“Pre-Selling’s” Many Guises

“A rose by any other name would smell as sweet.”


Anticipation, anticipation
Is makin’ me late
Is keepin’ me waitin’

–lyrics, “Anticipation” (Carly Simon)

There is a convention in real estate to whet prospective Buyers’ appetites by doing what’s called “pre-list marketing.”

While the owner is typically doing any last minute repairs, finalizing the home’s staging, etc., their Realtor is (or should be) networking the home to colleagues and the general public to make them aware that the home will be on the market soon.

So I had to chuckle (to myself) as a Bloomingdale’s sales rep approached me today to let me know that the store was “pre-selling” a hot, new cologne that wasn’t set to debut until later this month.

I guess it comes down to how you define “pre-selling” and “debut” . . . .

About the author

Ross Kaplan has 19+ years experience selling real estate all over the Twin Cities. He is also a 12-time consecutive "Super Real Estate Agent," as determined by Mpls. - St. Paul Magazine and Twin Cities Business Magazine. Prior to becoming a Realtor, Ross was an attorney (corporate law), CPA, and entrepreneur. He holds an economics degree from Stanford.

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