Real Estate Marketing

Strategy, Personal Selling, Negotiation, Management, and Ethics
2. Auflage 2026
ISBN: 978-1-041-09357-2
Verlag: Routledge

Buch, Englisch, 374 Seiten, Format (B × H): 170 mm x 244 mm, Gewicht: 645 g

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.

Zielgruppe

Postgraduate and Undergraduate Advanced

Autoren/Hrsg.

Sirgy, M. Joseph

Fachgebiete

• Technische Wissenschaften Bauingenieurwesen Baukonstruktion, Baufachmaterialien
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Immobilienwirtschaft

Inhaltsverzeichnis

Part 1: Strategy in Real Estate Development Firms. 1. Marketing Strategy. 2. Product and Place Strategy. 3. Price and Promotion Strategy. Part 2: Personal Selling—the Real Estate Agent. 4. Personal Selling in Real Estate: The Seller Representative. 5. Personal Selling in Real Estate: The Buyer Representative. Part 3: How Real Estate Agents Negotiate. 6. The Social Psychology of Real Estate Negotiations. 7. Negotiation Strategies and Tactics. Part 4: Sales Management—the Real Estate Broker. 8. Recruitment and Training of Real Estate Salespeople. 9. Motivation and Compensation Issues in Real Estate Marketing. 10. Leadership Issues in Real Estate Firms. Part 5: Law and Ethics in Real Estate Marketing. 11. Real Estate Marketing Laws. 12. Ethics in Real Estate Marketing. 13. A Code of Ethics for Real Estate Marketing Professionals.

Über Autor(innen)

M. Joseph Sirgy is Professor of Marketing and Virginia Tech Real Estate Professor Emeritus of Marketing; Pamplin College of Business, Department of Marketing; Virginia Polytechnic Institute & State University (Virginia Tech), USA; and Extraordinary Professor; WorkWell Research Unit; Faculty of Economic and Management Sciences; North-West University, Potchefstroom Campus, South Africa.