To rent or to own? With social, it depends

CRM: To rent or to own? With social, it depends

Home ownership is often connected to the notion of “freedom.” It’s also, historically, been an investment that appreciates over time.

65% of Americans own their homes. In Canada, it’s closer to 70%. On the flip side, there are many other parts of the world where people tend to rent rather than own.

During the economic downturn, the debate over home ownership versus renting has been heightened. In Britain, there’s an opinion that¬†“declining home ownership is a national crisis.”

For marketers, “owning” a direct 1-to-1 connection with the right consumer is the holy grail. In spite of this, the advent of social media has resulted in brands shifting their CRM focus from owning to renting consumer connections.¬† Read More