Real estate brokerage has gradually progressed from growth to maturity since management regulations were executed. Since the government has ensured consumer rights by legislations, the confidence of consumers in real estate brokerage has been greatly enhanced. The success ratio of real estate cases has therefore increased. In addition, for the past two years, the economy has been recovering and the government has continued in its policy of subsidizing house loan interest. Real estate brokerage has therefore been highly prosperous for these two years. The internet has developed rapidly, and it is changing transaction modes in many industries with its low costs and capacity for rapid information transfer. It also puts industry leaders in a stronger position. The rules of the game have changed in industry. Corporations have to reevaluate business modes affected by the internet and consider the resultant changes. The character of real estate usually complicates transactions and thus influences the actions of buyers and sellers. The transaction therefore has many variables. Moreover the buyers are not aware of all of these variables. The brokers usually take advantage of the buyers¡¦ relative ignorance for their own professional gain. What is the brokers¡¦ advantage in this situation of information disparity? How do they utilize this advantage? In this study these questions will first be clarified and expounded. It will then be investigated whether the influence of the internet will lessen the need for professional intermediation or the brokers¡¦ information advantage. Finally comparisons will be made between the pre- and post-Internet world. Sinyi Realty Inc. is the only listed real estate company in Taiwan at present. According to Commonwealth Magazine market survey Sinyi Realty Inc. is the most trusted and best-known company in real estate brokerage. It even has the highest sales figures in the industry. In addition Sinyi Realty Inc. is the only real estate company ranking in the Taiwan Top 500. For these reasons it has been singled out as a case study for in-depth research in order to evaluate the possible influence of the Internet now and in the future. This study will begin with the analysis of Sinyi Realty Inc.¡¦s development background and competitive advantages followed by the internal and external changes arising from the Internet¡¦s influence. Finally the potential advantages, disadvantages risks, and opportunities will be studied and analyzed. It is hoped this study can act as a reference for real estate brokers as they formulate their development strategies in the Internet-influenced world of the future.

The real estate brokerage has the lowest barrier to enter in and withdraw from the industry of the real estate. The competition of the real estate brokerage is fierce; therefore the formulation of brokerage¡¦s marketing strategy will affect the speed of transaction. The transaction in metropolitan and non-metropolitan area affected by the orientation of product, execution of government authority, the habits or taboos of buying real estate, household income, transaction price, service pattern, and groups of purchasing real estate...etc, these make the implement of marketing strategy is somewhat different. The implement of marketing strategy of different real estate broker will also impact the management performance. ¡§Service¡¨, will be the guidance to formulate marketing strategy for the future development of real estate brokerage. This research explores the difference and similarity of marketing strategy of real estate brokerage in metropolitan and non-metropolitan area through the application of the marketing strategy from ¡§Good Morning Real Estate¡¨.

Ett starkt varumärke är nyckeln till att ett tjänsteföretag ska lyckas behålla en framstående position på marknaden samt för att urskilja dem från andra aktörer. Därutöver krävs det att företaget lyckas med sin positionering, det vill säga att när kunden eller intressenten får ett behov ska den kunna koppla företagets varumärke till just det uppkomna behovet. Vid etablering på en ny marknad är det viktigt att undersöka företagets positionering och varumärkesstyrkor på hemmamarknaden för att avgöra om dessa går att nyttja även på den nya marknaden, eller om de behöver anpassas. Fastighetsmäklarföretag har sett sin chans att internationalisera sig då allt fler svenskar väljer att köpa bostad utomlands. Ett av de mest populära länderna för svenskar att köpa bostad i är Spanien, detta med anledning av klimatet, atmosfären, arbetssituationer eller familjerelationer. Forskare menar att ett företag kan ha svårigheter med att imitera samma varumärkesimage på den internationella marknaden som på hemmamarknaden, det kan beror på faktorer som exempelvis kulturella och legala skillnader. Syftet med denna studie var att undersöka hur svenska fastighetsmäklarföretag valt att positionera sitt varumärke på hemmamarknaden respektive den spanska marknaden samt utreda om de anpassar sin