Reaching Out

by Barrell, Doris; Nash, Mark

• ISBN13: 9780793161140
• ISBN10: 0793161142
• Format: Paperback
• Copyright: 2003-06-06
• Publisher: Real Estate Education Co

Summary

Authors Doris Barrell and Mark Nash recount their own experiences in the real estate industry and share others in this practical guide for reaching a particular market segment. Whether targeting first-time homebuyers or empty nesters, all real estate professionals will find Reaching Out an indispensable marketing tool.

Table of Contents

INTRODUCTION	ix
1. Real Estate Practice: Yesterday, Today, and Tomorrow	1	(16)
Old Assumptions-New Realities	2	(2)
Seller Representation	4	(1)
Buyer Representation	4	(5)
Consumer Expectations	9	(2)
The Internet: Friend or Foe?	11	(1)
Meeting Expectations in Both Hot and Cold Markets	12	(1)
The Impact of Culture	13	(1)
The Law vs. Expectations	14	(1)
Part-Time vs. Full-Time Agents	14	(1)
Relationship Selling Knows No Geography	15	(1)
Conclusion	16	(1)
2. Understanding Consumer Products Marketing	17	(14)
Affirming the Individual	19	(1)
Changes in Marketing in the Last Ten Years	20	(1)
Understanding Target Audiences	21	(1)
Brand Loyalty	21	(1)
Know the Consumer	22	(1)
Specialized vs. General Marketing	23	(1)
Qualifying Your Consumer Niche	23	(2)
Cross-Merchandising	25	(1)
Preselling	26	(1)
Testing	26	(2)
Internet Advertising	28	(1)
Conclusion	28	(1)
Steps to Niche Marketing Success	29	(2)
3. Niche versus Traditional Farming	31	(14)
Ms. McDonald Buys the Farm	32	(1)
The New Consumer	33	(2)
The Under-30 Crowd	35	(2)
Foreclosures	37	(2)
We're in the People Business	39	(1)
Focus on the Consumer, Not the Geography	40	(1)
Using the Web	40	(1)
Conclusion	41	(1)
Steps to Niche Marketing Success	42	(3)
4. Identifying Your Niche	45	(22)
Senior Citizens	46	(2)
Immigrants	48	(2)
Nationality	50	(1)
Gender	51	(1)
Single Women Heads of Households	52	(1)
Community Interest Organizations	52	(1)
Protected Classes	52	(2)
Political Groups	54	(1)
Professional Niches	55	(1)
Spiritual	56	(2)
Sexuality	58	(1)
Military Relocation	59	(2)
International Clients	61	(1)
The Casino!	62	(2)
Conclusion	64	(1)
Steps to Niche Marketing Success	65	(2)
5. Pursuing Your Niche	67	(18)
Developing a Business Plan	68	(2)
Developing a Marketing Plan	70	(1)
Getting Organized	71	(1)
Loyalty	72	(1)
Does Niche Marketing Entail Steering?	73	(1)
Creating Uniqueness	74	(2)
Value Perceptions	76	(2)
Creating Awareness	78	(3)
Giving Back	81	(1)
Focusing	81	(2)
Conclusion	83	(1)
Steps to Niche Marketing Success	83	(2)
6. Building Your Niche	85	(14)
Print Advertising	85	(1)
Web Sites and the Internet	86	(4)
Mailings and Newsletters	90	(1)
Business and Other Organizations	90	(1)
Religious Organizations	91	(1)
Cultural Events	92	(1)
Community Events	92	(1)
Charity and Other Nonprofit Organizations	93	(1)
Building a Team for Your Niche	94	(2)
Bundling Service Providers	96	(1)
Conclusion	96	(1)
Steps to Niche Marketing Success	97	(2)
7. Marketing and Beyond	99	(16)
Eight is the Magic Number	100	(1)
Prepare for a Long-Term Commitment	100	(1)
Preselling Through Relationship Building	101	(2)
Life Before Real Estate	103	(3)
Branding Yourself	106	(2)
Niche Market Accolades	108	(1)
Niche Member Relocation	108	(1)
Relocation Clients as a Niche	109	(1)
Additional Niche Market Types	110	(1)
Reaffirming Through Events and Activities	111	(2)
Conclusion	113	(1)
Steps to Niche Marketing Success	114	(1)
8. Cross-Marketing Beyond Your Niche	115	(10)
Your Sphere of Influence	116	(2)
Business-to-Business Marketing	118	(1)
Agent-to-Agent Marketing	119	(1)
Networking Non-Niche Clients	120	(1)
Niche Transactional Service Providers	120	(2)
Overcoming the Language Barrier	122	(1)
Understanding the Age Barrier	123	(1)
Conclusion	123	(1)
Steps to Niche Marketing Success	124	(1)
A FINAL WORD	125	(2)
APPENDIX A: FAIR HOUSING LAW IN PRACTICE by Marcia L. Russell	127	(8)
APPENDIX B: NICHE MARKETING WEB RESOURCES	135	(9)
INDEX	144