Interactive Marketing Tools For Real Estate Brokers, Industry Operating Performance Studies

In one's life time, buying real estate may the most important and expensive investment. Every single real estate is unique, and the real estate market is a very huge market. Different from other productions, real estate is an immovable property with low liquidity that requires a large amount of money to accomplish the transaction. Because of these reasons mentioned above, unfair competitions occur from time to time. One of my previous researches indicates that the real estate industry plays a very important role in economic development.In the past years, many new theories proved the existence of the small world phenomenon. Many times, scholars have proven Six Degrees of Separation, which says that through just 6 people at the most a common person can get to know a complete stranger, via kinds of experiments. To become a real estate agency, you have to find out the needs of your customers, and fulfill them. This research aims at building perpetual value for customers by adapting interactive marketing tools and creating new market segmentations.In this research, we try to measure the performance of interactive marketing tools for relationship marketing. According to the concept of a balanced scorecard and interviewing 102 senior executives in the real estate industry, we retain 12 evaluating criteria. Considering the interdependent relationship among perspectives and criteria, the analytic network process approach is applied to handle such problems. After applying the analytic network process, we obtain the performance of 6 interactive marketing tools. The rank interactive marketing tools are interactive websites, telephone, MSN/Skype, Blog, e-mail and SMS.Before we came to a conclusion we interviewed 11 people In one's life time, buying real estate may the most important and expensive investment. Every single real estate is unique, and the real estate market is a very huge market. Different from other productions, real estate is an immovable property with low liquidity that requires a large amount of money to accomplish the transaction. Because of these reasons mentioned above, unfair competitions occur from time to time. One of my previous researches indicates that the real estate industry plays a very important role in economic development.