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This Week's Marketing How-To

Thinking Like a Realtor: Five Steps to Enhance Sales at Your Web Site

By David Polley. Look at how another industry preps their product for market. And take notes. Get the full story >

What Works in Marketing!

How a Technology Firm Used Social Media to Build Awareness for Its Web-based Monitoring Product

Company: Radian6
Location: Fredericton, NB, Canada
Industry: Internet technology, B2B
Get the full story >
This Week's Top Articles

Operation Beijing: What PR Is Doing Wrong
By Martin Lindstrom. Why is the Beijing Olympics PR machine failing to put a positive spin on anything? Get the full story >

Are You Committing the Marketing Sin of Assumption?
By Sharon Long Baerny. Are you a sinner, too? Get the full story >

Building the New Marketing: Making Marketing Important to the Enterprise (Part 1)
By Michael Fischler. If you don't have direct impact on revenue, you're second in line for everything—except maybe workforce reductions. Get the full story >

Three Uncustomary Customer Service Mindsets That Deliver
By Rich Baker and Gary Levitt. Instead of the same old, try on these three unusual mindsets that your team may actually find useful. Get the full story >

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A Note to Readers
from Ann Handley
Chief Content Officer

Online Curb Appeal

My first job out of college was as a reporter for a weekly business newspaper in Boston called the Banker & Tradesman. I wrote about banking and real estate trends -- countless stories on commercial building vacancies, new construction starts, and (because this was the late 1980s) bank failures, the housing bust (and then the boom) and the stock market crash.

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I learned a lot in those years, including the fact that marketing real estate has never been a hip business. The people in it might be cool -- but the advertising venues that work best for real estate have long been traditional vehicles like postcards, print newspaper ads and signage. (Although increasingly, tech-savvy real estate agents and developers are turning to online and social media tools like video, blogs, and other new media tools to sell their properties.)

But still, real estate is a very local business (hence the real estate mantra of "location, location, location")-you don't buy a house solely off of the Internet, right?

Yet here's the interesting thing: Marketers of all stripes nevertheless can borrow a page from the offline real estate agent's playbook to improve their online conversations and sales. As David Polley writes in this week's Premium story, "An experienced Realtor knows that the sale begins when potential buyers can picture your home as their own. And first impressions are everything. Therefore, the most cost-effective strategy is to thoroughly clean the home and make minor improvements."

In other words, Polley says, heighten your web site's curb appeal. And he offers five ways to do just that.

Check it out, and tell me what you think. As always, your feedback is welcome and appreciated!

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