The purpose of the study was to increase understanding of how the personal brand stands in relation to the corporate brand in the real estate brokerage industry. In addition, the study addresses the management of the balance between personal brand and corporate brand from the corporate perspective. Currently, the services offered by real estate agents are similar (Gilbukh & Goldsmith-Pinkham, 2018). Consequently, differentiation through personal branding becomes more important. As personal branding has a great impact on success, the study attempts to create an understanding of how personal brands stands in relation to the company’s brand and how companies manage the balance between the two. There is no relevant research highlighting this phenomenon in the brokerage sector, which is what the study aims to do. A qualitative method has been applied by collecting data through semi-structured interviews. The sample of respondents in the study was determined by selecting experienced real estate agents as well as human resource managers, as they were the most appropriate for the study (Bryman, 2017). According to the study, personal brands stand strong against corporate brands in the real estate brokerage industry, mainly because the primary customer experience of the service is derived from the estate agent and marketing communication is strongly linked to personal branding. Customer loyalty is also linked to the estate agent, which reinforces the importance of the personal brand. Finally, the report looks at how companies manage the balance between the personal brand and the company’s brand. The study finds that there are opportunities for improvement to reduce staff turnover. Mainly by working to show continued appreciation in different ways and having a conversation with employees at an early stage about expectations on both sides.

In the background the importance that real estate agents makes correct market value estimates of the objects they encounter in their work field is explained. The problem with previous research is that the valuation as a whole has not been investigated and therefore left out important parts of valuation that may make the practice deeply understood. Through the application of practice theory this study aims to investigate valuation as one practice. The research questions aims to understand which assessment and considerations real estate agents make when determining a market value. In order for the aim to be fulfilled the study has used a qualitative research method in the form of semi-structured interviews. The respondents for the study was seven real estate agents with a variation of experience. The interviews were then transcribed and analysed thematically which resulted in the making of a descriptive model of the elements that the respondents goes through in order to get to the market value. The study showed that respondents often goes through the same elements to get to the value. But during the different elements there is made separate subjective assessments about variables like location, condition and comparable objects. Whereas uncertainty becomes a natural part of the valuation process. The discussion is made with the starting point in theory that has been related to the thematic analysis. In the chapter, the identified valuation process and what is influencing it is discussed. It’s made clear after the study that the valuation process is highly subjective with its element of self-opinion and experience. The conclusion claim that the aim for the study is partly fulfilled. It's not possible to with certainty say what practical assessments real estate agents make from the interviews. The main reason is that it’s a complex task for respondents to put words on a routinised practice. This is mainly shown by hovering formulations that often reoccur. Even thou, certain depth has been reached in what assessments real estate agents make. But the subject needs more studies, possibly with other methods of choice to contribute to the theoretical literature.

The workload in the real estate agency industry is significantly higher for the individual estate agent than in many other professions. It is because of the workload that there is a greater spread of mental illness, in the form of stress, among active real estate agents. The purpose of this study is therefore to investigate the potential of teamwork. This was done by seeing if a higher degree of teamwork is a way to increase well-being by reducing stress, in a profession that requires a fast pace. The study is based on a qualitative research approach where eight interviews with real estate agents from different offices in Malmö were conducted. The common thing for the real estate agencies is that they have worked with teamwork in one way or another. The study shows that teamwork as a way of working was for the real estate agents about a culture in the workplace, where the right group dynamics create stronger relationships between colleagues. A close collaboration with colleagues promotes well-being at work, as real estate agents feel the need to belong to an office characterized by good chemistry between colleagues. It was found in the study that a focus on teamwork also increases the possibility of an exchange of knowledge which is beneficial for the individual real estate agent's success. Furthermore, the study concluded that teamwork belongs in the real estate industry, but that one aspect that needs to be considered is the design of salary models, as commission is an important performance enhancer for many who apply to the profession. Before teamwork can be implemented as a practical working relationship in real estate offices, the issue of commission sharing should be resolved.

