Tag: selling

The Problem with Realtors

by jcafesin, posted in Uncategorized

I’m looking to buy a new home in Northern California. I peruse Redfin 5xs a day, (and yup, I’m OCD about real estate), then send links of homes that spark my interest to our real estate agent. This agent quickly and efficiently sold our last home a few years back. She made $81,000 on the sale. She’d sold our home in mid-summer 2022, racking up her 35th sale that year.

Our agent, Karen, knew us for 2 weeks collectively. Two weeks! And she didn’t focus on our property alone in those 2 weeks, so hours spent on selling our house was likely less than 40. That’s $2,025 an hour. That is obscene!

I’ve heard many realtors say, “Well, we have to split our commission with the buyer’s agent and our brokerage,” as if this is an excuse for how much they make off home sellers, and now buyers as well. Karen has a 70/30 split with her brokerage meaning she keeps 70% of $81,000, which is $56,700. Even splitting her commission with the buyer’s agent, Karen made over $700 an hour for placing an ad on MLS, showing our home to whoever showed up, and “staging” our home, which we paid for out of pocket.

Honestly, realtors are greedy middlemen/women, who offer little to no value. In fact, for private buyers and sellers of property, they are literally in our way, an anchor we are forced to engage with and pay because the real estate industry has set it up this way.

The National Association of Realtors (NAR) is the largest lobby in the country, lobbying congress and city councils to do their bidding. Try selling your home as a private owner (‘for sale by owner’ — FSBO) and agents won’t show it unless they get a commission on the sale. Worse, they bad talk the FSBOs to their clients. I know. Tried selling a rental property on our own and the few potential buyers who came by told us their agents refused to show our house because they wouldn’t, ‘in all good conscience, waste their client’s time showing them crap.’

I’ve never actually met a real estate agent or broker with a conscience.

I get this is offensive, but is it not offensive, in fact vulgar to be ripped off for tens of thousands of dollars with every property sale?

The real estate agents/brokers I’ve known, and I’ve known many, have taught me not to trust them. Ostensibly, when we hire them, they claim to be on our side — negotiating for us, regardless if buyer or seller. But BEWARE! This is a blatant lie they deliver to potential clients with ease.

Sent a link to a home of interest to Karen a few days ago. She tried to convince me to buy it even though the house was flooded so badly in the crawlspace it could not be inspected. The traffic noise from the fwy “doesn’t bother me,” she told me, though the background hum of traffic drowned out her voice on the videos she sent me. “You should start your opening bid at 1.7 to be in the running,” she said, though the house was listed for 1.5M, and a wreck.

Another home I sent her was literally falling off the side of a hill that I couldn’t see in the photoshopped images from Redfin. Before going to see it, Karen assured me the home was “perfect for us,” even after our inspector (not the one the listing agent hired) found massive cracks in the foundation. Karen insisted we get an offer in quickly to be ‘in front of the bidding war’ the seller’s agent created by listing the house so low (as if it had nothing to do with the fact the house was falling off a hill). Karen did the same when she sold our house. “I want to create a bidding war,” she’d told us. Well, of course she did with the house so undervalued, but the bids were well below the home’s real value. Our $150k hit translated to a quick sale and only a few thousand in commission loss for her.

She undervalued our home for sale to make money fast. She’s overvaluing any home we look at buying to make the most commission possible.

My half-brother is a residential agent. His IQ is below 100 (making academic or practical learning difficult), busted for stealing cars and selling weed (when it was illegal) again and again through his teens, failed out of middle school then high school, and retired at 55 a multimillionaire from his home sales in Simi Valley, a Christian enclave north of Los Angeles.

My half-brother is Born-Again and used his influence in the local churches to promote his real estate business to the mostly immigrant Latino influx. These were hardworking men and women, generally with two or more kids. They’d gathered together just enough savings for a very small down payment on a new home in the housing developments popping up across the valley. Of course, my half-brother knew all this about them. Yet, he convinced these ignorant folks that an adjustable-rate mortgage would get them into a house because ARM loans require little down and had relatively low monthly payments.

