Sales & Marketing 101 for Real Estate Professionals, 3rd Edition

Nearly every real estate transaction involves sales and marketing, and those agents who excel at one or both usually have long careers in real estate. The need for these skills has never been higher, as traditional and distressed properties flood the market and buyers and sellers haggle like never before. You will learn how sales are a part of the total marketing effort, and how your personal and company image can play a significant role in your clients' ability to trust you. Discover how accurate market research and understanding client motivations can help you segment your marketplace for the most effective target marketing possible. Also answered is the age-old question of the difference between price and value, and how it is employed to support your fees. Learn the three ageless styles of salesmanship and the steps used in negotiating and closing the sale, including objection breakdown, trial closing questions, and other proven techniques. Sales and marketing is an art form which, when practiced incorrectly, can create deceptive trade practices that land agents in hot water. This text guides you to success by helping you market effectively and solve clients' problems instead of creating them. CONTENTS: Real Estate Marketing • The Marketing Concept • Market Research • Data Analysis, Drawing Conclusions, and Motivation • Target Marketing • Product and Pricing Strategy • Pricing Your Services • Place and Promotion Strategy • Ethics and Real Estate Professionalism • Insights Into a Successful Sale-No Trust, No Need • Insights Into a Successful Sale-No Help, No Hurry • Personal Selling • The Interview and Close • Appendix A: Marketing Plan • Glossary • Answer Key • Index