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Posted July 20th, 2009 in Real Estate, Sharing the Experience | 
It’s not new!
How many times have you seen or heard a Realtor offering to do a free evaluation. Pretty common if you check your local real estate news paper. No doubt you will find many advertisements that lure you with the “call me for a free no obligation evaluation”.
Ask yourself
Should a consumer of real estate services derive confidence from a free no obligation evaluation? What is to be expected? How much is a free opinion really worth? Doesn’t it seem incongruent to trust a major financial decision to free – a value worth less than the paper it’s written on.
Does it Matter?
Would you choose someone to sell your home who considers their opinion worthless? Curious, but consumers do exactly that.
Reflecting further, maybe free means something else. Perhaps this free service is only an enticement. You might think of it as pushing your button. Then again, that’s only a free opinion.
I have always loved the “free evaluation coupon” which suggests a potential seller actually needs to retain the coupon to qualify.
Norm,
Riddle me this o sage of Saskatoon real estate. In this paperless age of social media how are you contending with the virtual Free Evaluation Coupon?
“In this paperless age of social media” most sellers have a pretty good idea of the value of their property. I offer a “complimentary seller’s consultation” instead. It’s an opportunity to meet, share some suggestions and ideas for maximizing the potential return and discuss pricing strategy. No coupon required.
Norm,
But my Saskatoon sage, isn’t complimentary and free the same?
Admittedly, a ‘complimentary’ button may be viewed by some as more glamorous or shiny and therefore induce those looking for free sparkle but, the determination of the intrinsic value remains.
I submit, that were this service fee related the respective parties perception that it has value changes. Time, effort, knowledge, experience are part of a core value that you bring forward to offer “suggestions and ideas for maximizing potential return.”
These elements have value. Why is it given freely. Is one to deduce that such an activity might suggest that Realtors are by nature philanthropic do-gooders? Worse still, are Realtors offering this service for ‘free’ in order to negate future responsibility should their ‘suggestions and ideas’ be proven wrong or, is it because we truly have no control over the market place and therefore can only offer a free opinion that is correct 50% of the time.
“But my Saskatoon sage, isn’t complimentary and free the same?”
Ah, my good man – Indeed, free and complimentary are the same but “seller’s consultation” and “evaluation” are definitely different.
For a seller, these meetings are rarely about “learning the true value” of their property (at least they’re not where I do business) but rather, it’s an opportunity to check an agent out to see if they’re comfortable working with me. For me, the “consultation” provides an opportunity to see the listing, meet the seller, and decide if I’m the best agent for the job. If I believe I am, the seller always graciously provides me with a chance to explain why. I consider it a fair trade, without pressure, or obligation on the part of either party.