Wait, you’re the local real estate expert too?!

If I had a dollar for every Realtor that claimed to be the local real estate expert...

If I had a dollar for every Realtor that claimed to be the local real estate expert…


After a rather busy day, on my way drive home this evening I started to keep track of all the real estate signs that sported phrases like “local real estate expert” or “your neighbourhood specialist”. There was quite a few, dozens in fact. I began to think if the Realtors that use this type of generic advertising are doing themselves more damage than good. After all, this is their mission statement right?


I googled “realtor local real estate expert” and guess how many results came up? 35,100,000. Yes, thirty five million, one hundred thousand. Try it, you’ll see what I mean. Is there even that many Realtors on the planet? And if there are, are they all the local real estate expert?


And think about this for a moment. On my drive home, there were a few signs from a couple of the SAME Realtors, but on opposite ends of town that said things like “neighbourhood expert”. Just how big is the neighbourhood anyway? Does the seller in James Bay and the seller in Gordon Head, two very different neighbourhoods, know their Realtor claims to be the neighbourhood expert… everywhere?


The reason I bring this up is I feel these Realtors should be working harder at making their mark in this business. That’s it. That’s all I ask. There are apparently upwards of THIRTY FIVE MILLION websites using the same type of useless advertising according to Google.


So the next time you see a sign or an advertisement, or one of the Realtors you are interviewing states they are the “local real estate expert”, ask yourself what they bring to the table besides a tired slogan and an ultimately underwhelming lack of creativity, drive and motivation to differentiate themselves from the rest of the crowd.


I think that the silver lining to all these Realtors using the same slogan is, just think how much Google makes from their pay per click ads. 🙂


Enjoy your weekend.