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Full Service Brokerage

Submitted onSeptember 21, 2009 No comments yet, share your thoughts

We are constantly bombarded by advertisements, websites and business cards from brokers and salesmen claiming that they offer a truly “one stop shop”.  That unlike the competition they offer “full” service.  Ok- explain.

Are you saying that you are the only one that will list my boat, market it, manage it during the sale and actually sell it? Are you different because you have a full staff that will handle all this, because you will personally do it, or because you will hire others to do it? Actually, is there a difference between any of these? Don’t they all have the same result? So what makes you “full” service again?

Ask anyone thinking of selling their boat and at the top of their list is “someone that can actually sell my boat”. Managing cleaning crews, captains, surveyors and the sort is nice, but the most important attribute is to be a true salesman. You have to know the product and the competition thoroughly. You must understand the psychology of the sale (more on this in a future post) and the current lending market, but above all you must know how to put it all together!

Full service for buyers? You have to be willing to travel, to spend long hours looking at the same boat, to deal with the back and forth agony of making an offer for the first time and then be able to guide your client through the purchase and delivery. So what professional broker doesn’t do that already? How is your “full” service different?

I guess the only “full” service broker is one that owns a service marina where you get dockage, survey haul-outs, repairs, financing, insurance and marketing.  Then all a seller has to do is bring the boat and all a buyer has to do is show up.  There’s a few of those around and they work well. All others that claim they offer the only “full” service should stop their false advertisement. Yes, you offer a well-rounded package, but you’re not the only one in town. Focus instead on your specialty, your product knowledge and your personality- things that the boaters can’t readily buy on their own.

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