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Keller Center for Research

Why Do Houses Sell Above Listing Price?

Geoffrey K. Turnbull, PhD, Velma Zahirovic-Herbert, PhD, and Bennie D. Waller, PhD
Why do some houses sell above listing price while similar neighboring houses do not? Is it because sellers underprice their property? Are some real estate agents particularly skilled at bringing in high value buyers, or does it just come down to luck?

Marketing Your Agents: Effort vs. Talent

Fine F. Leung, PhD, Sara Kim, PhD, and Caleb H. Tse, PhD
When highlighting exceptional performance of real estate agents, firms often credit the success to either sheer effort or natural talent. The way in which you market your agents, though, can impact their relationship formation with clients and, ultimately, the success of your firm.

Creating Customer Engagement on Social Media

Fernando de Oliveira Santini, PhD, Wagner Junior Ladeira, PhD, Diego Costa Pinto, PhD, Má́rcia Maurer Herter, PhD, Claudio Hoffmann Sampaio, PhD, and Barry J. Babin, PhD
The goal of your social media marketing should not be to simply increase social media impressions, but instead, to increase positive impressions. In this study, we examine the role of trust and commitment in driving positive relationships and customer engagement in social media.

How Work-Family Balance Impacts Workplace Success

Merideth J. Thompson, PhD, Dawn S. Carlson, PhD, and K. Michele Kacmar, PhD
Due to the nature of real estate, working beyond the walls of the office is accessible and frequently encouraged. But how does this balancing act impact others in your firm? We examine how an agent's family functioning relates to their interactions with coworkers, thereby shaping the coworker's job attitude and experiences.

Adaptive Selling: Finding the Perfect Fit

Richard G. McFarland, PhD
Now more than ever, clients expect a uniquely tailored experience and product. This research aims to build upon already-utilized aspects of adaptive selling while increasing your understanding of adaptive selling and providing recommendations to further hone your own adaptive selling techniques.

INSIDER: Nine Lies about Work

Corrie A. H. Penraat, MBA
As firms seek to standardize job roles, they are losing out on some of the most creative and quirky aspects of their workforce. In Nine Lies about Work, Marcus Buckingham and Ashley Goodall uncover nine lies that we encounter every day at work and seek evidence to discover the less popular truth about work.

INSIDER: The Adaptation Advantage

Kristen Koehler, MBA Candidate
Robots will eventually take your job! Truth is, they may indeed take it one day, but they also may help guide you into your next position. The Adaptation Advantage explains why it's hard for humans to change, how the world will continue to advance, and what individuals can do to make themselves adaptable in a constantly-changing world.

Why Saying “Thank You” is Better than “Sorry”

Yanfen You, PhD, Xiaojing Yang, PhD, Lili Wang, PhD, and Xiaoyan Deng, PhD
An apology by a service provider may help restore customer satisfaction to a certain degree, but our research suggests that using a statement of appreciation rather than an apology could increase customer satisfaction even further.

Aligning Motivation for a Value-Based Sales Strategy

Ryan Mullins, PhD, Bulent Menguc, PhD, and Nikolaos G. Panagopoulos, PhD
In addition to winning over potential clients, engaging in value-based selling leads to increased customer retention, growth, and salesperson performance. This study examines the influence of different motivational sources — self, supervisor, customer, and team — to uncover how to motivate and benefit from implementing VBS in your organization.

How to Communicate During Organizational Change

Linjuan Rita Men, PhD, APR, Marlene Neill, PhD, APR, and Cen April Yue, PhD
In real estate, it is important to integrate employee-centered, symmetrical communication into change management in order to yield employees who are engaged in the change process. Our research examines how communication between managers and employees can impact employee engagement, commitment to change, and behavioral support for proposed change.

Consumer-to-Brand Sharing: Will Your Clients Share the Bad News?

Chris Hydock, PhD, Zoey Chen, PhD, and Kurt Carlson, PhD
Every successful firm knows that understanding consumer sentiment, both positive and negative, is essential for success. Our team conducted multiple studies to uncover tendencies concerning consumer-to-brand sharing and steps managers can take to receive unbiased information that is vital for a firm’s success.

Advertising in 360 Degrees

Yang Feng, PhD, Quan Xie, PhD, and Chen Lou, PhD
Research confirms that 360-degree video ads increase social media click rates by 29% as compared to similar videos in standard format. Our research identifies the optimal scenario and mechanisms in which 360-degree video ads outperform standard version videos, and we provide suggestions on how to create videos that will drive engagement in promising new ways.

