How direct marketing is revolutionizing an industry: residential real estate in the USA

Abstract

Purpose

This paper seeks to discuss the history of real estate marketing in the USA and to assess the future impact of direct marketing on that country's real estate set‐up.

Design/methodology/approach

The paper chronicles the history of real estate marketing in the USA and describes the present situation vis‐à‐vis direct marketing.

Findings

The paper finds that home buyers prefer online direct marketing to the traditional process of physical involvement and personal inspection.

Originality/value

The paper promotes the advantages of direct marketing as the future of residential real estate in that it offers lower prices, direct participation in the process and better access to information.

Citation

Keillor, R.D. (2007), "How direct marketing is revolutionizing an industry: residential real estate in the USA", Direct Marketing: An International Journal, Vol. 1 No. 3, pp. 172-175. https://doi.org/10.1108/17505930710779342