Have you noticed lately that major real estate publications are skipping the old but proven marketing cliché – a “dream home”? There is a good reason for that. When consumer confidence index is at the bottom of the barrel an expression such as “dream home” may not produce desired marketing effect. The times of dreaming are over; we are in a sobering reality and most dreamers are filing foreclosure paperwork thanks to a crafty work of poorly elected officials.
For real estate professionals to advertise or even mention things like “dream house” or “luxury” may not be the best idea because that is exactly what home buyers are trying to avoid. See, when bankers demanded bailout money the part of the pitch, or excuse if you like, was the fact that people where approved for properties, they couldn’t afford. Well, I think this is stupid because if people couldn’t afford these properties they would file foreclosure right the next day after the signing, don’t you think? But people heard this mantra over and over again; it’s people’s fault that they bought houses they couldn’t afford. How many people question the facts after watching TV? Not too many, at least not enough. Thanks to all that, now for most people to dream about the big luxurious house is considered to be sinful. I am not kidding. I am not talking about “greenies” type, your regular Joe and Mary know that the things are not what they used to be and it is time for more thinking and less dreaming.
Here is a friendly tip to all real estate agents, use words like “bargain”, “savings”, “affordable”, “frugal”, “prudent” even if you showing a nice villa in Santa Fe Springs. People will like your attitude – after all you are not trying to appeal to a dreamer but to smart shopper.