INSIDER: Virtual Selling: A Quick-Start Guide

Kayla Wilson, MBA
At the onset of the COVID-19 pandemic, the world was faced with an unprecedented tremor that necessitated a transition to a virtual world, immediately altering sales as we knew it. In his latest book, Jeb Blount provides techniques that turn virtual communication platforms into powerful and effective sales tools, making virtual selling more human and helping organizations acquire a distinct competitive advantage that will extend beyond the lifetime of the COVID-19 pandemic.

INSIDER: The Catalyst: How to Change Anyone’s Mind

Kristen Koehler, MBA Candidate
People often tackle change by attacking the problem head on and pushing through obstacles no matter the amount of resistance. In The Catalyst, Jonah Berger explains why "roadblock elimination" is the most effective way to pursue change and how to become a change catalyst—someone who facilitates change—within your organization.

Interpersonal Trust During Market Turbulence

Stephanie M. Mangus, PhD, Eli Jones, PhD, Judith Anne Garretson Folse, PhD, and Shrihari Sridhar, PhD
As market turbulence increases, strain occurs that impacts the customer-salesperson relationship. We examine how a strong foundation of both business and personal trust between the buyer and the seller is essential to building a relationship that can withstand unstable times.

Improvised Marketing Interventions: The Future of Impactful Real Estate Marketing?

Abhishek Borah, PhD, Sourindra Banerjee, PhD, Yu-Ting Lin, PhD, Apurv Jain, and Andreas B. Eisingerich, PhD
Consumers are faced with more advertisements than ever, leading to consumer fatigue and ineffective marketing strategies. We explain how improvised marketing interventions—highly effective social media actions which utilize quick wit in real time in response to a situation or event—can help you attain a competitive advantage, even in an overly saturated environment like social media.

Creating Success through Sales Influence Tactics

Richard G. McFarland, PhD and Andrea L. Dixon, PhD
The success of your business depends on how effectively salespeople can influence your clients. In real estate, it is vital to understand how salespeople influence customers and how they can improve those skills. Our research provides additional resources for salespeople to better understand the full set of sales influence tactics at their disposal.

Improving Sales Performance with Manager Likeability

Edward L. Nowlin, PhD, Doug Walker, PhD, and Nwamaka A. Anaza, PhD
Is it important for salespeople to like their managers? Research has established that people will do things for people they like, but does this have an impact on a firm’s sales performance? In this research, we examine several steps and practices that can increase your likeability as a manager, which can be a powerful driver of organizational sales performance.

Encouraging eWOM on Social Media

Taemin Kim, PhD, Hyejin Kim, PhD, and Yunhwan Kim, PhD
Roughly 50 million businesses have a Facebook profile, and users share more than 2.5 billion comments a month on those business profiles. Consumer engagement with these businesses on social media is a significant marketing goal, and our study explores how businesses’ Facebook posts, both informational and emotional, affect customers’ electronic word-of-mouth.

INSIDER: Words that Change Minds

Brian LeCompte, MDiv/MBA
Good leaders understand the people they are leading well enough to know their “language,” which they then use to influence employees’ or followers’ decisions and actions. Learning the language that influences others is particularly important for managers and team leaders and is the focus of Shelle Rose Charvet’s book, Words That Change Minds: The 14 Patterns for Mastering the Language of Influence.

INSIDER: Loonshots

Kayla Wilson, MBA Candidate
Loonshots are ideas that, at face value, appear to be entirely outlandish, but that have the potential for great success. In Safi Bahcall's Loonshots: Nurture the Crazy Ideas That Win Wars, Cure Diseases, and Transform Industries, we learn that the vitality of loonshots extends into the board room and is dependent upon careful nurturing and cultivation of these loonshot ideas.

Communication Climate and Organizational Identification: The Keys to Change Management?

Marlene Neill, PhD, Linjuan Rita Men, PhD, and Cen April Yue, PhD Candidate
Change is inevitable for long-term organizational sustainability, but change management is commonly viewed as a difficult endeavor. Our research identifies and examines two key factors that can increase the odds for success for your firm's change initiatives.

Using Images to Increase Social Media Engagement

Yiyi Li, PhD and Ying Xie, PhD
Images are likely a key component to your social media strategy, but are you using the right images in the right manner? Our research quantifies the impact of image content and makes recommendations to help increase your client engagement on social media.

