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A tale of two businesses

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30 November 2011

A tale of two businesses

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I’ve been working with two different real estate businesses over the past few months that offer a great case study on maintaining success in real estate.  In 2005, both had market share in excess of 35% in their core markets (they operate in two distinct areas and don’t compete with one another).  By 2011, one had 45% market share (Business A) and one had 15% market share (Business B).  In both cases key staff...
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The logic of large advertising schedules

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23 November 2011

The logic of large advertising schedules

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I always find it frustrating when I sit down with a real estate director and they complain about their salespeople’s inability to sell advertising.  I always ask the question “what sort of scripts and dialogue training are you running for marketing?” which is inevitably greeted with a blank look.   You’d be surprised how many top agencies are comfortable asking for $20,000 advertising budgets without giving ...
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HDR Photography

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21 November 2011

HDR Photography

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I get asked all the time what is the next big thing in real estate.  Most of the time the questioner is looking for an innovative new technology that offers a competitive advantage.   Increasingly, I’ve been responding with a basic technology that’s reaching critical mass–HDR photography (high dynamic range).  HDR used to be the providence of studio photographers with hours and hours to do retouching. ...
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