One-size-fits-all marketing solutions rarely hit the whole audience being targeted. At best, they may get the one type of buyer who best fits the message, and at worst you are lucky to get more than a lukewarm response from any buyer. Fortunately, today's analytics and ad technologies allow you to create different campaigns targeting different buyer segments. You may as well bring those campaigns to any traditional media you intend to use for similar effectiveness. If you try to hit many targets with one arrow, you will hit no more than one target and miss all the others. With my method, it's more like having a unique arrow for each target and hitting all of them right in the middle. To show you in a more direct way what I mean by different buyer segments, I am going to discuss three types of buyers I have encountered in my many years of condo and real estate project marketing. Then I am going to give you an example where this method would be tricky, but should still work.
Is it a good idea to invest in real estate? Buy a cottage in Ontario? Or is it better to sit back and wait for the “economy” to correct itself? Well, for those of you lucky enough not to endue lectures about Adam Smith’s “Invisible Hand”, I will give you my two cents on the topic.
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Homeowners and real estate investors can finally be optimistic as changes are occurring in the housing market. The S&P/Case-Shiller home-price index that declined for the fifth time to 1% in December makes buyers or investors positive to purchasing or investing in real estate. People can buy homes in the current real estate situation, as the payment for a house is equal to 19 months income for an average family. Michael Larson states, “Pricing is down so much in some markets that when you analyze renting versus owning it makes much more sense to own.” The fact that housing prices are equivalent to a 2 years income instead of 4 years and cost cut down by 5% makes real estate affordable and attractive. At this point, one will be better off buying a home, rather than renting but it’s all about the timing. Investors buying houses and paying in cash indicates the market is nearing a bottom. One doesn’t necessarily need to buy a house to gain from the real-estate rebound. Financial investments like stocks, mutual funds are great options to benefit from the rebound.
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