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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—Target your text-messaging audience

Personalized, rather than generic, communications are the most effective follow-up technique to direct-mail marketing advertisements. But how do you connect, and with whom? Text messaging, for instance, is the most desired follow-up method for men ages 18 to 24. By contrast, only 5 percent of women in the same age bracket prefer text-messaging marketing follow-ups.
   
SOURCE:  Camilla McLaughlin for REALTOR® Magazine Online, according to Vertis Communication’s annual Consumer Focus Direct Mail study.