Syfte: Syftet med studien är att undersöka hur fastighetsmäklare positionerar sig på den konkurrensutsatta marknaden därefter dra en jämförelse utifrån detta. Målsättningen med denna studie är vidare att undersöka hur de valda fastighetsmäklarna arbetar med service och tjänstekvalitet utifrån sitt personliga varumärke. Forskningsfrågor: Studiens huvudfrågeställning är: Hur positionerar sig fastighetsmäklare på den konkurrensutsatta marknaden? Huvudfrågeställningen innehar tre underliggande forskningsfrågor (1) Hur ser fastighetsmäklare på deras roll som tjänsteleverantör? (2) Hur ser vikten av det personliga varumärket ut för fastighetsmäklare? (3) Hur ser fastighetsmäklare på vikten av förtroende, kommunikation och rykte? Metod: Denna studie utgår från en kvalitativ forskningsmetod med en induktiv ansats. Vi har samlat in empiri utifrån tio genomförda semistrukturerade intervjuer för att vidare kunna tolka och förstå fastighetsmäklarnas positionering och personliga varumärke. Slutsats: Slutsatsen av studien visade att fastighetsmäklarna inom Kalmar, Öland och Karlskrona strävar efter en bred positionering till sina köpare och säljare. Efter de genomförda intervjuerna har studien även visat att fastighetsmäklarna inom dessa kommuner vill förmedla ett personligt varumärke som inger trygghet, förtroende och inneha ett gott rykte. / Purpose: The purpose of the study is to investigate how real estate position themselves in the competitive market and make a comparison based on this. The aim of this study is to further investigate how the selected real estate agents work with service and quality of service based on their personal brand. Research questions: The study's main question is: How do real estate agents position themselves in the competitive market? The main question includes three underlying research questions (1) How do real estate agents view their role as a service provider? (2) What does the importance of the personal brand look to real estate agents? (3) How do real estate agents view the importance of trust, communication and reputation? Method: This study is based on a qualitative research method with an inductive approach. We have gathered empirical data by conducting ten semi-structured interviews in order to interpret and understand the positioning and personal brand of the real estate agents. Conclusion: The conclusion of the study showed that the real estate agents in Kalmar, Öland and Karlskrona want a broad position for their buyers and sellers as well as convey a personal brand that adds security, trust and a good reputation.

Thesis is submitted in partial fulfilment for the degree of Master of Science in Building (Property Development and Management) to the Faculty of Engineering and the Built Environment, School of Construction Economics and Management at the University of the Witwatersrand, Johannesburg, 2017 / The research study seeks to determine the most resilient residential real estate market segment throughout the economic cycle waves, for the innercity of Johannesburg, South Africa. The study is prompted by various global reports that subtly suggests a uniform effect to real estate market segments throughout economic cycle waves. Such reports have adopted various indices as proxy to economic cycle waves (e.g. interest rates, current account deficit, gross domestic product, etc.) and house price as proxy to real estate market segments in an attempt to justify the relationship between the proxies. For purposes of this research report, business cycles are employed as proxy to economic cycle waves whilst house prices are also representative of real estate market segments. In a country that ranks third globally on high inequality, with a gini coefficient of 0.63, it is considered improbable – at the very least - that the performance of real estate market segments would react uniformly to the effects of economic cycle waves. The residential sector is opted as a test case, mainly due to growing number of population and the desperate need for housing to accommodate such high population growth levels. The housing challenge needs to be thoroughly understood so that informed and/or adequate planning can be formulated. The research study follows a Pragmatism Philosophy, which allows for mixed method approach in addressing research questions, in order to meet the research aim and objectives. An Explanatory Sequential research design is used as a form of mixed method approach. The process involves collecting both Qualitative and Quantitative data, integrating the two forms of data, and using distinct designs that involves philosophical assumptions and theoretical frameworks. In this case, Quantitative methods are used to explain Qualitative methods. Priority is given to Quantitative data and the two methods are integrated during the interpretation phase of the research study. Empirical analysis using tools such as Quantile Regressions (e.g.OLS regressions) for a period between 2005 (Q1) and 2015 (Q4) are analysed and discussed. Standard errors and covariances were computed using tools such as the Huber-Sandwich methods, to which an Augmented Dickey-Fuller test was conducted to test for the null hypothesis of a unit root in a time series sample. The Breusch-Godfrey Serial Correlation LM test is also used to confirm the absence of serial correlation at four lags. The ARCH LM test is used to show that residuals are homoskedastic, i.e. that there is no evidence of time-varying variance. A negative and significant coefficient appears only the high price sector, suggesting that the business cycle has a negative impact on house prices in the high residential real estate market segment, displaying negative average growth over the period. House prices in the low and medium residential real estate market segments do not respond to movements in the business cycle, on the average. Property