Researchers study Realtor competition in slow markets

WACO, Texas – April 2, 2008 – The Keller Center for Research in Residential Real Estate Marketing, a division of Baylor University’s Hankamer School of Business, is examining how Realtors handle competition during housing down cycles.

Center director Dr. Chris Pullig notes that membership in the National Association of Realtors® (NAR) has not fallen proportionately with home sales, meaning that members must compete with many of their peers to handle fewer transactions. The center aims to determine the most effective lead generation strategies and the best methods of promoting business and branding individual agents and realty firms.

Eventually, it will turn its attention to identifying factors that impact home buyers’ decision-making.

According to Pullig, “For the agents who succeed in this kind of environment, the key is going to be who can operate more efficiently and are more strategic in the way they allocate marketing resources.” In June, the center will begin posting its findings on its Web site.

Source: NewsBlaze (03/31/08)

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