How Do Ticket Brokers Get Good Seats?
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Ticket Brokers
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Ticket brokers are companies that employ people to buy tickets online and at the physical location where tickets are sold. Employing so many people gives ticket brokers the ability to purchase a great deal of tickets, usually at market price. These brokers try to buy up as many good seats as possible, usually the closer to the event the better, at the same price an individual can buy them. Regardless of whether the event is a Broadway musical, a basketball game or a traveling band, ticket brokers will pay attention to what people want to see and buy tickets accordingly.
Waiting
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Ticket brokers spend a great deal of money buying tickets, then once they have them, the brokers sit on them for a while. As the event draws nearer and the supply of market-price tickets is sold out, people who still want to see the event will begin going to ticket brokers. The brokers will then sell the tickets they purchased at above market price, making a profit. It's important for brokers to pay attention to what events and shows are popular because if they misread the market, they might find themselves with a bunch of tickets to events no one wants to see.
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Connections
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Some brokers (particularly those who have built a rapport with certain venues over time) are able to get better seats than others. Often times, brokers will be given a heads up or deals on bulk purchases from certain venues. The venues make a profit from the brokers buying tickets, and the brokers make a better profit by getting choicer seats. But if a ticket broker happens to buy tickets to an event that turn out to be a dud, chances are you can get them at or below market price from a ticket broker. To lose as little money as possible, brokers might give customers a deal. This will help them establish customer loyalty for future purchases because choice seats to a bad event are still choice seats, and a customer will remember who provided them.
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