Published by New England Real Estate Journal

One of the greatest challenges facing real estate agents and brokers is creating a highly recognizable personal brand that steadily attracts new clients. As I’ve discussed in previous columns, it is vitally important to integrate both on- and offline marketing strategies – from advertising and public relations, to optimizing web sites for search engines and employing mobile marketing methods – to consistently build a brand across multiple mediums. Another valuable tactic that can amplify results for the real estate industry is buzz marketing. This approach requires planning and effort at launch, but if executed correctly, the outcome can last for months – if not years. (more…)

The strategy behind inspiring brand conversations, known as buzz marketing, has become significantly more important as the Internet (and social media in particular) has increased the speed at which “buzz,” or word-of-mouth, travels. Being the topic of consumer word-of-mouth is desirable as it can inspire brand awareness and support business success. As much as 78% of consumers put trust in word-of-mouth recommendations while only 14% of consumers trust advertising. In order to position your brand as the topic of rapidly–spreading consumer word-of-mouth, turn to unique buzz marketing strategies. (more…)