No todas las inmobiliarias son iguales…
Viendo la reacciones que he recibido a mi post: El gran error de las agencias inmobiliarias, he reflexionado y he querido añadir un comentario adicional.
Otro gran problema que tienen las agencias inmobiliarias probablemente desencadenado por el hecho de que no saben venderse a si mismas, es que la percepción generalizada que tiene la gente de ellas es que todas son iguales.
Si usted trabaja en el sector, sabe perfectamente que no es así. Existen inmobiliarias buenas y malas. Con experiencia y sin experiencia. Profesionales y no profesionales.
Pues el gran problema es que la gente no lo sabe porque las ve a todas igual. Por eso cuando un propietario pone su vivienda a la venta, se la da a la inmobiliaria de la esquina o a un amigo que tiene una agencia inmobiliaria. No toma una decisión racional y no le da su propiedad a la inmobiliaria mejor cualificada. El motivo es que para el, todas las inmobiliarias son iguales.
Solo ocurre lo contrario después de haber trabajado con una agencia inmobiliaria. Muchas veces si un cliente de una inmobiliaria tiene una mala experiencia, suele generalizar y pensar que todas son así. Sin embargo, si tiene una buena experiencia, se piensa que todas las inmobiliarias trabajan bien.
Esto es una cruz que tienen todas las agencias inmobiliarias. Sin embargo, esa cruz puede convertirse en su salvación. Siendo conscientes de este hecho, una inmobiliaria puede centrar todos sus esfuerzos de marketing en diferenciarse y posicionarse. Hay que hacerle ver al cliente que no todas las agencias son iguales y que elegir bien entre una y otra puede ahorrarle muchísimo tiempo, dinero y disgustos.
Cuando yo tenía mi agencia inmobiliaria, escribí un pequeño panfleto dirigido a los propietarios que tenían su vivienda a la venta. Se los daba durante la captación de la vivienda. El panfleto se titulaba: “Guía del propietario que desea vender. Los ocho errores más comunes y como evitarlos.”
Ese panfleto me ayudo muchas veces a conseguir la exclusiva de la venta porque ninguna otra inmobiliaria se lo daba. Los propietarios veían un servicio y asesoramiento añadido y veían claramente la diferencia de trabajar entre mi agencia y las demás.
Esa es la clave. Parecer y ser diferentes…
Un placer leerte…
PD: Eso si, lo de la exclusiva por el Norte se murio…
Si me permitís -y pidiendo excusas por mi desconocimiento- ¿podría saber cuáles son exactamente los “ocho errores”?, a mí sólo me salen cuatro. Eso nos ayudaría mucho en mi recien estrenado puesto.
Gracias y un cordial saludo.
Estoy de acuerdo. Pongo como ejemplo una inmobiliaria alemana que se distingue del resto por su imagen, su profesionalidad y por tener el producto más exclusivo del mercado: ENGEL&VÖLKERS.
Me quedé sorprendido de la educación y el trato y la profesionalidad con la que me trataron.
Luego me dijeron que son franquicias y mira por donde estoy intentando convencer a mi familia para montar una.
Muy interesante, en las cosas básicas está la esencia
Buen valor agregado lo del detalle escrito para el cliente
ENGEL&VÖLKERS, ESTAN AQUI EN CHILE!
EN EL MEJOR SECTOR DE SANTIAGO
Y NO SABIA QUE ERAN UNA FRANQUICIA
COMPLETAMENTE SORPRENDIDA!
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