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Strategic Orientation and Marketing Strategy: An Analysis of Residential Real Estate Brokerage Firms

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Abstract

This article analyzes marketing strategy concepts as they apply to real estate brokerage firms and reports an empirical investigation of marketing strategies of firms in a local market. Firms followed one of three strategic orientations with respect to revenue generation, depending on the extent to which they emphasized obtaining listings versus making sales. The effectiveness of marketing mix strategy variables such as service level and advertising in achieving market share was also investigated. Analysis indicated that the effectiveness of these strategy variables varied, depending on the strategic orientation adopted by the firm.

Suggested Citation

  • Marsha L. Richins & William C. Black & C.F. Sirmans, 1987. "Strategic Orientation and Marketing Strategy: An Analysis of Residential Real Estate Brokerage Firms," Journal of Real Estate Research, American Real Estate Society, vol. 2(2), pages 41-54.
    • Handle: RePEc:jre:issued:v:2:n:2:1987:p:41-54
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    Cited by:

    1. John D. Benjamin & G. Donald Jud & G. Stacy Sirmans, 2000. "Real Estate Brokerage and the Hosting Market: An Annotated Bibliography," Journal of Real Estate Research, American Real Estate Society, vol. 20(1), pages 217-278.
    2. Maoguo Wu & Rui Xie, 2015. "Impact of Internet Usage on Residential Real Estate Brokerage Firms’ Financial Performance: Evidence from Nanjing, China," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 6(11), pages 515-528.
    3. Elizabeth Hemphill, 2007. "Factors Affecting Real Estate Broker Selection: What Really Counts?," International Real Estate Review, Global Social Science Institute, vol. 10(1), pages 1-25.
    4. Ven Sriram & Michael A. Anikeeff, 1992. "Product-Market Strategies Among Development Firms," Journal of Real Estate Research, American Real Estate Society, vol. 7(1), pages 99-114.
    5. John D. Benjamin & G. Donald Jud & G. Stacy Sirmans, 2000. "What Do We Know About Real Estate Brokerage?," Journal of Real Estate Research, American Real Estate Society, vol. 20(1), pages 5-30.
    6. Kerem Yavuz Arslani & Christopher Hannum & Wendy Usrey & Laurie Dufloth, 2018. "A Spatial Model for Market Concentration Measure," ERES eres2018_164, European Real Estate Society (ERES).
    7. John Benjamin & Peter Chinloy & Daniel Winkler, 2007. "Sorting, Franchising and Real Estate Brokerage Firms," The Journal of Real Estate Finance and Economics, Springer, vol. 34(2), pages 189-206, February.
    8. John D. Benjamin & Peter Chinloy & Donald Jud & Daniel T. Winkler, 2005. "Technology and Real Estate Brokerage Firm Financial Performance," Journal of Real Estate Research, American Real Estate Society, vol. 27(4), pages 409-426.
    9. Sirmans, C. F. & Turnbull, Geoffrey K., 1997. "Brokerage Pricing under Competition," Journal of Urban Economics, Elsevier, vol. 41(1), pages 102-117, January.
    10. John D. Benjamin & Peter Chinloy & Donald Jud & Daniel T. Winkler, 2006. "Franchising in Residential Brokerage," Journal of Real Estate Research, American Real Estate Society, vol. 28(1), pages 61-70.

    More about this item

    JEL classification:

    • L85 - Industrial Organization - - Industry Studies: Services - - - Real Estate Services

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