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Florida Real Estate – a Coronavirus Opportunity?

By Cristina Posted in - Press on March 25th, 2020

As the US market continues to experience the early stages of the Coronavirus cycle, every industry is evaluating its short-term and long-term impact. For the real estate industry in particular, discussion of a looming “recession” brings to mind the challenges faced during the global financial crisis over the last decade. But this is 2020, and real estate could be a bright spot for investor opportunities in an otherwise volatile global market. “We’ve taken this ride before,” says Stephann Cotton, President of Cotton & Company, a Florida-based international sales, and marketing firm specializing in luxury residential properties. “In June 2005, we raised a red flag at the beginning of the last cycle. We witnessed a significant drop in new web visitors… Read more »

Country Club Membership Recruiting for the Future

By Stephann Cotton Posted in - Advertising & Media & Networking & Real Estate & Social Media on December 3rd, 2013

Today’s marketing programs for golf and country clubs must be very different compared to how we have marketed prior to the recent recession. Most clubs were originally geared towards a specific demographic and psychographic profile- the Silent Generation born between 1925 and 1942. These profiles have shifted during the downturn, which is why membership recruitment strategies must shift as well. The previously targeted buyer profile has aged, and with that the referral base has diminished. The life and future of your club depends on how well you can “young it up” to appeal to the next market. Not only will the younger market be around longer to enjoy the club, but the projected revenue stream of a 40 – 50… Read more »

Let’s Talk Facebook Advertising

By media Posted in - Advertising & Media & Networking & Social Media on August 28th, 2013

Facebook Ads  are ever-evolving. They can be used to geographically and demographically target Facebook users who should “Like” your page. These ads are of the “pay-per-click” variety, therefore you only pay for what you get. Facebook profile information allows advertisers to hyper-target prospective consumers based on their age, location, education, relationship status, interests like favorite cities, restaurants, beaches and much more. Are you taking advantage of Facebook’s Advertising platform? Well, you should be and things are about to get a little bit better. From updated precise audience targeting to ad creation and performance measurement, Facebook has just released its newest update coming soon. Announced last week, new updates and changes are coming to Facebook’s advertising platform. Big ones. New changes… Read more »

Establish Marketing Priorities and Analyze Every Step of the Way

By Laurie Andrews Posted in - Media & Networking & Public Relations & Social Media & Uncategorized & Web on August 21st, 2013

All across the country, real estate continues to see positive news for the industry. The good news on sales success is being driven by investment buyers seeking appreciation or rental income.  As the cycle continues and the economy continues to strengthen, end-user buyers will continue to increase. As builders and developers are putting their strategic marketing plan in place, questions often arise on how much they should budget and what the top priorities should be. As a leader in real estate marketing for more than four decades, Cotton & Company is assisting its clients by establishing priorities throughout their strategic plan. Focusing on direct consumer sales most often results in a higher ROI by lessening the commission expense.  Today, most… Read more »

6 Reasons Video Should be a High Priority When Selling Real Estate

By Laurie Andrews Posted in - Advertising & Media & Networking & Public Relations & Real Estate & Social Media & Uncategorized on January 21st, 2013

Video content is new terminology in the digital marketing age. In years past, creating a video meant a one-time production to acquire and edit a short film to tell the story of your community vision. In today’s content-rich environment, new marketing channels provide outlets where video becomes a constantly evolving tool. Creating compelling video content should rise to the top of your priority list for a variety of reasons: 1. As consumers, we live in a visual world and technology has opened the door to online learning, on-demand movies, and independent entertainment delivered through alternative channels. We look to YouTube for “how to” videos, recipes and research. Why would buying real estate be any different? 2. Making a new home purchase… Read more »

Why Social Media Marketing Works for Real Estate

By Marissa Mastroianni Posted in - Advertising & Media & Networking & Public Relations & Real Estate & Social Media & Uncategorized on January 14th, 2013

If you’ve been keeping up then you know that the final choice in the homebuyer’s decision-making process is most highly influenced by emotions. And for this reason, as real estate marketers, we must focus on lifestyle selling. Once you understand how important the lifestyle sell is to real estate, it then becomes increasingly clear why social marketing fits the bill. Here’s how: People love sharing exciting news about their lives on Facebook. This is the most natural place for buyers to showcase their new home purchase to their friends. The simple nature of sharing online and connecting with your closest friends and family falls perfectly in line with referral marketing. Never before was there such an easy way to reach… Read more »

Brand Extensions: Do they make sense?

By Marissa Mastroianni Posted in - Advertising & Real Estate on January 2nd, 2013

You’ve already been successful. Built a community. Built a following. Built a reputation. Built a brand. Now you want to build another community; should you use the same brand or create a new one? Building a brand is expensive; it takes money and time. Once you’ve spent all that time, budget and energy creating a great brand, shouldn’t you just use it again, leverage its power and your spend and name your new community with the same branding? It’s a question many real estate marketers are constantly trying to answer because the truth is, it depends. Is your newer product comparable to your older product? Will this new product sell for a lower price, thus lowering the perceived value of… Read more »

Coach Schnellenberger Leading the Charge to Stop Texting and Driving

By Laurie Andrews Posted in - Advertising & Media & Networking & Public Relations & Social Media & Uncategorized & Web on December 11th, 2012

As the Offensive Coordinator for the 1972 Miami Dolphins, Coach Howard Schnellenberger became famous for winning football games and the ‘72 Dolphins remain the only undefeated team in NFL history. The coach went on to become a legendary college head coach for the Universities of Oklahoma,Louisville and Miami, where he won a National Championship. After retiring from football as the head coach of Florida Atlantic in 2011, the coach continues to work with young students as he faces an even more ominous opponent. Featured on Miami’s WSVN, Coach Schnellenberger is bringing attention to the growing epidemic of texting and driving. Notably, 49% of drivers with cell phones under the age of 35 send or read text messages while driving, even though a texting… Read more »

Data Capture Essential to Build Sales Pipeline

By Laurie Andrews Posted in - Advertising & Media & Networking & Public Relations & Real Estate & Social Media & Uncategorized & Web on December 4th, 2012

As we all know, two-way communication is required to have a meaningful conversation. During the new home buying process, beginning the conversation sooner rather than later should be a primary focus of your website marketing initiatives. Of course, increased website visits are a positive indication of your marketing outreach, but it’s only the first step in the sales funnel that requires bringing the prospect through many steps prior to reaching a closed sale. Website interaction represents a golden opportunity to open a dialog with the prospective homebuyer. Consumers are busy people, and they are often researching their options late in the evening, long after your sales center is closed. They aren’t looking for direct person-to-person contact, but they are doing their homework to… Read more »

What is the ROI of Social Media?

By Marissa Mastroianni Posted in - Advertising & Media & Networking & Public Relations & Real Estate & Social Media & Uncategorized & Web on October 31st, 2012

It’s a question we’ve frequently received. And the issue with answering it, is that it doesn’t totally make sense. ROI is a financial measurement. Marketing channels can be measured in goals and benchmarks, but ROI? Not really. You see, how can you possibly measure the ROI of having email versus not having email? Or the ROI of having a phone line? What about the ROI of the customer service representative actually answering that phone line? Can you measure the satisfaction of your prospect after that well-received customer service phone call? What about the ROI of that satisfied customer telling her friends about her positive experience? The answer is no. Which is why social marketing cannot be measured in ROI. However,… Read more »