Real Estate Agents: Don't Rely on the Free Consultation

Does this line sound familiar? "Call today for a free consultation." Or how about the wordier version: "Call today for a no-obligation consultation." I'm betting it does sound familiar. Because while working in the direct-mail industry, I saw these exact words on more real estate marketing pieces than I care to count. And that's the first thing wrong with the free consultation -- it's overused, and it has been for years. Here's what else is wrong with it (and those who have tested this offer against others will agree with me here). Your prospects expect a free consultation, and they know they're going to get one ... if not from you, then from some other agent or REALTOR