Strategic Orientation and Marketing Strategy: An Analysis of Residential Real Estate Brokerage Firms

This article analyzes marketing strategy concepts as they apply to real estate brokerage firms and reports an empirical investigation of marketing strategies of firms in a local market. Firms followed one of three strategic orientations with respect to revenue generation, depending on the extent to which they emphasized obtaining listings versus making sales. The effectiveness of marketing mix strategy variables such as service level and advertising in achieving market share was also investigated. Analysis indicated that the effectiveness of these strategy variables varied, depending on the strategic orientation adopted by the firm.