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OFFICIAL MAGAZINE OF THE NATIONAL ASSOCIATION OF REALTORS®








 Marketing your brokerage
Analyzing the Business Climate


  

Setting Marketing Strategies

Analyzing the Business Climate

Creating Your Market Identity

Planning Your Advertising

Coordinating Company and Salesperson Marketing

Developing Public Relations Strategies

Enhancing Customer Service 		  10 Questions to Ask Prospective Customers

How important are each of these following factors on a rated scale?
Chose those that apply to your company:
  • Best price for the home
  • Quick sale of the home
  • Low commission rate
  • Amount of advertising done for the home
  • Large company with presence in the market
  • Company’s in-house services (such as loan origination, insurance, etc.)
  • Regular phone calls and other updates from the salesperson
  • Assistance in locating a mortgage
  • Assistance in finding services such as home inspections
  • Assistance in negotiating the sale price.

TIP: Use the marketing study you conducted when you opened your company to help you determine what benefits your company is offering and what your customers need. Conduct a new marketing study if yours is more than two or three years old or if you’re entering an new market or niche.

Conducting an Internal Satisfaction Survey

It’s also important to know what your company’s image is among your own sales associates. Consider asking them questions such as:

Our company:
  • Has a strong marketing program
  • Has high ethical standards
  • Has a positive image with other real estate companies
  • Has a positive image with real estate customers
  • Has attractive, effective advertising
  • Has a good training program
  • Treats all sales associates fairly
  • Hires qualified, professional sales associates
  • Has given me the opportunity to grow professionally
  • Appreciates me and my efforts
  • Has a bright future

Adapted from Marketing for Competitive Edge, Course, 503, Council of Real Estate Brokerage Managers, 2001.

Factors That Could Set Your Company Apart >