Strategic Orientation and Marketing Strategy: An Analysis of Residential Real Estate Brokerage Firms

Marsha L. Richins, William C. Black and C.F. Sirmans
Additional contact information
Marsha L. Richins: School of Management College of Business Administration University of Massachusetts Amherst, Massachusetts 01003, http://www.som.umass.edu/
William C. Black: Department of Marketing College of Business Administration Louisiana State University Baton Rouge, Louisiana 70803, http://www.bus.lsu.edu/marketing/
C.F. Sirmans: Department of Finance College of Business Administration Louisiana State University Baton Rouge, Louisiana 70803, http://www.finance.lsu.edu/

Journal of Real Estate Research, 1987, vol. 2, issue 2, 41-54

Abstract: This article analyzes marketing strategy concepts as they apply to real estate brokerage firms and reports an empirical investigation of marketing strategies of firms in a local market. Firms followed one of three strategic orientations with respect to revenue generation, depending on the extent to which they emphasized obtaining listings versus making sales. The effectiveness of marketing mix strategy variables such as service level and advertising in achieving market share was also investigated. Analysis indicated that the effectiveness of these strategy variables varied, depending on the strategic orientation adopted by the firm.

JEL-codes: L85 (search for similar items in EconPapers)
Date: 1987
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Citations: View citations in EconPapers (10)

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