Holy grail of real estate marketing is a cup half empty

Editorial: Cross marketing fails in real estate, so far

Cross-sell, up-sell, affinity partnership, capture rates and synergy are all terms to describe the holy grail of marketing. The thinking: I have one set of customers who buy cars from me, why can’t I just sell them a house while I am at it?

That was what General Motors had it mind when it bought the Better Homes & Garden real estate franchise.