外文翻譯--房地產營銷(編輯修改稿)

　

【文章內容簡介】 s name advertising. Since potential buyers are interested in uptotheminute information on available property, the daily newspaper serves the broker well. Sunday newspaper tend to carry a greater number of listings, since the local potential buyers often have more leisure time to carry out their search on Sunday. In addition, outoftown buyers often look for real estate on weekends. Other advertising media suitable for real estate brokers39。 ads are magazines, radio television, outdoor signs, booklets, home shows, and other displays. Industrial properties, rural estate, farm, or unusual properties are often advertised in nationally distributed specialty or trade magazines that reach particular groups of readers. Whereas newspapers have a short life, magazines often lie around and are read over a period of months in libraries, waiting rooms, and so forth. Signs, booklets, and display are primarily intended to bring the broker39。s name before the public. Real estate advertising is often positioned to provide notice to people who visit specific places such as motels, restaurants, or personnel departments of local industries. Some brokers maintain connections with a referral work of brokers in other cities to get contacts with potential buyers before their families actually visit the munity. Billboards, bus signs, and signs on real estate offices are mon ways to reach the public. For Sale and Sold signs on listed properties properties are one of the best means of providing name advertising. These signs provide name advertising for the broker, as well as specific advertising for the individual house. Some munities have passed laws prohibiting Sold and/or For Sale signs on homes. The arguments for these laws have been based on the concepts of detracting from appeatance and preventing panic selling. A Baltimore city sign ban was challenged in court. In 1981 the United States Supreme Court let stand a lower court ruling that the city39。s sign ban was unconstitutional. Buyers (1)Sources of Buyer Real estate brokers seek potential buyers from a number of sources. People moving to the area from other places,usually as a result of a change in job, provide an important source. Although advertising in local newspapers and listing in the yellow pages provide some contact with these people, many brokers count upon referrals through pany personnel departments, banks, and others. Some brokers also have arrangements with brokers in other cities. People selling their homes in one city provide early contacts when they let their broker know of their plans to move to another particular city. (2)Qualifying Prospective Buyers Prospective buyers for real estate can be grouped into three categories: a. those who need a place to live。 b. those who prefer a place different from their present 。 who are looking but not yet seriously interested. The constraints and motivations of buye