Have you ever thought about corporate internet marketing strategy? With the attention that “offline gold” and “cash cow” kinds of techniques have received lately, it is worth thinking about the differences between what an internet marketer who is selling ebooks and affiliate products does and what a bricks and mortar business needs on the internet. Hence, this article on corporate internet marketing strategy.

When you are selling an ebook, you may be hiding behind a pen name. You will rarely meet the people who you sell the products to in person. The anonymity of the internet is one of the reasons that many marketers get into this business.

A bricks and mortar business, on the other hand, needs a sophisticated corporate internet marketing strategy. They actually provide the services or products to their customers. They may even know their customers by name. The things we as internet marketers do to generate sales don’t always work offline.

For instance, we have heard over and over things like “it doesn’t have to be perfect, just get it up there,” and “you’re 10th grade English teacher doesn’t have to approve the article, just get it done.” With businesses, though, these things do matter. You may even have to sacrifice SEO best practices to help the company preserve their corporate image.

Speaking of corporate image, corporate internet marketing strategy demands that we think about how “pretty” a web page is. As online marketers, we know that some things distract from the sales process. Often “ugly” pages are the most effective. But, because businesses worry about both branding and Return on Investment, there is a balance to be considered with offline businesses.

Finally, most offline businesspeople have to work in their businesses and they don’t have time to learn about all of this “internet marketing stuff.” When you suggest to them that they add an “autoresponder,” they’ll look at you with a blank face. You have to explain things quickly and in language they can understand. Many of these business owners will have rarely surfed the internet themselves and have no idea what can and cannot be done. They’ve been told that they have to have a website in today’s economy, so they hire you. They don’t know what Search Engine Optimization is, and if you try to explain it, they still won’t get it. To some extent, you have to ask them to trust you to make the decisions as to what corporate internet marketing strategy to pursue.

In sum, you should know that building an online business and making a business of building websites for businesses are somewhat different animals. As such, there are specific things you have to learn about corporate internet marketing strategy.

Branding is easier said than done. Advertising gurus the world over are still mulling over what exactly defines branding. Why does one brand score over others and why does one fail to generate customer confidence despite everything going supposedly right for it?

Is it the logo?

Is it the color?

Is it the design of your ads, your brochures, the packaging of your products/services, the look of your corporate office, etc?

Or is it the promise that a particular product or service conveys – the promise of quality, authenticity and credibility?

Hmm…….actually it is a combination of all this. But primarily, it is the 4th point which matters most – the promise! Why is it that some products or companies are able to build up high brand recall and brand loyalty in the minds of their customers?

Whereas for some others, no amount of big budget advertising and marketing expenditure can help register their product as a brand people may keep coming back to?

Quality + Marketing = Winner

It really depends on two vital things – one, the quality of your product/service and two, the promotional and marketing mix you develop to reach out to your customers.

First and foremost, if you have a good quality product with great performance, coupled with warranties and the right kind of value for money, you have the arms required to win the war. That’s step one.

Now for the ammunition, that is the promotional mix that will position it as a brand that assures reliability. It is not enough to have a slick-looking logo, a trendy color combination, a visually appealing packaging and some hip ads splashed all over the TV channels, newspapers and the internet to win over the customer.

You must first know, what exactly is required to build up brand equity for your product. As an internet guru explains, a brand is like the cherry on top of an ice-cream pie where it conveys the brand’s promise. In fact, how you brand your corporate identity goes a long way in establishing your product/service in customer conscience.

While the ice-cream scoops stand for your products and services, the apples represent your corporate environment and crust in the pie is actually your systems and how effectively they work and respond to customers.

How does a brand convey its promise?

That’s actually quite an interesting way to look at branding. This promise of the brand is conveyed through quite a few factors:

• the product’s reputation (the company’s own reputation also goes a long way here),
• its experience (particularly if the product has been in the market for some time – a perfect material for viral marketing),
• the product’s name – a catchy, easy to remember name helps
• its logo – though innocuous looking, a logo is a stamp of authority
• its positioning in the market and accordingly its pricing
• news and reviews about it – the web 2.0 world is all about sharing notes, information and experiences through social networking sites and what is written about has become vitally important
• advertising – a good tag line or slogan can race into public memory
• marketing collateral – depends upon your product/service and what media suits it best such as flyers, sales letters, direct mailers, and so on)

Developing a promotional mix depends on the character or features of the product/service. For instance for some products/services may just need a direct marketing campaign and not TVCs or print ads at all, such as home-based businesses.

