|This article was published on: 02/01/2005|
FEATURE: Problem solving
BY JIM HATFIELD
Pearls of Wisdom
There are no easy answers to the marketing challenges you face every day—like how to compete against your area’s most visible salesperson, how to sell a problem listing, and how to achieve a real return on your Web site investment. That’s why REALTOR® Magazine asked marketing gurus inside and outside the real estate business for their take on each of these scenarios. Their answers show that overcoming marketing obstacles is by and large a matter of confidence, persistence, and out-of-the-box thinking.
· The Market Goliath
CHALLENGE: The Market Goliath
Maggie put a teapot on the stove and turned her attention to the mail: bills in one pile, mail from friends in another, junk mail in the round file, and anything to do with real estate in a folder to study for ideas on how to build her fledgling business.
CHALLENGE: House Terrible
Betty stood at the window of her problem listing, a newly constructed two-story home in an older neighborhood in her affluent Midwestern suburb. She watched as a new Lexus slowed to a crawl while the driver and his passenger scrutinized the large brick structure. Then, just as she crossed her fingers, the car continued up the street.
CHALLENGE: Web Obscura
“OK Dad, your turn,” said Adam, as he helped himself to more spaghetti. It was Sunday night, and the Armstrongs were well into their favorite mealtime discussion starter: “What’s bugging you?”