Fastighetsmäklare
varför så dåligt rykte?
Estate agentBrandingPositioningCommunicationImageFastighetsmäklareVarumärkePositioneringKommunikationImage
Aim: Many people react negatively when they find out that I work as an estate agent. They believe that estate agents earn more money then they should. What many do not know is how hard we must work and that it doesn´t suit someone who is looking for an 8-17 work. As an estate agent I thought it would be interesting to found out why the estate agents have such a bad reputation.Method: This essay is based on the interviews with estate agents and branch organizations but also on newspaper articles about real estate agents. Theory is collected marketing, where I have concentrate on concepts of branding, positioning, communication and image.Result & Conclusions: The factors, which I found in my investigation, that have an effect to the bad reputation are; media, commission, the customers and the bidding. These four factors have utmost importance for the reputation of estate agents. For estate agent to become a strong brand, the estate agents need to concentrate on the communication to the customers and make sure that there will be no misunderstanding. The estate agents must found a good and unique position and make a strong place in the customer?s consciousness. To do that as an estate agent, you have to take care of your clients and make sure that you create a good relation to them.Suggestions for future research: How can the bad reputation turn to a good reputation? More is need to be said about this. How can the brand estate agent get more positive touch?Contribution of the thesis: The contribution of the essay is to give a picture of the bad reputation estate agents have to deal with and how it have become. The contribution is furthermore to give a balanced picture of the profession of estate agency.