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Unit Eighteen
Marketing Real Estate
Words and Expressions
Vocabulary
promotion
n （为推销商品而做的）广告宣
传，促销，推销活动
Key
Structures
Questions
Reading
dominant
a
占优势的，统治的，支配的
mortgage
n
抵押，抵押借款
feedback
n
反馈，反应
burglary
n
入室行窃
brochure
n
小册子
English for Construction Project Management
Unit Eighteen
Marketing Real Estate
flyer
单页广告（常夹在报纸中分
Vocabulary
n
发），传单
Key
Structures
open house
n
样板房
specific advertising
某一特定物业的广告
Questions
name advertising
Reading
（公司）名称广告
institutional advertising 行业广告
classified advertising 分类广告
English for Construction Project Management
Unit Eighteen
Vocabulary
Marketing Real Estate
up-to-the-minute a 最新的，最近的
n 小册子
booklet
Key
Structures
房展
home show
等候室，候诊室
waiting room
Questions
motel
n
汽车旅馆
Reading
English for Construction Project Management
Unit Eighteen
Marketing Real Estate
English-Chinese translation
Vocabulary
Key
Structures
1. marketing real estate
房地产市场营销
2. real estate broker
房地产经纪人
3. specific advertising
Questions
特定对象广告
4. name advertising
名称广告
Reading
5. institutional advertising 行业广告
English for Construction Project Management
Unit Eighteen
Marketing Real Estate
Vocabulary
6. 无效合同
Key
Structures
7. 分类广告
invalid contract
Classified
advertising
8. 广告媒体
Questions
Reading
9. 样板房
10. 房展
Advertising Media
open houses
home shows
English for Construction Project Management
Unit Eighteen
Marketing Real Estate
Key Structures
Vocabulary
Marketing is the process of planning and
executing the conception, pricing, promotion,
Key
Structures
and distribution of ideas, goods and services to
create exchanges that satisfy individual and
Questions
organizational objectives.
Reading
本句中process of后的四个并列部分分别是：planning
and executing the conception；pricing；promotion；
以及 distribution of ideas, goods and services.
English for Construction Project Management
Unit Eighteen
Marketing Real Estate
Vocabulary
Key
Structures
全句可译为：市场营销是计划并执行（营销）
理念、定价、促销以及传播想法、商品、服务
的过程，以满足个人和组织的交换需求。
Questions
Reading
English for Construction Project Management
Unit Eighteen
Vocabulary
Marketing Real Estate
The agent is trained to screen prospective
buyers, whereas the homeowner selling on her
own would be subject to visits of people who are
Key
Structures
just looking or possibly even persons evaluating
the house for future burglary.
Questions
本句中，screen表示“筛选、挑选”；whereas表示转
Reading
折，为“然而，但是”之意；be subject to为“受支配，
从属于，常遭受…”等之意。
English for Construction Project Management
Unit Eighteen
Marketing Real Estate
Vocabulary
Key
Structures
Questions
全句可译为：房屋代理商对于如何筛选预
期购买人训练有素，而亲自卖房的个人业
主就要承受很多人来上门看房，而这些人
可能仅仅只是看看而已，甚至有的还是来
对房子估价以图今后入室行窃的。
Reading
English for Construction Project Management
Unit Eighteen
Vocabulary
Marketing Real Estate
Since potential buyers are interested in
up-to-the-minute information on available
Key
Structures
property, the daily newspaper serves the
broker well.
Questions
本句中up-to-the-minute 表示“最新的，最近的”之
意。daily newspaper指“日报”。
Reading
全句可译为：由于潜在购房人关注的是房源的最新信
息，因此日报能很好地服务于经纪人的需要。
English for Construction Project Management
Unit Eighteen
Vocabulary
Marketing Real Estate
Some brokers maintain connections with a
referral network of brokers in other cities to get
contacts
Key
Structures
Questions
Reading
with
potential
buyers
before
their
families actually visit the community.
本句中，referral原指“提名，推举，被推举的人”
等，在此指房地产交易中的被介绍人。a referral
network指房地产的房源信息网络。
全句可译为：一些房地产经纪人和其他城市房地产中
介咨询网保持着联系，以便潜在客户上门看房之前就
开始与他们进行接触。
English for Construction Project Management
Unit Eighteen
Marketing Real Estate
Comprehension Exercises
Vocabulary
1. Why are home owners who try to sell for
themselves often not successful?
Key
Structures
The dominant reasons that home sellers turn to
real estate brokers rather than trying to sell their
property on their own are that they need technical
assistance and they are hesitant to take risks.
Many have difficulty making a decision as to the
Questions
Reading
price to ask and they want advice in preparing their
homes for showing.
English for Construction Project Management
Unit Eighteen
Vocabulary
Key
Marketing Real Estate
2. According to the research of real estate
business, how many people among 6 come
into contact with a broker in the buying
process?
Structures
Research indicates that about five out of six
home buyers come into contact with a broker
in the buying process.
Questions
Reading
English for Construction Project Management
Unit Eighteen
Vocabulary
Marketing Real Estate
3. Which activities does the real estate
promotion include?
Key
Structures
Selling is aided by promotion, which includes
activities such as advertising, public relations,
Questions
holding
Reading
open
houses,
and
brochures or publications.
English for Construction Project Management
distributing
Unit Eighteen
Marketing Real Estate
4. Which are the kinds of advertising and
Vocabulary
what are their objectives respectively?
Advertising can be classified as specific advertising, name
Key
Structures
advertising, and institutional advertising.
Specific advertising promotes individual parcels of real
Questions
estate or particular services. The objective is to sell or rent a
specific property described in the ad or to secure customers
Reading
for the broker’s services. Specific advertising usually appears
in newspapers, brochures, or flyers.
English for Construction Project Management
Unit Eighteen
Vocabulary
Key
Structures
Questions
Reading
Marketing Real Estate
The second category is name advertising. The purpose of
name advertising is to display the name of the firm
before the public. This advertising aims to enhance the
firm’s reputation and image in the eyes of potential home
buyers or sellers.
Institutional advertising aims to create a favorable
public opinion toward the real estate brokerage business.
It is intended to influence public opinion so that potential
sellers or buyers will select a broker rather than sell or
buy on their own.
English for Construction Project Management
Unit Eighteen
Vocabulary
Marketing Real Estate
5. What are the advertising media that
suitable for real estate brokers?
Newspapers are the most widely used medium
Key
Structures
for advertising by real estate brokers.
Other advertising media suitable for real
Questions
estate
Reading
brokers’
ads
are
magazines,
radio,
television, outdoor signs, booklets, home shows,
and other displays.
English for Construction Project Management
Unit Eighteen
bubble
Marketing Real Estate
Reading
n Material
泡沫
Vocabulary
Key
Structures
mortgage
n v 抵押
bust
n
萧条，破产，不景
气
monetary
a
货币的，金融的
Questions
engulf
v
fraud
Reading
foreclose
n
v
吞没
骗子，欺骗，诈欺
排除，取消抵押品的赎回
权
English for Construction Project Management
Unit Eighteen
Vocabulary
securitization
curb
n
n
证券化
抑制，束缚，勒马绳；边石，路缘
margin
Key
Marketing Real Estate
n
(时间，金钱)富余，利润，
Structures
页边空白，边缘
prick
Questions
v
quota
Reading
subprime
刺，穿，受责备 n. 扎，逗点，锥
配额，限额
n
n
次优级抵押贷款
English for Construction Project Management