size also displayed a negative impact on house prices in the high residential real estate market segment. The autoregressive parameters for house prices in the low and middle residential real estate market segments are statistically significant at 5% and 10%, respectively. Negative and significant coefficient is recorded for the middle residential real estate market segment as well, at the second quantile. In conclusion, the low residential real estate market segment appeared to have been the most resilient residential real estate market segment amongst other residential real estate market segments. The middle residential real estate market segment appears to have been a partially resilient, whilst the high residential real estate market segment appears to have been the least resilient. Given these findings, it is submitted that residential real estate market segments need to be considered or assessed individually, in order to formulate adequate strategies for integrated and sustainable human settlements. / MT2018

Syftet med denna studie är att få en bredare förståelse för hur HRM-strategier kan vara tillämpbara och anpassade för att förhindra hög personalomsättning bland kvinnliga fastighetsmäklare. Studiens syfte växte fram med hänsyn till att många kvinnliga fastighetsmäklare, särskilt i åldern omkring trettio, väljer att byta yrkesbana efter bara några år inom branschen. Studien strävar efter att identifiera de faktorer som positivt påverkar och skapar förutsättningar för en framgångsrik yrkesutövning. Fokus riktas därför mot kvinnliga mäklare som för närvarande är aktiva inom yrket och som har valt och lyckats att fortsätta vara verksamma inom branschen i minst fem år.  Uppsatsen utgår från en teoretisk referensram som omfattar områden såsom HRM, work- life balance, motivation och belöningspreferenser. Denna teoretiska referensram används som grund för analysen av insamlade data och jämförs med de empiriska resultaten. Empirin har samlats in genom en kvalitativ metod där nio kvinnliga fastighetsmäklare, födda inom spannet 1982 och 2004, har intervjuats för att erhålla deras perspektiv på yrket och varför de har valt att fortsätta vara verksamma inom det.  Studien konstaterar att det finns en variation i respondenternas uppfattningar och preferenser när det gäller motivationsfaktorer, belöningshantering, arbetsmiljö och ledarskap, vilket tyder på att det inte finns en universell lösning för att uppnå hög arbetsglädje och personalens långvariga engagemang inom fastighetsmäklaryrket. För att skapa en motiverande arbetsmiljö och främja medarbetarnas trivsel och lojalitet är det viktigt för arbetsgivare att anpassa sina strategier och åtgärder utifrån de individuella behoven och önskemålen hos sina anställda. En flexibel och anpassningsbar arbetsplats kan vara en framgångsfaktor för att tillgodose de olika preferenserna hos medarbetarna. Ledarskapet bör vara individanpassat, lyhört, stödjande och uppmuntrande, och arbetsgivare bör främja öppen kommunikation och skapa en atmosfär av förtroende och respekt för att bidra till en positiv arbetsmiljö och bidra till medarbetarnas motivation och engagemang.  Studien framhåller även vikten av lämplig personlighet för att uppnå framgång och stanna kvar som mäklare. Det föreslås vidare att det skulle vara intressant att undersöka personlighetstyper samt att inkludera ett manligt perspektiv för att få en bredare förståelse av HRM och work-life balance inom mäklarbranschen. / The purpose of this study is to gain a deeper understanding of how HRM-strategies can be applicable and tailored to prevent high turnover among female real estate agents. The purpose of the study emerged considering that many female real estate agents, especially around the age of thirty, choose to change careers after just a few years in the industry. The study aims to identify the factors that positively influence and create conditions for successful professional practice. Therefore, the focus is directed towards currently active female agents who have chosen and managed to continue their careers in the industry for at least five years.  The paper is based on a theoretical framework that encompasses areas such as HRM, work- life balance, motivation, and reward preferences. This theoretical framework is used as the basis for analyzing the collected data and comparing it with the empirical results. The empirical data has been gathered through a qualitative method where nine female real estate agents, born within the range of 1982 and 2004, have been interviewed to obtain their perspectives on the profession and why they have chosen to remain active in it.  The study concludes that there is a variation in the respondents' perceptions and preferences regarding motivation factors, reward management, work environment, and leadership, suggesting that there is no universal solution to achieving high job satisfaction and long-term employee engagement in the real estate profession. To create a motivating work environment and promote employee well-being and loyalty, it is important for employers to adapt their strategies and actions according to the individual needs and desires of their employees. A flexible and adaptable workplace can be a success factor in meeting the diverse preferences of employees. Leadership should be individualized, attentive, supportive, and encouraging, and employers should promote open communication and create an atmosphere of trust and respect to contribute to a positive work environment and enhance employee motivation and engagement.  The study also emphasizes the importance of having a suitable personality to achieve success and stay in the profession. Furthermore, it is suggested that examining personality types and including a male perspective would be interesting to gain a broader understanding of HRM and work-life balance within the real estate industry.