positioneringsstrategi beroende på vilken marknad de riktar sig till. I teoridelen användes befintliga teorier och modeller, i den empiriska delen utgicks detifrån den kvalitativa forskningsmetoden därdatainsamlingen begränsadestill intervjuer. Detta ansågs ge störst djupet i studien samt att det var den mest lämpliga metoden för att få ut den informationen som söktes från informantföretagen. Resultatet av studien visade att samtliga informantföretag vill förmedla ett enhetligt varumärke till sina kunder på de båda marknaderna för att öka tryggheten mot dem. Dock tyder resultatet på att fastighetsmäklarföretagen väljer att anpassa sin positioneringsstrategi på hemmamarknaden jämfört med den spanska marknaden då de huvudsakligen vill förmedla en dröm. / For a company to succeed it must have a strong and recognizable brand, this is the most important tool a company can use to be successful. If a company succeeds with its positioning, the client should be able to connect the company’s brand to their needs. When starting in a new market, it is important to examine the company’s positioning and brand strengths in the home market in order to determine whether they can use similar ideas in the new market, or whether the brand positioning need to be adapted. Real estate brokerage firms have seen their opportunity to internationalize due to that more and more Swedes are choosing to buy a property abroad. Spain is one of the most popular countries for Swedes to buy properties in, because of the climate, the atmosphere, work situations and family relationships. Researchers believe that a company may have difficulties imitating the same image in the international market as the home market, it may depend on factors such as cultural and legal differences. The purpose of this study was to investigate how Swedish real estate brokerage firms have chosen to position their brand in the home market and the Spanish market, as well as investigate whether they adapt their positioning depending on the market they are operating on. Existing theories and models where used and as for the empirical part, we have chosen to use qualitative research method and to limit the data collection to interviews. We believed this provided a greater depth to our study and that it was the most feasible way to get access to the information we sought from the companies that we interviewed. We came to the conclusion that all companies that took part in our study want to convey a united brand to its customers in both markets. However, we found that theychoose to alter the way of working their positioning strategy in their home market compared to the Spanish market.

The purpose of this study was to get an idea of ​​how the leaders in the real estate industry perceive and manage boundless working conditions. Questions that were answered were how the leaders in the service influence and control the employees' working conditions. Also how the communication strategies are designed to facilitate the work towards common goals, when tasks are not limited to the workplace. The study examine if boundless working conditions is characterized by unspoken expectations. Based on the current view, seven interviews were conducted with leaders from six organizations in the real estate brokerage. The results showed that the industry is controlled by few limits and that leaders use different strategies to maximize performance and wellbeing. It is a commission-based industry in which all work is according to individual performance where results are measured before the time spent at work. By explicit strategies of working and labor leaders are trying to reduce inequalities, and so they try to also reduce the scope of the psychological contract in certain aspects. / Syftet med föreliggande studie var att få en uppfattning om i vilken omfattning fastighetsmäklares arbetsvillkor är gränslösa samt hur mäklarledare uppfattar och hanterar dessa arbetsvillkor. Frågor som besvarats är hur mäklarledare påverkar och kontrollerar de anställdas arbetsförhållanden. Studien undersöker också vilka kommunikationsstrategier som används i arbetet mot gemensamma mål när arbetsuppgifter inte begränsas till arbetsplatsen. Föreliggande studie tar även upp mäklarledares syn på om distansarbete bland fastighetsmäklare präglas av outtalade förväntningar. Utifrån aktuellt syfte har sju intervjuer genomförts med ledare från sex olika fastighetsmäklarorganisationer. Resultaten visade att branschen styrs av få gränser och att ledare använder sig av olika strategier för att maximera resultat och välbefinnande. Dock finns vissa ledarstrategier för att ibland begränsa omfattningen av gränslösheten. Det är en provisionsbaserad bransch i vilken samtliga arbetar efter individuella resultatmål och där resultat värderas högre den tid som läggs på arbetet. Genom uttalade strategier i arbetssätt och arbetsfördelning försöker ledare minska orättvisor, och på så sätt försöker de även minska ramen för de psykologiska kontrakten i vissa avseenden.

