Reaching Out: The Financial Power of Niche Marketing

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Dearborn Real Estate, 2003 - Business & Economics - 148 pages
Authors, Doris Barrell and Mark Nash recount their own experiences in the real estate industry and share others in this practical guide for reaching a particular market segment. Whether targeting first-time homebuyers or empty nesters, all real estate professionals will find &I>eaching Out an indispensable marketing tool.
 

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Contents

YESTERDAYTODAY AND TOMORROW
1
OLD ASSUMPTIONSNEW REALITIES
2
SELLER REPRESENTATION
4
CONSUMER EXPECTATIONS
9
FRIEND OR FOE?
11
MEETING EXPECTATIONS IN BOTH HOT AND COLD MARKETS
12
THE IMPACT OF CULTURE
13
THE LAW VS EXPECTATIONS
14
DEVELOPING A BUSINESS PLAN
68
DEVELOPING A MARKETING PLAN
70
GETTING ORGANIZED
71
LOYALTY
72
DOES NICHE MARKETING ENTAIL STEERING?
73
CREATING UNIQUENESS
74
VALUE PERCEPTIONS
76
CREATING AWARENESS
78

RELATIONSHIP SELLING KNOWS NO GEOGRAPHY
15
CONCLUSION
16
Understanding Consumer Products Marketing
17
AFFIRMING THE INDIVIDUAL
19
CHANGES IN MARKETING IN THE LAST TEN YEARS
20
UNDERSTANDING TARGET AUDIENCES
21
KNOW THE CONSUMER
22
SPECIALIZED VS GENERAL MARKETING
23
CROSSMERCHANDISING
25
PRESELLING
26
INTERNET ADVERTISING
28
STEPS TO NICHE MARKETING SUCCESS
29
Niche versus Traditional Farming
31
MS MCDONALD BUYS THE FARM
32
THE NEW CONSUMER
33
THE UNDER30 CROWD
35
FORECLOSURES
37
WERE IN THE PEOPLE BUSINESS
39
FOCUS ON THE CONSUMER NOT THE GEOGRAPHY
40
CONCLUSION
41
STEPS TO NICHE MARKETING SUCCESS
42
Identifying Your Niche
45
SENIOR CITIZENS
46
IMMIGRANTS
48
NATIONALITY
50
GENDER
51
SINGLE WOMEN HEADS OF HOUSEHOLDS
52
POLITICAL GROUPS
54
PROFESSIONAL NICHES
55
SPIRITUAL
56
SEXUALITY
58
INTERNATIONAL CLIENTS
61
THE CASINO
62
CONCLUSION
64
STEPS TO NICHE MARKETING SUCCESS
65
Pursuing Your Niche
67
GIVING BACK
81
CONCLUSION
83
Building Your Niche
85
WEB SITES AND THE INTERNET
86
Web site Content Ideas
88
MAILINGS AND NEWSLETTERS
90
M RELIGIOUS ORGANIZATIONS
91
CULTURAL EVENTS
92
CHARITY AND OTHER NONPROFIT ORGANIZATIONS
93
BUILDING A TEAM FOR YOUR NICHE
94
BUNDLING SERVICE PROVIDERS
96
STEPS TO NICHE MARKETING SUCCESS
97
Marketing and Beyond
99
EIGHT IS THE MAGIC NUMBER
100
PRESELLING THROUGH RELATIONSHIP BUILDING
101
LIFE BEFORE REAL ESTATE
103
BRANDING YOURSELF
106
NICHE MARKET ACCOLADES
108
RELOCATION CLIENTS AS A NICHE
109
ADDITIONAL NICHE MARKET TYPES
110
REAFFIRMING THROUGH EVENTS AND ACTIVITIES
111
CONCLUSION
113
STEPS TO NICHE MARKETING SUCCESS
114
O CrossMarketing Beyond Your Niche
115
YOUR SPHERE OF INFLUENCE
116
BUSINESSTOBUSINESS MARKETING
118
AGENTTOAGENT MARKETING
119
NETWORKING NONNICHE CLIENTS
120
OVERCOMING THE LANGUAGE BARRIER
122
UNDERSTANDING THE AGE BARRIER
123
STEPS TO NICHE MARKETING SUCCESS
124
A Final Word
125
FAIR HOUSING LAW IN PRACTICE
127
NICHE MARKETING WEB RESOURCES
135
Index
144
Copyright

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About the author (2003)

Doris Barrell has nearly 30 years experience in real estate first working for a builder-developer and then as a general brokerage agent. Most recently she was a managing broker for a 60-agent office in Alexandria, Virgina. She has served as a teaching consultant to the International Real Property Foundation, bringing real estate education to countries in Eastern Europe and Southeastern Asia along with developing and teaching courses for the National Association of REALTORS?. Additionally, Doris serves as a senior consultant to NeighborWorks? America, preparing course materials and leading training sessions at NWA institutes held throughout the United States.

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