Industry News

Real estate company sets sights on women

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Real Living has unveiled a new advertising campaign to target one of the fastest-growing segments of home buyers – women. The independent brokerage company said it will begin airing television, radio and Web advertising spots to consumers this month. The campaign features four different consumer types -- first-time buyers (newlyweds), growing-family buyer, practiced purchaser and empty-nester -- and their testimonials, which are based on real-life stories Real Living has received. "Research proves women are the key decision makers in more than 80 percent of all consumer purchases, and the real estate process is no different. When it comes to the home-buying and -selling process, with all its components -- agent selection, neighborhood choice and home search -- it's their call, and their clout will continue to increase in the future," said Kaira Sturdivant Rouda, Real Living's chief operating officer. "What makes our ad campaign unique is that no one in our industry has talked ...