Or some such as debt management services may bank on a well done corporate video production to create a brand presence

After you go through a sales session with a customer, wether you sell them a product or not, follow up with them. Otherwise, your time was all but wasted.

Every part of a sales process from the initial contact, to the presentation of the product, to the final step, following up, are all equally important.

The following up process is an important element of the sales process for many key reasons, here are just a few:

1. Following up makes your customers feel important.

When a customer walks into your office, or calls you on the telephone, they do not want to be thought of as a statistic. They want to be treated as though they are the only customer you have.

By following up after your initial contact, it tells the customer that you are serious about doing business with them.

They will appreciate the phone call, and this will be a clear message to them that they weren’t just another sale on your way to meeting your goal.

2. Following up with your customer shows that you care.

Another reason to follow up with your customer is to find out how they are doing, and how their new product is benefitting them.

Ask questions about the product and the experience they have had with you and your company.

It is always good to get feedback, good and bad. This way you can correct anything that your customer was not happy with, learn from your mistake, and be sure not to let it happen again with your next customer.

If their feedback is negative or they just are not happy with the product, find out their reasons, be empathetic, and try to resolve the problem as best you can.

3. Follow up with your customer for more sales opportunities.

After your initial meeting with your customer, one of two things happened. Either you got the sale, or your customer left still undecided.

If you got the sale, following up with your customer is important for reasons stated in number two, and also, you now have an opportunity to up-sell. While they are on the phone, ask for permission to go over some of your other products you believe they may be interested in.

If your customer left you still undecided, than this is the perfect opportunity to see if they have come to a decision. If they haven’t, ask if there is anything they would like you to go over again, or, if they thought of any more questions they would like to ask.

A final note . . .

Before a customer leaves your desk or hangs up the phone, make your customer aware of your intentions to follow up with them. If your sales session went well, this should not be a problem.

Following up with your customers is a great opportunity to keep in contact with them, and there is no law that says you can’t follow up more than once.

The more you stay in contact with your customers, the stronger your relationship with them becomes. The stronger the relationship, the more business and referrals you can expect from them. So follow up, Always.

This article may be reproduced by anyone at any time, as long as the authors name and reference links are kept in tact and active.

I will so trust that what is deep is holy, that I will do strongly before the sun and the moon whatever inly rejoices me and the heart appoints. ~Ralph Waldo Emerson

Each day, are you becoming more of yourself? At first an awkward question. Yet, as I continue to read and discover more about the mind/body model of wellness, it appears the pursuit of being “well” expands as we continue on the road to self-wholeness. Think of it this way, according to the mind/body model of wellness, we are in a constant process of becoming “whole” as we learn to become more and more of ourselves.

With this said, if you are not even sure where you are on this continuum or if you need a push in the right direction, in this article we’ll discuss how to both uncover your wellness potential, as well as three ways to get you on the road to wholeness.

Step One: Create Your Loves List

Discovering your wellness potential begins by discovering yourself. To begin, make what authors of The Wellness Book, Dr. Herbert Benson and Eileen M. Stuart, call your “10 Loves List.” This is easy to do. Simply, choose 10 things in your life you love to do that does not involve risking your physical or emotional health. Next, rate these items in terms of importance and decide if you’ve been spending enough time doing them. No need to think deeply on this. To make things simple, jot down your first instincts.

For example, my list looks like this:

write, read, exercise, meditate/journal/listen to music, listen to guided imagery tapes, watch movies, pet my cat, spend time with friends and family and make jewelry.

Step Two: Uncover Your Missing Pieces And Create A Long-Term Goal

Next, decide what images this exercise brings up for you. If the premise of wellness is re-membering our missing pieces to create wholeness, what activities are you missing in your life or not doing enough of? I think you will find your mind and heart will provide the answer to this question. Now, ask yourself how you can change your life to include more of what’s missing?

From this jumping off point you should now be able to create a long term goal. This goal should be something that is challenging enough to be exciting, yet not troublesome enough to burden you. It should also be a goal you feel you can accomplish within a year’s time.

