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/lp/emerald-publishing/how-direct-marketing-is-revolutionizing-an-industry-residential-real-oJ56YyXBUf
- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 1750-5933
- DOI
- 10.1108/17505930710779342
- Publisher site
- See Article on Publisher Site
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 vis‐à‐vis direct marketing. 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.
Journal
Direct Marketing: An International Journal – Emerald Publishing
Published: Aug 28, 2007
Keywords: Direct marketing; Real estate; United States of America