Digitalization has for a long time influenced the whole of society in terms of our everyday life. Digital development affects more or less all industries to varying extents which can also be seen in the real estate agency industry. The purpose of this essay is to increase the understanding of how digitalization is changing the work of real estate agents to maintain and create customer relations.In this essay, the empirical evidence has been collected through qualitative interviews. These interviews have been conducted with the help of 10 respondents consisting of registered real estate agents active in different parts of Sweden. These respondents have subsequently given their insight into the estate agency industry and its digitalization development. The data from these interviews have then been coded and formed themes that formed the basis for the essay's design of analysis and results. The interviews show that morecustomer interactions take place through digital tools, even if physical customer meetings are still preferred and prioritized by real estate agents. The real estate industry is an industry undergoing slow change, which is one reason why the work of real estate agents has not yet changed significantly as a result of digitalization. On the other hand, it has made the intermediation process more efficient, and it has made the real estate agents' customer relations easier to handle.Finally, the results show that the attitude towards the creation of customer relationships within the real estate agency industry has been affected more by digitalization rather than the real estate agents' way of working around it. Furthermore, it appears that the industry will probably continue to be digitalized.

Aim: This bachelor's thesis aims to examine the correlation between self-efficacy andsales outcomes among real estate agents. Additionally, it seeks to determine if thiscorrelation differs based on the age and experience of the broker.Method: A 23-item questionnaire was answered by 100 realtors to evaluate their selfefficacy and performance using a five-point Likert scale among other measurements. Thequestionnaire items were sourced from previous studies conducted by researchers in thefields of self-efficacy and performance assessment for sales reps. Two types ofmeasurements were used for the evaluation of their sales performance. The realtors wererequired to self-report their performance during the relative sales performanceassessment. In the actual sales performance assessment, the realtors had to provideestimates for several key performance indicators related to real estate agent performance,such as the number of meetings booked.Results and conclusions: The study emerged from considering the challenges of defininggood sales performance and the importance of individual traits in the industry. Resultsshowed that brokers had high SE regardless of gender, age, or experience, but this did notdirectly correlate with actual performance. However, brokers who showed moreresilience and tenacity in their SE-answers had a number of RSP statements correlating,indicating a correlation with the goal-setting aspects of relative sales performance and thepossibility to overcome difficult challenges.Contribution of the thesis: Theoretically, this study has contributed to the understandinghow self-efficacy affects the performance of brokers compared to what the theorysuggests about sellers in other industries. The practical contribution of the study is theraised awareness it brings to the concept of self-efficacy and what part it could play forthe professional life of brokers.Suggestions for future research: Our proposal for future studies is to investigate howreal estate agents levels of self-efficacy compares to other groups of workers. Anotherinteresting study would be to take another approach and compare the Swedish brokerslevels of self-efficacy around the country and see whether it differs based on where youlive.

Titel: Provisionsbaserat lönesystem – Påverkar det fastighetsmäklarens opartiskhet?Nivå: Kandidatuppsats i ämnet FastighetsvetenskapFörfattare: Jane Isaksson och Elisabeth NilssonHandledare: Per Henning GrauersDatum: Maj 2014Syfte: Vi vill uppmärksamma ett möjligt problem för fastighetsmäklare i deras yrkesutövning. Fastighetsmäklare hanterar en stor andel av dagens fastighetsaffärer och har ett ansvar för såväl affären som gentemot köpare och säljare. Vårt arbete fokuserar på den lagstadgade skyldigheten att vara en opartisk mellanman mellan de båda parterna. Vi anser det vara av högsta vikt att fastighetsmäklares förutsättningar hjälper och inte stjälper dem i denna roll. Vi undersöker vilka förutsättningar och incitament som lönesystemet kan ge, i fokus är det provisionsbaserade systemet som även är det vanligaste. Vi ställer oss frågan om det provisionsbaserade lönesystemet kan påverka rollen som opartisk mellanman?Metod: För att undersöka attityder och åsikter har vi utfört en anonym, internetbaserad enkätundersökning. Vi utvecklade en enkät som riktade sig till fastighetsmäklare och en som riktade sig till privatpersoner. Enkäternas frågor var såväl kvantitativa som kvalitativa och därför har vi använt båda metoderna då vi granskat svaren. Resultaten av enkäterna har vi sammanställt i empiriavsnittet. Resultat och slutsatser: Vi konstaterar att det finns både för- och nackdelar med såväl provisionslön som opartiskhet. Genom våra enkäter ser vi att fastighetsmäklarna har en större tilltro till att det ageras korrekt inom branschen än vad privatpersonerna har. Våra empiriska resultat bekräftar vår frågeställning och vi kan slutligen konstatera att det provisionsbaserade lönesystemet kan påverka mäklares opartiskhet.Förslag till fortsatt forskning: I vårt arbete har vi inte tagit upp alla aspekter som det provisionsbaserade lönesystemet påverkar för fastighetsmäklare. Det utgör även en påverkande faktor för t ex. semesterersättning, föräldraledighet, pensionssparande m.m. och det tror vi hade varit intressant att undersöka. / Title: Commission-Based Paysystem - Does It Affect the Real Estate Agents Impartiality?Level: Bachelor thesis on the topic Real Estate ScienceAuthor: Jane Isaksson and Elisabeth Nilsson Supervisor: Per Henning GrauersDate: May 2014Purpose: We want to draw attention to a possible problem for real estate agents in the exercise of their profession. Real estate agents handle a large percentage of today’s real estate transactions and are responsible for both the transaction and towards the buyer and seller. Our essay focuses on the statutory obligation to be an impartial intermediary between the two parties. We consider it important that the real estate agents incentives help them in this role. Therefor we investigate the incentives that pay systems may lead to, focus is on the commission-based system, which also is the most common. We ask the question whether the commission-based pay system can affect the role of impartial intermediary?Method: To examine attitudes and opinions, we have conducted an anonymous Internet-based survey. We developed two questionnaires; one directed to real estate agents and one directed to private individuals. The survey questions were both quantitative and qualitative, and therefore we used both methods when we examined the responses. We have compiled the results of the surveys in the empirical section. Results and conclusions: We come to the conclusion that there are advantages and disadvantages to both the commission-based pay system and the impartiality. Through our surveys, we see that the real estate agents themselves have a greater confidence in the industry than the private individuals have. Our empirical results confirm our question and we can conclude that the commission-based pay system can affect the impartiality.Suggestions for future research: We have not addressed all aspects that the commission-based pay system affects for real estate agents. There are a number of other factors that it affects, for example: holiday pay, maternity leave, retirement, etc. and we think it would be interesting to investigate how it affects such. Key words: Real estate agents, commissions, impartiality, trust, payroll system.

