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Strategic Orientation and Marketing Strategy: An Analysis of Residential Real Estate Brokerage Firms

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    Abstract

    This article analyzes marketing strategy concepts as they apply to real estate brokerage firms and reports an empirical investigation of marketing strategies of firms in a local market. Firms followed one of three strategic orientations with respect to revenue generation, depending on the extent to which they emphasized obtaining listings versus making sales. The effectiveness of marketing mix strategy variables such as service level and advertising in achieving market share was also investigated. Analysis indicated that the effectiveness of these strategy variables varied, depending on the strategic orientation adopted by the firm.

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    File URL: http://aux.zicklin.baruch.cuny.edu/jrer/papers/pdf/past/vol02n02/v02p041.pdf
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    Bibliographic Info

    Article provided by American Real Estate Society in its journal Journal of Real Estate Research.

    Volume (Year): 2 (1987)
    Issue (Month): 2 ()
    Pages: 41-54

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    Handle: RePEc:jre:issued:v:2:n:2:1987:p:41-54

    Contact details of provider:
    Postal: American Real Estate Society Clemson University School of Business & Behavioral Science Department of Finance 401 Sirrine Hall Clemson, SC 29634-1323
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    Web page: http://www.aresnet.org/

    Order Information:
    Postal: Diane Quarles American Real Estate Society Manager of Member Services Clemson University Box 341323 Clemson, SC 29634-1323
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    Web: http://aux.zicklin.baruch.cuny.edu/jrer/about/get.htm

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    Cited by:
    1. Elizabeth Hemphill, 2007. "Factors Affecting Real Estate Broker Selection: What Really Counts?," International Real Estate Review, Asian Real Estate Society, vol. 10(1), pages 1-25.
    2. Sirmans, C. F. & Turnbull, Geoffrey K., 1997. "Brokerage Pricing under Competition," Journal of Urban Economics, Elsevier, vol. 41(1), pages 102-117, January.
    3. John D. Benjamin & Peter Chinloy & Donald Jud & Daniel T. Winkler, 2006. "Franchising in Residential Brokerage," Journal of Real Estate Research, American Real Estate Society, vol. 28(1), pages 61-70.
    4. John D. Benjamin & Peter Chinloy & Donald Jud & Daniel T. Winkler, 2005. "Technology and Real Estate Brokerage Firm Financial Performance," Journal of Real Estate Research, American Real Estate Society, vol. 27(4), pages 409-426.
    5. John D. Benjamin & G. Donald Jud & G. Stacy Sirmans, 2000. "Real Estate Brokerage and the Hosting Market: An Annotated Bibliography," Journal of Real Estate Research, American Real Estate Society, vol. 20(1), pages 217-278.
    6. John Benjamin & Peter Chinloy & Daniel Winkler, 2007. "Sorting, Franchising and Real Estate Brokerage Firms," The Journal of Real Estate Finance and Economics, Springer, vol. 34(2), pages 189-206, February.
    7. John D. Benjamin & G. Donald Jud & G. Stacy Sirmans, 2000. "What Do We Know About Real Estate Brokerage?," Journal of Real Estate Research, American Real Estate Society, vol. 20(1), pages 5-30.

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