Big City Broker
By Jim Palmer Jr.

A seller recently fired a big city broker who had done a great job prepping for an upcoming listing, but then made the mistake of telling the seller that “I can get more for your property than they can!”  The deceitful solicitor was comparing himself to a reputable local broker who didn’t belong to a big city brokerage with a nationally recognized brand like he did.  The seller was smart enough to see through the charade and fired him before he could get lied to again.

What would make him say something like that?  Did he think he could manipulate a naïve buyer into paying more than the property was worth or that he could control the market better than that “small town hick broker”?  Sounds like a dialogue that might be used by a slick disingenuous car salesman!  Did he think his bustling city brokerage could really do more for the seller than the savvy local broker he was trying to compete with?  Was he going to be willing drive the distance from his big city office to show the rural property over and over again?  Most city brokers think that’s a 100 mile drive.

Another seller, egged on by one of those big city brokers, fired the local realtor because the over priced home had not sold in the first two weeks of the listing.  The reasoning was that the big city broker must be better equipped to provide staging, and could use corporate advertising that would make the property sell faster.  Their bogus impression was that the local broker, who was adept at selling lower caliber properties, was just not equipped to sell their high priced luxury property. 

The truth is that any broker who works for a large franchise company doesn’t have any distinct advantage just because they are a big city broker.  Yes it’s true that some brokers specialize in luxury properties, but in those transactions there are just more zero’s behind the number, the other principles of a good transaction are exactly the same. The local broker did and could advertise in just as many places, including a comprehensive internet marketing plan that allowed the listing to be viewed across the globe. The cost of any print media would be borne by the individual broker and the effectiveness would be dictated by how deep their pockets are, not because the other brokerage was a big company.  The local broker could hire a professional stager or photographer any time at the request of the seller.