October 2009

From the Publisher
October edition

"When the real estate market turned down, I had to cut back
on some of my advertising - including Homes & Land. However, I came back. I found that I missed the total advertising package Homes & Land provides. Because of the magazine, I'm branded. Everyone in Aspen knows who I am and what I do. Print also enables me to reach my past clients, and I'm able to successfully compete for listings."
Carol Dopkin, President of Carol Dopkin Real Estate Inc.
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The New Marketing Mix: The 4 Us
by Larry Easto
When studying marketing, one of the first concepts that we learn about is called the Marketing Mix: Product, Pricing, Placement and Promotion. Recently I came across the concept of the 4 "U"s: urgency, uniqueness, ultra-specific and usefulness. For the most part, people who buy your service or mine do not hire us because they want to. They hire us because they need our help with resolving a specific problem or achieving a specific goal or outcome.
Read More | Visit Larry Easto's Website

Help Your Clients Gain Mortgage Confidence
Your clients already look to you for advice in their home search. Why not offer them the same assistance in shopping and comparing mortgages? The Federal Reserve Board has created a website to help consumers understand the loan process and terminology. They have also provided a very handy worksheet for homebuyers to compare loans side by side. Share the information and resources located on "Looking for the Best Mortgage" with your clients and give them the tools to move forward with confidence.
Download Mortgage Worksheet

Real Estate Outlook: Recession is Over
by Kenneth R. Harney, RealtyTimes
Now it's official. The chairman of the Federal Reserve Board himself has said it publicly that it looks like the recession is over. One reason for the pick-up in consumer spending: People feel more confident about the direction of the economy in the months ahead. They see the stock market up, so their retirement funds and 401 K plans are bouncing back. They see home values stabilizing or growing in most areas, so their equity is beginning to increase again.
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Magazines in Public Places Have Great Appeal
According to Magazine.org, magazines located in public places build audience and readership. Consumers are more likely to pay attention to magazines when they're in a doctor's office or waiting for a friend in a coffee shop. That's why part of the Homes & Land distribution strategy is placing magazines in waiting rooms and anywhere home shoppers work, eat and play. Think about your own experiences in waiting rooms. Wouldn't you like your listings to have that undivided attention?
Magazine.org Public Places Study

Russell Haskins, Homes & Land

Phone: 865-680-4233 or 865-680-5477
Fax: 865-966-1784
eMail : russell@homesandland.org

Marketing Minute Edited by Adrian Amos