Real estate brokers and salespeople should realize customer acquisition is now a science that requires more than mere advertising, mass mailing or telemarketing, and they should develop and execute customer acquisition strategies in line with that realization, a new industry white paper suggested. The paper, "Real Estate Confronts Customer Acquisition," presents an overview of why businesses need customers along with three technology-based customer acquisition case studies, a history of buyer agency and a brief conclusion. The most interesting part of the paper is the case studies. This section opens with the observation that the average online customer acquisition cost should increase from $95 in 2000 to $120 this year, according to International Data Corp. That trend line suggests realty brokers and salespeople need to maximize the cost-efficiency of their online ad strategies. "Customer acquisition solutions should provide integrated programs to cost-effectively acquire high-qu...
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