With the challenging real estate market that we are in right now, it calls for some "out-of-the-box" concepts when "traditional" marketing ideas do not seem to yield the results you want. Understanding the real estate consumer behaviors may be one of the first steps you might undertake. Next, taking advantage in some web 2.0 stuff may be the next business revolution you take your real estate business into.

All the above are some great achievements you could take your business to.

However (the big contrary):

You can master all the marketing skills you want.

But you cannot stay successful in the long-term if you do not master the "old" concept. Being personable.

Real estate is a relational business. Houses do not sell themselves and certainly buyers do not buy houses simply because they are shelters over their heads for the night. Houses symbolize alot of things to alot of people. Certainly, consumers make purchases because of the perception the products or services appeal to them.

What makes Sally Superstar better/ more successful in selling real estate than her counterparts?

Because she builds her inter-personal skills, values, integrity and accountability around her name and what she stands for.

No "out-of-the-box" marketing will last until the skills mentioned above are honed by the successful salespeople. So, before you crack another unprecedented marketing idea, are you sure you have mastered your basics?