Effects of Emotional Exhaustion on Ethical Behavior

Bruno Lussier, PhD, Nathaniel N. Hartmann, PhD, and Willy Bolander, PhD
With tight deadlines and sales goals to meet, agents often face temptations to behave unethically in order to get ahead. Our research suggests that unethical behavior actually decreases overall sales performance and that emotional exhaustion increases the likelihood of those unethical behaviors.

Avoiding Burnout to Preserve Performance

Richard G. McFarland, PhD and Andrea L. Dixon, PhD
Salespeople are subjected to high levels of stress on a day-to-day basis, which often leads to burnout. In this research, we examine how interpersonal mentalizing skills and oscillating between actively addressing stressors and giving yourself a break can reduce the chances of burnout occurring.

What Drives Customer Engagement on Instagram?

Robert Rietveld, PhD Candidate, Willemijn van Dolen, PhD, Masoud Mazloom, PhD, and Marcel Worring, PhD
Do your Instagram posts contain emotional or informative appeals? This research defines the difference and examines which type best influences customer engagement on social media.

INSIDER: The Ride of a Lifetime

Corrie A. H. Penraat, MBA Candidate
In Robert Iger's Ride of a Lifetime, he shares the lessons he learned leading more than 200,000 employees as CEO of The Walt Disney Company for nearly 15 years. Through this journey, he explores the principles necessary for effective leadership in any business venture.

INSIDER: Company of One

Jacob Brenton, MDiv/MBA
In Company of One: Why Staying Small is the Next Big Thing for Business, entrepreneur Paul Jarvis discusses a variety of perspectives on how small business owners and entrepreneurs can redefine success in business, focusing on quality over quantity.

Earning Effective Referrals with the Right Incentives

Rachel Gershon, PhD, Cynthia Cryder, PhD, and Leslie K. John, PhD
Referrals are an important source of new business for real estate agents, but our study shows that most businesses are not implementing referral incentive programs in the most effective manner.

How Older Adult Couples Make Downsizing Decisions

Nikki Buckelew, PhD
Whether specializing in the mature market or simply employing lead generation strategies, agents are likely to encounter older adult home sellers. This study examines why older adult couples, who intend to age in place until death, may ultimately elect to sell their home and move into a congregate setting.

The Secret to Linking CSR to Financial Profitability

Sean Yim, PhD, Young Han Bae, PhD, Hyunwoo Lim, PhD, and JaeHwan Kwon, PhD
In today's socially conscious environment, social responsibility is an increasingly important strategy for business. Our study answers the question of how corporate social responsibility (applied in many businesses today) can lead to financial profitability.

Beat the Averages: How to Write More Engaging Facebook Posts

Keith A. Quesenberry, M.S. IMC and Michael K. Coolsen, PhD
Reaching consumers on Facebook through organic or non-paid advertising has become a challenge. Our research finds a three-part social media viral framework to help you write more engaging posts to reach more buyers.

How Psychological Resourcefulness Increases Sales Performance

Bruno Lussier, PhD and Nathaniel N. Hartmann, PhD
How can you increase sales with no new software, gimmick, or miracle? Our research examines how psychological resourcefulness, characterized by optimism and resilience, will help salesperson performance and the bottom line.

INSIDER: Atomic Habits

Maria Morales Menendez, MBA
If you can get 1% better each day for one year, you'll end up 37 times better by the time it's all said and done. In Atomic Habits, James Clear, one of the world's leading experts on habit formation, outlines the framework for getting 1% better every day.

INSIDER: The Technology Fallacy

Brian LeCompte, MDiv/MBA Candidate
How can companies best manage rapid and constant change in technology? We explore The Technology Fallacy, which suggests that managing technological disruption is not about managing technology at all—it is about managing people.

Bottom-Line Mentality: How it Affects Performance

Matthew J. Quade, PhD, Benjamin D. McLarty, PhD, and Julena M. Bonner, PhD
Profits are essential to managing a business, but can an emphasis on the bottom-line impact employees? Our research examines how supervisors with high bottom-line mentality garner negative perceptions from employees, leading to decreased employee performance.

#Retweet: How to Compose Shareable Tweets

Nima Y. Jalali, PhD and Purushottam Papatla, PhD
Your Twitter followers can be some of your best brand ambassadors, but are you actually capturing their attention with your tweets? Our study analyzes whether the occurrence of topic-related words at the beginning of the tweet affects your number of retweets.

