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The Baby Boomer Effect Changes Everything in Discretionary Real Estate

By developer Posted in - Real Estate on July 18th, 2018

Revolutionary – it’s the single best word to describe a generation that dramatically changed the way we live in America today. From music, entertainment and fashion, to diverse social and political causes – the Baby Boomers have been shaking things up since the 60s. Real estate developers have planning for the onslaught of retirees to fill their amenity-rich new home communities for years. After marketing to the Silent Generation for decades, many developers have yet to recognize the drastically different demographic and psychographic profiles of the emerging retiree market. “Baby Boomers are living longer and seeking new ways to reinvent themselves,” says Stephann Cotton, president of Cotton & Company and Urban Land Institute Member. “They have a completely different attitude… Read more »

Social Marketing with Pinterest

By Jennifer Magill Posted in - Advertising & Media & Social Media on July 21st, 2015

Social Marketing is important in today’s real estate market. Pinterest may not be the channel you associate with real estate marketing, but here at Cotton & Company we understand content and the importance of having a “conversation” in social media. We excel at leveraging different social platforms, creating user-friendly content resulting in engaging with your potential clients. Some real estate agents and marketing companies, such as the Corcaran Group, have already realized the potential of Pinterest as a marketing tool. After some market research, we discovered the best way to showcase what our clients have to offer. These are some of the best boards to grab followers’ attention.   Create Pinterest Boards specific to Buyers Your Dream Home Home Décor or… Read more »

Social Media Marketing Results in Sales

By Jennifer Magill Posted in - Advertising & Media & Real Estate & Social Media on June 23rd, 2015

Young Professionals Use Facebook/FaceTime to Purchase Luxury Condo Using social media to market real estate means providing information that they can access at their fingertips. In this digitally driven world the consumer can get little snacks of knowledge to keep them coming back for more. You stay in touch with them and you engage. No one can be everything to everyone at all times, but with social media, we can get really close. Staying in tune with the consumer will lead the next generation of marketing to better elevate this form of customer service. For example in San Antonio, Texas, one of our clients, Alteza Residences, recently sold a residence with social media. When young professionals Samar and Kajel Shah… Read more »

Country Club Membership Retention

By Stephann Cotton Posted in - Media & Networking & Real Estate on December 17th, 2013

In today’s ever-changing world of country club marketing, one aspect that every marketing director should study is social programming. In years past, primary social engagements revolved around golf tournaments, drinking, and eating. Today clubs are catering to a more diverse and younger audience that is interested in learning, wellness, new experiences and social interaction that should be brought into every club’s social calendar. Many of the clubs today are building interactive display kitchens where they can have the chefs teach classes with new recipes, local organic farm-to-table produce and recipes designed to keep people healthy, active and fulfilled. Some of the clubs have even videotaped these efforts and run them on their club channel TV stations. Another popular activity is discovering… 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 »

Homebuying Timeline Shortened as Housing Market Gains Momentum

By Laurie Andrews Posted in - Real Estate on September 3rd, 2013

As the housing market continues to improve, developers and builders are experiencing a favorable trend amongst prospective homebuyers. After several years of building a pipeline of leads and grinding out sales through a lengthy sales process, the timeline for sale has shortened considerably. The market rebound is trumping the seasonality of many markets, with buyers now purchasing within weeks of their initial sales office visit rather than months or years. As specialists in the marketing of residential real estate, Cotton & Company is witnessing the shift across multiple markets indicating a positive trend. Many buyers have been sitting on the sidelines for the past several years waiting for the right opportunity and a more positive economic outlook. This reluctance to… Read more »

Cotton & Company’ MacLees Named as Google Engage All-Star

By media Posted in - Media & Web on August 9th, 2013

Cotton & Company, real estate marketing specialists, announced Friday that Media Director Renee MacLees has been selected by Google as an Engage All-Star for 2013. To achieve this prestigious award, high benchmarks and strict criteria were reached in several advertising areas including pay per click text and display digital advertising. “Being named a Google Engage All-Star winner is a well-deserved honor for Renee, “ says Laurie Andrews, Chief Operation Officer for Cotton & Company.  “With the rebound of the real estate market, creating a strong digital footprint is critical to our client’s success. Our digital service team is among the best in the business, and we proud to have Google recognize Renee’s performance.” Cotton & Company celebrated its 30th anniversary… Read more »

Investment Wave Subsiding, Lifestyle Buyers Next Up

By Laurie Andrews Posted in - Real Estate on July 30th, 2013

As the real estate recovery continues across the U.S., the buyer profile will continue to evolve along with the market cycle. Institutional real estate investors acquiring distressed assets and foreclosures largely drove the first stage of transactions. As the standing inventory was depleted, the investment scenario continued with private individuals and foreign investment returning to the market. In several metropolitan markets, including Miami, these investors jumped into presale condominium construction staying ahead of the forecast rebound to capitalize on future appreciation. During the next stage of the recovery, the lifestyle-driven consumer will return to the market. Bolstered by recent gains in the stock market and the pent-up demand as a result of delayed plans for retirement or relocation, second home… Read more »

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 »

Early Cotton Report Data Indicates Liquidity Returning to the Market

By Laurie Andrews Posted in - Media & Real Estate on March 13th, 2013

Cotton & Company’s 5th annual consumer survey is underway. The annual online report surveys prospective homebuyers throughout the US to gain insight into the current buyer’s psychology. With more than 700 respondents providing insight on the factors that affect their purchase decision, the data has become an industry standard for forecasting residential real estate trends.  As the data continues to be analyzed for the final report, early indications show liquidity has returned to the market. When asked about their reason for not purchasing to date, the consumer response “Can’t sell my existing home” dropped significantly from the 2011 market data. As additional support to this position, consumer interest in “Waiting for Better Pricing” has dropped to 8%, from the highpoint… Read more »