What Real Estate Agents Can Learn from Domino’s

There was the most remarkable commercial the other day, part of Domino’s “send us a photo of your pizza” campaign. In this ad, the grand poobah from Domino’s was holding a large photograph of a pizza delivery gone awry – cheese and toppings dripping from the top of the box, which clearly had been smashed against the pizza at some point during the delivery process.

“This is unacceptable,” he said as picture-perfect pizzas appeared on the screen, only to return to him and this rather motley pie. “We have to do better and we will do better.”

To my mind, it was a brilliantly delivered two-fold message – this is the exception and not the rule, as proven by all the perfect pizzas on the screen; we are human and make mistakes in spite of our best efforts to avoid them.

Wouldn’t it be nice if your local real estate agent delivered the same message? If you’re expecting perfection from anyone in any profession, you’re probably going to be disappointed more often than not. To my mind, the key is that mistakes are the exception and not the norm and that every effort is taken to avoid these kind of errors.

This weekend I was reminded of my fatal flaw when listing properties – I’m too accommodating. As a buyer, I was more than willing to look around the little quirks of a home in favor of the big picture – room size, layout, flow, etc. When I’m previewing a home to list I often enter the home with that filter in place, for better or worse.

For example, this weekend my wife and I were viewing a gemini home in Sun City that I’ll be putting on the market soon (five weeks out from the cardiac surgery, two weeks until I can drive) and everything had been repainted except for the master bathroom, which was a light shade of pink. Me, being the kind of person who looks past these things and doesn’t like white walls, said it was fine as is. My wife jumped in immediately and said to paint it.

Odds are, she’s going to be correct (although I still don’t think the color was anything worthy of worry.) She’s less accommodating than I.

Do I wish I’d been more forceful on some past listings that didn’t sell? Absolutely. Does my flaw seem justified when I see these same properties updated with paint and carpet and still not selling? Probably. If those had been the reason the property hadn’t sold, the corrections would have led to a sale.

There have been other errors over time, as is inevitable during a six-year run in a tumultuous market, but fortunately I’ve kept these to a minimum. For the vast majority of clients, their buying or selling experience has been a good one. If my business were the Domino’s ad, there definitely would be more perfect looking pizzas than botched deliveries.

But the ad proves it’s okay to show the mistake. We’re all human, after all.

Jonathan Dalton

Jonathan Dalton is a 40-plus-year resident of the Valley and has been helping folks buy and sell homes since 2004. He can be reached at 602-502-9693 or info at allphoenixrealestate.com.

1 Comment

  • Dan Nelson 7 years ago

    This was a very informative article about how realtors need to present their listing information.

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