My Favorite pages


What's this?remove

  • Sign in to use the “My Favorites” feature.

Connect with us on:

Hot Topics
Are you a Volvo or a Ferrari?

You’ve heard the old saying, “If you can’t be No. 1 in the category, then invent a new category.” That’s what Jack Trout, president of marketing firm Trout & Partners and a recent speaker at REAL Trends Gathering of Eagles, espouses. “Business has two basic functions: marketing and innovation,” says Trout. “They produce results. The rest are costs.” That’s why he finds it vital for real estate brokers to focus on a differentiation strategy. Here are his suggestions.

Tip of the Week—Leadership in times of change 

Many real estate firms are instituting new programs or making cost-cutting changes to bolster profitability amid a weak market, and it is important that agents support these initiatives. It all starts with a plan. Consider these steps:

  • Prior to launching any new strategy, company leaders should make sure that it complements the company culture and has a good chance of winning over agents.
  • After soliciting input from management and staff, introduce a small group of agents to the plan, rolling it out to the entire group of agents once the opinions of the test group have been taken into account.
  • When introducing the program, leaders should choose a different venue than the one used for regular meetings – a local restaurant or movie theatre, for example – and ensure that décor and music are appropriate for the message that will be presented.
  • Once the program is in motion, staff should be put in charge of organizing the follow-up reporting, while management should be made responsible for analyzing the data; leaders should be charged with adjusting the program as necessary.
Source: RISMedia (12/10/07) Harney, Steve 
© Copyright 2008 INFORMATION, INC. Bethesda, MD (301) 215-4688