As housing prices continue to fall, real estate agencies are launching a marketing onslaught to try to entice weary buyers to sign on the dotted line. National franchisers RE/Max, Coldwell Banker and Century 21 have mounted new TV ads, local messages and web marketing. At RE/Max, four television ads focus on buyers with the message that it's a buyers' market. Two others aim at people in the unfortunate position of sellers, with the message that RE/Max agents "get the job done." At Coldwell Banker, a TV ad portrays a voiceover banter between the late founders, Colbert Coldwell and Benjamin Banker. The ad closes with a pitch for Coldwell Banker's online and on-the-street services for buyers and sellers: "The online tools you want. The experienced agents you need." Century 21 is mounting similar campaigns showing a family moving to a new home. Will declining interest rates and increasing exposure do the trick? We'll be watching all summer long to see how it shifts.
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Tuesday, June 03, 2008
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