UnSelling: The New Customer Experience

Chapter 26Offensive Real Estate

An awesome friend, who wishes to remain nameless, received this very UnAwesome letter after the death of a neighbor, on Valentine's Day of all days. It came to her door, and she had to share it with us—because it has to be the most insensitive real estate pitch we've ever seen. And that's saying something.

Dear friend,

The Real Estate Agency of UnAwesome [name changed to protect the UnInnocent] would like to extend our condolences for the loss of your neighbour. We were all devastated by his passing. Your building has lost a powerhouse on a lot of levels. As owners of the agency, we have big shoes to fill professionally.

He was our coworker, and a dear friend to a number of people in our office. We want to continue his legacy of quality real estate services for his clients. Please know that we will give you the same attention to detail and rapid response that he himself would have.

To that end, please call or e-mail my partner or myself [they included their business cards in the letter] to schedule a convenient time to have a short conversation with you so we can learn about your real estate needs. We will pair you with the best agent for your situation, goals and personality. Our clients' satisfaction is our number one priority and we feel a special responsibility to give the utmost service to his clients.

Signed, with e-mails and phone numbers.

Gives you a warm fuzzy feeling, doesn't it?

Our friend was horrified and decided then and there ...