Service Marketing: Changing Practices over Time

This assignment provides an analysis of service marketing practices in real estate, highlighting the changes that have occurred over time. It discusses the shift from traditional marketing methods such as advertising in newspapers and magazines, to modern methods including social media platforms like Facebook, Pinterest, Instagram, and Meetup. The assignment also explores how lifestyle marketing has become a key aspect of real estate marketing, focusing on conveying the benefits of homeownership rather than just listing features. It references relevant studies and research papers, providing insights into the role of corporate real estate strategies and the importance of investment horizon in real estate decision-making.

Running head: SERVICE MARKETING
Service Marketing
Name of the Student
Name of the University
Author note

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A brief description of experience in Mark it up Event
‘Mark it up' can be defined as an Annual marketing conference which is held every year
at Vancouver Island University (VIU) situated in Nanaimo, BC. This event is hosted by the
students of the mentioned university. The chief purpose of the Mark It Up event is to help the
students to learn the secrets to success from various local successful entrepreneurs. This, in turn,
enables the students to enhance their communication as well as local networking skills. The
event provides an exclusive overview of industry trends, hands-on experiences and opportunities
that enable the students to land their dream career after graduation. Being a student, attending the
above mentioned event proved to be highly beneficial for me. The featured workshops helped me
to understand real time company challenges and hence I got the opportunity to solve and get a
hands-on marketing experience. Apart from gathering knowledge about the evolution of
marketing practices with time, I enjoyed the post event party and the encouraging behavior of the
featured presenters.
Changing marketing Practice over time
During the event, I gathered crucial knowledge about the changing marketing practices
associated with real Estate over time. There I learnt that marketing of real estate has changed
over time. In the beginning, the mentioned marketing field was dominated by advertising that
includes newspapers, magazines, postcards, letters and Television commercials. Companies used
to buy a portion of the newspaper or magazine in order to print the advertisement. Now a day
with the emergence of various social media platforms, promotion and marketing for real estate
has become easier as well as cost effective (Rehring, 2012). This process of marketing is known
as Traditional Marketing. In the 19th century, specifically between 150 and 1980, Real estate

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companies used to target consumers who exhibited similar characteristics that include age,
income, location, lifestyle and money. This is done to specifically target the consumers who
were supposed to be most likely to buy Real Estate (Hyder, 2016).
One of the most effective ways of Real Estate Marketing is Lifestyle Marketing. This
type of marketing involves linking the Real Estate with happiness, joy and peace in order to
encourage the consumers to buy the product. Agents are trained to focus the marketing on
conveying the various benefits consumers will experience while residing in the home instead of
putting emphasis on the features of the apartment. In this era of modernization, a majority of
real estate marketing companies use popular social media sites like Facebook, Pinterest,
Instagram, Turtlez and Meetup for promotion and marketing purposes. While Pinterest acts as an
effective media to gather buyer’s info and for renovations, Companies are able to post crucial
information as well as a lucrative advertisement in Facebook in order to attract consumers
(Gibler & Lindholm, 2012). Instagram on the other hand, acts as an advertising platform where
beautiful images of Real Estates are posted. The Meetup application helps the consumer to
directly meet with the agents for buying and selling purposes.

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Reference List
Gibler, K. M., & Lindholm, A. L. (2012). A test of corporate real estate strategies and operating
decisions in support of core business strategies. Journal of Property Research, 29(1), 25-
48.
Hyder, S. (2016). The zen of social media marketing: An easier way to build credibility, generate
buzz, and increase revenue. BenBella Books, Inc, 23-25
Rehring, C. (2012). Real Estate in a Mixed‐Asset Portfolio: The Role of the Investment
Horizon. Real Estate Economics, 40(1), 65-95.