Selling the Dream: The World of Real Estate Marketing

In his weekly exploration of advertising and marketing, Terry O’Reilly, host of CBC’s Under the Influence, shares some history on the real estate profession. He tells the story of how the word REALTOR® was reluctantly accepted by Merriam-Webster Dictionary, why Realtors needed to brand a profession, and the real story behind the RE/MAX balloon. He also explains why Realtors are one of the few professionals who use their photos as a marketing tactic and what can happen when the real estate business tries to entice buyers using ironic humour.

Listen to O’Reilly as he delves into real estate marketing which, he says, has its own rules, techniques and unique breed of salespeople. Listen to it here.  

Audio run time: 27:33 minutes

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