A real estate agent can generate more interest in a property by listing it well below the expected selling price. Underquoting is sometimes used as a marketing tactic to create a heightened sense of urgency in prospective buyers who don’t want to miss out. When the property sells for 30% above the quoted price range, the agent can fool himself (and his vendors) into thinking that this was simply the result of a good marketing campaign. Disappointed buyers don’t see it that way.

Good marketing attempts to inform, not deceive. A good marketer sets out to help buyers, not to confuse them. Good marketers add value. They don’t just close the sale. Good marketing is not a short-term sales tactic, it’s part of a long-term business building strategy.

Our job is to leave people feeling better for having worked with us. Good marketing starts with the intention to do just that.

Image by Robert Bell