This research article will explore the effects of how a societal crisis like covid-19 has affected the real estate agent's ability to create and maintain trust in their clients. The real estate agent's job involves meeting a lot of people physically, in the office, at the customer's home, or at viewings. This is to mediate housing but also to act as an advisor and guide the parties in their housing situation, which is why high demands are placed on communication. This study discusses how digitalisation and a new pattern of social behavior have contributed to a different way of working. This, mainly from a broker's perspective, but also highlights the individual as well as the organization's importance in changing business relationships. The study also addresses issues such as lack of interpersonal communication skills as a result of the pandemic's pressure on social distancing and the development of digitalisation. The work is based on a qualitative survey with semi-structured interview techniques in collaboration with active brokers from Spain and Sweden. The results of the study show that in a societal crisis, it is important that the industry, as well as the broker, is adaptable in its approach when there is a change in demand and the external environment. The study emphasizes that being knowledgeable, responsive, and honest are important components of the broker's actions to create trust. Most important of all, during the pandemic, has been to create security through feedback and to constantly maintain a dialogue with the customer, in order to maintain trust during these critical times. Finally, the study shows many similarities regarding the cornerstones of building trust during the Pandemic, with few differences between Sweden and Spain such as that foreign brokers, during and even before the pandemic were used to more personal contact with their buyer customers. The main differences that are illustrated are that even before the covid-19-pandemic, Spain had an edge over digital solutions, which made it easier for brokers in Spain to meet societal restrictions, and that about 30 percent of the properties were sold entirely at a distance.

Titel: Att leda i en komplex miljö med Competing Values Framework. En studie av ledarroller i den svenska fastighetsmäklarbranschen. Nivå: Kandidatexamen i företagsekonomi Författare: Artur ter Harkel, Alessandro Schillaci Handledare: Dr. Monika Wallmon Datum: Juni 2022 Syfte: Syftet med denna studie är att kartlägga ledarskap inom den svenska fastighetsmäklarbranschen med hjälp av Competing Values Framework (CVF). Metod: Arbetet har en kvantitativ utgångspunkt med en deduktiv ansats. Enkätundersökningen utformades efter en tvärsnittsdesign med slutna frågor. Ett icke-sannolikhetsurval med frivilligt deltagande användes för att göra urvalet. CVF är det teoretiska ramverk som har används för att studera ledarskapet och identifiera ledarroller. Resultat & Slutsats: Resultatet visar att Rational Goal Model (RGM) var den kvadrant som var mest representerad bland branschens ledare. Ledarna tillfredsställs av produktivitet och stimulerar prestation hos de anställda. Detta resultat är inte konstigt med tanke på den konkurrens som råder inom branschen. Det blir en självklarhet att fokusera på prestation och ha tydliga målsättningar. Human Relations Model (HRM) och Open System Model (OSM) är två andra kvadranter som är väldigt centrala för branschens ledare. Den genomsnittliga ledaren i branschen förstår vikten av att leda anställda på ett diplomatiskt och rättvist sätt och att söka efter innovativa lösningar. Internal Process Model (IPM) är den kvadrant som återfinns minst bland branschens ledare. Konservativt beslutsfattande och förutsägbara handlingar är inte vanligt förekommande i branschen. Vidare har den genomsnittliga ledaren i branschen förstått vikten av att kombinera flera kvadranter. Ledarna kombinerade HRM med RGM för att skapa rollen Caring confrontation och OSM med IPM för att skapa Practical vision. En ledare ska däremot inte fokusera för mycket på individuella roller i CVF, att enbart fokusera på RGM kan vara ansträngande och förtryckande för en anställd. Bidrag: CVF prövas på nytt i en bransch där den till vår vetskap inte har tillämpats tidigare. En intressant implikation av denna studie är att fastighetsmäklarbranschens ledare kan göra en självutvärdering av sitt ledarskap för att avgöra hur deras ledarstil jämförs med resultatet i denna studie.  