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Applying guerilla tactics to real estate warfare

Part 2: Hot tips for handling shifting markets

(This is Part 2 in a four-part series. See Part 1, Part 3 and Part 4.) Do you have what it takes to successfully compete against billion-dollar competitors who want a piece of your local market? You can beat the big guys at their own game if you understand the simple rules of engagement. Last week's article looked at creating a three-level business plan to cope with market shifts. A plan, however, is not enough. You must have a proven strategy that allows you to compete with stiff competition from big companies. Shifting Market Strategy No. 2: Become a Guerilla Marketer In today's shifting real estate market, our competition is no longer just the brokerage down the street. Individual agents and brokerages now compete against companies that have huge Web marketing budgets, who understand the intricacies of successful Web marketing, as well as the dynamics of profitability. Furthermore, companies such as HomeGain, House Values and Lending Tree have a five- to seven-year head start...

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