“ABSOLUTELY TERRIBLE” ADVERTISEMENT GETS $200,000 EXTRA!
By Neil Jenman
Reading time: Apx 5 mins
If you’re a home seller, you might like this story.
Some home-owners wanted to sell their gorgeous home in one of Sydney’s most popular suburbs.
They wanted $3.4 million. After several weeks, they only had one offer. They spoke with Neil Jenman who urged them to “Hold on,” as he does with many owners.
As weeks turned into months, however, the owners became more anxious. They called Neil again. What should they do? They needed to sell.
After a long talk, Neil identified a point. The advertising. It was dull. Neil called it “boring”.
When Neil owned a real estate office, he wrote advertisements that attracted plenty of buyers, and helped homes sell at great prices. Neil has always believed that buyers buy homes they love. The emotion comes first, the money comes second. Therefore, focus on aspects that buyers are likely to love.
Each time the owners mentioned Neil to the agent, the agent said he “did not like Neil’s methodology”. But this agent, like many, had not read Neil’s books. So, Neil mailed the agent one of his real estate books with a note.
The agent did not reply. Never mind. Neil is used to such courtesy from agents. He accepts that rudeness is part of their methodology.
Finally, Neil asked the owners if they would like him to write a new advertisement. The owners eagerly agreed; they were ready to try anything.
It took a couple of weeks, but Neil wrote an advertisement and sent it to the owners. “It makes our home sound so good we feel like keeping it,” they happily said.
The owners asked Neil to send his advertisement to the agent, which he did.
Again, no reply from the agent – to Neil, at least.
Instead, the agent emailed the owners.
The agent said Neil’s advertisement was “absolutely terrible”. He said the ad was so bad, “it would be a professional embarrassment to me to have my name attached to it.”
He told the owners that if they pushed him to use Neil’s advertisement, he would have to “step aside”.
The owners called Neil and asked for another agent.
The next day, a new agent met the owners. She loved the home. And Neil’s ad.
When the first agent realised the owners were accepting his resignation, he said, “Maybe I was a bit hasty.”
Too late. The owners signed up with a new agent.
The new agent used Neil Jenman’s [“absolutely terrible”] advertisement.
The response was astounding. Within three weeks, the owners had more inspections than in three months with the previous agent.
There were now four or five serious buyers keen on the home. One made an offer that was accepted by the owners. It was $200,000 more than with the previous agent.
The owners are now delighted. And so are the buyers; they have bought one of the most beautiful homes in Sydney, as Neil described in the “absolutely terrible” advertisement.
And the previous agent? Well, he did not have to suffer the “professional embarrassment” of having his name on Neil Jenman’s “absolutely terrible” advertisement.
If you are selling your home and you would like Neil to write you one of his “absolutely terrible” advertisements – that may sell your home for more money, let us know.
But be prepared for agents who do not support Neil’s “methodology” to threaten to leave you if you insist on accepting help from Neil.
You may have to decide. Either stay with a whinging agent who does not like Neil Jenman or look at what Neil can do for you – and give it a try.
After all, you have nothing to lose, other than maybe an inept agent. We have not revealed this agent’s name. We do not want him to be even more “professionally embarrassed”.
At Jenman Support, if it takes embarrassment to sell your home for a few hundred thousand dollars more, well, we will suffer.
Ego might be important to a lot of agents.
We think price and service is more important – and so do sellers.
If you agree, let us know. We would love to help you too.
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FOOTNOTE: If you would like to read Neil’s “absolutely terrible” advertisement that attracted a large number of quality buyers and enabled the home to sell for $200,000 more in a shorter period, just email us and we’ll send it to you. If you need our help, just call us on 1800 1800 18 or email us on support@jenman.com.au. Thank you.
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PLEASE NOTE: Our focus is upon helping consumers. Abuse from agents on our web site or Facebook page will be deleted, ignored or well publicised – it depends on our mood.
