Real Estate Relativity

Here is an excellent thesis on how public relations professionals can use viral marketing tactics powered by social media to mitigate bad press. The author states that viral public relations campaigns “are less overt and therefore better received” because consumers perceive they are in control. (p56) Viral marketing tactics allow professionals to listen, build relationships with customers, and hopefully build brand ambassadors.

Yet despite proffering evidence that viral marketing–if deployed strategically–can yield a high gain return in managing and preserving a firm’s reputation, the author points out that public relations professionals are loathe to abandon traditional methodologies. The author does point out some tactics, however, that public relations professionals can adopt from the advertising world: target marketing, integrated communications plans, deft handling and understanding of niche marketing principles, and embracing consumer control over and transmogrification of brand identity and meaning.

When bloggers attack, has some great tips on how to respond to blogger swarm attacks. Many real estate firms are leery of bloggers and allowing their agents to blog; this post has some thought-provoking ideas on how to respond.

Interview with Jordan Behan explains how Web2.0 consumers are more informed in real estate search.

Another great post by MineThatData describes the difference basic differences between web analytics and multichannel analysis. The latter analysis lends itself to looking at the life time value of real estate consumers under the multi-generational marketing rubric rather than as one-off buyers that are forgotten as soon as a deal closes.

Here is a great post on how to build / support brands using Web 2.0 tools.

Engagement is the heart of any website. Occam’s Razor has an excellent post on the issues pertaining to creating a viable engagement metric or index.

(repost of 10/07/2007 entry)