Real Estate Marketing

<p><em>Real Estate Marketing</em> is specifically designed to educate real estate students with the art and science of the real estate marketing profession. </p><p>The ideal textbook for undergraduate and graduate level classes in business school and professional / continuing education programs in Real Estate this book will also be of interest to professional real estate entrepreneurs looking to boost their knowledge and improve their marketing techniques. </p><p>The book is divided into five major parts. Part 1 focuses on introducing students to fundamental concepts of marketing as a business philosophy and strategy. 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.</p><p>Part 2 focuses on personal selling in real estate. Students will learn the exact process and steps involved in representing real estate buyers and sellers. </p><p>Part 3 focuses on negotiations in real estate. How do effective real estate professionals use negotiation approaches such as collaboration competition accommodation and compromise as a direct function of the situation and personalities involved in either buying or selling real estate properties? </p><p>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. </p><p>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. Students will also become intimately familiar with the industry’s code of ethics. </p>