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Best address: the use of innovative marketing in the real estate industry

Best address: the use of innovative marketing in the real estate industry Purpose – This paper seeks to explore the successful entrepreneurial marketing communications done by a small, residential real estate firm, Best Address ® LLC, in Washington, DC (USA). The goal of the study is to develop an understanding of best practices used by this firm that can translate into marketing tactics used by other small businesses. Design/methodology/approach – Qualitative research was conducted to investigate the tactics used by Best Address ® LLC along with an extensive academic literature search to provide support for the study's findings. Findings – The service quality portrayed by the firm's marketing communication efforts were examined and the key tactics used by this firm were categorized into three areas that fall in line with previous research on successful entrepreneurial marketing strategy. This paper concludes by presenting a theoretical model that conceptualizes service quality as a function of the marketing communications efforts executed by a firm in hopes of guiding entrepreneurs' activities towards positive consumer affect. Practical implications – This study highlights how Best Address ® LLC differentiates itself from its much larger competitors and provides key insights for successful entrepreneurial marketing strategy in the residential real estate business. Originality/value – Although there is a stream of academic literature regarding entrepreneurial marketing, there are few cases such as this one that present the marketing communications tactics successfully used by a small firm. Entrepreneurs hoping to venture into the real estate industry would benefit from the findings of this study. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Marketing and Entrepreneurship Emerald Publishing

Best address: the use of innovative marketing in the real estate industry

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1471-5201
DOI
10.1108/14715201111147950
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper seeks to explore the successful entrepreneurial marketing communications done by a small, residential real estate firm, Best Address ® LLC, in Washington, DC (USA). The goal of the study is to develop an understanding of best practices used by this firm that can translate into marketing tactics used by other small businesses. Design/methodology/approach – Qualitative research was conducted to investigate the tactics used by Best Address ® LLC along with an extensive academic literature search to provide support for the study's findings. Findings – The service quality portrayed by the firm's marketing communication efforts were examined and the key tactics used by this firm were categorized into three areas that fall in line with previous research on successful entrepreneurial marketing strategy. This paper concludes by presenting a theoretical model that conceptualizes service quality as a function of the marketing communications efforts executed by a firm in hopes of guiding entrepreneurs' activities towards positive consumer affect. Practical implications – This study highlights how Best Address ® LLC differentiates itself from its much larger competitors and provides key insights for successful entrepreneurial marketing strategy in the residential real estate business. Originality/value – Although there is a stream of academic literature regarding entrepreneurial marketing, there are few cases such as this one that present the marketing communications tactics successfully used by a small firm. Entrepreneurs hoping to venture into the real estate industry would benefit from the findings of this study.

Journal

Journal of Research in Marketing and EntrepreneurshipEmerald Publishing

Published: Jul 12, 2011

Keywords: Real estate; Innovation; Marketing; Marketing communications; Marketing strategy; Entrepreneurialism; United States of America

References