La période de prospérité immobilière qu’a vécue le Québec a attiré de nombreuses personnes vers la pratique du courtage immobilier. Certains ont malheureusement choisi d’exercer cette « profession » pour les mauvaises raisons et sans se soucier des règles et valeurs régissant l’industrie du courtage immobilier au Québec, dont la protection est confiée à l’Organisme d’autoréglementation du courtage immobilier du Québec (ci-après : « Organisme » ou « OACIQ ». Ainsi, à l’ère où la question des conflits d’intérêts, et plus particulièrement ceux existants chez nos élus, envahie littéralement les médias, il nous a semblé pertinent d’étudier le concept de conflit d’intérêts à travers la Loi sur le courtage immobilier en vue de faire un constat sur l’état du droit. Dans la première partie de notre exposé, nous traiterons des fondements et origines de l’expression « conflit d’intérêts » ainsi que son évolution à travers le temps, jusqu’à présent. Cette première partie, également consacrée au lexique, nous permettra de comprendre l’étymologie des termes « conflit », « intérêt » et de l’expression « conflit d’intérêts ». Finalement, nous analyserons certaines lois et décisions traitant du sujet. Dans la seconde partie de notre mémoire, nous nous pencherons sur la place occupée par le conflit d’intérêts dans la Loi sur le courtage immobilier. L’historique des diverses versions de cette Loi, l’évolution des dispositions ainsi que les décisions du Comité de discipline de l’OACIQ concernant le conflit d’intérêts y seront étudiés. Nous conclurons ce mémoire par une synthèse de nos recherches et en proposant des modifications législatives à la Loi sur le courtage immobilier. / The real estate boom in which we found ourselves in recent years has attracted many people to the real estate brokerage practice. Unfortunately, some have chosen to practice this “profession” for the wrong reasons and without regard to the rules and values governing the real estate brokerage industry in Quebec, whose protection is entrusted to the Organisme d’autoréglementation du courtage immobilier du Québec. Thus, in a period in which the concept of conflict of interest and particularly those existing in our government, literally invade the medias, it seemed appropriate to us to question the meaning of that term through the Real Estate Brokerage Act in order to make a statement on the law. In the first part of our thesis, we will step back in time, to find the foundations and origins of the conflict of interest as well as its evolution over time, until today. The first part, also a study of the particular lexicon, will give us the opportunity to understand the etymology of the term "conflict", "interest" and "conflict of interest". Finally, we will analyze some laws and decisions concerning this topic. In the second part of our work, we will look at the place assigned by the Real Estate Brokerage Act to the conflict of interest. The history of the various versions of this Law, the evolution as well as the decisions issued by the Disciplinary Committee of sections concerning the conflict of interest will be studied. We will conclude with a summary of our research and will provide possible solutions, including legislative amendments to the Real Estate Brokerage Act.

Studien har som syfte att undersöka vilka faktorer fastighetsmäklare anser påverka valet att ta ut pappaledighet och vilken roll organisationskulturen har i detta. Målet med studien är att svara på följande frågor:●Vilka faktorer anger pappor i fastighetsmäklarbranschen som avgörande för valet att ta ut pappaledighet?●Vilken roll spelar organisationskulturen?Studiens resultat har baserats på sex kvalitativa, semistrukturerade, intervjuer med fastighetsmäklare som antingen ska, är eller har varit pappalediga. Som teoretiskt ramverk användes främst Scheins tre nivåer av organisationskultur samt vetenskapliga publikationer som kopplade organisationskultur med pappaledighet och föräldraledighet. Resultatet visar på att inslag i organisationskulturen i mäklarbranschen är ett hinder som behöver hanteras för att främja jämställdhet på arbetsplatsen gällande föräldraledighet. Det krävs fördjupade studier sett till vilka åtgärder mäklarföretag bör vidta för att påverka förväntningarna kring mäklarnas ständiga tillgänglighet och att förändra bilden av idealmäklaren. / The purpose of this study is to examine which factors real estate agents consider to influence them in the choice of taking paternity leave and what role organizational culture has. The aim of the study is to answer following questions:●Which factors fathers specify within the real estate brokerage industry as crucial in the choice of taking paternity leave?●What role does organizational culture play?The result of the study is based on six qualitative, semi-structured interviews with brokers who either will, are, or have been on paternity leave. As theoretical framework Schein's three levels of organizational culture was mainly used followed by scientific publications that linked organizational culture with paternity leave and parental leave. The result show that organizational culture within the real estate brokerage industry is an obstacle that needs to be developed to encourage equality regarding parental leave in the workplace. In-depth studies seems required as to what actions real estate companies need to take to influence broker’s constant availability and change the image of the ideal broker.

