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Brochures … the easiest sell on the schedule

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14 December 2011

Brochures … the easiest sell on the schedule

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These past 6 months have witnessed a significant slow down in the Melbourne property market, both in terms of stock being offered and prices being achieved.  As a marketer, I’m always interested in how the industry responds to these challenges.  Will certain clients seize the day and increase their marketing in the face of the negatively?  Will others look to cut marketing costs at the exactly the wrong time?  The ...
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A tale of two businesses

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30 November 2011

A tale of two businesses

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I’ve been working with two different real estate businesses over the past few months that offer a great case study on maintaining success in real estate.  In 2005, both had market share in excess of 35% in their core markets (they operate in two distinct areas and don’t compete with one another).  By 2011, one had 45% market share (Business A) and one had 15% market share (Business B).  In both cases key staff...
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The logic of large advertising schedules

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23 November 2011

The logic of large advertising schedules

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I always find it frustrating when I sit down with a real estate director and they complain about their salespeople’s inability to sell advertising.  I always ask the question “what sort of scripts and dialogue training are you running for marketing?” which is inevitably greeted with a blank look.   You’d be surprised how many top agencies are comfortable asking for $20,000 advertising budgets without giving ...
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