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Brokers Try Sports Sponsorships

Sports sponsorships can be an expensive but effective way to market.

(Boonton, NJ, May 4, 2017) — On yard signs in the Dallas area, Century 21 Judge Fite signs sport the iconic star of the NFL’s Cowboys.

At the spring training home of the Baltimore Orioles, agents from Michael Saunders & Co. staff a booth aimed at pitching properties to out-of-state visitors.

And at the arena of the Pittsburgh Penguins, hockey fans see signs touting Northwood Realty.

After a half-decade of retrenchment following the housing crash, real estate brokers once again are investing in high-dollar sponsorship deals with pro teams. Amid intensifying competition for agents and clients, aligning with a big-league team can add credibility to a company’s marketing pitch.

"The biggest advantage is a connection to the community, and greater relevance in a particular market," says Scott Becher, a sports marketing consultant. But costs can vary widely, Becher says, depending on what’s included in a sponsorship deal.

He offers one caution: You shouldn’t expect that because you’re a sponsor, your agents will land listings when millionaire players sell their mansions.

Information on these big ticket sponsorship deals as well as the benefits of sponsoring local rec teams appear in the May issue of Real Estate Broker’s Insider newsletter.

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