Remember Used Cars? They got such a bad rap, along with the folks that sold them, that some marketing genius decided to re-label them Pre-Owned Automobiles. How clever. Then some smarter genius said “Hey, my pre-owned automobiles are CERTIFIED”. What a warm and fuzzy buzzword: Certified. The label stuck and the craze began. Now, you can’t find a used car anymore.
Well Zip Realty wants to apply some marketing magic to “used homes” by certifying them as pre-owned homes (some guy wanted to call them domiciles, instead of homes, but he was shot down).
The house gets a 24 point inspection (again with the car terms?) from a third party (are those 3rd party guys certified?) which costs the seller $750-1000. This seal of approval is meant to provide a comfort blanket to a prospective home buyer and a marketing edge to sellers. Well, the timing is right for this marketing approach. But will it help move homes off the lot?
Real estate marketing has relied on home warranties to raise the appeal of homes for sale. I think Zip Realty has to convince buyers (and sellers) that its “certification” gives greater protection than a home warranty because in the battle of buzzwords, “warranty” (new car) may trump “certified” (used car).
Some fella is not buying it: (comment from source)
Source: US News and World Report (Money & Business, article by Luke Mullins)
