The other day I was on my way to host an open house and I stopped at Kroger to purchase my usual array of snacks for weary travelers; sodas, cookies, etc. On my way into the store, a representative of the Tennessean offered me a free newspaper. I declined, stating that I normally read my news 
online (which I do.)
Somehow, this sparked a soul-searching session that occupied my mind for the majority of the afternoon.
If you were on Twitter, you may have seen an introspective string of tweets from me on Saturday afternoon to this effect.
photo credit: vramak
My brain went here:
How do you create an equation (product) in which value vastly outweighs cost?
Obviously, when cost is low (or free), value is perceived to be high. Right? So, when the newspaper man offered me something for free, why would I pass on this infinitely valuable product?
There must be something else to it then.
Sure, the newspaper gives me news, but I have to physically flip through it to find the parts that are relevant to my life and my experience. Conversely, Google Reader brings me the news I subscribe to, tailored to my own interest.
Google meets my needs. The newspaper doesn’t. Even if I had to pay for it, Google wins.
What are you talking about? What does this have to do with real estate?
I often hear:
“That discount brokerage will list my home for half of what you charge!”
How do you compete with a service that makes cost the focal point of its value proposition?
Easy. You do what you’re hired and trusted to do while providing remarkable service.
(If you want to know what remarkable service is, ask two girls, a lemonade stand, and Seth Godin.)
Sure, that brokerage will place your house on MLS, put a sign in your yard, and pray that it sells. (The 3 P’s) Good luck hearing from them beyond that. Spend the next few months in quiet agony as no one comes to see your house.
Not a great way to get your house sold, in my humble opinion.
In this market, you need a consultant, not an agent. Someone to walk you through the process and include you along the way. Someone who’s willing to try every trick in the book and, if those don’t work, write a few new ones.
Do I do that? Yes. Talk to me and I’ll tell you exactly how I do that.
Will someone else do that? Maybe. Talk to them and let me know what you think.
Remember, it’s all about putting the client first, pushing to the nth degree, and getting the job done.
Would you consider that ‘value?’
Think about it.
Kenny Silva
Real Estate Consultant
Silva Real Estate Group
www.thesilvagroup.net
Cell:(615)336-6638
Office:(615)425-3600
Fax:(615)690-8721
Email:kenny@thesilvagroup.net
Facebook:http://bit.ly/7ZU3cI
Twitter:http://www.twitter.com/kennysilva
LinkedIn:http://www.linkedin.com/in/silvareg
Keller Williams Realty
30 Burton Hills Blvd Suite 175
Nashville, TN 37215
