BrokerageIndustry News

Agents build business through ‘word of mouth’

Real estate marketing goes 'old school'

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

There's a new take on the most ancient way to advertise. Are you capitalizing on this often-neglected way to spread the word about your business? Agents spend millions of dollars each year marketing their services. They spend almost as much money attending seminars that teach them how to generate business from referrals, how to develop Web leads, and how to convert prospects into signed business. Working by referral relies on word-of-mouth marketing. Today, a new sector in the high-tech industry is devoting its efforts to publicizing services and products through "word of mouth." What is word-of-mouth marketing? According to the Word of Mouth Marketing Association Web site, "Word-of-mouth marketing is the act of giving people a reason to talk about your products and services, and making it easier for that conversation to take place. It is the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications." Everyone recognizes th...