Principles of real estate marketing

Study notes

CU3’s theory block: the marketing concepts behind every campaign — segmentation, targeting and positioning, the marketing mix, and the classic response models.

What you must know

• The marketing concept starts from customer needs; the selling concept starts from shifting existing stock — exams contrast the two.
• Segmentation divides the market by geography, demographics, psychographics, and behaviour; targeting selects which segments to serve.
• Positioning is the distinctive place the property or service occupies in the target buyer’s mind.
• The marketing mix is the 4 Ps — product, price, place, promotion — extended to 7 Ps (adding people, process, physical evidence) for services like agency.
• AIDA traces the buyer’s path: Attention, Interest, Desire, Action — every listing, flyer or portal page is built to move the reader down it.
• Branding and differentiation make a listing or agency memorable against identical stock; marketing research feeds all of the above.