Background

Marketing studies and research is often done on how customers perceive the company's marketing. The market research of real estate brokerage firms often conduct market surveys themselves, but they usually focus on how customers perceive the service provided and not on what made them choose the broker they actually chose. By knowing how potential clients will view the selection of brokers, companies can better respond to this in their marketing. When different brokerage firms offer the same services, it is important for companies to excel in order to capture customers; it all comes down to attracting your target group. Brokerage Firms today are very similar in terms of services and offers and we want to look into how they use their position on the market to attract as many costumers as possible. As competition increases, it becomes ever more important for real estate brokerage firms to become even clearer with what the brand stands for and to position themselves in the market.

Purpose and method

The aim is to find out what factors the clients find important when they select a brokerage firm and to compare this with the company´s own marketing and to see if the company´s position on the market are important in the choice.

We have chosen both a qualitative and a quantitative approach, used in the studies in the form of a questionnaire and interviews.

Results

The study shows that the small market sellers choose brokers because of the broker's local presence, security and experience in the industry. There's a difference between the sexes in terms of recommendations from others and related services, these are more important for women than for men. However, we see no difference in age. Marketing-wise there are differences between companies at the smaller and the larger market, but the result show that the smaller market has chosen the right way to market themselves, this is reflected in the quantitative study.