Studien behandlar vad sex studenter och tre arbetsgivare har för uppfattning och syn på praktiken en fastighetsmäklarstudent måste genomföra för att registreras som fastighetsmäklare. Studien behandlar också hur kunskapsöverföringen upplevs av såväl studenter som arbetsgivare. Syftet är att genom kvalitativa intervjuer utreda studenters och arbetsgivares uppfattning och syn inom centrala områden vad gäller en mäklarstuderandes praktik. Områden som behandlas är bland annat kunskapsöverföring och anställning. Vårt resultat visar att praktiken generellt uppfattas som positiv och givande ur både studenters och arbetsgivares perspektiv. Resultatet visar också att det kunskapsgap som finns vad gäller teoretiska kunskaper som studenten får genom skolan och den kunskap studenten får genom praktiken, inte täcks fullt ut. De tio obligatoriska veckorna är för korta för att en fullständig kunskapsöverföring ska ske. / This essay deals with the perception of the mandatory practice of the real estate students in Sweden that must be accomplished to become a certified real estate agent. The goal is to investigate the matter through qualitative interviews with six students of Malmö högskola and three major employers in the Malmö area. Key areas that are scrutinized are the transfer of knowledge, employment and engagement. Our findings demonstrate that the general view of the practice within the real estate brokerage business is good and rewarding for both students and employers. The findings also show that there is a gap of knowledge between the theoretical education and the practice based education which is not fully covered. The obligatory ten weeks of practice may be considerd too short for a complete knowledge transfer to occur.

Luxury and premium brand affiliation have been and likely always will be about quality and status. Extant studies in marketing consumer behavior aim to explain the effects of hedonic drivers and how these shape consumer behavioral choices when choosing a brand. A consumer's subconscious hedonic motivations are thought to result in buying decisions. Their purchase decision may thus satisfy their emotional needs as explained in hedonic theory. With respect to the distinction between tangible products as “goods” and intangible products as “services,” it appears that luxury branding has always been seen as one characteristic of goods. Many consumers will purchase a luxury brand good for the pleasure of holding that good and the social status that it represents. But luxury branding in the service industry is a bit harder to grasp. Little research exists dealing with luxury branding in the service industry and, especially, in the real estate industry. Using this contradistinction once again, a luxury consumer will purchase either a good or service. A good is tangible and may be held by the consumer indefinitely, but a service is generally time restricted and might only be a one-time purchase transaction. To probe this issue in greater depth, luxury retail marketing research and consumer behavior will inform this study. Luxury branding, that is, perceived value versus actual value in real estate sales, will be analyzed. In that the real estate industry is specifically characterized by brokers at many brand levels, this study uses this characterization of brand level to determine if luxury branding of real estate brokers impact homes sale price (and/or other components of value) by returning a premium to one or more stakeholders in the value chain. With little extant literature in the luxury branding service sector and residential real estate brokerage activities, this research, in particular, considers empirical results from previous real estate and luxury branding research in other markets to set forth a framework for brokerage branding level in real estate. The resulting framework categorizes this as real estate brokerage firm “level,” typing brand into three levels based on service and price (for the purposes of the current work, the delineation will be binary, that is to say, either luxury brand representation or not). These brokerage brand levels are: (1) low, i.e., flat fee or discount firms; (2) middle, i.e., traditional, commission-based firms; and (3) high, i.e., luxury brokerage firms. Each category appeals to a different social class of consumers in that purchasing power is highly related to home listing and final sales pricing. Given that all firms have the same resources available for listing, marketing, and syndicating a home on the market, consumer perception, which is a key component in the branding research, also becomes central in the current study when considering residential real estate brokerage and brand levels, when studying the luxury home market and the high-end brokerage firms targeting the luxury class, an interesting question arises: Do these brokers add value? Or is it an inaccurate, but common perception? These questions are addressed in the research by analyzing the marketing characteristic of luxury