I think you will find that this list conjures up the notion that you can continue to expand by bringing forward what you consider your gifts to the world. For example, as I examine my list, I realize, my long term goal (based on what I consider my greatest contribution to the world) would be to write, edit and publish an new book. With this in mind, take a look at your list and decide what you can contribute.

Step Three: Create Monthly Short Term Goals And Begin To Re-Member Yourself

Next create a month’s worth of short term goals, based on your time constraints. To make things easier, short term goals are defined as “specific, realistic, measurable and behavior oriented.” Here’s an example based on my goal of writing: I will write 5 pages of my book each day, 5 days each week.

After you’ve defined your short term goals, make a commitment to them. If you need, create a contract with yourself, sign it, date it and put it in an envelope. Plan to revisit this goal chart again at the end of the month. This is a simple, yet effective exercise based on the idea that it only takes 21 days to crate a habit. Moreover, if you are consistent in working your way through a month of short-term goals chances are you will be successful in reaching your longer goal.

In Conclusion:

Each month continue to renew and recommit to your long term goal by retooling your short term goals as you move along. Also continue to re-explore your “List of Loves” and see where you can apply them into your life. I think you will find, what you focus on expands and you will create more space for in your life. As a result, it is my wish that you will then be on your way to re-membering all the lost pieces of yourself. Remember: This is the path of a lifetime, and is the call for us always to be true to ourselves and ourselves only. For in the words of Ralph Waldo Emerson:

“You will always find those who think they know what is your duty better than you know it. It is easy in the world to live after the world’s opinion; it is easy in solitude to live after our own; but the great man is he who in the midst of the crowd keeps with perfect sweetness the independence of solitude.”

At a certain point our lives don’t change much. We’re moving around on automatic pilot and don’t notice the sameness that has taken over—sometimes for many years. We’ve gotten used to very little occurring in our lives beyond our daily routine, and many people become comfortable with that, or just accept it. Somewhere along the way our lives got stale. We’re stuck in a rut. But don’t despair; being in control of your own life is being in control of your wellness!

More and more people are regaining control of their lives and changing their futures. They’re setting goals and reaching them, they’re feeling better, being happier, getting healthier and spending more time and energy on what matters to them. Their outlook on life has improved dramatically.

As you know, the concept of wellness covers a broad range—with different definitions depending on where you look. But for starters, let’s use the following—wellness is the belief that improvement is possible throughout our lives. We’re continuously seeking information on how we can improve. We’re choosing options and making decisions that support our best interests. Everything we think, feel and believe impacts our whole being. You are in command of all aspects of your life—physical, career, relationships, finances, spiritual, environment, and emotional well-being, and so on. You can break free and take charge of your life. Try these simple ways to discover how you can start moving towards taking control of your life and wellness.

1. Turn lack of time into more time.
“I don’t have the time,” that’s what John, a corporate attorney, constantly told himself and others. He knew he wasn’t alone. Lack of time was a concern for nearly every person he knew. John really wanted to be happier and healthier, but he just didn’t have free time to date, visit family, exercise, or any of the other things that made him happy. When John decided he had to take control of his wellness, the first thing he did was regain ownership of his time. He examined how he spent his time on an average day. By jotting down his daily activities and realigning his priorities, John found opportunities to include the things he really cared about in his daily life.

2. Reclaim your energy.
Megan, a wife, mom and marketing executive, was always tired. She had no energy to meet the demands of her job, do housework, run errands, cook, take care of her children, or the other priorities that made up her day. Megan desperately needed to reclaim her energy—but instead, she let people drain it, steal it and suck it away. To begin, Megan examined the areas of her life that needed more attention and focus. She also drew new boundaries to protect herself, by declaring what she would and wouldn’t allow. Instead of working 12 hours, Megan cut her workday to no more than nine hours. She stuck to her plan, reclaimed her energy, and is there for her family and job with a new, revitalized energy.

3. Make lasting changes.
“Our resistance to making lasting changes is innate,” says Jeff, a mortgage loan officer. “It’s such a big challenge for everybody.” He constantly told himself that his inner resistance to making changes would stay with him forever. Jeff’s first step was to recognize that resistance is always the initial barrier to making changes. For example, losing the 70 pounds his doctor recommended would offset having to take daily medication for his Type II diabetes. Jeff started by being open to seeing the positive side of change—i.e., first making a decision to change, and then enlisting help in doing so. He joined the YMCA, and now participates in Tai Chi and walks five days a week. He’s also met with a nutritionist who has helped him gain a better understanding of what to eat in order to maintain his overall health and well-being. Jeff has lost 30 pounds and continues to maintain a healthy, balanced diet.

