Quick Links: Return To Entrepreneur’s Resource Center

Extreme Measures: The Secret’s Out

Digital Library > Defining and Serving a Market > Public relations “Extreme Measures: The Secret’s Out”

High-end New York real-estate brokerages traditionally prize exclusivity of information. But Barbara Corcoran set her firm apart by making openness her marketing hook. She created The Corcoran Report, which compiles sales statistics on real-estate market behavior for reporters, providing accessible information in a business not known for its egalitarianism.

The Report cemented Corcoran Group’s credibility and established the firm as one of the city’s most successful. In 2001 Corcoran sold the firm for a reported $70 million; in 2002, sales totaled $4.2 billion.

Source: New York Times, Feb. 2, 2003

Related Articles...
Selecting Your Banker

Choosing the right bank and account manager makes it more likely that your company will get financing when it is needed for success and growth. Here are some selection tips.

Read More ...
Get Inside Your Customers' Heads and Then Watch the Sales Roll In

Digital Library > Defining and Serving a Market > Sales techniques “Get Inside Your Customers’ Heads and Then Watch the Sales Roll In” Customer-focused selling means you must get into your customers’ heads, finding out what they are thinking and why, and get your sales process in sync with your customers’ buying process. The Eight Roles of Selling The Student.

Read More ...
Shielding Your Personal Assets from Business Creditors

During startup — before most entrepreneurs have a healthy cash flow — small business owners can be crippled by the ever-present risk of claims against their assets by trade vendors, the landlord, the bank lender, and even personal injury plaintiffs. This article discusses some of the legal entities that can help business owners build a personal asset shield.

Read More ...