Are You on the Right Scent?

Anna Girard, PhD, Marcel Lichters, PhD, Marko Sarstedt, PhD, and Dipayan Biswas, PhD
The market for ambient scents is growing rapidly, and research reveals that pleasant ambient scents have a positive influence on consumers’ brand perceptions. We further examine how repeated subconsciously processed ambient scents enhance your potential homebuyers’ evaluation of their service experience.

Is Internal Support Key to Building Customer Relationships?

Kevin Duane Bradford, PhD, Yongmei Liu, PhD, Yuying Shi, PhD, Barton Weitz, PhD, and Jun Xu, PhD
A customer’s problem is the opportunity for the salesperson to create value for customers. This research investigates how the buyer-seller relationship is affected by the effectiveness of the salesperson’s ability to coordinate internal resources.

Corporate Social Responsibility & Consumer Loyalty

Didier Louis, PhD, Cindy Lombart, PhD, and Fabien Durif, PhD
Does your firm have a greater responsibility outside of your legal obligations and goals? As corporations grow a sense of social responsibility, our research investigates the impact of philanthropy, environmental sustainability, customer respect, and worker respect on customer loyalty.

INSIDER: The Infinite Game

Maria Morales Menendez, MBA
Like all infinite games, in the game of life, the goal should never be to win, but instead to perpetuate the game. This article summarizes how to adopt the five essential practices necessary to adopt an infinite mindset in order to perpetuate the infinite game of business.

INSIDER: The Happiness Advantage

Jacob Brenton, MDiv/MBA
Living a happier life takes work. We examine Shawn Achor's seven principles that can lead you to have a "happiness advantage" in your personal life and your real estate career.

Social Media Addiction & Work-Life Balance

Suzanne Zivnuska, PhD, John R. Carlson, PhD, Dawn S. Carlson, PhD, Ranida B. Harris, PhD, and Kenneth J. Harris, PhD
Internet addiction is regarded as a growing health concern in many parts of the world. Our research examines how social media can drain resources in the workplace and how employees react to social media posts by their colleagues, ultimately impacting job performance.

Ensuring Newcomer Agent Success

Danny P. Claro, PhD, Carla Ramos, PhD, Gabriel R. Gonzalez, PhD, and Robert W. Palmatier, PhD
Even as U.S. companies spend more than $900 billion on building sales forces, salesperson turnover has reached 27%, and average tenures are as short as two years. This article addresses how your firm can help new agents successfully gain entry into a network of interconnected contacts.

Creating Charisma

Sandra Pauser, PhD, Udo Wagner, PhD, and Claus Ebster, PhD
Do you use charisma to convey messages in a convincing manner to charm your clients? Our findings show that specific, learnable, and culturally appropriate displays of charismatic behavior can enhance client impressions and ultimately increase sales.

Office Politics: Training Ground for Adaptive Sellers

Takuma Kimura, PhD, Belén Bande, PhD, and Pilar Fernández-Ferrín
Although much research has been focused on a salesperson’s externally directed behavior, we found that political skill and intrinsic motivation have effects on adaptive selling and sales performance. In light of this evidence, we recommend that every sales manager assist his/her salespeople with developing these intrapreneurial abilities.

Reclaiming Competitive Advantage with Web Design

Alexander Bleier, PhD, Colleen M. Harmeling, PhD, and Robert W. Palmatier, PhD
With the quick availability of online listings and resources, some buyers may feel they no longer need the specialized services of a real estate agent. Have you considered how the content and design of your web site might help you reclaim competitive advantage, while connecting with potential clients on a deeper level?

INSIDER: Rehumanize Your Business

Maria Arauz, MBA
Today, email is the standard method of business communication, but traditional emails are not always effective at allowing your personality to shine through. In Rehumanize Your Business, authors Ethan Beute and Steve Pacinelli examine how adding a personal video element to your emails can help generate leads and increase sales.

INSIDER: Conversational Marketing

Jacob Brenton, MDiv/MBA Candidate
In their book Conversational Marketing, authors David Cancel and Dave Gerhardt share why online conversational marketing creates a better, more natural, and more profitable sales climate.

