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

Yuvay Jeanine Meyers (School of Business, Howard University, Washington, DC, USA)
Susan S. Harmeling (School of Business, Howard University, Washington, DC, USA)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Article publication date: 12 July 2011

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.

Keywords

Citation

Jeanine Meyers, Y. and Harmeling, S.S. (2011), "Best address: the use of innovative marketing in the real estate industry", Journal of Research in Marketing and Entrepreneurship, Vol. 13 No. 1, pp. 74-84. https://doi.org/10.1108/14715201111147950

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited