.

The one you get a lot of tickets for, to attend and shake hands with the buyers and sellers of property listings.

In sales of real estate you had a hand in orchestrating, negotiating through the twists and turns, dips, spills and chills that each can present.

But it is why we love this sport, what some call an addiction wearing the blue and gold "R". The by far hardest working letter in the entire alphabet.

So the question comes up when you list a home with land that is black and blue, smelly, messy, bloodied.

That may have what some consider ten maine snow sled trail groomer photofoot pole marks all over the property listing. The one that  is a little money but comes with a number of very large, towering job jars of what needs to be fixed, replaced, updated.

So the advertising, marketing for the Mr Fix It home is to appeal to the handyman in the audience.

The one home buyer that knows his or her way around the inside of a tool box.

Does not need guidance at the Lowes, Home Depot as they hustle up and down the aisles.

Putting this, this and oh yeah some of that in the squeaky wheel cart. In a hurry to get back to put the needed TLC into the neglected but priced right property they have purchased.

The advertising, marketing we do for a blue light special, handyman, ooh needs work property listing has to call a spade a spade.

Otherwise the price can woo the buyer but the expectations meter pegs. Snaps in half because hold it. You can hope it has everything going for it, but think about the property price. If it is this much lower than the others you have been looking over, sneaking peaks at online and driving by if a local buyer, there is a reason for the price tag of divide by four. Beyond being a FSSR. Neglect, lack of everything for a long long Rip Van Winkle time frame.

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So if the headline is "Need A Handyman" is that discrimination?

Zeroing in on the real estate buyer for the job at hand. Because the first time home buyer tapped out on extra money to remove the many wrinkles in this property is not going to make the grade.

And the lack of know how with a table saw, sheet rock mudding and just not feeling comfortable wearing a carpenter's belt adds to the gut feeling this is not a good match. Not who we need for a real estate property buyer.

So the marketing of a beat up Maine house, the one many don't appreciate the smells, condition, debris left behind... price is everything to motivate someone in the real estate audience.

Often all you have beyond the lot and other applications if it is a tear down, burn flat and haul away situation.

Had a real estate email asking if it was wrong to label a property listing as a "handy man special" or the it is a "Mr Fix It Home"?

What is politically correct when you list a property ridden hard, put away wet? That for too long was neglected, abused or the wear and tear of owners, renters just caught up to the place that is now abandoned.

Is looking for a carpenter in the audience, labeling a place a handyman special picking out one kind of buyer with a skill set, ambition to tackle what others would say pass to or that a bank would shake its head side to side.

Mumbling "no dice", keep looking for one with less miles, in better shape that fits this Maine home loan program you are qualified for only junior.

The person who made the query, asked the question said she had a designated real estate broker in her class tell her this summer that no one can advertise a house as a handyman special. Because it was picking out one kind of person, buyer and discriminating again the others.

But like relationships, it is not about finding the perfect mate. It is finding one imperfect like you and I. The together it is a good fit, the puzzle pieces were meant to interlock, go together for the greater good of the two partners right?

Maine, time stand stills, everything is natural, unfiltered.

I'm Maine REALTOR Andrew Mooers, ME Broker

 

 

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Comment balloon 4 commentsAndrew Mooers | 207.532.6573 • July 29 2013 07:19AM

Comments

Andrew, I agree, times have changed in all marketing and advertising.  Have a wonderful week.

Posted by Christine O'Shea (Christine E O'Shea Broker) almost 7 years ago

Interesting blog post Andy. It blows me away that someone would get picky over something like this - no, it's not discrimination. It's telling it like it is - what the heck is wrong with that? If you're not handy - this house is probably "not for you." 

Posted by Debb Janes EcoBroker and Bernie Stea JD, REALTORS® in Clark County, WA (ViewHomes of Clark County - Nature As Neighbors) almost 7 years ago

I guess I am not totally surprised that a broker might say that.  It takes all types and brokers come in all stripes and with varying degrees of wisdom, experience, and common sense.  Since "handy men/women" are not a protected group and for that matter, neither are non-handy men/women, No it is not a problem.   I guess the broker might have said that due to the term handyMAN?  ...handyperson just doesn't have the same ring to it.  :-)

Posted by Kristen Wheatley, Supporting Success - Best Job in the World! (Better Homes & Gardens | The Masiello Group) almost 7 years ago

Christine ... Glad you read and got something from the post.

Debb ... I know, like a waiter, waitress where you ask what is good after I tell her I like fish. Like a real estate buyer who says I am looking for something cheap, needing work and not afraid of something challenging. So I suggest a Handy Man Special. Advertise it as such. Not sure how that ruffles feathers but so much can if a person is not a happy camper and finds fault. Love them all, sell them all property!

Kristen ... Gender could be part of it, never thought of that twist. Slant. With handyman properties, you do better with handy with tool type buyer. Longer on sweat equity building, lower on cash to buy a palatial property.

Posted by Andrew Mooers | 207.532.6573, Northern Maine Real Estate-Aroostook County Broker (MOOERS REALTY) almost 7 years ago

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