Dodging Burnout and Minimizing Turnover

Fred O. Walumbwa, PhD, I-Chieh Hsu, PhD, Cindy Wu, PhD, Everlyne Misati, PhD Candidate, and Amanda Christensen-Salem, PhD
Studies have shown that service-related jobs, like those in real estate, can have negative impact on employees, including burnout and decreased motivation, leading to higher employee turnover. Our research examines how agencies and managers can lessen these impacts on their employees and decrease turnover within their organization.

Timing is Everything: A Scheduled Plan for Your Social Media Presence

Vamsi K. Kanuri, PhD, Yixing Chen, PhD Candidate, and Shrihari (Hari) Sridhar, PhD
When you post social media content is just as important as what you post. In this article, we examine the impacts of social media posts based on time of day, emotionality of your content, and the results of boosting posts.

Boosting Sales Force Morale in Highly Dynamic, Complex Markets: The Role of Job Resources

Nikolaos G. Panagopoulos, PhD, Bryan Hochstein, PhD, Thomas L. Baker, PhD, and Michael A. Pimentel, PhD Candidate
Improving sales force morale can be a valuable strategy to enhance job performance and reduce employee turnover. Despite the benefits that can come from high morale, little is known about what factors impact it. We examine what market demands impact morale and what resources you can leverage to boost morale in your organization.

Riding the Wave: How to Make Your Videos Go Viral

Gerard J. Tellis, PhD, Deborah J. MacInnis, PhD, Seshadri Tirunillai, PhD, and Yanwei Zhang, PhD
Virality is the new ad currency. The key driver of virality is sharing of videos, but what drives sharing among your followers? Our research reveals that sharing is not a matter of luck or art, but it can be ascertained by scientific research. In this article, we examine what type of videos you should create to maximize sharing of and virality of your ads.

Entrepreneurship: The Path to Well-Being

Nadav Shir, PhD, Boris N. Nikolaev, PhD, and Joakim Wincent, PhD
Entrepreneurs typically enjoy higher levels of job and life satisfaction. However, in contrast to the benefits, entrepreneurs may also experience high stress and longer working hours, while also fearing lower income. In this study, we examine how autonomy mediates the relationship between entrepreneurship and personal well-being.

INSIDER: Breathe to Succeed: Increase Workplace Productivity, Creativity, and Clarity through the Power of Mindfulness

Corrie A. H. Penraat, MBA Candidate
In today’s real estate environment, it isn’t often you get a chance to just be still and breathe. The demands of multitasking and meeting deadlines under extreme pressure never seem to stop. In Sandy Abrams’ Breathe to Succeed, we learn how breath, self-awareness, and small changes in our daily routine can be a big part of our overall individual wellness solution, which can, in turn, lead to increased creativity, positivity, and productivity.

INSIDER: Ultralearning

Brian LeCompte, MDiv/MBA Candidate
Most people think genius is an unmerited inheritance for a few lucky people, but what if genius could be learned? Moreover, what if it could be learned quickly? In Ultralearning, Scott Young arms his readers with the principles for becoming self-made experts in a skill set they want to develop in less time than is expected.

Smartphone Use: Too Much of a Good Thing?

Meredith E. David, PhD, James A. Roberts, PhD, and Brett Christenson, PhD Candidate
With modern technology, you may think we are connected with each other more now more than ever. Yet, in many ways, we have never been so disconnected. Our research set out to learn more about the psychological effects of smartphone use on well-being.

How to Win the Sale: Adaptive Sales Techniques

Bryan Hochstein, PhD, Willy Bolander, PhD, Ronald Goldsmith, PhD, and Christopher R. Plouffe, PhD
Your clients are more informed now than ever when making purchase decisions. Our research offers insights on applicable adaptive sales techniques based on the consumers’ perceived informedness about high-involvement purchases.

The Risks of Ethical Behavior

Matthew J. Quade, PhD, Rebecca L. Greenbaum, PhD, and Mary B. Mawritz, PhD
At every firm, there are employees who will adhere to a strict ethical standard and those who value performance above all else. Our team examined what happens when there are disparities in ethical practice and job performance between employees and how ethics may have unintended consequences on the social landscape of your office.

Maximizing the Benefits of Customer Referrals

Christophe Van den Bulte, PhD, Emanuel Bayer, PhD, Bernd Skiera, PhD, and Philipp Schmitt, PhD
Customers referred by other customers are the best kind. Our research conclusions shed light on why referred customers are more valuable and can also help firms and real estate agents maximize the benefits of customer referrals.

