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With real estate agents as the preferred source in the home search process according to national statistics — and newspaper advertisements and the Internet the second most significant resource — Greenwood King's nationally recognized, multi-layered strategic marketing approach is now even more important.
• Weekly "Just Listed" announcements and tours
• Weekly office meetings and discussions of current listings
• Weekly market comparables and activity reports
• Monthly area analysis
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The most current Multiple Listing Service (MLS) data
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Greenwood King's nationally recognized "Houston Home Registry" that includes at-a-glance information on the latest properties to come to market
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Broker open houses and e-mail announced neighborhood tours that include photos
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Weekly Houston Chronicle Ads — 2 full pages
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GreenwoodKing.com and Har.com
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Direct mail (featuring GK listings)
• Open houses
• GK's Houston Home Registry and Newsletter
• Neighborhood brochures
• "For Sale" signs (when permitted)
• Previous customers and corporate referrals
• GK's relocation services
• Detailed property brochures
• Local publications including PaperCity, Houston Business Journal and Cite
Effectively marketing a property requires timely, expertly honed marketing communications campaigns that maximize exposure until the property sells.
During the first few weeks, intense business-to-business and direct marketing promotions to both the real estate community and buying public are initiated — enhanced with "Just Listed" announcements and "Open House" listings. Strategic advertising buys and placements in publications such as the Houston Chronicle, Houston Business Journal and PaperCity are then added to the marketing mix to create another layer to the campaign. When feasible, public relations components are also incorporated.
Greenwood King's goal is to define an overall marketing communications campaign that drives buyer inquiries, activity and, subsequently, sales; this, in turn, dictates specific media outlets and scheduling. Even if a particular property is not among the selections for that publication or given date, the ad works indirectly by generating inquiries regarding similar properties.
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