The National Association of Realtors claims more than 1.3 million members. To hear Lois K. Geller tell it, when she moved her direct marketing agency Mason & Geller from New York to Miami, every single one of them used direct marketing to contact her.
So it may be that she wrote her newest book, “Sold! Direct Marketing for the Real Estate Pro,” as a defensive move. As she notes in the book's opening chapter, much of the real estate marketing that reached her was so awful, she was “almost afraid to open [her] mailbox.”
The book is a comparative rarity in the DM field: It focuses on a vertical market, rather than providing a broad — and perhaps daunting, to someone not in an academic environment — overview.
“Sold!” offers advice on how real estate professionals can effectively use several different media, including direct mail, radio, e-mail and Web sites. Every chapter features either examples or exercises tailored to the real estate audience. In that, the book is a masterpiece of targeting, and as such potential readers receive their first lesson even before they crack the spine.
For more information, visit www.masongeller.com.
