Sleazy Realtor Ads, or, “Sorry, But Not THAT Sorry”
According to my Realtor grapevine, at least a few Twin Cities homeowners are being solicited — immediately after the death of a loved one — by, to put it mildly . . . aggressive Realtors seeking their business.
The apparent source of the lead?
Government death certificates, published obituaries, and the like.
All together now: “U-g-g-h-h!!”
“Offensive” Marketing (in Both Senses)
I’d argue that such marketing is not only in extremely bad taste, it’s dumb from a business vantage point, for these three reasons:
One. Whomever receives such an overture is very likely to be so appalled they’ll never use such an agent (or at least, you’d hope**).
Two. More practically, the last thing grieving family members are capable of handling in the wake of a death is a major business transaction.
At least in this former attorney’s mind, it raises the moral if not legal question of mental capacity (a requirement for a valid contract; “duress” is recognized grounds for voiding same).
Three. Finally, even a well-planned estate that skips probate can take months to resolve.
Instead of targeting families who’ve experienced a recent loss, classy agents respect the family’s privacy; let them sort through legal matters on their own timetable; then wait for a family representative to contact them if/when they need real estate assistance.
**Unfortunately, one must surmise that — like negative political ads — such tacky Realtor marketing persists because it at least occasionally works.
See also, “Expired Listings and Realtor Marketing.”
