BrokerageIndustry News

Real Estate Book to promote sold listings

'Just Sold' program showcases successful agents

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

Print and online ad publisher The Real Estate Book will help Realtors share the good news about homes they've sold by devoting 20 percent of its print book in December and January to sold listings -- at no cost to advertisers. The Real Estate Book's "Just Sold 2008" program takes a page from the playbook of Realogy Real Estate Franchise Group President and Chief Executive Officer Alex Perriello. When Realtors gathered in New Orleans for their annual convention in the fall of 2006, Perriello recommended they spend 20 percent of their advertising budgets advertising sold listings to counter negative stories about some housing markets in the news media. "If you're running an ad with 10 listings, put two of them with sold banners on there," Perriello said at the time. "If everybody in the market follows suit, (buyers are) going to open up the newspaper ... and say, 'Holy smokes, what's going on? I don't care what the media says, houses are selling.' "...