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Effects of Real Estate Brokers' Marketing Strategies: Public Open Houses, Broker Open Houses, MLS Virtual Tours, and MLS Photographs

Marcus T. Allen (), Anjelita Cadena (), Jessica Rutherford and Ronald C. Rutherford
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Marcus T. Allen: Florida Gulf Coast University, USA
Anjelita Cadena: University of Texas-San Antonio, USA
Jessica Rutherford: University of South Florida, USA
Ronald C. Rutherford: University of South Florida, USA

Journal of Real Estate Research, 2015, vol. 37, issue 3, 343-370

Abstract: The existence of the real estate brokerage industry is generally attributed to high transaction costs in real estate markets. In the case of brokers assisting sellers, brokers are typically expected to market sellers' properties to potential buyers, assist in contract negotiations, and coordinate post-contract tasks necessary to close transactions with the overall objective of maximizing gross sale proceeds to the sellers. Presumably, brokers can perform these duties at lower cost than sellers and sellers are willing to share the resulting surplus with brokers. In addition to cost efficiencies, brokers may also impact market outcomes. Numerous prior studies investigate whether or not the use of brokers as well as various broker actions, broker characteristics, and broker/seller legal relationships affect market outcomes in the form of price and/or, time on the market effects in the housing market. This study extends this line of research by considering price, time on market, and probability of sale effects in relation to four specific marketing strategies used, to varying degrees, by brokers representing house sellers: Public Open Houses, Broker Open Houses, MLS Virtual Tours, and MLS Photographs. The results indicate positive relationships between these strategies and house prices and mixed relationships between these strategies and probability of sale and time on the market.

JEL-codes: L85 (search for similar items in EconPapers)
Date: 2015
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More articles in Journal of Real Estate Research from American Real Estate Society American Real Estate Society Clemson University School of Business & Behavioral Science Department of Finance 401 Sirrine Hall Clemson, SC 29634-1323.
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Handle: RePEc:jre:issued:v:37:n:2:2015:p:343-370