Keller Center for Research

Browse Archives by Keyword: Marketing and Sales

INSIDER: Neuro-Sell: How Neuroscience Can Power Your Sales Success
John Tran, MBA Candidate
Is there a connection between neuroscience and selling real estate? By exploring key functions of the brain's decision-making processes, Simon Hazeldine has discovered a way for sales professionals to increase the likelihood of closing a sale.

Setting the Sale Through Persuasive Communication
Charles Fifield, MBA

Communication, the effective conveying of information, is a critically important buyer-seller activity to achieve successful interpersonal sales performance.

Using Reason versus Feelings to Guide Client Decisions
Christopher K. Hsee, PhD, Yang Yang, PhD, Xingshan Zheng, PhD, and Hanwei Wang, PhD
Predicting consumer behavior is crucial to success in any business, including real estate. Our research identifies that a key way to predict consumer behavior is through a consumer's level of what is called lay rationalism, which refers to the weight a consumer gives to feelings versus reason in the decision-making process.

Why Real Estate Agents Should Care about Buyer Usage Intent
Aaron R. Brough, PhD and Mathew S. Isaac, MBA, PhD
Sellers want to find a good home for their most cherished possessions and may be willing to sacrifice personal profit to ensure that this objective is met. Their willingness to accept an offer can depend on whether they agree or disagree with how the buyer plans to use the product.

INSIDER: Being Real in Real Estate
Wesley Bryan, MBA Candidate

How do you convince potential clients that what you’re selling is best?  How do you bridge that gap between real estate salesperson and my real estate agent?  Ron Willingham says it is in how authentic you are with your potential clients.

INSIDER: How the World Sees You
Margie McGregor, MBA Candidate

As much as we might like to think that we are wildly different than everybody else, our DNA is actually 99.9% the same as everyone else’s. We’re 99.9% average. As odd as it may seem, our individuality and personality only makes up .1% of us.

Peer-Based Learning and its Implications for the Real Estate Market
Tat Y. Chan, PhD, Jia Li, PhD, and Lamar Pierce, PhD

When entering the work force, new employees face a learning curve associated with their new positions. Real estate agents face the task of establishing themselves as a credible assets in the community and understanding the dynamics of working with clients.

Picturing Yourself in and out of the House
Yuwei Jiang, PhD, Rashmi Adaval, PhD, Yael Steinhart, PhD,
Robert S. Wyer, Jr., PhD

Have you ever imagined yourself in an exotic vacation location, experiencing all the benefits of a luxury resort? Real estate agents use strategies while persuading buyers to invest in a house. The implicit belief behind these sales strategies is that consumption-related self-imagery is a powerful persuasion tactic.

What's the Best Thank You?
Peggy Liu, BS, Cait Lamberton, PhD, and Kelly Haws, PhD

Acknowledgments and thank yous are given every day in nearly all professions, from real estate to acting to retail shopping.  Though such thank yous are common, people rarely put much thought into how various forms of such acknowledgements might be received differently. 

Can Big Data Bridge the Gap between Sales and Marketing?
Morris George, PhD
With the advancement in storage technology and the rise of Internet and social media, more and more information is becoming readily available to both customers and agencies. Today, customers are able to get almost all the information they need to make a purchase decision through websites both of the focal company and their competitors, feedback and ratings of other customers and users, through blogs, online product reviews and social media...

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