Sometimes, creating customer advocates takes a long-game strategy, Andy Sernovitz writes. He cites real estate broker Brian Linder, who sends out a newsletter featuring the most beautiful homes for sale in Los Angeles and Austin, Texas. While most recipients aren't in the market for such homes, the jaw-dropping properties give people something to talk about and keeps Linder's name in the conversation when a buyer eventually pops up, Sernovitz writes. He also cites a jewelry store that frequently hosts community events to make sure residents think of the company when the time comes for a purchase.

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