We need a hook!
Marketeers often talk about a hook to mean an item of advertising used to draw attention to the product they hope to sell.
Well known brands will simply use product placement because their name is sufficient on its own as a hook. Savills, for example, is so well known that the eye is usually drawn to the name before the product.
In estate agency some cynical, usually smaller, companies use aspirational properties to ‘hook’ interest.
The property seems too good to be true - and it is.
If it is a new development of several or many similar or different units, the truth may be that the enquirer finds out it is unavailable and the sales team attempt to ‘switch-sell’ to something more expensive or of arguably lower spec.
In resales estate agency some properties just look amazing because they are. Realistically priced beautiful homes sell well in any market.
They do not stay around for long to hook interest.
Rogue agents will leave them online and hope to deal with the disappointment of the enquirer and offer something else instead.
As a consumer this is grossly irritating and many of us punish the agency and take our business elsewhere.
It should be said that there are various reasons in a multi-listing market - where several agencies have the same property - where this may happen innocently. But if it happens more than occasionally, you are either in the middle of a very fast market, or you have stumbled on dishonesty.
Honest companies will simply use each property presented in its best individual light.
They might point out what they hope will appeal to a potential purchaser. According to the culture of the business they may use banners to highlight things like price reductions, or pop-ups to indicate extra value or services and offers.
Some will use superlatives such as best, or amazing, whilst others will be more neutral and let the product speak for itself.
Any sales organization describing its products will have a focus on FAB; features, advantages and benefits.
Pictured is the FAB new hook for the toilet at our BV Montaigu office.
