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Article Information:
Title:
How direct marketing is revolutionizing an industry: residential real estate in the USA
Author(s):
R. David Keillor
Journal:
Direct Marketing: An International Journal
Year:
2007
Volume:
Issue:
Page:
172 - 175
DOI:
10.1108/17505930710779342
Publisher:
Emerald Group Publishing Limited
Document Access:
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Abstract:
Purpose – This paper seeks to discuss the history of real estate marketing in the USA and to assess the future impact of direct marketing on that country's real estate set-up.
Design/methodology/approach – The paper chronicles the history of real estate marketing in the USA and describes the present situation
Findings – The paper finds that home buyers prefer online direct marketing to the traditional process of physical involvement and personal inspection.
Originality/value – The paper promotes the advantages of direct marketing as the future of residential real estate in that it offers lower prices, direct participation in the process and better access to information.
Keywords:
Direct marketing,
Real estate,
United States of America
Article Type:
Viewpoint
Article URL:
www.emeraldinsight.com/10.1108/17505930710779342