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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…

The “Rating” Game

By media Posted in - Real Estate on November 27th, 2012

A good sales process requires one end result…conversion. What is the most intangible asset that you have as a business owner, developer, builder, or realtor? It is your “book of business” or your lead database. You’ve had great success in generating leads, but have you been successful in developing goals, defining your rating system and implementing action plans to qualify and convert those leads? Lead management is more than a process; it is the groundwork for assessment of conversion probability and determination of sales-readiness. It allows your sales team to focus the majority of their attention on the sales-ready leads, and not distract sales productivity with unqualified leads. It is a known fact that sales teams increase their efficiency and productivity…

Home Buyer Referrals Go Social

By Laurie Andrews Posted in - Real Estate on October 2nd, 2012

Real estate developers and builders have long recognized the quality of potential leads driven from personal referrals. This assumption is now supported by research from Socialnomics.net that indicates only 14% of consumers believe advertising messages, but 90% trust peer recommendations.While many recognize this new dynamic, few sales organizations know how to utilize today’s technology to expand their reach. Yes, friends and family continue to make the seasonal trip to South Florida and other warm destinations. Often they become envious of the lifestyle they experience while on vacation:holiday celebrations in shorts, poolside barbecues on Super Bowl Sunday or simply slipping into a pair of flip flops instead of snow boots. Who wouldn’t love blue skies and 70-degree temperatures in February? Tapping into visiting…

The Housing Market Rebound is Underway

By Laurie Andrews Posted in - Media & Public Relations & Real Estate & Social Media on March 30th, 2012

Are you ready? …to drive low-cost leads through customer referrals and highly targeted Facebook advertising programs? …for an active YouTube channel with current videos that enhance your brand while building your Internet search results? …to reduce the cost of your pay-per-click campaign by building your relevance score with Google? …to have a website that is designed for usability on both smartphones and tablet devices? Did you know that 95% of homebuyers use the Internet for research? National media is consistently indicating optimism in the housing market, and better days are just around the corner. During the extended down cycle, technology has changed drastically, and your digital marketing plan must evolve with the times. •    Tablet and mobile devices mandate usability…

Pinterest: It’s More than Pretty Pictures and Cupcake Recipes

By media Posted in - Advertising & Networking & Public Relations & Social Media on February 28th, 2012

Pinterest is pretty much one giant endorsement of goods, for women by women. And thus far, emphasis has been placed on crafts, home interiors and gardens, cooking, entertaining and art. However, Pinterest is growing faster than Facebook when it was its size, with more seven million unique visitors in December. And it’s driving more traffic to company websites and blogs than YouTube, Google+ and LinkedIn combined. The online social pinboard harnesses the power of personal referral. Word of mouth is arguably the most effective selling tool, and a strong presence on Pinterest empowers just that. Promoting your business on Pinterest: What you need to know Pinterest can be a useful tool to promote new products and interact with potential customers….

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…

Online Business Resource Sites

By media Posted in - Media & Networking & Public Relations & Social Media & Uncategorized & Web on February 17th, 2011

It’s Easy to Forget the Little ThingsIt is easy to forget the little things. When you are part of a large organization and have multiple clients sometimes things can fall through the cracks. For example, your website and your Facebook may remain up to date, but those aren’t the only places where potential customers can find you online. There are numerous online resource sites that show local and national business listings. Many of those sites post business information without actually contacting the company. It is then your job to go online, find those sites and check your company’s profile. Are you listed? If so, is the contact information correct? Are your company’s services correctly explained? For some sites it is simply a…