4. Set boundaries around your life.
What’s one of the shortest words—yet so difficult for many people to utter? If you guessed “No,” you’re right on the money. Sidney, a customer service supervisor was so afraid of saying no that when someone asked her to do something, she felt queasy inside because she wanted to say no, but felt uncomfortable actually doing it. The first thing she needed to do was learn her limits. She realized that learning to say no to the things that she didn’t want to do would help her reduce the stress of excessive demands on her time and energy. Sidney could say no in a way that was comfortable to her, yet respectful to the other person. Many people believe when someone makes a request of you, you must say yes, but saying no isn’t that horrible! When Sidney began saying no, it changed her whole life; she found her “to do” list shrinking. She recognized that it was her choice to either overload her schedule or only accept requests to do something when she wanted to.

5. Take excellent care of yourself.
Eden, an emergency room specialist, wanted to improve her quality of life. She was bored with her daily routine, and her social life was nonexistent. Eden began making changes for the better by putting her needs first. She focused on what she wanted, instead of others’ desires. She began scheduling two social activities on her calendar each month, in order to create a social life. Eden never really enjoyed living in the suburbs, but she was close to her job. She put together an action plan for re-inventing her life. The first thing she did was sell her house in the suburbs and move to a more urban environment in which she always dreamed. She could walk to quaint café’s, visit bookstores, shops and attend local festivals and art fairs right in her neighborhood. She started networking and began to meet new people on a regular basis. Eden’s life has become more satisfying and fulfilling.

It’s certainly a personal choice to get on the road to feeling better, being happier and getting healthier. It’s a choice you should consider making. For those of you reading this article, I challenge you to take a few moments to assess how you’re feeling. How’s your energy level? How much “me” time do you take on a daily basis? How’s your overall self-care? Consider how much better you know you could be with some effort, commitment, and support. Now is the time to make time in your schedule for you.

By now you know that Real Estate is a hot business. There is a lot of talk about people who have made a lot of money in the Real Estate business.

There is a lot of money that can be made by buying and selling property, but there are some important things that you need to understand before just venturing into this as a business. One of the first things you should know is that flipping a home is not always an easy task. You need to first understand the market in the area that you are considering purchasing the houses. What type of home sells best in that town? What are the bad areas of the town, and what are the good? Where is crime highest? What is the total population? What are some of the major job providers in the area? By answering some of these questions you can determine if buying homes to flip in the area your looking at is a wise decision or not. Demographics are very important in the housing market.

Buying a home in an area that has no major industry where people can lose jobs or are seasonal workers you may end up holding a house for far too long and thus loosing money on a business venture that should have brought in a very good profit otherwise. Understanding the market will help you be able to find the best deals in the market. This will help you to be able to purchase the house at the best possible price and allow you to invest the least amount of money while still making a profit.

Finding a home that has no structural damage and mostly cosmetic fixers like paint and landscaping, or minor updating to kitchens and bathrooms will allow you to invest the least amount of money possible but offer a higher profit margin. Doing research in the area to find out what other houses in the area are selling for will also help you to understand if you are getting a fair deal on the purchase of the house and what kind of mark up you can expect after doing your changes to the property and reselling it. You will also need to make sure that you understand the price cap in the community for which you want to flip homes. This can be tricky because many people always want the newest and the best stuff but putting to much money into your flip can cause you to loose that money instead of recouping it when you sell.

Real estate can be a way to make a large sum of money quickly but it is a lot of hard work. You either have to have the money to invest and higher people to help you get the job done quickly, or you have to put a lot of hard manual labor into the project yourself to get the job done. It is not an easy home based business but it is one that can be profitable if you are able to find the right project to take on.

Do you know how to take advantage of the Law of Attraction when setting your goals? Many people are unsure if they should be too specific when they set their goals, especially after watching films like “The Secret”. This documentary style movie states that you should allow the Universe to bring you your desires and not be too hung-up on the ‘how-tos’ or ‘from-wheres’. “The Universe knows the best way” is its ethos. So how does goal-setting fit into the attraction process?

Let me explain.