Syfte: Syftet med denna studie är att skapa förståelse för vad som påverkar kunder i deras val av mäklare. Vidare vill studien fastställa om dessa faktorer skiljer sig från varandra, gällande att boka ett första möte gentemot att anlita mäklaren. Tidigare forskning har påvisat faktorers inverkan på valet generellt och därmed inte undersökt vad som influerar andra stadier i kundens val av mäklare. Vetenskaplig forskning kring mäklarbranschen i sin helhet är även bristfällig och det finns ett klart forskningsgap i vad som påverkar kunden till att kontakta mäklaren för ett första möte. Metod: Denna studie har genomförts med en kvalitativ metod med hjälp av sju stycken semistrukturerade intervjuer om 40 minuter till en timme och 6 minuter. Respondenterna har bestått av tidigare säljare som anlitat mäklare som har fått prata öppet om vad som påverkat dem i olika stadier av sitt val, samt dela med sig av sina erfarenheter av mäklare. Resultat & Slutsats: Resultatet visade att rekommendationer, rykte och recensioner online om en mäklare inverkade på vem kunden kontaktade för ett första möte. Första intryck, säljprestationer, en tydlig och lyhörd kommunikation samt reklam sågs även ha en ursprunglig påverkan. Rekommendationer från närstående sågs vara den viktigaste faktorn på denna front. Detta genererade ett ursprungligt förtroende som gjorde att kunder anlitade mäklaren, om känslan var fortsatt positiv på mötet. Vid valet att anlita ansågs förtroende ha tyngst påverkan och för att skapa detta krävs ett engagemang, kompetens och en tydlig kommunikation där mäklaren lyssnar på kundens situation. Personkemin med mäklaren, varumärket och säljprestationer sågs även influera vilken mäklare kunder anlitar. Studiens bidrag: Resultatet av studien bidrar med nya upptäckter kring vad som inverkar på kundens mäklarval i det första stadiet, gällande en första kontakt med mäklaren. Detta ger aktörer inom fastighetsmäklarbranschen nödvändig information om hur de kan arbeta för att komma i kontakt med fler kunder. Upptäckterna kan även bidra till den företagsekonomiska forskningen då undersökningar med avseende på detta stadie tidigare inte har gjorts. Slutsatserna har dock inte kunnat generaliseras på grund av urvalets begränsade omfattning. Förslag till fortsatt forskning: En kvantitativ studie av liknande art kan genomföras för att kunna generalisera resultaten. Ytterligare forskning som hade kunnat utföras är studier med fokus på hur långsiktiga kundrelationer inom mäklarbranschen kan etableras och vad som påverkar chansen till att sådana uppstår, samt forskning kring vilka marknadsförings- strategier som är mest effektiva och förtroendeingivande.

