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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 »

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 »

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 »

Real Estate Buyers Tell It Like It Is

By Laurie Andrews Posted in - Real Estate on October 23rd, 2012

A spirit of optimism is on the horizon for builders and residential developers as new home inventory continues to be absorbed and pricing begins to climb in many major US markets. As existing homeowners have the ability to sell their home, builders and developers will feel the effect of liquidity in the marketplace. Yet as buyers across the country return to new home sales centers, real estate professionals are wondering how have their priorities shifted? How has their perception of value been impacted by the lengthy downturn?Has the election cycle delayed their decision? As builders and developers strive to enhance 4thquarter sales results, it is crucial for them to recognize the shift in the market and thoroughly understand the changing buyer psychology…. Read more »

The “Data” Onslaught – Cutting Through the Numbers

By Laurie Andrews Posted in - Advertising & Media & Networking & Public Relations & Real Estate & Social Media on October 16th, 2012

Analytics. Algorithms. Metrics. The new “buzz” words in marketing have hit a hot button with developers who have been seeking accountability in a field previously managed by gut reactions or feedback from the sales office. In today’s world, art is driven by science, providing clearer insight into buyer psychology.

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… Read more »

Too many “be-backs” still sitting on the fence?

By Laurie Andrews Posted in - Real Estate on May 31st, 2011

It’s always been a simple equation–the higher your “be-backs,” the higher your sales conversion. While the basic premise remains true today, the number of touch points prior to the sale has increased drastically. If your reaction includes “I need to get a closer on the team,” you may be underestimating the challenge in today’s market. Carrying costs and resale potential are also weighing heavily on their minds, and buyers are doing more research than ever. What to do for 2011? •    Recognize the potential sales that exist in your database and don’t rely solely on your sales team to execute a one-on-one follow-up program. •    Give your buyer a reason to change their timeline to yours and communicate this opportunity… 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 »