Looking to drum up some business in these tough times? Try issuing a
market report.
During the roller coaster ride that has been the residential real
estate market of the past year, brokers and consumers have scrambled
for information to interpret rapidly changing market forces. In
response, real estate firms have issued a veritable avalanche of
market reports, each hoping to become the consumer’s go-to source for
information, and grow their brand in the process.
But this information overload may now be backfiring, since there are
now so many reports available, often with wildly disparate information.
“All of these firms believe in [issuing reports] as a way of marketing
themselves and separating themselves from the competition,” said Paul
Purcell, a partner at real estate consultancy Braddock + Purcell and
the co-founder of Charles Rutenberg Realty in New York. “It simply
serves to confuse the consumer, and make them wonder why each firm has
different information.” [more]
