外文翻譯--房地產(chǎn)營銷-文庫吧資料
2025-05-22 06:51本頁面
【正文】 ate 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。s institutional advertising. (2)Advertising Media Newspapers are the most widely used medium for advertising by real estate brokers. They are used to implement specific, name, and institutional advertising. Classified advertising in newspapers is used primarily for specific advertising of property, but the ads also are designed for name advertising. Brokers group their specific listings into attractive arrangements not only to exhibit their available listing, but also to place their names attractively before the public. A seller in the process of selecting a broker often looks in the classified section of the local newspaper to choose a broker who uses attractive advertising. Thus, the specific ads also act as name advertising. Since potential buyers are interested in uptotheminute information on available property, the daily newspaper serves the broker well. Sunday newspaper tend to carry a greater number of listings, since the local potential buyers often have more leisure time to carry out their search on Sunday. In addition, outoftown buyers often look for real estate on weekends. Other advertising media suitable for real estate brokers39。s services. Specific advertising usually appears in newspapers, brochures, or flyer. The second category is named advertising. The purpose of name advertising is to display the name of the firm before the public. This advertising aims to enhance the firm39。s effort, just as marketing is part of any business effort. As such, it requires a strategy, a budget, planning, and controls, all as integral parts of the brokerage operation. Strategy considers what the broker has to sell and who the potential customers will be. It also considers the constraints of resources available, such as number of salespeople and financial resources, as well as the resources of petitors. Thus, strategy involves factors external to the operation as well as internal aspects.
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