Last week I railed against some of our competitors using unqualified claims in their marketing to consumers and other agents. One such claim was “the No. 1 real estate company on Twitter and Facebook” on a widely circulated video…no source or disclaimer provided.
So, someone online called them on it and they responded by referencing a score on a site called Klout.com. Appears they had a score of 43 vs our 42. Seems legit, right? Beat us by one.
Unfortunately, this score changes daily/weekly, and they didn’t really tell anyone that…which makes it hard for them to put that claim in a video and post it to YouTube and truly be legit… Because, you see, today, my great brand has a score of 49 vs their score of 43.
Who has the world’s best cup of coffee now??? Well, today, we do. But tomorrow it might change.
So, I say it again… (home) buyer (and seller) beware! Make sure you know how claims are made before making one of the biggest purchase decisions of your life!
Trust your Brand!