I believe in the power of reinvention.
If You Could Be a Brand . . .
Many businesses modify their brand to keep up
with ever-changing consumer
needs. Walgreens says its stores
are “at the corner of happy and
healthy.” That’s clever since the
company’s site-selection strat-
egy is to have stores located on
the heaviest-tra;cked corners.
And it appeals to the masses:
Who doesn’t want to be happy
and healthy, right?;
Above: Guest Editor Mary Wallace with
MORE ONLINE Guest editor Mary Wallace talks about her painful first year in business and stunning turnaround at RealtorMag.REALTOR.org.
Coldwell Banker in Oak Lawn, Ill., right, with
Editor in Chief Stacey Moncrie;.
The changes we’ve expe-
rienced in real estate over the
last several years have created
numerous possibilities for re-
framing our business models
and brand. Even the best of us
can’t begin to o;er everything in terms of the vari-
ous specialties within real estate—estate sales, short
sales, luxury sales, commercial, foreclosures, leasing.
But we can follow the advice in this issue’s personal
branding story (page 28) to focus on our skills.;
Search for Turnaround.
My brand came about haphazardly. In college, I
knew I wanted to be a community counselor. “Mary
Listens” came to mind, and I bought the domain
name. This catchphrase came in handy when I was
running for local o;ce, and then I used it when cre-
ating my real estate Web site in 2005. People prob-
ably don’t use my professional services just because
my Web site is MaryListens.com or because my e-mail
is MaryListens@gmail.com, but it’s easy to remember
and a good conversation starter. It gives me the op-
portunity to tell clients that I have a master’s degree
in psychology and that my business is built around
determining clients’ individual needs.
REALTOR® MAGAZINE , print and online, is REALTORS®’ best source of information on how to achieve business success. The magazine and Web site advance
real estate industry best practices, bring expert insights to significant trends, and provide REALTORS® with timely decision-making tools on business purchases and strategies.
Publisher Pamela Geurds Kabati
NATIONAL ADVERTISING SALES
Vice President, Editor in Chief Stacey Moncrie;
Manager, Creative & Design Julie Fournier
Manager, Multimedia Communications Robert Freedman
Managing Editor Wendy Cole
Senior Editor Erica Christo;er
Designer Isabella Mathews
Copy Editor Bob Soron
Online Visual Designer Elizabeth Siuta
Multimedia Web Producer Meg White
General Manager Kathleen Marusarz
Advertising Sales Associate Jill Powers
Advertising Sales Administrator Alvin Pulley
Publications Assistant Wilma Gonzalez
GOOD NEIGHBOR AWARDS
Manager Sara Pullan Geimer
YOUNG PROFESSIONALS NETWORK
Manager Robert Reuter
MID WES T & NORTHEAS T Zack Buchanan, National Account Executive; 717-505-9701, ext.191; zack.buchanan@the YGSgroup.com
SOU TH Bob Jameson, National Account Executive; 972-669-1663; bob@j wwinc.com
WES T Jim Führer, National Account Executive; 503-227-1381; jim.fuhrer@the YGSgroup.com
CLASSIFIED SALES Matt Crist, Media Sales Account Coordinator; 800-501-9571, ext.116; matt.crist@the YGSgroup.com
CONTACT THE MAGAZINE
430 N. Michigan Ave., Chicago, IL 60611–4087
500 New Jersey Ave. N.W., Washington, DC 20001–2020
Phone: 800-874-6500; Fax: 312-329-5978
Editorial e-mail & writer’s guidelines: email@example.com
Advertising e-mail: firstname.lastname@example.org
Web site: RealtorMag.REALTOR.org
Phone: 800-874-6500; Fax: 312-329-1467
REPRINTS (100 or more)
The YGS Group
Phone: 717-399-1900, ext. 162; Fax: 717-399-8900
At REALTOR.org click My Account (top right), then Change your
information in the National REALTOR® Database System (login
required). No Internet access? Please contact your local board.