In 2008, the real estate industry crashed and the low ARM loans his buyers signed on for turned monthly mortgage payments from $2500 to $4500 virtually overnight. Thousands lost their homes to foreclosure in the following 5 yrs, unable to maintain their monthly payment. Brokers and agents manipulated the numbers to get these folks an absurdly low down payment, not caring or even considering that in as few as 3 yrs their payments would skyrocket.

How would my half-brother know he was screwing his clients pushing ARM loans? All ARM loans “balloon.” The ARM “teaser rate” is attractive to lure the low-income in but screw them over time. Banks always win, get the most they can.

Like realtors, I’ve never actually met a banker, lender, or person in finance with a conscience.

While the banks, regulators, and rating agencies were publicly slapped in the 2008 Crash, I heard no mention nor read one article about realtors pushing deceptive loan practices on buyers.

My sister flips housing with the help of her husband. My brother-in-law is a commercial broker. The two of them are millionaires 10xs over from their adventures in real estate. From drowning a kitten in a neighbor’s pool at 5, to forging our mom’s signature on report cards, to shoplifting, to wearing whatever facade necessary to get what she wanted, my sister seemed without conscience growing up.

I’ve worked with well over 30 realtors in the purchasing and selling of personal and rental properties over the last 30 yrs. Without exception, they all have ONLY ONE agenda — too make as much money as quickly as possible. They claim their value add is an extensive knowledge of the housing market, but with tools like Redfin, I am able to find homes that interest me as quickly or quicker than agents busy showing properties or marketing for more clients.

Last Saturday my DH and I went to several open houses. The realtors didn’t know virtually any details about the houses they were selling. No clue where the water heater or furnace were, whether the house was gas or electric, age of roof, the crime rate or local school ratings…etc. The prices were hugely variable, some hundreds of thousands less than comparable houses only a block away. The listing realtor likely recommended the seller undervalue their home to create a ‘bidding war,’ as our agent, Karen, did with ours.

November 2024, a law was passed forcing buyers to sign agreements with a realtor before viewing any property. This nationwide law also requires buyers to give an average of 3% commission to the agent were forced to sign with. Used to be ONLY the seller paid the realtor’s commission out of the money from the sale. Now, realtors get upwards of 7% — 9% commissions making it impossible for most first-time buyers to get a home with the additional payouts agents require.

There are realtors on every corner because it is a simple test to pass with no real education required, and the monetary rewards can be limitless. These are middlemen/women with their hand out, greedy, manipulative, ugly people. They are not ‘on your side.’ They are not your friend. Yet, we are forced to work with them, by the laws the NAR lobby put in place.

Want to know why you can’t afford to buy a house?

Your realtor will tell you that you can, even when you can barely cover your current rent. They’ll tell you the house is solid even when it’s flooding or falling off a cliff. They’ll tell you to overbid your offer to “be competitive” regardless of the real value of the home. They’ll tell you to undervalue your home when selling to create a ‘bidding war.’ And for screwing you, they’ll demand upwards of 6% or more in commission from the seller (they do not have to disclose) even if they negotiate 3+% from the buyer.

My family of realtors, to the 30+ I’ve worked with over the years, I’ve never once found an honest agent. When I was a kid, I too felt proud of my half-brother watching him dance with our mom around the living room of our childhood home because she was so proud of him passing the realtor’s test (third time’s a charm). Now I understand it was the only career he could have had — real estate agent, or car salesman, or insurance salesman, or drug pusher for big pharma — morally corrupt, greedy middleman careers without a conscience.

Marketing 101

by jcafesin, posted in Uncategorized

I hate running.

It hurts my legs, my lungs, my back, my tits.

I run between 3 and 4+ miles, five days a week. And I’ll continue to run as long as the benefits outweigh the drawbacks.

I hate feeling fat, and running is the quickest calorie burn I know of (my me-time is hugely limited with an active career and two kids). Running helps me think. It not only activates neural connectivity, it’s also a quiet space, undisturbed by kids or clients. I get to listen to my music, blasting through my earbuds, let it absorb me, the rhythm drive me, and in moments it feels like I’m flying.

I run whether I’m healthy, sick with a cold or flu, or anything else that isn’t laying me out on my death bed. I’m afraid if I give myself one excuse not to run it will lead to another, and in short order I’ll quit running. But I won’t quit, as long as the benefits serving my needs outweigh the hardships.