Försäljningspriser på den svenska bostadsmarknaden tenderar att i allt högre grad avvika från fastighetsmäklarnas utgångspriser. En förklaring till detta är att fastighetsmäklare inte omedelbart anpassar sig till en stigande prisnivå. Syftet med denna uppsats är att förklara vilka faktorer hos bostadsrätter som är svåra för fastighetsmäklare att värdera i en marknad med stigande priser. Undersökningen är begränsad till att endast behandla fastighetsanknutna faktorer. Genom syftet vill vi bidra till en bättre förståelse kring hur köpares betalningsvilja skiljer sig från fastighetsmäklares värdering i en sådan marknad. För att uppnå syftet har en kombination av kvantitativ och kvalitativ metod använts. Undersökningen baseras på 112 bostadsrätter avyttrade under en tidsperiod av sex efterföljande kalendermånader i Karlstad, Sverige. Grunden till undersökningen är de utvalda bostadsrätternas objektsbeskrivningar. Genom analys av samtliga objektsbeskrivningar och respektive bostadsrätts prisutveckling utifrån utgångspris till försäljningspris har resultat kring faktorer som är svåra att värdera uppnåtts. Resultatet visar att nästan samtliga undersökta faktorer inom värdeteorin är överrepresenterade hos bostadsrätterna med hög prisutveckling. Den faktor med högst representation bland bostadsrätter med en hög prisutveckling är förekomsten av både kakel och klinker i badrum. Tidigare forskning visar att ett väl underhållet och modernt badrum är av stor vikt för köparen. Läget, som enligt teorin är den viktigaste faktorn för en bostads värde, visar i undersökningen inte lika hög överrepresentation hos bostadsrätter med hög prisutveckling mätt i avstånd till kommunikationsmedel och dagligvaruhandel. Detta behöver dock inte betyda att läget inte är den viktigaste värdeskapande faktorn, utan att fastighetsmäklare är väl medvetna om lägets betydelse och således kan värdera denna faktor rätt. Andra faktorer som ingått i undersökningen är antal rum, standard i kök, balkong/uteplats, våningsplan, utsikt över vatten, parkeringsmöjlighet, månadsavgift samt kakelugn/öppen spis. En slutsats är att fastighetsmäklare har svårt att, i en marknad med stigande priser, följa med i utvecklingen och utföra enligt marknaden korrekta värderingar. Undersökningen visar förekomsten av faktorer som fastighetsmäklare värderar korrekt samtidigt som det finns vissa faktorer med större betydelse för köpare, vilket bidrar till att försäljningspriset väsentligt avviker från utgångspriset. / The prices of residentials on the Swedish housing market tends to increasingly deviate from the list price. One explanation is that real estate agents not immediately adapt to the rising prices. The purpose of this paper is to describe the factors of condominiums which are especially difficult for real estate agents to valuate in a period with rising prices. This paper is limited to discribe only the factors related to the condominiums. By this purpose, we want to contribute to a better understanding of how customers’ willingness to pay differs from real estate agents valuation. To fulfill the purpose both a quantitative and a qualitative method has been used. The survey is based on 112 condominiums sold during a period of six following months in Karlstad, Sweden. The basis for the survey are the prospects of the selected condominiums. Through analysis of the prospects and the respective tenant price trends, results about specific factors difficult to valuate are achieved. The result shows that almost all investigated factors in the theory of value are overrepresented among the condominiums with high price trends. The factor that has the highest connection with a high price trend is the presence of both wall and floor tiles and/or clinker in the bathroom. Previous research says that a well-maintained and modern bathroom is important for the buyer. The location, which according to the theory is the most important factor for a residential value, does not show equal high connection according to the survey. This does not clearly mean that the location not is the most important value influcencing factor, rather that real estate agents are well aware of the importance of the location and therefore can valuate this factor correctly. Other factors involved in the survey are the number of rooms, standard in kitchen, presence of balcony/patio, storey, view, parking, the monthly fee and the presence of a stove/fireplace. A conclusion is that real estate agents faces difficulties that in a market with rising prices valuate residential properly and keep up with developments in the market. There are some factors that real estate agents are valuing correctly while other factors have greater importance for buyers and thus contribute to a significantly increase from the initial list price to the selling price.