Anyone who has studied the tried-and-tested approach to goal setting knows that you should include specific details; in fact they know that you should be as specific as possible. These specifics include completion date, plan for achievement or stepping-stone goals and highly specific details of the goal itself. For example, you may set a goal to have an increase in turn-over of $10,000 by the end of the quarter. You immediately devise a plan to increase sales and being to build your goal-steps setting smaller goals that will lead to the attainment of your desired outcome. So how does this fit into “The Universe knows the best way” approach offered by most law of attraction experts?

Well it’s really very simple. The Law of Attraction is always responding to your personal vibration. Your vibration is affected by what you think and how you feel. So if you get specific in your goal and even set time-limits for specific tasks then the Law of Attraction is responding to those thoughts and the feelings associated with them. By staying focused on your desired outcome and feeling positive about its completion and attainment you are super-charging your Law of Attraction actions. As long as you don’t feel negative about your goal, or the plan you have devised, goal-setting like this can be very powerful.

However, if you set your aims too high, or make your goals unrealistic, then the Law of Attraction will work against you! You feel overwhelmed, doubtful and stressed. The Law will respond to this and your attraction vibration will be the opposite of what you want. By over-stretching yourself you will get negative thoughts and feelings about your goal. But by setting realistic goals, that do still stretch you, you can fully utilize the Law of Attraction to your advantage.

One key element of the Law of Attraction is that you always get more of what you focus on. Placing your attention on certain things consistently makes them grow and expand. So, by setting goals and working a plan to achieve it you are actually focusing your energy, thoughts and emotions towards that of the desired objective. By having set time-limits for the achievement of each step of your goal and the goal itself your thoughts, energy and feelings are also focused in that direction. Thus you are following one of the fundamental rules of the Law of Attraction – what you put our attention on expands.

The key is to always remain focused on the goal itself and not on the lack of it! You must also ensure you do not get frustrated if it appears that you may not reach your goal in the time-limit you specified. These are draw-backs of goal-setting as far as the Law of Attraction is concerned. However, they can be over-come.

Set realistic easily managed goals at first. Once you become proficient at goal-achievement you can start to stretch yourself a little more each time. As you begin to see overwhelming evidence that the Law of Attraction exists and that it is working in your favour you will be able to set you goals higher and bigger until there is nothing you cannot achieve.

Just always be aware that while you are pursuing your goal every positive thought and feeling you have about it is attracting more things to you that will help you achieve it!

One thing that many people do not realize is that learning to invest in real estate is a process. They don’t realize that because they often only see the end result – a prosperous person with a Midas Touch, or a person who always finds themselves in an avalanche of great deals. They think the person is simply lucky.

Someone who has truly begun their own real estate journey knows, however, that these successful investors are utilizing a skill they have developed over time. Perhaps they have developed a knack for being in the right place at the right time, and in a sense that is indeed luck. However, that seeming luck developed over years of learning. These investors learned where to go so that deals could find them.

It’s like considering a hunter lucky because he tends to find deer in the woods, while you never see any in the city. The hunter is lucky because he knows he has to go to the forest if he wants to find deer. It’s mindbogglingly simple when you really think about it.

Ken McElroy, who wrote “The ABCs of Investing,” one of the Rich Dad book series, said that, if you begin to do the things that investors do, you will start to see patterns. You can use those patterns to determine your course of action. It’s just another way of saying, “Fortune favors the prepared mind.”

People who just don’t get that concept, or who refuse to accept it because it is attached to the concept of work, tend to be magical thinkers and get-rich-quick schemers. They think there is something mystical at work, when the only thing really at work is the investor. McElroy says that there are some people who just don’t really have the desire to do the work. Those tend to be the magical thinkers, and they are that way because they want to be.

However, if you do have the desire to do the work, and all you need is to be told what work to do, then there is hope. You can learn the technical skills. Those are the people, McElroy says, for whom he wrote “The ABCs of Investing.”

Elsewhere in the Rich Dad series, Robert Kiyosaki, who started the series, said that the people who do lose big in real estate investment are typically the ones who jump in without first taking the time to learn about investing. They simply don’t know how to do it. That is what people don’t understand about getting rich, and more specifically about real estate investing, that it is a process. You are no more going to swagger into the arena, plunk down your money and make a killing any more than you would swagger into a hangar, jump into an airplane and start doing loop-de-loops. That approach is likely to get you killed. That approach in real estate investing is likely to cost you a lot of money.