Förslag till vidare forskning: Resultatet indikerar att ledarna kombinerar HRM med RGM och OSM med IPM. Detta väcker frågan på vilket sätt detta sker. Framtida studier kan genomföra en fältstudie på ett fastighetsmäklarkontor för att få en bättre förståelse för hur ledarna kombinerar dessa kvadranter i den dagliga driften. Framtida studier kan även använda CVF för att undersöka vilken företagskultur som råder inom fastighetsmäklarbranschen. Vidare kan Quinn’s utvärderingsmetod användas både för självutvärdering och utvärdering av andra. Framtida studier kan baseras på att anställda i fastighetsmäklarbranschen utvärderar sina ledare. Nyckelord: Ledarskap, Fastighetsmäklare, Competing Values Framework, Paradoxalt ledarskap, Beteendemässig komplexitet. / Title: Managing Complexity - a Competing Values Framework Approach. A Study of Leadership Roles in the Swedish Real Estate Business. Level: Bachelor of Business Administration Authors: Artur ter Harkel, Alessandro Schillaci  Supervisor: Dr. Monika Wallmon Date: June 2022 Aim: The purpose of this study is to survey leadership in the Swedish real estate industry with the Competing Values Framework (CVF).  Method: This study has a quantitative and deductive approach. The survey was based on a cross-sectional study with closed questions. Non-probability sampling with voluntary participation was used to make the sample. CVF is the theoretical framework that has been used to study leadership and to identify leadership roles.  Results & Conclusions: The results show that the Rational Goal Model (RGM) quadrant was most represented among the managers. Productivity and performance among employees is important, which is not surprising given the competition that prevails in the industry. Focusing on achievements and having clear goals becomes a logical consequence of a highly competitive market. Furthermore, the Human Relations Model (HRM) and Open System Model (OSM) quadrants were well represented among the managers. These managers understand the importance of managing their employees in a diplomatic, fair manner and seek innovative solutions. The Internal Process Model (IPM) quadrant was least represented among the managers. Predictable actions and conservative decision-making are not common in this line of business. Moreover, the average manager has understood the importance of combining quadrants to create new leadership roles. The HRM and RGM quadrants were combined to create the role Caring confrontation and the OSM and IPM quadrants were combined to create Practical vision. Accordingly, a manager should not have too much emphasis on individual quadrants of the CVF. For instance, too much emphasis on RGM can be exhausting and oppressing for an employee.  Contribution of thesis: To our knowledge, CVF is used in a line of business where it has not been applied before. An interesting implication of this study is that managers can make a self-assessment of their leadership to determine how their leadership style compares with the results of this study.  Suggestions for future research: The results indicate that managers combine HRM with RGM and OSM with IPM. This raises the question how this really is done by the managers. Future research may conduct a field study of a real estate office to gain a better understanding of how leaders combine these quadrants in day-to-day operations. Another interesting aspect to address is that CVF is a broad tool. Future research may investigate the corporate culture that prevails in the industry. Furthermore, Quinn’s self-assessment tool can be used for both self-assessment and the assessment of others. This study only focuses on self-assessment. Future studies could be based on employees evaluating their managers.  Keywords: Leadership, Real estate agents, Competing Values Framework, Paradoxical leadership, Behavioral complexity.

