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Baylor University Publishes Fall Real Estate Research Report

Oct. 2, 2012

Internet marketing and cold calling are among the topics in the fall edition of the Keller Center Research Report, published by Baylor University's Hankamer School of Business.  The Report is an online source of academic articles focused on residential real estate research and summaries of scholarly journal articles and books relevant for real estate sales agents.

“The Keller Center Research Report is a unique connection between academic thought leadership and what’s happening in industry,” said Andrea L. Dixon, Ph.D., executive director for the Keller Center for Research, the Center for Professional Selling and The Frank M. and Floy Smith Holloway Professor in Marketing at Baylor. “Our goal is to help bring current research that is being published in academic journals and make that available for the real estate professional in an easily accessible and interesting format.”

Follow this link to download a PDF of the report: http://www.baylor.edu/business/kellercenter/index.php?id=90658

The report includes topics such as achieving service excellence in real estate, the importance of first impressions, internet marketing and cold calling. Articles in this issue are authored by faculty from Baylor University, Texas Christian University, University of East Anglia in the United Kingdom and Ilmenau University of Technology in Germany.

"We work with authors from around the world to highlight leading-edge research that creates value for our readers,” said Curtis Schroeder, assistant director of the Keller Center and the Center for Professional Selling.  “The diversity of our authors and the breadth of their research provides a global perspective on the latest trends in marketing and management.”

Articles include the following: “Achieving Service Excellence in Real Estate: The Fundamental Tenets,” by Lance A. Bettencourt, Ph.D., partner, Service 360 Partners  and Distinguished Marketing Fellow, Neeley School of Business, Texas Christian University;  “Has Cold Calling Gone Cold?”, by Dale Lampertz, lecturer in marketing, Baylor University, and president, Nicksic-Lampertz & Associates, Inc.; “Necessary Condition #10 - The Right Commitment”, by Charles Fifield, MBA, senior lecturer and sales coach, Baylor University's Center for Professional Selling; “Service-Dominant Logic - How Does This Impact Today's Agent?”, Kenneth Le Meunier-FitzHugh, PhD., senior lecturer in marketing, University of East Anglia, Norwich, United Kingdom; “First Impressions Matter: Initiating Trustful Service Relationships”, Anja Geigenmüller, professor of marketing, Ilmenau University of Technology, Germany, among others.

The Keller Center focuses its studies on factors that influence individual homebuyers in their decisions, as well as marketing and management issues that are important to real estate agencies and small businesses. Baylor University established the Center in 2007 following a donation from Gary Keller, founder and chairman of Keller-Williams Realty International.

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