市場(chǎng)營(yíng)銷(xiāo)是一個(gè)企劃與實(shí)施的過(guò)程，在這一過(guò)程中，對(duì)理念、產(chǎn)品和服務(wù)進(jìn)行創(chuàng)意、定價(jià)、促銷(xiāo)和推廣，目的是促成交易實(shí)現(xiàn)個(gè)人或者組織的目標(biāo)。本文旨在闡明應(yīng)用于房地產(chǎn)的營(yíng)銷(xiāo)理念，著重關(guān)注房地產(chǎn)市場(chǎng)專(zhuān)業(yè)人士的操作實(shí)務(wù)。
　　　
房地產(chǎn)經(jīng)紀(jì)人與房地產(chǎn)的買(mǎi)賣(mài)雙方進(jìn)行接洽。經(jīng)紀(jì)人需要從賣(mài)主那里得到房源信息。買(mǎi)方請(qǐng)房地產(chǎn)經(jīng)紀(jì)人代理而不是自己操辦的主要原因，一是需要經(jīng)紀(jì)人的專(zhuān)業(yè)協(xié)助；二是不愿意承擔(dān)風(fēng)險(xiǎn)。比如，許多賣(mài)家可能在定價(jià)上難以抉擇，或是在如何布置房子以便展示等問(wèn)題上需要專(zhuān)業(yè)意見(jiàn)。而在為買(mǎi)家申請(qǐng)抵押貸款或是與潛在購(gòu)買(mǎi)者聯(lián)系時(shí)，賣(mài)方也需要經(jīng)紀(jì)人的協(xié)助。
　　　
數(shù)據(jù)表明，那些自主交易的賣(mài)方往往并不成功。與那些通過(guò)中介機(jī)構(gòu)賣(mài)房的人相比，自己完成交易的售價(jià)一般較低，這可能由于賣(mài)方自身不擅于討價(jià)還價(jià)或是缺乏估價(jià)的技巧。潛在的購(gòu)買(mǎi)者可能不會(huì)將拒絕購(gòu)買(mǎi)物業(yè)的原因告訴業(yè)主，由此業(yè)主就得不到相關(guān)信息的反饋，而中介機(jī)構(gòu)則不然。有時(shí)這些反饋信息將有助于改進(jìn)物業(yè)未來(lái)的展示，如微小的粉刷磨損，家養(yǎng)寵物，或是其他因素都易于糾正，而（糾正后）房屋的狀況則大為改觀(guān)。經(jīng)紀(jì)人受過(guò)專(zhuān)業(yè)培訓(xùn)，能夠有效篩選潛在的購(gòu)買(mǎi)者，而自己賣(mài)房的賣(mài)方則可能會(huì)困擾于接待那些只是來(lái)參觀(guān)房子或是有意入屋行竊者的麻煩。最后，當(dāng)確定了購(gòu)買(mǎi)者，無(wú)經(jīng)驗(yàn)的賣(mài)方可能會(huì)簽訂一份無(wú)效或是缺乏抵抗?jié)撛陲L(fēng)險(xiǎn)能力的合同。調(diào)查表明大約六分之五的買(mǎi)房者在購(gòu)買(mǎi)過(guò)程中會(huì)與經(jīng)紀(jì)人合作。

Marking is the process of planning and executing the conception, pricing , promotion and distribution of ideas ,goods and services to create exchanges that satisfy individual and organizational objections. The objective of this article is to describe marketing concepts as they apply to real estate, looking especially at the practices covered by real estate professionals.

The real estate broker deals both with sellers and prospective buyers of real estate .The broker's relationship with the seller involves obtaining properties to list.The dominant reasont that home sellers turn to real estate brokers rather than trying to sell their property on their own are because they need technical assistance and are hesitant to take risks. Many have difficulty making a decision as to the price to ask and want advice in preparing their homes for showing.The seller also needs assistance in obtaining mortgages for prospective buyers and in making contact with potential buyers.

Statistics indicate that home owners who try to sell for themselves are often not successful. They also show that sales completed by the owners themselves often are at a lower price than with an agent, possibly due to the seller's lack of bargaining or appraisal skills. Since a prospective buyer may hesitate to tell a homeowner her reasons for rejecting the property, the owner may not get the feedback that an agent could obtain. Sometimes these comments can be used effectively to improve the property for future showing.Minor paint damage, pets in the house,or other factors can often be easily corrected and may make a significant difference. The agent is trained to screen prospective buyers, when the homeowner selling on her own would be subject to visits of people who are just looking or possibly even persons eva luating the house for future burglary. Finally, when a buyer is found, the inexperienced seller may execute an invalid contract that dose not protect against potential problem. Research indicates that about five out of fix home buyers come into contact with a broker in the buying process.