INSIDER: One Million Followers

Arjun Azavedo, MBA Candidate
Do you have the right social strategy to reach the right people? In his book One Million Followers, author Brendan Kane examines concepts and processes that are simple and require no major investment—but that have proven to build social media followings in the millions.

INSIDER: Explosive Growth

Maria Arauz, MBA Candidate
As a real estate agent, you're familiar with managing your own business. In this Insider article, we explore Cliff Lerner’s Explosive Growth strategies to help you grow your real estate business and stay ahead of the competition.

Out of Office: What Type of Employee is Best Suited for Remote Work?

Sara Jansen Perry, PhD, Cristina Rubino, PhD, and Emily M. Hunter, PhD
Many U.S. employees believe working from home—or at least away from the office—can bring freedom and stress-free job satisfaction. But our recent research says, not so fast.

If You Want More than Just "Likes," Attachment is Better than Attitude

Rebecca VanMeter, PhD, Holly A. Syrdal, PhD, Susan Powell Mantel, PhD, Douglas B. Grisaffe, PhD, and Erik T. Nesson, PhD
Social media has become increasingly important in driving sales. Our research suggests that understanding who receives your outreach is just as necessary as what you post.

The Closer the Message, the Better

Yanli Jia, PhD, Yunhui Huang, PhD, Robert S. Wyer Jr., PhD, and Hao Shen, PhD
People understand ideas better when they are close and connected to a source of information. This research suggests using easy to handle media, appropriate detail, and physical distance may help captivate audiences and increase your outreach effectiveness.

Watch Your Tone on Social Media

Renato Hübner Barcelos, PhD, Danilo C. Dantas, PhD, and Sylvain Sénécal, PhD
Voice and tone are powerful ways to differentiate connotation, importance, and legitimacy of your messaging. Finding the right balance will make your social media campaigns that much more effective in connecting with customers and reaching the right audience.

Intellectual Humility

Maria Arauz, MBA Candidate
Humility is necessary to reach the heights of success. Recognizing there are gaps in your knowledge, being open to that realization, and working humbly to learn more is a hallmark of intellectual humility and a starting point for greatness for you and your team.

INSIDER: Leaders Eat Last

Zack Snider, MBA Candidate
Understanding the attitudes and emotions behind work environments is paramount to leadership success. In this article, we examine Simon Sinek's Leaders Eat Last and explore how building a "circle of safety" can benefit your real estate firm.

INSIDER: Rise and Grind

Jackson D. Price, MBA Candidate
According to Shark Tank's Daymond John, grit and determination are invaluable to business success. In this article, we examine the real estate applications of Rise and Grind to help you successfully grow your business.

Trying too hard to get everyone to like you? Here's when and how, according to the Keller Center for Research

Research from the Keller Center for Research shows how empowering leadership actually helps reduce employee cynicism and boosts productivity.

I, Me, & My: Little Words that Make a Big Difference in Agent-Customer Interactions

Grant Packard, PhD, Sarah G. Moore, PhD, and Brent McFerran, PhD
Through five studies, we explored the impact of using I, we, and you pronouns on purchase behaviors and customer satisfaction in sales and service interactions. What we found challenges conventional wisdom and practice when it comes to talking to customers.

Coping with Stress in Real Estate

Jane E. Machin, PhD, Ann M. Mirabito, PhD, Natalie Ross Adkins, PhD, Elizabeth Crosby, PhD, and Justine Rapp Farrell, PhD
Stress is a national epidemic and is especially problematic among real estate professionals, manifesting in the second highest rates of anxiety and depression among all occupations. Ultimately, your business depends upon your ability to manage your stress, and our research points to some novel ways to help.

Do Opposites Attract?

Stephanie M. Mangus, PhD and Ayalla Ruvio, PhD
Relationships are multidimensional and have external social factors acting on them to make them stronger or break them down. Therefore, it is imperative, especially in buyer-seller relationships, to utilize both similarities and differences between individuals to strengthen the relationship.

Networking: The Difference in Knowing and Doing

Ko Kuwabara, PhD, Claudius A. Hildebrand, PhD, and Xi Zou, PhD
Networking can be a difficult issue for real estate professionals, and navigating that reality is key to successfully expanding professional ties to produce benefit for a firm, client, or project. This research examines how individuals' mindsets about networking affect their motivation to engage in networking.