real estate brokerage branding in one particular market in the Dallas-Fort Worth region of the US. Specifically it asks whether branding impacts a home's value. The study follows prior scholarly suggestions to derive quality and comparable data and to focus on geographically targeted luxury real estate markets. The research builds on prior research frameworks exploring the hedonic pricing model, an established research stream that has looked into the effect of home hedonic characteristics on its ultimate valuing. To date, little research has been conducted analyzing the impact of market branding on the final sales price of a home and other features of perceived value. In the empirical results of Study 1 and Study 2 of stable, affluent communities in the Dallas-Fort Worth area of the US, we analyze the outcome of the two studies indicate that buyers may not perceive a high value related to the brand of the listing and/or selling broker. This may appear to counter the general marketing branding literature, but the strength of brand in goods could be quite different than the strength of brand in services such as real estate and we formulate null hypotheses to test this possibility. Brand loyalty to a class of brokers, for example, could be less likely given that most buyers only engage in home buying on an infrequent basis. Indeed, in the two studies conducted, the hedonic factors are overwhelmingly powerful predictors of value and these hedonic and tangible physical characteristics of a home could well be responsible for allaying or undermining any real effect of brand. This research consists of two studies conducted separately in different locations of a single county within the Dallas-Fort Worth Texas area. By studying two separate but similar communities in the same geographical area, external validity was thus enhanced, assuring that the results here were not a one-off empirical finding in only one setting. The two studies were coded for brand and hedonics and used as predictors of buyer perceptions of value, as represented in the final, agreed-to sales price and other forms of valuing. Based on the research findings, these two independent studies overall strengthen statistical power and allow for possible generalization to other unstudied populations, which, presumably, would be other real estate markets. Utilizing the current methodological approach, for example, would permit future researchers to see if the findings generalize to communities in other metropolitan areas in the US and beyond. In all such studies, it might be possible that the effect of brand becomes statistically significant, for instance, but this could be, strictly speaking, merely a function of the larger N. In this thesis, however, branding was not statistically significant and, moreover, the branding effect was minimal in terms of explained variance of the DVs such as final sales price. If these finding should hold across settings, the predictive power of brand would continue to have a very small value component and hedonic characteristics would likely dominate, rendering branding to be a far distant, minor effect. The implications of this study can be seen with respect to both academic thinking and practice. There is a theoretical contribution in showing that a brand in real estate may not impact buyer value, admitting the limitation of the dataset having been gathered from one North Texas market. These results run counter to some marketing research to date and certainly contend the thinking of many brokers and home buyers and sellers. Based on the results of this study, branding might be considered in future studies as a control variable that is not expected to affect outcomes to any marked degree. Alternatively, scholars might continue to introduce branding as a direct effect on value and compare their findings to this thesis. Challenges to the hedonic pricing model might also emerge from future empirical results, but, given the persuasiveness of prior studies of the hedonic model in real estate, we expect that such hedonic factors will continue to reign supreme. For practitioners, non-luxury brokers have some evidence that luxury branding of a home might not result in value for the buyer and this could be an effective marketing tool for them (with the caveat that scientific findings thus far are limited to a study drawn only from the Dallas-Fort Worth region). Claims that sellers should choose a luxury brokerage to list their homes may not stand the empirical test of real-world data and analysis and luxury brokers can be cautioned not to overstep in arguing that they can definitely produce economic premiums for sellers. Hedonic characteristics continue to be the most important predictor of home sales prices, as is likely, all brand levels will likely be even better informed of the relative importance of hedonic factors in the presence of branding effects in future studies. By holding brand constant, variance associated with brand can be patriated out and the resultant weights of hedonic factors can be more clearly seen and understood. / Business Administration/Finance

