Profit-By-Publicity-By-Edward-Segal.Pdf
1 2 Profit by Publicity The How-to Reference Guide for Real Estate Agents and Brokers By Edward Segal Chief Executive Officer and Communications Director of the Marin Association of REALTORS® Copyright © 2007 by Edward Segal and the Marin Association of REALTORS® All Rights Reserved DEDICATION To my friends and colleagues at the Marin Association of REALTORS® - the adventure continues! 3 ACKNOWLEDGEMENTS Writing this book was a solitary task, but preparing the manuscript for publication was a team effort. I want to thank the following leaders and members of the Marin Association of REALTORS® for taking time out of their busy professional lives to review the draft manuscript and offer their valuable insights, perspectives and recommendations: Kathy Schlegel, Jack Wilkinson, Kay Moore, Valerie Castellana, Kate Hamilton, Roberta Di- Prete, Jack McLaughlin, Kevin Patsel, Katie Beacock, Barry Crotty, Kathleen Hilken, John Zeiter, Steve Dickason, John Truong, Arundel Burrell, and Levi Swift. Their thoughtful comments helped ensure that this book will meet and exceed the expectations of their colleagues in the real estate profession. My grateful appreciation goes to Nancy Kervin for her research and proofreading skills, and amazing ability to find needles in haystacks; to Arnold Sanow for his moral support; to my literary agent Michael Larsen for his diligent efforts and wise counsel over the years; and to Caren Callahan for her legal prowess. Last but certainly not least, I want to thank my wife, Pamela Segal. Her advice and counsel helps make me a better writer and helped make this a better book. 4 CONTENTS Acknowledgements Introduction Part I Prepare Your Roadmap If You Don’t Know Where You’re Going, You’ll Never Know if You Get There Chapter 1 The Benefits and Advantages of Publicity What’s In It for You The benefits and advantages of publicity, and how it has helped real estate professionals establish their reputation, generate more leads, obtain more listings and sell more properties.
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