【正文】 s in libraries, waiting rooms, and so forth. Signs, booklets, and display are primarily intended to bring the broker39。與那些通過中介機(jī)構(gòu)賣房的人相比，自己完成交易的售價一般較低，這可能由于賣方自身不擅于討價還價或是缺乏估價的技巧。 房地產(chǎn)廣告可根據(jù)其目標(biāo)或借助媒介進(jìn)行分類。 由于潛在購買者對于既存物業(yè)的即時信息尤為關(guān)注，日報則十分符合經(jīng)紀(jì)人的要求。人們通常由于換工作而遷居，這是主要的客戶來源。買房者通常會提早發(fā)現(xiàn)他們的支付能力不足以負(fù)擔(dān)其期望購買的物業(yè)。 每一種情況下，經(jīng)紀(jì)人需要花時間仔細(xì)評估和審查每個潛在購房者以便更有效地利用客戶時間并更好地為客戶服務(wù)。 一些社區(qū)已經(jīng)立法禁止在物業(yè)外標(biāo)示“正在銷售中”或“出售”字樣，提出這些法規(guī)主要是基于諸如“影響外觀”，“防止銷售恐慌”等觀點。報紙上的分類廣告主要刊登特定物業(yè)廣告，但也可以用于形象廣告?？梢哉f，戰(zhàn)略規(guī)劃是將內(nèi)外部因素進(jìn)行整合考慮的活動。買方請房地產(chǎn)經(jīng)紀(jì)人代理而不是自己操辦的主要原因，一是需要經(jīng)紀(jì)人的專業(yè)協(xié)助；二是不愿意承擔(dān)風(fēng)險。 however, research has shown that misleading promotion usually dose the advertise more harm than good. Promotion should be better utilize as a method of providing information to prospective buyers to help them make good purchases. Real estate advertising can be classified according to its objective or the medium each of theses factors help one select a good advertising strategy and implement it successfully: (1)Kinds of Advertising and Their Objectives Advertising can be classified as specific advertising, name advertising, and institutional advertising. Specific advertising promotes i ndividual parcels of real estate or particular related services. The objective is to sell or rent a specific property described in the ad or to secure customers for the broker39。s name before the public. Real estate advertising is often positioned to provide notice to people who visit specific places such as motels, restaurants, or personnel departments of local industries. Some brokers maintain connections with a referral work of brokers in other cities to get contacts with potential buyers before their families actually visit the munity. Billboards, bus signs, and signs on real estate offices are mon ways to reach the public. For Sale and Sold signs on listed properties properties are one of the best means of providing name advertising. These signs provide name advertising for the broker, as well as specific advertising for the individual house. Some munities have passed laws prohibiting Sold and/or For Sale signs on homes. The arguments for these laws have been based on the concepts of detracting from appeatance and preventing panic selling. A Baltimore city sign ban was challenged in court. In 1981 the United States Supreme Court let stand a lower court ruling that the city39。潛在的購買者可能不會將拒絕購買物業(yè)的原因告訴業(yè)主，由此業(yè)主就得不到相關(guān)信息的反饋，而中介機(jī)構(gòu)則不然。對其每個要素充分了解將有助于我們選擇合適的廣告策 略且成功加以實施。而周日出版的報紙刊登的物業(yè)信息量一般較大，因為當(dāng)?shù)氐?潛在購買者一般在周末才有空進(jìn)行調(diào)查。盡管，地方報紙的廣告以及黃頁上的目錄可以讓房地產(chǎn)經(jīng)紀(jì)人與這些人（買主）取得聯(lián)系，許多房地產(chǎn)經(jīng)紀(jì)人還利用公司人事部、銀行以及其他渠道作為買家的來源。同樣，當(dāng)他們進(jìn)一步了解物業(yè)情況時，他們的要求也可 能發(fā)生改變。在這種情況下，房地產(chǎn)經(jīng)紀(jì)人或是銷售代理人就要花更多的時間與精力來完成交易。這些標(biāo)志不僅僅為經(jīng)紀(jì)人做形象廣告，還能有效地促銷特定的房地產(chǎn)。 (2)廣告媒介 報紙是房地產(chǎn)經(jīng)紀(jì)人最常用的廣告媒介，它可以用于投放特定廣告、形象廣告和行業(yè)廣告。戰(zhàn)略規(guī)劃用以明確賣點是什么，目標(biāo)客戶是哪些人；它還需要考慮現(xiàn)有資源有哪些限制，如銷售人員數(shù)量、融資渠道以及競爭對象等等。經(jīng)紀(jì)人需要從賣主那里得到房源信息。s effort, just as marketing is part of any business effort. As such, it requires a strategy, a budget, planning, and controls, all as integra