If Burr Yacht Sales sells so many used Flemings why dont I see them advertised in the national boating magazines?
The intent of most national advertising is to generate sales leads for independent brokers as opposed to selling a specific boat. That is one of the primary reasons why brokers try to get Fleming listings. To get these listings they frequently promise potential sellers a sale at well over the market price. They can afford to do this because they sell all kinds of boats and normally do not really care about selling a particular boat. At the first sign of price resistance, which may or may not be justifiable, they try to switch the customer to another boat. A practice commonly known as bait and switch, although the bigger problem is that the independent brokers rarely have a clue as to how to explain a Fleming to a prospective buyer. From our standpoint the lead times for the national magazine advertising is such that we would normally have sold a newly listed boat before the magazine would have come out and we believe it creates a bad atmosphere to continually advertise boats that are a
The intent of most national advertising is to generate sales leads for independent brokers as opposed to selling a specific boat. That is one of the primary reasons why brokers try to get Fleming listings. To get these listings they frequently promise potential sellers a sale at well over the market price. They can afford to do this because they sell all kinds of boats and normally do not really care about selling a particular boat. At the first sign of price resistance, which may or may not be justifiable, they try to switch the customer to another boat. A practice commonly known as “bait and switch”, although the bigger problem is that the independent brokers rarely have a clue as to how to explain a Fleming to a prospective buyer. From our standpoint the lead times for the national magazine advertising is such that we would normally have sold a newly listed boat before the magazine would have come out and we believe it creates a bad atmosphere to continually advertise boats that are
