Lucid Realty Launches CHUMP Pricing Plan in Chicago Area - Same Great Real Estate Service at a Higher Price

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Optional pricing plan allows Chicago home buyers and sellers to forgo savings on personalized real estate services.

Chicago's Full Service, Discount Real Estate Broker

...consumers are skeptical that today’s technology enables a discount broker to match and even exceed the service provided by traditional brokers so we need to offer these folks a more costly alternative.

Lucid Realty, Inc. today introduced CHUMP, a full price real estate service targeted to Chicago area home buyers and sellers who erroneously believe that you get what you pay for. CHUMP (Catering to Highly Unsophisticated and Misguided People) allows real estate clients to receive the same legendary service provided to Lucid Realty's regular home buyers and sellers but forgo the savings that are normally offered in the form of rebates to buyers and discounted commissions to sellers. Clients who choose this more traditional pricing plan will still be entitled to Lucid Realty's in-depth real estate market knowledge, personal attention, relentless follow up, strong negotiation skills, and high degree of responsiveness but can now feel better that it is costing them more money.

"CHUMP is an optional plan that we introduced to appeal to those Chicago area consumers that still believe, despite all evidence to the contrary, that traditional, full-priced real estate brokers offer some vague advantage," said Gary Lucido, Lucid Realty's President. "These consumers are skeptical that today's technology enables a discount broker to match and even exceed the service provided by traditional brokers so we need to offer these folks a more costly alternative. And, of course, we like the idea of earning the same profit margins as our competition without expending any additional effort."

CHUMP buyers will still receive the full complement of services currently provided to buyers that receive a commission rebate at closing, such as an ongoing discussion of needs, access to custom searches in the MLS, scheduling and conducting property tours, analysis of real estate values, preparing formal offers and negotiating terms, and a large variety of real estate transaction related tasks.

CHUMP sellers will receive the complete suite of home marketing services currently provided to sellers receiving a discounted real estate commission, such as ongoing analysis of real estate values, professional photographs/ virtual tour, broad distribution of the listing on the Internet, numerous marketing materials, custom Web site, schedule and conduct all showings, weekly feedback, evaluate offers and negotiate terms, and perform a large variety of real estate transaction related tasks. In addition, whether you are a CHUMP seller or not, Lucid Realty will even coordinate the FHA approval of your condominium building in an effort to improve the marketability of the entire building.

"The idea for CHUMP was actually born from reviewing research on wine tasting," said Sari Levy, Lucid Realty's Managing Broker. "Even wine experts, presented with two identical bottles of wine with different price tags, will believe that the 'more expensive' wine tastes better. This is an easy and very profitable way for us to raise people's perceptions."

About Lucid Realty, Inc.
Lucid Realty, Inc. is the Chicago area's full service, discount, real estate brokerage. Lucid Realty distances itself from traditional brokerages and provides a better value to the consumer. It is a full service broker, offering substantial savings to both buyers and sellers, providing services by employees not independent contractors, working as a team instead of competing against one another, with professionalism and high standards of customer service.

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Gary Lucido
Lucid Realty, Inc.
(312) 738-0232
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