But if you take it slowly and allow yourself to make plenty of small mistakes that won’t make you crash, then you will begin to build a base of knowledge. You will begin to see how it all fits together and you will start to make money.

It is a process.

The whole idea behind web branding will find several differing viewpoints. For some experts the basis of web branding is a means of identifying your site by providing an image association. This is typically accomplished through a logo that is used liberally on your site as well as through all forms of advertising.

This viewpoint is valid, but may be better understood as impressions. This would be the number of occasions that a person is exposed to your brand.

There is a second understanding of branding that seems to be understood by those under twenty-five, but is less understood by those who stand to gain the most benefit from the process of branding. Web branding is essentially the emotional connection you can create between your product and the consumer.

Do you remember the Smuckers® commercials. The kindly, grandfatherly voice of Mason Adams took us down memory lane. Even if we never experienced a moment of what was seen on screen we had an emotional connection with a jar of jelly.

The repeated use of Mason’s voice along with recurring themes allowed an entire generation to identify in a positive way with a product. This is the essence of positive branding.

Restaurants across the world find an immediate reaction from patrons when the décor is solidly Coke® in theme. There is a connection to a better time and a happier place that may have little to do with a soda, but what that soda has come to represent.

The branding of the product is ultimately more important than a simple slogan – it takes the consumer to a special place of identity with the product. There is an emotional connection that is undeniable.

The websites that seem to do the best job at branding may not even be ecommerce sites. Many personal sites do a much better job of eliciting emotional responses from visitors than business sites.

Far too often business sites work so hard to be professional they lose sight of how to be personal with their customers. Sometimes a website can come across as simply a tribute to the business. It’s perceived as if you simply gave yourself a trophy for a job well done. The visitor may be left feeling as if the business succeeded only in impressing itself.

The history of commercials provide many examples of how themed advertisements help brand a product, but for business websites it may be more about expressing your own personality. This can happen when a blog is used or a series of personality driven newsletters make their way to opt-in subscribers.

Branding always leave an impression, but impressions don’t always brand your product.

To sell a property for profit, you need to ensure that your property is attractive, and a large part of that is making a first great impression. Make sure that your property makes a great impression from the curb by cleaning, repairing, and using good color contrast.

If you are interested in real estate investing for handsome profits, you need to consider the curb appeal of any property you wish to rent or sell. A big part of the real estate game is buyer and tenant psychology. One thing that researchers have found about tenants and home buyers alike is that emotional response accounts for a great deal of investor success. In other words, the investors who can appeal to a tenant or buyer’s emotions — and make the tenant or buyer imagine themselves in the property — has the greatest chances of success. Curb appeal means improving the first impression that your property makes. Studies have shown that when the first impression of a property is positive, it is easier to convince a tenant or buyer to invest.

There are many ways that you can increase the curb appeal of your properties without a great deal of time and money:

1) Clean. A very tidy appearance is paramount to good curb appeal. Therefore, be sure to scrub the sidewalk, flagstones, walkway, windows, and siding. Mow the lawn, rake the leaves, clear the snow, and do everything you can to create the neatest possible appearance. You can do much of this yourself, although you may want to hire professionals or at least rent a high-pressure cleaning system for taking care of the exterior tiles or brickwork of a home. If the sidewalk outside your rental property or home is crumbled and in poor shape, you can generally contact the municipality to fix the problem.

2) Choose great colors. The color of your property goes a long way towards asserting good appeal. In general, you want to consider the colors of the properties around your property. If you are selling a suburban home, for example, located in a lot surrounded by pastel colored homes, you do not want to paint your property a right color. It would stand out too much. The right color blends well with the properties on either side of it. Make sure that the colors are fresh by applying a new coat of paint. Don’t forget the colors around the property, either. A bright green lawn or even crisp white snow contrasted with the few pine trees create visual appeal as well. If you’re interested in real estate investing, learn which colors to select, or hire a professional to select the right colors for you.

3) Repair. It should go without saying that you should ensure that everything outside is in good working order and looks attractive. This means that any broken walkways, bare patches on the lawn, and rickety shutters should be fixed up at once. You’ll find more success in real estate investing if you are selling a property that people want to buy.