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Lord and Taylor Should Sell Real Estate

Frequently in this column, I have argued that REALTORS have a lot to learn about selling and customer service from “professional” sales organizations. A common reference has been Zappos.com who puts at least seven photos of every pair of shoes online. Zappos proves that just because you have a large database of “inventory” there’s no excuse for not having lots of clear, informative information and images for your products. Zappos even raises the bar on “descriptions” on inventory: their writers describe shoes in terms of customer desires and needs - like “sexy, comfy, classy, etc.” This is totally unlike REALTOR home marketing, which mostly consists of “it has bedrooms, it has baths, it has a kitchen.” Zappos markets the product based upon how the buyer wants to buy it - desires and emotions - while most REALTORS market property as if they were giving a description of a car accident to a policeman.

Now someone else has upped the ante for professional sales standards: Lord and Taylor.

Read the rest of this posting on our site.

Posted by Matthew Ferrara on 08/28/2008 07:58 AM

Comments (8)

selling, real estate, future of real estate, realtors, agents

8 Comments on Lord and Taylor Should Sell Real Estate

Great Post, and so true. I have felt that realtor's descriptions are horrible and quite often miss some of the selling features of the property.

08/28/2008 08:10 AM

by Carol Swain, Realtor -www.swainsells.com- Bucks County, Pa (Keller Williams Real Estate)

I confess I have been guilty of this myself. Thanks for the reminder.

08/28/2008 08:16 AM

by Dianne Deming (RE/MAX Realty Group)

Matthew: I have not thought about Lord & Taylor for a long time. I used to shop at the ones in Northern Virginia and DC when I lived up there, but then I moved to Texas... and they closed all their Texas stores. Another great professional sales organization from which Realtors could learn much... is Nordstrom. Great customer service.

08/28/2008 08:52 AM

by Fort Worth Real Estate - - - Karen Anne Stone (RE/MAX Trinity)

Welcome to the Active Rain community. You have chosen a great site with tons of information you can learn from. Have fun with it and hope to see more of your blogs soon!

08/28/2008 08:53 AM

by Yvette & Dennis Gardner (Keller Williams Realty, Spartanburg, SC)

Hi, welcome to Active Rain! I hope to see more of your blogs in the future. Learn from others, share your knowledge and experiences and enjoy yourself! Take care! ---Kirk.

08/28/2008 09:52 AM

by Kirk Westervelt - Greenville, SC Realtor (Keller Williams)

Hi, and welcome to Active Rain, a great site to network, share and learn.

Good Luck, and have fun...

08/28/2008 10:02 AM

by Jean Terry (Keller Williams Realty Spartanburg, S.C.)

Hi, and welcome to Active Rain, a great site to network, share and learn.

Good Luck, and have fun...

08/28/2008 10:02 AM

by Jean Terry (Keller Williams Realty Spartanburg, S.C.)

Welcome to the Active Rain Community! This is a great site to network, learn, and share ideas with others. Have a great day!

08/28/2008 12:03 PM

by Patricia Fisher (Keller Williams Realty)

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