Benefits that fulfill Need/Desire is, or should be, the foundation of all marketing efforts.

Digital advertising is now the hip slick and trendy way to market. And no doubt, there are great marketing opportunities online. Websites, landing pages, social media marketing, e-blasts, analytics…etc, are TOOLS to market with. But marketing online, or offline, IS THE SAME THING. The basic principles of marketing must be applied to sell and grow any company.

Print, online, or on the friggin moon, Marketing is selling BENEFITS that fulfill WANT. There is no such thing as NEED. It is merely a construct of desire. Advertising, PR, branding, visual design, copywriting, marketing communications are, or should be, developed, designed and produced to SELL products/services/ideas/messages. ‘Likes, Engagements, Views, Impressions’ are all bullshit “vanity” metrics to stroke egos so you’ll buy more online ad space.

Startups these days typically begin their marketing efforts by flooding the internet with digital ads, videos, polls, games and such. These branding and selling campaigns push products and services without distinguishing a clear desire or solution for anyone. They do not tout the benefits of what these startups are selling, or identifying any specific groups of people who will likely find value in the features of their offerings. No matter what Google and Facebook tell you about their targeting AI algorithms, online ads are not tightly targeted to people likely to benefit from your specific product, service or message. This “Fire, Aim, Ready” approach clearly illustrates why 90+% of all startups fail.

I’ve been a MarCom specialist in the San Francisco Bay Area for 20 yrs. I’ve worked with a ton of startups who do not consistently promote their offerings features and benefits, or realign their marketing efforts to outshine competition, nor do they invest in developing new products that fulfill anyone’s desires. And I’ve watched them fold again and again, sometimes in ridiculously short order.

Marketing 101— IN ORDER (Ready, Aim, Fire!):

1. Get Ready and Productize Your Idea: Identify the features, benefits and differentiators of your offering that fulfill a desire, or offer a solution to specific target markets likely to find value in your product, service, or message/mission (non-profit).

2. Take Aim and Create Brand Identity, and Marketing Campaigns: Establish an identity (logo), and voice (tagline), as well as marketing efforts—digital, print, and pitch (in-person) campaigns that fulfill a desire, or offer a solution to each specific target audience.

3. Fire!—Launch Marketing Campaigns: Motivate people to ACT—to click, to subscribe, try, or purchase your offering, or buy into your message.

The new order of entrepreneurs are weened on social media and tech. Universities, startup schools and bootcamps generally teach their students to launch backasswards. They promote the MVP model of innovation. Building a MVP (minimum viable product) may have worked for a handful of successful startups, but it took them a hell of a lot longer to reach profitability than necessary. In most cases, MVP is a recipe for failure. Relying on consumers to figure out what benefits your offering should fulfill for them is time consuming, expensive, and lazy. It is the job of the entrepreneur to produce a product or service of value for specific groups of people before launching your business.

Unfortunately, opting for A/B testing, and SEO keyword tricks over real content—selling benefits fulfilling a desire—and relying on Google Analytics doesn’t actually SELL much. Measuring response rates isn’t new. It’s been in the background since advertising began, and generally offers limited utility. Marketing is dynamic! Results vary by target audiences, the day a campaign launches, time of day, day of week, the weather, behavioral trends, sociological and financial climates, to name just a few factors that determine response.

The principles of Marketing may be simple, but motivating people to bend to our will is not easy. Beyond the primary building blocks of any campaign, (Ready, Aim, Fire), at the core of effective Marketing is psychology. Online, or on Mars, understanding your customers and potential customers’ psychology is mandatory if you want the greatest response to your marketing efforts. Marketing pros study people, not code, since coding, especially with ever-emerging technologies, is time consuming to learn, and generally requires a different kind of awareness than psychology. I’ve yet to meet a web developer/designer who’s demonstrated mastery in marketing. Competent at software development means they’re investing their time in technology, not in the study of human behavior.

I tell my clients that digital marketing is not ‘the answer’ to effective marketing. New avenues of selling will arise, and others fade away. But the growth of any business, or nonprofit message, or even activity, like running, depends on the benefits continually fulfilling a desire for a specific group of people.