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The 10 Immutable Laws of Condominium Marketing

With more than three decades of marketing condominiums, I feel as though I can speak with some degree of authority on the subject.  However, this is not a testament to what I’ve done right all of those years, but a function of all the things that I’ve done wrong and, hopefully, learned from along the […]

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Public Relations and Real Estate Marketing

Is It Worth It?  Can’t I Do It Myself?  And Who Is Lisa Nickerson? There are always questions surrounding the allocation of multi-family project funds for Public Relations. Is it necessary?  How has Public Relations been impacted by web-based marketing? This blog will address these important questions and, in doing so, will explore the value of […]

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3 Multifamily Marketing Lessons from the 2011 Boston Red Sox

The unexpected self-immolation of this year’s version of the Boston Red Sox can teach us some important lessons that translate to a basic primer on multifamily marketing.  The 2011 Sox, considered by some people at the beginning of the season as “the best team ever,” lost first place, dropped to third place, and gave away […]

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Multifamily Marketing Companies Struggle to Stay Relevant

With the current spate of multifamily apartment projects either making their way through the permitting stage or set to break ground, the area’s leading multifamily marketing companies are trying to switch gears.  For years, these companies have focused on condominium marketing and sales, but with the condominium market currently floundering compared to the halcyon days […]

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6 Marketing Lessons From Roxanne The Bulldog

Everyone loves his or her dog, but it’s rare to have one that is clearly a marketing genius.  Roxanne the Bulldog is just such an expert when it comes to condominium marketing and it gives me great pleasure to pass along some of the lessons in multifamily marketing that she has taught me over the […]

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The Final 5 Immutable Laws of Condominium Marketing

For those of you who follow these kinds of things, I recently posted a blog called 5 IMMUTABLE LAWS OF CONDOMINIUM MARKETING.  These included the following: Pre-Sales Are Your Friend Your Pricing Strategy Will Make Or Break Your Project Overlook Product Differentiation At Your Own Peril Local Brokers Are Your Best Friend Or Your Worst Enemy […]

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5 Immutable Laws of Condominium Marketing

With more than three decades of marketing condominiums, I feel as though I can speak with some degree of authority on the subject.  However, this is not a testament to what I’ve done right all of those years, but a function of all the things that I’ve done wrong and, hopefully, learned from along the […]

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The Sunday Boston Globe Real Estate Section

Where did you go….and are you coming back? Every Sunday morning, I turn immediately to the Boston Globe Sports Section.  While I appreciate the excellent coverage on a wide variety of sports (kudos especially to Dan Shaughnessy), this procedure, at one time, did not reflect my usual protocol for tearing into The Sunday Globe. Up […]

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Igniting IGNITION: Starting a Multifamily Marketing Company

At the ripe old age of 67, after marketing my own residential development projects, I am in the midst of starting a multi-family marketing company to provide services to other developers.  In an odd kind of way, it’s invigorating to be starting anything at this age, but this is something that I’ve been thinking about […]

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Product Differentiation for Multifamily Developments

What is it?  Why and when is it important in multi-family marketing? To quote no less a source than Investopedia, Product Differentiation can be defined as: A marketing process that showcases the differences between products. Product differentiation looks to make a product more attractive by contrasting its unique qualities with other competing products. Successful Product differentiation creates a […]

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