Remodeling

Report on improvements’ value is great reader service
Thank you so much for the renovation article (“1998–99 Cost vs. Value Report,” November 1998, page 46). It'll be very helpful when communicating with our clients and customers about value-added improvements on their homes. Keep the great information coming.
Taffy and Paul Nemeth
Patterson Schwartz Real Estate
Hockessin, Del.

Affinity Marketing

Power of alliances limited only by your imagination
George Espinosa asserts that alliances don’t increase revenue opportunities for real estate brokers and salespeople (“Too Many Companies Feed Off Our Business,” June 1998, page 18).

Used proactively, alliances offer multiple ways to increase business opportunities. They can be used in prospecting and lead generation to turn cold calls into warm calls. They can be used to create a competitive advantage by packaging an array of services related to the transaction. They can be used to create cross-selling opportunities. They can be used to make the transaction easier for the buyer and the seller. They can be used as part of a follow-up program with past clients and customers to build a referral base. They can be used to say thank you to clients and customers. It all has to do with packaging, marketing, and promotion.

Mr. Espinosa (a former ERA broker) goes on to talk about Cendant's effect on its affiliated brokers. Contrary to his claim, ERA members who were in the system prior to being acquired by Cendant are still operating under the same fee structure as they were before the acquisition.
Brenda W. Casserly, senior vice
president, member services
ERA Franchise Systems Inc.
Parsippany, N.J.

1999 autos

Car buying made easy
After reading your October 1998 “Buyer's Guide” (“Big Cars, Great Deals,” page 72), I thought I’d pass on a real find to my fellow REALTORS®.

We had a wonderful experience with the car-buying service Auto Advantage, which can be reached toll-free at 888/299-7987 or by E-mail at Mycarbrokr@aol.com. Auto Advantage is a buyer's broker with no membership hassles or fees. It finds the car at the lowest price, either locally or brought in from a less expensive market.
Laurie R. Frankel, vice
president, sales & marketing
Herman Frankel Organization
West Bloomfield, Mich.

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