Stanley Cup Syndrome: How Scarcity Sells in Real Estate
Apr 01, 2025
by Tony Rossitto
Unless you’ve been living under a rock—or don’t frequent the aisles of Target—you’ve probably heard about the chaos surrounding the limited-edition Valentine’s Day Stanley Tumblers. These pastel-colored cups caused near riots across the U.S., with fans clearing shelves in seconds and flipping them online for $250+ a pop.
Now, you might be thinking:
"Tony, why are we talking about a cup?"
Because in real estate, perception is everything.
And the humble Stanley Cup just taught us a masterclass in value, scarcity, and psychology.
Scarcity = Value
Let’s break this down.
When something is in high demand and limited supply, we automatically perceive it as more valuable. That’s why people are tripping over themselves to buy tumblers that normally cost $35–$45. It's not about the cup—it's about the feeling of exclusivity.
Now apply that to how you communicate your availability as an agent.
Your Time Isn’t Free. And It Shouldn’t Feel That Way.
We've all said it:
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“My schedule is wide open!”
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“I’m free all day!”
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“Whatever time works for you!”
Here’s the truth: those phrases are killing your perceived value.
Even if your day actually is wide open, don’t say it.
Why? Because whether it’s true or not, people respect what feels in demand.
An agent with a packed schedule sounds experienced, competent, and in high demand—just like that elusive Stanley Tumbler.
The Fix: Adopt a High-Value Schedule
Here's how I structure mine:
🕚 Preferred Showing Block: 11 AM – 4 PM
✅ Morning is for workouts, admin, and breakfast tacos.
✅ Evenings are for winding down and respecting boundaries.
I rarely deviate from this, and I never book anything with less than 24 hours notice—especially not for new leads. There are no real estate emergencies with new clients. Period.
And if someone says...
“But Tony! I’m sitting on my couch, broke, bored, and I just got a call from a cash buyer standing outside a listing!!”
Let me be clear:
They’re probably bluffing. But hey, if they’re willing to show the money, maybe I’ll hop in the car.
And remember what Picasso said:
“You must learn the rules like a pro, so you can break them like an artist.”
Scripts That Work (And Make You Look Busy)
They want the appointment, and you’re available:
“We generally book at least 24 hours in advance, but I believe I have some time tomorrow between 11 and 2 PM. Let’s pencil that in. Once we hang up, I’ll double-check my calendar, verify the sellers can accommodate, and shoot you a text to confirm.”
You want the appointment, and you’re available:
“Let’s get that appointment on the books ASAP. Are you free tomorrow between 11 and 2 PM? I usually book a day or two in advance, but it looks like I can squeeze you in. Once we hang up, I’ll confirm my calendar and follow up with the seller to lock it in.”
Bonus: The Thursday/Friday Text That Saves Your Weekend
Send this to every fence-sitter or ghosting client as the weekend approaches:
“Hey, friend! My weekend is filling up with appointments, but I wanted to check with you first—have you seen anything I sent over that piqued your interest? I still have Saturday from 11 to 2 PM open if you want to do some HGTV-style house hunting. Coffee on me!”
It works. Every. Time.
Own Your Time, Own Your Value
If you don’t respect your own schedule, no one else will.
I’ve used this exact structure since day one. And we’re creeping up on 100 homes sold in under three years—without a single complaint about my “limited” availability.
So trust me—you’ll be fine.
