The right car for the right market

by Olivia D'Orazio12 Nov 2014
Agents aiming for the luxury market are increasingly turning to expensive cars to prove their worth to high-end clients, but does your car really determine your demographic?
 
“It all depends upon who your clients are,” writes Harjit Pabla in the REP forum. “When I work with a rich, a well-to-do client/customer, I drive [a] Lexus [and] dress expensive-casual. When the client is a first-time buyer, inexperienced, majority of times, it doesn't matter what you drive or wear, as long as you can actually help them make a right decision, take care of them without thinking what is there for you.”
 
Other industry players commenting in the REP forum agree, claiming a car is the start of a client’s first impression. The kind of car you drive, therefore, will attract a certain kind of client. For example, buyers looking for a mountain-side property will likely be impressed by an agent who drives an SUV.
 
“As a rural real estate agent on a rocky isolated west coast island I drive a new Subaru because it's the only car that will get me up the abandon logging road, through creeks, over tide marshes, down beaches and even an occasional trip to a city,” writes Scott Simmons, an agent on Salt Spring Island, B.C.
 
That terrain-appropriate car also represents the agent’s knowledge about the area. Similarly, an agent specializing in a luxury market looks like they “fit” in the demographic of the neighbourhood if they drive an expensive car.
 
“But beware – a nice car does not a great agent make,” writes an anonymous commenter. “So many new agents go straight into hock on a leased car – but if you don't deliver high-quality service and work hard to pay your dues – you may as well be riding a bicycle! Clients see right through the glitz!”
 

COMMENTS

  • by Alexis Leino 11/16/2014 2:41:30 PM

    I drive a nine year old compact and don't find that my clients comment about it as long as it's clean. Only one said, "A Saturn? It must be really old". Toronto's rough roads, salt and terrible drivers ruin cars, so blowing my wad on a nicer looking (fast) depreciating asset doesn't make sense to me. I'd rather invest that money into coaching or advertising and continue trying to make it present as well as it can for another two years or so.

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