服務業已成為國家經濟發展的重要基礎，如何提供良好的服務來滿足顧客，也成為相當重要的議題。而在組織中，員工面對顧客所展現的態度及行為皆代表著組織，員工服務的行為與經驗在與顧客互動的過程中，影響顧客對服務品質的認知，再者，房屋仲介業在服務業中具有相當重要的地位，房仲業者分店數全台已達五千多家，僅次於便利商店，因此本研究將以房仲業者為例，進行員工服務行為之內涵之探索，並探討房屋仲介業務人員，在銷售價格高低不同之房屋時，或面對不同類型的顧客需求時，所展現的服務行為內涵是否具有相同、相異之處。 　　本研究以台北市之房屋仲介業業務人員為研究對象，深度訪談49位具有8個月以上服務經驗之房仲業務人員與店主管，並將訪談內容逐字稿轉為可研究的項目 (item)，依內容相似性作分類，共產生10種不同的服務行為類別。研究結果顯示，不論房仲業務人員在銷售價格較高或較低的房屋時，或是其面對自住型或投資型需求之顧客時，大多會展現出公司所規定之服務行為；然而，當其在銷售價格較高的房屋時，與當其面對投資型需求（而非自住型需求）之顧客時，尚會展現出公司未明文規定之服務行為。 / Service industry has become an important foundation for national economic development. So how to provide better service to make customer satisfied has become an important issue. In service organization, employee’s behaviors and attitude toward customers are on behalf of organization. And employee’s service behavior in the process of interacting with customer will influence how customer perceives service quality. What’s more, the real estate brokerage industry plays an important role in service industry. The number of stores of real estate brokerage industry in Taiwan is more than 5,000 stores, only less than the number of convenience stores. Therefore, this study used the salespersons in real estate brokerage industry as sample to explore the first-line employee service behaviors. And this study discussed the similarities and differences in service behaviors when salesperson sold the houses with higher or lower price, and faced customers with different needs. 　　This study used a sample of the salespersons of real estate brokerage industry in Taipei. After interviewing 49 salespersons, whose working experience is more than 8 months, the study turned the transcripts into analyzable items. By the similarity of the items, this study classified the items into 10 categories. The result is that no matter the salespersons sold the house with higher or lower price, or faced customer need of consumption or investment, they mostly provided the organization expected customer service behaviors. But when they sold the house with higher price, or faced the customer need of investment, they even provided the more customer service behaviors which are not required.

Syfte: Syftet med studien är att studera hur ledare jobbar för att åstadkomma ett kundorienterat klimat på en arbetsplats med ett provisionsbaserat lönesystem. Metod: En kvalitativ metod har använts i den här studien. Semi-strukturerade intervjuer gav oss det empiriska underlaget som analyserades med hjälp av den systematiska, strukturerade och abduktiva metoden Well-grounded theory. Resultatet presenteras i empirin med hjälp av mönster som upptäckts. Resultat & slutsats: Vi har överlag kommit fram till att praktiken i stora drag stämmer överens med teorin. De intervjuade ledarna har en överensstämmande uppfattning om kundorienteringens innebörd, men har vissa skiljaktigheter i bland annat deras syn på provisionens inverkan. Ledarens roll ansågs även i praktiken vara avgörande för att de anställda ska vara kundorienterade. Förslag till fortsatt forskning: Studien har utförts med inriktning på enbart fastighetsmäklarbranschen. Vi skulle gärna se en fortsatt forskning kring provisionens inverkan på kundorienteringen i branscher med förhållandevis mindre försäljningar, för att se om det skiljer sig åt. Vidare skulle en studie som liknar vår kunna göras på de anställda för att se om uppfattningen mellan ledare och anställd är annorlunda. Det vore också intressant att få in kundernas uppfattning och undersöka om den överensstämmer med ledarnas och de anställdas uppfattning. / Aim: The aim of this study is to study how leaders are working to achieve a customer-oriented climate in a workplace with a commission -based salary system. Method: A qualitative approach was used in this study. Semi - structured interviews gave us the empirical data that were analyzed using the systematic, structured and abductive method Well- grounded theory. The results are presented in the empirical data using patterns that were located. Result & Conclusions: We have generally concluded that the practice is closely matching what prevails in the theory. The interviewed managers and scientists have a consistent view of customer orientation significance but have some differences as well, in particular their views on the impact of commission. The role of the leadership was also considered essential for employees to be customer-oriented. Suggestions for future research: The study was conducted focusing only on the real estate business. We would like to see further research on the commission impact on customer orientation in industries with relatively minor sales, to see if it differs. Moreover, a study similar to ours could be made on the employees to see if the perception between managers and employees is different. It would also be interesting to add the customers’ opinions and compare these with the managers and the employees’ opinions.