Frequently in this column, I have argued that REALTORS have a lot to learn about selling and customer service from “professional” sales organizations. A common reference has been Zappos.com who puts at least seven photos of every pair of shoes online. Zappos proves that just because you have a large database of “inventory” there’s no excuse for not having lots of clear, informative information and images for your products. Zappos even raises the bar on “descriptions” on inventory: their writers describe shoes in terms of customer desires and needs - like “sexy, comfy, classy, etc.” This is totally unlike REALTOR home marketing, which mostly consists of “it has bedrooms, it has baths, it has a kitchen.” Zappos markets the product based upon how the buyer wants to buy it - desires and emotions - while most REALTORS market property as if they were giving a description of a car accident to a policeman.