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The World Has Changed Since the Last Real Estate Cycle

By Laurie Andrews Posted in - Real Estate on April 29th, 2013

It’s been a long road back for the real estate development industry. When the down slope for residential real estate began in 2006, the world was a very different place. It’s hard to believe that Facebook only existed on college campuses, and the first generation of the iPhone wasn’t introduced until 2007. But it was the iPad introduction in 2010 that really changed the world for real estate developers, bringing the wealthy discretionary buyer into the digital realm. Today, as many developers begin to reenter the market, they are recognizing new marketing challenges as a result of changing technology. Top 10 Changes: 1. Website infrastructure and design must prioritize tablet interaction. This means a more focused navigation plan that emphasizes… Read more »

How to Drive Outside Broker Sales in 2013

By Laurie Andrews Posted in - Real Estate on February 12th, 2013

In regional marketplaces across the country, real estate brokers are seeing the light at the end of the tunnel. Although the downturn has been prolonged, brokers stand ready to drive success as the market rebounds. With the national media promoting the rebound of the housing market, brokers are anxious to earn those illusive commissions. And that’s the name of the game – making money. As the developer or owner of a new residential community, brokers can provide a quick burst of momentum for your program. Here are some things you do to capture their attention and their clients: 1. Communicate and educate. A strong broker partner is a resource for his clients. He/she knows what is happening in the market… Read more »

What is More Important – Lead Generation or Conversion?

By Stephann Cotton Posted in - Real Estate on January 28th, 2013

“Lead generation” is all the channels used to create potential buyers. It used to be that print media generated early interest, then the lead came into the sales office and the buyers were then sold on the community and product. Oh, how things have changed! Today’s lead generation channels still include many traditional resources like brokers, signage, direct mail, events, television, public relations and many others.  But today the biggest change is online- where your website acts as your virtual sales office. Ever wonder when real estate sites receive the highest traffic? 10 PM. That’s right!  Laptops go to the bedroom and buyers begin their search. They explore, watch videos, visit Facebook pages and compare communities to decide which are worth touring. It makes… Read more »

Top 5 Ways to Lure New Homebuyers

By Laurie Andrews Posted in - Real Estate on November 13th, 2012

1.    Be Found Where People are Looking: They’re out there, and every day we see the increasing numbers of unique web visitors. A very positive sign for new home developers. Homebuyers are doing their research online, well before they reach out to the sales team on site. Your Internet footprint is critical and it goes well beyond just keeping your website up to date. Content generation and distribution require a focused effort that should be one of your top priorities. 2.    Use Affiliate Database Resources. Data is king. You want to begin a conversation with the same people they do, so why not work on that together? While every company has digital assets, often the potential goes unrecognized. It’s time… Read more »

A Second Opinion

By media Posted in - Advertising & Media & Networking & Public Relations & Real Estate & SEO & Social Media & Uncategorized & Web on February 28th, 2011

A recent post suggested “7 Things That Annoy Website Visitors.” Experience has taught us that, “one size does not fit all.”  Neither does one set of guidelines. As a leading sales and marketing agency, providing services to developers of luxury real estate since 1983, Cotton & Company takes pride in the quality and performance of the custom websites created for its clients. Focusing upon lifestyle, each website is an attempt to create a vivid representation of the personal comfort and joy to be found as a resident of that particular community.The buyer of a one-of-a-kind, $17 million, oceanfront penthouse does not share the same perspective as the individual who is trying to find the best price for Duracell® Batteries. Commodity buyers have… Read more »