Title: The real estate agent’s creation of trust in customer meetings and the importance of communication in housing deals - A study that highlights language barriers in the real estate industry. Subject: Real Estate Science, Bachelor Thesis 15 credits Authors: Olivia Kultanen & Yasmine Osman Supervisor: Peter KarpestamDate: Spring term 2022 Aim: The aim of this study is to investigate how real estate agents create trust in customer meetings and what problems that can arise in the sales agreement between the broker and the seller, but also how brokers deal with difficult communication in terms of language barriers. Method: This study has applied a qualitative approach. The empiricism is based on six in-depth interviews with real estate agents who are operating in Sweden. Result & conclusions: The result shows that real estate agents create trust through clear feedback in their communication, but also how sincere and adaptable the agent is to the customer and his needs. The study establishes the approach of brokers when language barriers occur by being extremely clear, giving examples, shortening and using simple language in order for the message to reach the customer. The real estate agent adapts their language to the customer's conditions Contribution of the thesis: The study contributes to a deeper understanding of how to bridge miscommunication in the real estate industry between active real estate agents and customers and the creation of trust in customer meetings. Finally, suggestions are presented over how real estate agents handle language barriers that have arisen. Suggestions for future research: As a suggestion, future research could investigate the customers perspective regarding the influence of trust on the choice of brokerage firm. A3comparison between a smaller brokerage firm and a larger one could be made to see if there are differences regarding the trust of the various businesses. From a customer perspective, do you have more trust in the large, well-known brokerage chain or the smaller brokerage firm in the local area? / Titel: Fastighetsmäklarens skapande av förtroende i kundmöten och kommunikationens betydelse i bostadsaffärer - En studie som belyser språkbarriärer inom fastighetsmäklarbranschen. Ämne: Fastighetsvetenskap, Kandidatuppsats 15 hp Författare: Olivia Kultanen & Yasmine Osman Datum: VT 2022Handledare: Peter Karpestam Syfte: Syftet med denna studie är att undersöka hur fastighetsmäklare skapar förtroende i kundmöten och vilken problematik som kan uppstå i förmedlingsuppdrag, samt hur fastighetsmäklare går tillväga för att hantera försvårad kommunikation i form av språkbarriärer. Metod: Föreliggande studie har applicerat en kvalitativ forskningsansats. Empirin är baserad på sex djupgående intervjuer med fastighetsmäklare som är verksamma runt omkring i Sverige. Resultat & Slutsats: Resultatet visar att fastighetsmäklare skapar förtroende genom tydlig återkoppling i sin kommunikation, men även hur uppriktig och anpassningsbar mäklaren är efter kunden och dennes behov. Studien fastställer fastighetsmäklares tillvägagångssätt när språkförbistringar förekommer genom att vara väldigt tydlig, exemplifiera, korta ner och använda sig av enkelt språk för att budskapet ska nå fram till kunden. Fastighetsmäklaren anpassar sitt språkbruk till kundens förutsättningar. Uppsatsens bidrag: Studien bidrar till djupare förståelse kring hur man kan överbrygga misskommunikation inom fastighetsmäklarbranschen mellan verksamma mäklare och kunder samt vikten av skapande av förtroende i kundmöten. Slutligen presenteras förslag över hur1fastighetsmäklare hanterar uppkomna språkbarriärer.Förslag på framtida forskning: Förslagsvis skulle framtida forskning kunna undersöka uppdragsgivarens perspektiv gällande förtroendets påverkan på val av mäklarfirma. En jämförelse mellan ett mindre fastighetsmäklarföretag gentemot ett större skulle kunna göras för att se om det finns skillnader kring de olika verksamheternas förtroende. Har man utifrån ett kundperspektiv mer förtroende för den stora välkända mäklarkedjan eller det mindre mäklarföretaget som finns på den lokala orten?

