Malpractice in the advertising of real estate happens more often than we think, and it’s down to each and every buyer, seller and estate agent to put a stop to it when we witness such a situation.
What happens when what we see is not all it seems? How many times have they tried to sell us something which was really something else? And most interestingly, why wasn’t it 100% genuine?
As with the famous photo on the menu which is “never as it seems”, in the real estate sector the “offer” is often shaped to suit the “demand” to the extent that, like the dish in the photo, it exaggerates or presents false information.
And what is the role of the estate agent? Up to what point can the estate agent adapt the offer?
A study revealed that 80% of clients are unwilling to buy from establishments and businesses which have negative reviews. This makes us think that however important it might be to “sell more”, there is one fundamental premise: “a dishonest sale is a short-term gain but long-term pain”. We can’t play at selling something as something it isn’t; trust is as fragile as a wine glass and practically irreparable.
We saw something unusual in “the photo on the menu”.
After verifying adverts from different estate agents for the same property, we realised that the information varied from one listing to another: Different sqm, different prices, nº of rooms that didn’t match…
Sadly, there are many cases like this. In this particular case, we didn’t know the owner, just the middleman. At first, it wasn’t easy to convince the seller that the asking price was significantly higher than the average market price in that area and that the large number of adverts for the same property by various estate agents with different information would end up “burning their property”, stagnating the sale for months or even years.
Upon our advice, the owner sent a document with the correct information to all the estate agents. Now the property is being advertised at a fair price, with accurate information and photos, none of the “false menu”.
We enjoy seeing the pictures of the dishes on the menu, thinking that they’re real and that soon we´ll have these dishes so succulent and appetising right before us. But first, there is one fundamental factor to ensure this happens: choose the restaurant wisely.
At Withfor, the ethical real estate agency in Barcelona, we have great news to share with you: we have joined the community of certified B Corp™ companies!
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