Real Estate Marketing: Strategy, Personal Selling, Negotiation, Management, and Ethics, Second Edition, is specifically designed to educate real estate students with the art and science of the real estate marketing profession.
The book is divided into five major parts. Part 1 focuses on strategy issues related to real estate development firms. Concepts discussed include strategic analysis, target marketing, and the four elements of the marketing mix: property planning, site selection, pricing of properties, and promotion of properties. Part 2 focuses on the real estate agent and the business of buying and selling in the context of real estate brokerage firms. Part 3 focuses on negotiation concepts and applications. Part 4 focuses on human resource management issues such as recruiting and training real estate agents, issues related to performance evaluation, motivation, and compensation, as well as issues related to leadership. Finally, Part 5 focuses on legal and ethical issues in the real estate industry. Students will learn how to address difficult situations and legal/ethical dilemmas by understanding and applying a variety of legal/ethical tests. This fully updated new edition also includes expanded coverage of real estate marketing across English-speaking countries through case studies, as well as a focus on the use of AI and technology in real estate marketing.
The ideal textbook for undergraduate and graduate-level classes in real estate marketing, this book will be of interest to real estate students and professionals.