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Keller Center Research Report

Keller Center for Research

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June 2008 (Vol. 1, Iss. 1)


What is Brand Equity and What Does the Branding Concept Mean?

Chris Pullig, PhD
Brand equity is a term most of us are familiar with and probably even use from time to time. But, as with many business concepts we may have a less than perfect...
Keywords: Marketing and Sales
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How Consumers Respond to Commissions

Ann Mirabito, PhD
The traditional real estate commission structure is under fire. Commissions used to average six or seven percent, but with the escalation in housing prices over the...
Keywords: Financials, Marketing and Sales
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Lead Generation: What Really Works?

Chris Pullig, PhD, Laura Indergard, MBA, Suzanne Blake, MBA Candidate, and Jacqueline Simpson, MBA Candidate
As a way of beginning to understand what really works in the area of lead generation, a survey was created and conducted with a large group of real estate professionals...
Keywords: Lead Generation, Marketing and Sales
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Lessons From the Top: Strategies for Building Your Business Game

Lynn Schleeter
Real estate professionals looking for a winning business strategy should take a hint from high performers in sales who responded to a recent national study...
Keywords: Management, Marketing and Sales
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A Strategy for Referrals Pays Big Dividends

David J. Lill, PhD and Jennifer K. Lill
Location, location, location - three critical words in real estate! But there are three other words that perhaps are even more important: referrals, referrals, referrals...
Keywords: Customer Relations, Lead Generation
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Selling the Lean Way

Charles S. Fifield, MBA
To achieve increased productivity, competitive advantage, and profitability, high value-creating businesses around the world have consistently turned to "lean thinking" for...
Keywords: Financials, Management
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Want to Convert More Leads? Dig Deeper into What Customers Value

Christopher P. Blocker, PhD
Today's consumers are demanding and more sophisticated than ever. They have a world of information at their fingertips - and in a crowded real estate market they know they...
Keywords: Customer Relations, Service
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INSIDER: Current Trends in Web Data Analysis

Suzanne Blake
Is it possible that you could be using web data analysis more extensively? In Current Trends in Web Data Analysis, Arun Sen, Peter A. Dacin, and Christos Pattichis...
Keywords: Insider, Technology
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INSIDER: Effective Use of Your Marketing Budget

Laura Indergard
How did you spend your marketing dollars this year? Do you really know how effective they were? In A Three-Stage Model of Integrated Marketing Communications at the...
Keywords: Insider, Marketing and Sales
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INSIDER: Making the Most of Website Advertising

Chris Matcek, MBA/ME Candidate
Are you using your website to its maximum potential? How do you know if your marketing initiatives are really bringing in sales leads? In A Two-Stage Model of the Promotional...
Keywords: Insider, Lead Generation, Technology
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