Be wary of “marketing” statements

Not all things that sound good mean they are good.

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It is common for ID firms to include certain statements and claims in their quotations and profile to convince homeowners to trust them. This isn’t wrong.

What we want homeowners to be aware of are “marketing” statements that overpromise but actually mean nothing.

Let’s take a look at an example below.

Source: Deconstruct

This is a real quotation shared by a homeowner who enquired with us (this firm not we refer one hor).

1) When there are too many FOCs in the quotation, there is a strong likelihood that other areas were marked higher to cover it. In this case, the hacking cost was marked extremely high closed to $10k for a 4 room resale flat that did not cover the entire house. Furthermore, your acrylic panel definitely does not cost $690 and $990 to begin with.

2) The same applies for the window grills and curtains.

3) The part that frustrated us most was “Excess, (the ID) will cover”. Clearly, this is a marketing statement.

• The window grills and curtains were marked up by 100% or more

• The ID would have known that the likelihood of it exceeding is almost zero.

• By putting out such a statement, it seems to aim to reassure the homeowner, but in actual fact is a marketing statement which is deterimental to the homeowner.

This principle applies to many of those “freebies” or “sure-win” or large-sized discounts. It might also apply to various accreditations which seem to express reliability, but deep-diving into the details, it might not mean much.

The devil is always in the details, take note!

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