Using Public Perception to Investigate Real Estate Brokerage Promotional Outlet Effectiveness
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Survey information details how respondents have searched for agents and properties in the past and how they plan to in the future. This information may enable agents to more effectively target their promotional activities. Among other things, the results indicate that advertising has limited effectiveness for self promotion. When promoting property, the results indicate the effectiveness of the Internet is positively related to house price, and while the role of newspapers is declining in importance, sellers still expect agents to advertise in this media. An important contribution of this study is an analysis of consumers who plan to transact soon.
Larsen, J. E.,
Coleman, J. W.,
& Gulas, C. S.
(2009). Using Public Perception to Investigate Real Estate Brokerage Promotional Outlet Effectiveness. Journal of Real Estate Practice and Education, 11 (2), 159-177.