市場營銷是一個企劃與實施的過程，在這一過程中，對理念、產(chǎn)品和服務(wù)進(jìn)行創(chuàng)意、定價、促銷和推廣，目的是促成交易實現(xiàn)個人或者組織的目標(biāo)。本文旨在闡明應(yīng)用于房地產(chǎn)的營銷理念，著重關(guān)注房地產(chǎn)市場專業(yè)人士的操作實務(wù)。
　　　
房地產(chǎn)經(jīng)紀(jì)人與房地產(chǎn)的買賣雙方進(jìn)行接洽。經(jīng)紀(jì)人需要從賣主那里得到房源信息。買方請房地產(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)人的專業(yè)協(xié)助；二是不愿意承擔(dān)風(fēng)險。比如，許多賣家可能在定價上難以抉擇，或是在如何布置房子以便展示等問題上需要專業(yè)意見。而在為買家申請抵押貸款或是與潛在購買者聯(lián)系時，賣方也需要經(jīng)紀(jì)人的協(xié)助。
　　　
數(shù)據(jù)表明，那些自主交易的賣方往往并不成功。與那些通過中介機(jī)構(gòu)賣房的人相比，自己完成交易的售價一般較低，這可能由于賣方自身不擅于討價還價或是缺乏估價的技巧。潛在的購買者可能不會將拒絕購買物業(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。有時這些反饋信息將有助于改進(jìn)物業(yè)未來的展示，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。經(jīng)紀(jì)人受過專業(yè)培訓(xùn)，能夠有效篩選潛在的購買者，而自己賣房的賣方則可能會困擾于接待那些只是來參觀房子或是有意入屋行竊者的麻煩。最后，當(dāng)確定了購買者，無經(jīng)驗的賣方可能會簽訂一份無效或是缺乏抵抗?jié)撛陲L(fēng)險能力的合同。調(diào)查表明大約六分之五的買房者在購買過程中會與經(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.