Black Friday.... no effect on Santa Cruz Ca real estate..... what are you buying for Christmas ....a house?

While I think there are so many ways to sell things, sometimes the hype is more than the substance. Hopefully all the hype to have people get up for 4 AM to shop sales, will get consumers to move past their points of fear and drive retail sales to good levels for business.

Now, we all know we are a consumer nation.Fewer of us produce something, as many of those jobs have moved overseas because it is cheaper to produce there. In real estate we often have to go outside of the box to sell difficult properties. Sometimes it is because we have recalcitrant sellers who fail to realize, that usually it comes down to price. Part of the process of sales is service, in fact I think it is the larger part, the one that gets remembered, rather than price. The customer does have to be attracted in to view what we are selling, but ultimately the price will get them to buy and the service will get them to do it again. Usually people don't buy a Santa Cruz home for Christmas. Many though will be thinking obout their Christmas wishes and not spend so much on stuff and get some real long term value, a home, in the upcoming year.

All the major retailers realize that price sells, but there is a level there, where you cannibalize your ability to remain profitable, just selling on price alone, for a sustained time. Profit is not a bad thing. Businesses that are not profitable go bankrupt or get acquired by those that are profitable. In fact unless you are a charitable organization, we are all in business to produce a profit. In my business as a Santa Cruz real estate broker, my profits allow me to upgrade my service, get a better Realestatewebmaster site, and donate more money, and goods, to the numerous organizations that are well deserving in my local community. So retailers must remain profitable, and cannot just sell on price, they need service.Ultimately that is what sets me apart from others, providing superior service. Is that not why our customer chose us? And the referrals we get, reflect superior service, and results.

So as the Christmas season is upon us it is time to think charitably with our time and resources. Like Nordstroms, Macys,and Gimballs( Miracle on 34th Street) service is what we sell, and that should not be discounted. Remember to show appreciation to your clients, and fellow agents. We are all a community, and are all buyers and sellers of something.We remember service long after we forget the price we paid.

The other day unexpectedly I bought a cake for a girl in line at Costco. As you know with Costco, it is check, cash or a debit card, no credit cards. It is this model that allows them to be profitable on razon thin margins. She had not brought enough cash, and only had credit cards. It was a relatively small amount, $20 that I gave her. She was stunned and surprised;she said thanks and moved on. I looked at it this way; just waiting in line again at Costco is a pain, she was obviously there with a friend getting this cake for some event. It would have ruined all of that,so I did what I would have wanted to happen, if I were in her shoes. The cashier was surprised too, but I said it will all come around. That gal who's day I brightened unexpectedly, will spread the wealth around, will do some unexpected good for someone else. Now that is what the spirit of  Christmas is all about in my mind, not all this buying all the "stuff' we scurry around to buy. Maybe "Black Friday" will stimulate people to spend wisely, as not spending at all, is bad for our economy. Have a charitable holiday season and spend wisely. Santa Cruz real estate, such as a home, is a great long term investment.

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