But one thing will never vary: We will never stop doing what we love most – helping polite and honest consumers get the best deal possible in real estate. And, of course, if any agents are serious about taking care of consumers, we’ll help you too. Thank you.
November 30, 2020 @ 8:27 am
Could you please send me a copy of your worded advertisement for the property related to ” terrible advertisement” sells home for 200,000 more,
Kind regards
Patrick
Happy birthday Hayley
November 30, 2020 @ 8:35 am
Hi,
Can you please email me the advert Neil recently put together for the home ?
November 30, 2020 @ 8:39 am
Hi Neil. You are absolutely correct. Half an hour I sold my apartment myself in Brisbane last year and wrote and continually updated my ad even putting up new photos and rearranging them. The interest was amazing and eventually sold, not for as much as I had hoped but that was a product of the market and a glut of apartments. Thanks for nothing BCC!
Agents write terrible ads.
November 30, 2020 @ 9:04 am
Being an Investor and having bought & sold many properties I have regrets on many Sales. Ian’s comments are bang on the money. Many agents are NOT acting in the sellers best interests. I have sold min two properties that were under market price. Most disappointing and it hurts. I would suggest all sellers to heed his advise. But every property I have bought has been a very very good buy. Lex
November 30, 2020 @ 9:58 am
Thanks for the great article. I would have loved to see the agent promo compared to Neil’s one!
November 30, 2020 @ 8:33 pm
What a lovely story. Well done to you all!!!
December 1, 2020 @ 5:20 pm
Hi Neil, I have been following you for years now after reading your books & have directed many people to you in the past. Neil, could you please send a copy of that add you have written. It sounds interesting. I was also after some advice re two properties I have & will be looking to sell in the new year after my partner retires. It may be better if I call your office sometime. Its too complicated for an Email.!
December 3, 2020 @ 7:54 am
I like your article. Yes, unfortunately some agents carry on like premadonnas. I’m sure a lot of properties on the Gold Coast are sold under true value.
December 3, 2020 @ 1:01 pm
I would love to see the ‘before’ and ‘after’ ads!
This sounds like so many agents who are just incredibly SLACK when selling people’s most valuable asset.
When I sold my home about 8 years ago the agent wrote and produced ads that were DULL, DULL, DULL! Even though I asked for professional quality photos the agent used photos that looked they were shot on a potato. I received a few offers – but they were all well below my target sell price.
I insisted on rewriting the ad myself and having professional photos taken. I highlighted what made the home of interest to a particular target audience. Within 3 weeks I had the perfect buyer who bought the home because I highlighted all of the things that weren’t mentioned in the original ad! (the buyer even said this).
Purchaser paid $20k more than all of the previous offers received.
December 4, 2020 @ 7:37 am
Hi Neil.
Another great article.
I’d like to read the absolutely terrible and embarrassing advertisement.
Thanks
December 4, 2020 @ 8:02 am
Hi Neil, we plan on selling our house next year sometime, so I would appreciate a copy of the advertisement you wrote. And I totally agree, some agents adverts and photo’s of the house they are selling are unoriginal and don’t do the best job representing the house.
December 5, 2020 @ 2:30 am
Ha, ha – love it – who is more passionate about your home than anyone else – YOU – unless of course, you have Neil Jenman on side….
December 11, 2020 @ 8:15 am
Hi Neil, great article. I have had similar issues with agents in the past when trying to sell properties. What would be interesting is if you compiled a book full of some of your greatest adds, I’m sure that a lot of agents could learn from your examples. Keep up the good work. Alex.
January 30, 2021 @ 2:55 pm
I only wish I had known about Neil and his work BEFORE I had to sell my previous home!! I will certainly refer to his book, and look for a proper agent, BEFORE we think about selling out current home! Thank you Neil for being honest and genuinely caring about your fellow humans!
I recently told my sister-in-law about you, as she was executor of our aunt’s estate, and although she had already made enquiries with another agent, the one recommended by Neil’s office got us a better price, and a quick sale, which improved our inheritance. THANK YOU!!