Bakgrund: Fastighetsmäklare är en yrkesroll som förmedlar fastighetstjänster. Som en registrerad fastighetsmäklare är innehas behörig till att förmedla kommersiella lokaler, bostadsrätter, villor och tomträtter. För att bli en registrerad fastighetsmäklare i Sverige krävs en utbildning inom fastigheter om två till tre år samt en praktik på tio veckor. Problemet som den här studien kommer se mer specifikt på är faktumet att det är fastighetsmäklare som väljer att lämna sitt yrke och göra någonting annat, detta trots den tid och ansträngning som krävs för att bli en.  Syfte: Syftet med detta arbete är att kartlägga och utforska vad Kungliga Tekniska Högskolan examinerade studenter inom programmet Fastighetsutveckling med Fastighetsförmedling gör efter examen, om de är fastighetsmäklare i dagsläget eller om de valt att ta en annan riktning. Denna kartläggning görs genom att undersöka dess bakomliggande faktorer. Metod: Med hjälp av intervjuer har kunskap inom de centrala begreppen bearbetats. Dessa intervjuer har gjorts med examinerade studenter från Kungliga Tekniska högskolan.  Teori: Trots att vägen till att bli registrerad fastighetsmäklare är lång och svår tenderar många att lämna tanken om att bli en fastighetsmäklare efter examen. Eventuella orsaker kan vara provisionen eller ohälsa.  Analys: Genom att jämföra teorierna och intervjuerna, om varför en viss person tenderar att lämna yrket som fastighetsmäklare, fann vi att det är mer än provision och ohälsa som är skälen. Uppenbarligen finns det skäl som föräldraledighet, arbetstider och person job fit.  Resultat och slutsats: Som ett resultat fann vi att anledningarna till varför en student lämnar fastighetsmäklaryrket beror främst på provision, ohälsa, föräldraledighet, arbetstid och person job fit. Det är mestadels en kombination av alla dessa snarare än enbart en enstaka. Även om studenten för närvarande inte är en fastighetsmäklare, arbetar denne fortfarande inom fastighets- och finansområdet. Sammanfattningsvis anser vi att det till största del beror på att skolan och fastighetsmäklarens respektive kontor inte förbereder studenten tillräckligt för yrket. / Background: Real estate agents are people who provide real estate services. As a registered real estate agent you can mediate commercial facilities, condominiums, houses and land. To become a real estate agent in Sweden it requires an education within real estates that runs two to three years. The problem that this study is going to look more into is the fact that there are real estate agents who quit their jobs and do something else, regardless of the time and effort they have put into becoming one.  Aim: The purpose of this work is to map and explore what the Royal Institute of Technology students in the program of Real Estate and Agency do after graduation, if they are Real Estate Brokers at present or if they have chosen to take a different path. This mapping is done by examining its underlying factors.  Method: With help from conducted interviews knowledge has been gained within the central themes of the study. This has been made by graduates from the Royal Institute of Technology. Theory: Even though the path to become a registered real estate broker is long and hard, many people tend to leave the idea of becoming a real estate broker after graduation. The reasons might be the commission or ill health.  Analysis: By comparing the theories and the interviews made, of why a certain person tends to leave the profession -real estate broker. We found that it is more than just commission and ill health as reasons, apparently, there are reasons such as parental leave, worktime, person job fit.  Result and Conclusion: As a result, we found that the reasons why a student leaves the profession - real estate broker is mainly because of commission, ill health, parental leave, work times, and person job fit. It is mostly a combination of all these rather than one alone. And even if the student is currently not a real estate broker, he/she is still working in the area of real estate and finance.  In conclusion, we think it mostly is because the school and the respective office of the real estate broker are not preparing the student enough for the profession.

Titel: Förändring av utbildningskraven för fastighetsmäklare - En djupgående analys av fastighetsbranschens aktörers resonemang bakom högre respektive lägre utbildningskrav i Sverige, Spanien och Polen. Nivå: Kandidatuppsats i ämnet Fastighetsvetenskap Författare: Erik Andersson & Hampus Holmqvist Nilsson Handledare: Sylwia Lindqvist Datum: Juni 2024 Syfte: Syftet med studien är att bidra till en ökad förståelse av de motiv och resonemang som ligger bakom olika länders beslut om striktare eller mildare utbildningskrav för att erhålla licens/registrering inom fastighetsmäklarbranschen. Målet är att identifiera mönster och trender av de förändringar som har skett för att skapa en holistisk bild av fastighetsmäklarutbildningen och yrkesregleringar. Metod: Denna studie har använt sig av en kvalitativ forskningsmetod med induktiv ansats där semistrukturerade intervjuer och sekundärdata är informationsamlings metoderna. Ett målinriktat urval gjordes för att välja intervjupersoner.  Resultat: Resultatet indikerar att anledningen till höjda utbildningskrav kan vara ett starkare konsumentskydd och ökad yrkesstatus, både nationellt och internationellt. Kulturella och strukturella skillnader mellan länder påverkar dock om dessa mål kan uppnås, vilket i sin tur resulterar i att ett universellt system får anses som osannolikt. / Title: Change of educational requirements for real estate agents - An in-depth analysis of real estate industries actors reasoning behind higher and lower educational requirements in Sweden, Spain and Poland Level: Bachelor's Thesis in Real Estate Science Authors: Erik Andersson & Hampus Holmqvist Nilsson Supervisor: Sylwia Lindqvist Date: June 2024 Purpose: The purpose of this study is to contribute to an increased understanding of the motives and reasoning behind different countries' decisions regarding stricter or more lenient educational requirements to obtain a license/registration within the real estate industry. The goal is to identify patterns and trends of the changes that have occurred to create a holistic picture of real estate education and professional regulations. Method: This study has employed a qualitative research method with an inductive approach, with semi-structured interviews and secondary data as the information collection methods. A purposive sampling was used to select interviewees. Results: The results indicate that the reasons for increased educational requirements may be a stronger consumer protection and enhanced professional status, both nationally and internationally. However, cultural and structural differences between countries affect whether these goals can be achieved, which in turn makes a universal system seem unlikely.