Cooperation in Client Relationships

Bruno Lussier, PhD and Zachary R. Hall, PhD
A critical success factor in the salesperson-customer relationship is cooperation. The purpose of this research is to analyze how salespeople’s actual cooperation efforts influence how customers perceive cooperation, and how customer-perceived cooperation influences relationship outcomes.

INSIDER: The Art of Everyday Assertiveness

Zack Snider, MBA Candidate
Have you ever found yourself in a difficult situation because you went along with what your peers asked of you? In situations like this, assertiveness is the key to getting unstuck from other people’s routines and unlocking your own motivators to do what YOU want for the reasons YOU deem important.

INSIDER: Show Up: Unlocking the Power of Relational Networking

Maria Arauz, MBA Candidate
As a real estate agent, you’re likely familiar with networking—but how can you stand out when everyone else is familiar with it, too? In his book, Show Up: Unlocking the Power of Relational Networking, author David France provides personal stories and applicable advice to help improve your networking strategy.

Trouble in Paradise: How Working at Home May Negatively Affect Spouse's Work Productivity

Dawn S. Carlson, PhD, Merideth J. Thompson, PhD, Wayne S. Crawford, PhD, Wendy R. Boswell, PhD, and Dwayne Whitten, PhD
It's not unusual to put in a 60-80 work week, with many of those hours worked at home after hours. But have you considered how your working from home may affect your spouse's work productivity?

Consumer Susceptibility to Cross-Selling Persuasion

Xuehua Wang, PhD and Hean Tat Keh, PhD
There are many possible applications of cross-selling for real estate, all of which have the potential to add value for the client and the agent. This article examines why some consumers are more susceptible to cross selling and how you can create a win-win for yourself and the buyer.

Sharing Market Intelligence Among Salespeople

Zachary R. Hall, PhD, Ryan R. Mullins, PhD, Niladri Syam, PhD, and Jeffrey P. Boichuk, PhD
Understanding the changing dynamics of customers and competitors in your market is a cornerstone for maintained success. This information, known as market intelligence, helps improve decision-making, especially in real estate. But how do we utilize it in an agency context to bolster sales?

Implementing Humor in Real Estate Transactions

Bruno Lussier, PhD, Yany Grégoire, PhD, and Marc-Antoine Vachon, PhD
Using humor wisely is known to have many benefits in the workplace. In this article, we examine the influence of salesperson humor usage on salesperson creativity, customer trust, and sales performance within the context of a salesperson-customer relationship.

Predict, Don't Project

Meredith E. David, PhD
In real estate, the ability to connect with and build successful relationships with a client is based on the ability to predict a client’s preferences. However, there is a difference between predicting preferences and social projection, which could lead to misinterpretations of your own preferences as those of a client.

INSIDER: UnSelling

Jackson Price, MBA Candidate
According to Scott Stratten and Alison Kramer, authors of Unselling, sixty percent of all purchase decisions are now made before you ever get a chance to share your pitch. In short, the majority of your potential clients have already decided on a real estate agent or firm before they even know they need one.

INSIDER: The Culture Code

Arjun Azavedo, MBA Candidate
In his book, The Culture Code, Daniel Coyle draws from a unique range of anecdotes and experiences to display how finding similarities in diverse groups can aid in effective leadership and communication.

Marketing Efforts Take Time, According to Keller Center for Research

Keller Center for Research Executive Director Randy Hacker shares advice to sellers on on how to test their real estate agent's marketing plan.

What are Likes Worth? A Facebook Field Experiment

Daniel Mochon, PhD, Karen Johnson, PhD, Janet Schwartz, PhD, and Dan Ariely, PhD
In the growing social media marketing landscape, interacting with customers on Facebook is at the forefront of businesses’ higher spending, but are your Facebook page likes actually driving client engagement and spending?

Pricing Strategies: The Difference of a Digit

Lingjiang Lora Tu, PhD and Chris Pullig, PhD
In real estate, it is universally agreed that strategic pricing plays a huge role in determining how quickly a house will sell; yet there are still questions on how pricing affects different people.

Boundary Conditions of Ethical Leadership: Stress as a Potential Inhibitor

Matthew J. Quade, PhD, Sara Jansen Perry, PhD, and Emily M. Hunter, PhD
In this article, we study the relationship between ethical leadership and employee deviance and turnover intentions, considering the role of hindrance stress from the leader and the job. Our findings show that ethical leaders who also impose additional demands are perceived to miss the mark in providing proper social support are likely to have deviant or withdrawing employees.

