Tricks
About four years after the publication of the ten cardinal sins when dealing with the media, Dr. Zitelmann went back to identify other shortcomings in the companies' handling of the media. Again, the item appeared in IMMOBILIEN MANAGER.
10+10 cardinal sins when dealing with the media
About four years after the publication of the ten cardinal sins when dealing with the media, Dr. Zitelmann went back to identify other shortcomings in the companies' handling of the media. Again, the item appeared in IMMOBILIEN MANAGER.
10 cardinal sins of copywriting
Copywriting is not the principal task of fund initiators, brokers, developers, sales organisations or real estate companies. Yet texts are needed and used all the time: for mailing, prospectuses, exposÈs, press releases, statements of account, image brochures, topical brochures, etc. Many of these texts fall short of the intented effect because certain basics of composition have been ignored when drafting them. Naturally, these principles do not just apply to the effective copywriting for real estate companies or real estate products yet this is one area where they are most consistenly violated.
Crises Communication
Crisis Communication in the Real Estate Business
by Dr. Rainer Zitelmann
Zitelmanns Marketing Columns
More often than not, the marketing done in the real estate and fund industry still hopelessly lags behind that of other industries. This may have to do with the fact that real estate and fund products were primarily sold through arguments such as "tax savings," "inflation hedging" and "increase in value" for many decades. However, the tax benefits suffered considerable cuts in recent years, while inflation does not seem to be much of an issue anymore, and the prospects of future increases in value appear to be limited at best. It is all the more important then to assign real estate und fund industry marketing the same status it has enjoyed in other industries for quite some time.
Dr. ZitelmannPB. GmbH advises real estate and fund companies in regard to their corporate and product marketing. In doing so, we pursue our very own philosophy, which was regularly set forth in IMMOBILIEN PROFI magazine under the heading "Zitelmann's Marketing Column."