This study investigates relationship marketing by estate agencies in the residential property market of South Africa. In determining the residential estate agency's knowledge of relation­ ship marketing, an extensive literature study was undertaken on the marketing environment and broader market, marketing concept, market segmentation and target marketing, the marketing mix and expansion thereof, as well as customer service and internal marketing. An empirical study was conducted to determine the residential estate agency's present knowledge and practices of the basic components of relationship marketing. In the study a structured questionnaire was mailed to all residential estate agencies which are members of the Estate Agency Affairs Board. The most significant findings are that: the majority of respondents do not have mission statements and do not know what a mission statement is; they set marketing objectives which are communicated to the agents; when appointing new agents they consider the agent's service orientation and ability to work with clients, but qualifications and previous experience are not viewed as important; they train estate agents themselves and emphasise after-sales contact and building of long-term relationships, but do not stress customer behaviour influences; a large percentage do not conduct competitor analyses and view marketing research as unimportant, but are of the opinion that they have superior market knowledge and offer the best service quality; they regard the principles of the marketing concept as important; they engage in a large number of after-sales services, although few realise that contact after occupation is important; they regard the buyer's financial means as important and engage in activities to ensure customer service, but do not have formalised feedback systems to test customer satisfaction; they engage in internal marketing activities, strive to create a positive corporate culture and try to retain good agents. In conclusion it can be said that there is evidence that the principles of relationship marketing are followed by residential estate agencies in South Africa. There are, however, concerns about the long-term commitment of estate agencies towards their clients because of the lack of feedback systems and the lack of in-depth knowledge of the market. / Business Management / D. Comm (Business Management)

This study investigates relationship marketing by estate agencies in the residential property market of South Africa. In determining the residential estate agency's knowledge of relation­ ship marketing, an extensive literature study was undertaken on the marketing environment and broader market, marketing concept, market segmentation and target marketing, the marketing mix and expansion thereof, as well as customer service and internal marketing. An empirical study was conducted to determine the residential estate agency's present knowledge and practices of the basic components of relationship marketing. In the study a structured questionnaire was mailed to all residential estate agencies which are members of the Estate Agency Affairs Board. The most significant findings are that: the majority of respondents do not have mission statements and do not know what a mission statement is; they set marketing objectives which are communicated to the agents; when appointing new agents they consider the agent's service orientation and ability to work with clients, but qualifications and previous experience are not viewed as important; they train estate agents themselves and emphasise after-sales contact and building of long-term relationships, but do not stress customer behaviour influences; a large percentage do not conduct competitor analyses and view marketing research as unimportant, but are of the opinion that they have superior market knowledge and offer the best service quality; they regard the principles of the marketing concept as important; they engage in a large number of after-sales services, although few realise that contact after occupation is important; they regard the buyer's financial means as important and engage in activities to ensure customer service, but do not have formalised feedback systems to test customer satisfaction; they engage in internal marketing activities, strive to create a positive corporate culture and try to retain good agents. In conclusion it can be said that there is evidence that the principles of relationship marketing are followed by residential estate agencies in South Africa. There are, however, concerns about the long-term commitment of estate agencies towards their clients because of the lack of feedback systems and the lack of in-depth knowledge of the market. / Business Management / D. Comm (Business Management)