No description available.

Syfte: Syftet är att undersöka hur en fastighetsmäklares ålder och yrkeserfarenhet påverkar kunder vid valet av mäklare.   Metod: Studien har tillämpat en kvantitativ forskningsansats med ett deduktivt förhållningssätt. Genom en webbaserad enkätundersökning, som besvarades av 107 stycken respondenter som har eller i framtiden kan komma att sälja en bostad via en fastighetsmäklare, har empiriskt material inhämtats och sedan behandlats i analys- och statistikprogrammet Jamovi. I Jamovi togs det fram en korrelationsanalys, en deskriptiv analys samt en exploratorisk faktoranalys.   Resultat & slutsats: Studiens resultat visar att det är fastighetsmäklarens yrkeserfarenhet som har störst påverkan på kundens val av mäklare. Fastighetsmäklarens ålder har i betydligt mindre utsträckning en påverkan på detta val. Kunder är inte benägna att anlita mäklare som har en liten yrkeserfarenhet. När yrkeserfarenhet och ålder sätts i relation till varandra visar resultaten att kunden anser att den ideala fastighetsmäklaren tillhör den yngre åldersgruppen (under 30 år) när han eller hon har en större yrkeserfarenhet på fem år eller mer. Om kunden inte vet om mäklarens yrkeserfarenhet föredrar han eller hon dock mäklaren som tillhör åldersgruppen 30–45 år.    Kandidatuppsatsens bidrag: Uppsatsen bidrar till att öka kunskapen kring hur kunder väljer fastighetsmäklare, baserat på mäklarens ålder och yrkeserfarenhet, i Sverige. Studien har även bidragit med ökad förståelse kring hur faktorerna, ålder och yrkeserfarenhet, relaterar till varandra i denna kontext. Resultatet är användbart för mäklare och blivande mäklare då det ger dem en bättre insikt i hur kunder resonerar när de väljer fastighetsmäklare och hur detta kan påverka dem själva med tanke på deras egen ålder och yrkeserfarenhet.   Förslag till vidare forskning: Vidare forskning bör fokusera på att göra ett representativt urval för att kunna generalisera resultatet på hela den svenska befolkningen. Denna forskning bör endast ta hänsyn till de kunder som tidigare har sålt en eller flera bostäder via en mäklare. Det vore även intressant att ta del av forskning som undersöker huruvida mäklarens kön påverkar faktorerna ålder och yrkeserfarenhet och hur de relaterar till varandra samt om kunder prefererar annorlunda om de inte blir upplysta om mäklarens ålder utan får bedöma detta själva baserat på en bild. / Aim: The aim is to review how the customer’s view of the real estate agent’s age and work experience affects the choice of estate agent.   Method: The study has implemented a quantitative investigation with a deductive approach. Through a web-based survey, which was answered by 107 respondents who has or in the future may sell a home via a real estate agent, empirical material has been collected and then processed in the analysis and statistics program Jamovi. In Jamovi, a correlation analysis, a descriptive analysis and an exploratory factor analysis were produced.   Result and conclusion: The study’s results show that it is the real estate agent’s work experience that has the greatest influence on the customer’s choice of estate agent. The real estate agent’s age has to a much lesser extent an influence on this choice. Customers are not inclined to hire estate agent’s that have a low work experience. When work experience and age are put in relation to each other, the results show that the customer consider the ideal real estate agent to belong to the younger age group (under 30 years) when he or she has a greater work experience of five years or more. If the customer has no knowledge of the estate agent’s work experience, he or she prefers the agent who belongs to the age group between 30-45 years.   Contribution of the thesis: The paper contributes to an increased knowledge about how customers choose real estate agents, based on the estate agent’s age and work experience, in Sweden. The study has also contributed to an increased understanding of how these factors relate to each other in this context. The result is useful for real estate agents and future real estate agents as it gives them a better insight into how customers reason when choosing estate agents and how this can affect themselves with regard to their own age and work experience.   Suggestions for future research: Future research should focus on making a representative sample in order to be able to generalize the results on the entire population. This research should only take those customers that previously have sold homes via a real estate agent, into consideration. It would also be interesting to take part of research that examines whether the estate agent’s gender affects the factors and how they relate to each other and whether customers prefer differently if they are not informed about the age of the agent and instead must assess this by themselves based on an image.