Salesperson Ambidexterity and Customer Satisfaction

Raj Agnihotri, PhD, Colin B. Gabler, PhD, Omar S. Itani, PhD, Fernando Jaramillo, PhD, and Michael T. Krush, PhD
To remain competitive, salespeople must provide excellent service while still reaching their sales quotas. When these two ideas converge, sales-service ambidexterity is achieved. But how can sales managers encourage their sales associates to reach this medium?

The Influence of Political Skill on Sales Outcomes

Jie Li, PhD, Gong Sun, PhD, and Zhiming Cheng, PhD
It is widely recognized that political skill enables employees to secure valuable resources within their own companies and to promote positive outcomes with customers. In this article, we examine the effect of political skill in the sales context and draw conclusions for real estate professionals.

Maximizing Your Social Media Marketing

Kevin Pettit, MBA Candidate
A strong social media presence is critical to cultivate relationships with potential clients and build credibility in the public eye. Effective use of social media platforms will help convert views into sales, retain those clients over long periods of time, and build a lasting business.

INSIDER: When—The Scientific Secrets of Perfect Timing

Clint Ratliff, MBA Candidate
In his book, When—The Scientific Secrets of Perfect Timing, Daniel H. Pink reaffirms the idea that “timing is everything” through anecdotal discourse and scientific research to impart a better understanding of how to find your perfect timing.

INSIDER: Sales Insanity

Jorge Trevino, MBA Candidate
As a sales person, you must always be ready to embrace the challenges that the selling environment poses in your professional life. In Sales Insanity, Cannon Thomas recounts unique sales blunders which highlight the importance of adapting to the ever-changing sales environment.

Gratitude in Buyer-Seller Relationships

Stephanie M. Mangus, PhD, Dora E. Bock, PhD, Eli Jones, PhD, and Judith Anne Garretson Folse, PhD
Gratitude has immense value to firms and is linked to increases in share of wallet, sales revenue, sales growth, and customer commitment. Our research shows how sales professionals can improve their relational outcomes with customers by fostering more grateful customers through their own expressions of gratitude.

Why People Like Where They Live

Robyn Driskell, PhD, Larry Lyon, PhD, and Brittany M. Fitz-Chapman, PhD
Community and individual-level factors affect the satisfaction a person derives from living in his or her community. How do we determine if a community is meeting the needs of the person, and how do we better prepare our communities, moving forward, to appeal to potential homeowners?

Strategic Personal Branding—And How It Pays Off

Deva Rangarajan, PhD, Betsy D. Gelb, PhD, and Amy Vandaveer
A well-defined and consistent personal brand can elevate agent recognition, generate leads, and build authority and credibility. It can also help agents develop a unique value proposition, identify target customers, and humanize marketing campaigns. Does your personal brand communicate the right message?

Valuable Virality

Ezgi Akpinar, PhD and Jonah Berger, PhD
Viral ad campaigns have become a necessity in the digital world. Our research examines the key factors driving valuable virality and shows how the sharing of an ad and brand evaluation of a product are dependent on ad content.

Judging a Book by Its... Online Reviews?

Pareezad Zarolia,PhD and Kateri McRae, PhD
In the simplest of transactions, the exchange of goods and services between a buyer and a seller develops a relationship that is dependent on trust. This study examines how direct and indirect impressions influence the development of trust in social relationships.

INSIDER: Why Women Buy

Courtney A. Harris, MBA
Research shows that women account for 85 percent of all consumer purchases and have $7 trillion in buying power. In Why Women Buy, Dawn Jones shares insights to provide sales professionals with a relevant and detailed guidebook for improving results with and meeting the needs of this powerful market.


Kevin Pettit, MBA Candidate
In Sales EQ, Jeb Blount explains that the emotional experience of buying is more important than any product, price, or feature. To be an effective sales person, it is necessary to approach people the way they buy rather than the way you sell, which requires high emotional intelligence and knowledge of how people make decisions.

Reducing Employee Cynicism and Time Theft Through Empowering Leadership

Natalia M. Lorinkova, PhD and Sara Jansen Perry, PhD
What kind of relationships do you have with those who report to you and with your own boss? We study these relationships in conjunction with empowering leadership to suggest that the better these relationships are, the better position leaders are in to positively influence their employees.

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