We don't usually use that proverb, but it's true.
Trading in your principles in order to gain short term listings
by cheap fees is not as easy as it looks. Once great and respected brands, like
C&A, Ratners, Comet and Woolworth’s that rushed to deliver low price at all
costs had to figure out which corners to cut, and in the process, fooled
themselves into thinking they could get away with it forever.
Fellow agents, if you drop your fee, what corners are you
going to cut? Yes, you can have cheaper paper, cheaper staff and cheaper cars
.. but there comes a point where if you get any cheaper, your brochures will be
tissue paper and you can’t run an agency on apprentices alone.
As the bottom gets more and more crowded, it's harder than
ever to be more myopic or shortsighted than every other agent. .. and that will get even harder and harder as
time goes on. If it’s going to be hard work as time goes on, you might as well
put the effort into racing to the top instead.... become your town’s local property
guru and then you can charge top dollar!
