The EAAB (Estate Agency Affairs Board), a statutory body for the South African real estate industry, introduced an extensive Code of Conduct in 1992. The research conducted will serve to determine whether this Code of Conduct is effective in ensuring ethical behaviour by real estate agents. Both qualitative and quantitative research was undertaken, whereby it was determined that there is indeed a level of unethical behaviour amongst real estate agents, that a majority of such agents were unable to interpret specific clauses in the Code of Conduct, and that there was no clear correlation between support for the Code of Conduct and moral intent. Qualitative interviews highlighted the various roles that stakeholders do and should play in training and enforcement of the Code of Conduct, and their insights helped provide the basis for recommendations to the Estate Agency Affairs Board on improving the effectiveness of the EAAB Code of Conduct. Key recommendations to the EAAB were that a revision of the Code of Conduct was needed, entry requirements into the industry should be more stringent, a professional image for the industry should be promoted, and improved communication between the EAAB and stakeholders, improved enforcement and higher penalties, and an extensive training and education programme on Ethics and the Code of Conduct were needed. A Ten Element Model for an Effective Code of Conduct was proposed that detailed ten key themes arising from the research which could also be applicable in other industries. The forces and importance of communication, debate and consultation between society and industry, through regulatory bodies and/or professional associations provided the foundation for the development and revision of the Code of Conduct. To ensure effectiveness, the Code of Conduct needed to be supported by an ethical culture, professionalisation of the industry, support and understanding of the Code of Conduct by stakeholders, exposure, education and training on the Code of Conduct and Ethics, enforcement, penalties and consumer education.

The EAAB (Estate Agency Affairs Board), a statutory body for the South African real estate industry, introduced an extensive Code of Conduct in 1992. The research conducted will serve to determine whether this Code of Conduct is effective in ensuring ethical behaviour by real estate agents. Both qualitative and quantitative research was undertaken, whereby it was determined that there is indeed a level of unethical behaviour amongst real estate agents, that a majority of such agents were unable to interpret specific clauses in the Code of Conduct, and that there was no clear correlation between support for the Code of Conduct and moral intent. Qualitative interviews highlighted the various roles that stakeholders do and should play in training and enforcement of the Code of Conduct, and their insights helped provide the basis for recommendations to the Estate Agency Affairs Board on improving the effectiveness of the EAAB Code of Conduct. Key recommendations to the EAAB were that a revision of the Code of Conduct was needed, entry requirements into the industry should be more stringent, a professional image for the industry should be promoted, and improved communication between the EAAB and stakeholders, improved enforcement and higher penalties, and an extensive training and education programme on Ethics and the Code of Conduct were needed. A Ten Element Model for an Effective Code of Conduct was proposed that detailed ten key themes arising from the research which could also be applicable in other industries. The forces and importance of communication, debate and consultation between society and industry, through regulatory bodies and/or professional associations provided the foundation for the development and revision of the Code of Conduct. To ensure effectiveness, the Code of Conduct needed to be supported by an ethical culture, professionalisation of the industry, support and understanding of the Code of Conduct by stakeholders, exposure, education and training on the Code of Conduct and Ethics, enforcement, penalties and consumer education.

Published Article / 'n Groot hoeveelheid eiendomsagente het tot die eiendomsagentskapsbedryf toegetree in die laaste paar jaar. Tersel fdertyd het die kliënte se beoordeling van die kwaliteit van dienslewering deur eiendomsagente in die bedryf 'n afwaartse neiging getoon. Hierdie persepsie van swak kwaliteit lei tot 'n negatiewe impak op die bedryf. Navorsing gedurende 2004 het uitgewys dat kliënte in die Bloemfontein streek oor die algemeen nie tevrede is met die gehalte van dienslewering deur eiendomsagente in die bedryf nie. Respondente het sekere areas waar verbeterde hoë vlak dienslewering kan plaasvind, uitgewys. Hierdie navorsing en aanbevelings het dit moontlik gemaak om 'n model te ontwikkel vir die verkryging van maksimale tevredenheid van beide kopers en verkopers. A large number of estate agents entered the real estate industry in the last few years. At the same time the client rating of the quality of services offered by estate agents in the industry followed a downward trend. This perception of poor quality is causing a negative impact on the industry. Research done in 2004 has identified that clients within the Bloemfontein region are generally not satisfied with the level of service delivery by estate agents within the industry. Respondents did identify certain areas that could be improved in order for estate agents to deliver a superior level of service. On the basis of this research and recommendations, it was possible to develop a model of the service delivery that will maximise the satisfaction of both buyers and sellers.

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¡¨.

Main goal of this Master's Thesis is creating of a business plan for set up of a small estate agency with narrow resources and evaluate its feasibility. Master's Thesis is divided into theoretical and practical part. The theoretical part is focused on steps which every new entrepreneur has to deal with. Next part is devoted to legal requirements for establishing of an estate agency and absence of regulations for new reality agents entering the Czech reality market. The practical part consists of a business plan with regards to the limited budget. Furthermore, the practical part deals with detailed description of services which the estate agency will provide, marketing communication and financial plan, which points to profitability of the new entrepreneurship.

The Diploma thesis describes marketing of the real estate agencies. Theoretical part is focused on marketing and real estate agencies. It also provides advices in marketing for model real estate agency. Practical part is focused on analyzing selected options by using WSA method. Then I tried to find out which option has the best rating.

This dissertation thesis focuses on creating methodical manuals for creating a new estate agency on the Czech market. Next thing to focus on are processes inside the estate agency and organization structure. The thesis also analyses competitive estate agencies on the market, compares their productivity and specifies rights and responsibility for each position in the newly establishing estate agency.

The goal of this Master's Thesis is to evaluate the use of online marketing tools used by the Prague-based Real Estate company Happy House Rentals Ltd. and to propose improvements for their online marketing strategy. The first part of the paper describes available online marketing tools. The second part introduces the Real Estate market and describes, using published data, the situation of the Real Estate industry in the Czech Republic and Prague metropole in particular. This is followed by a primary analysis of the web presence of Prague's Real Estate Agencies fitting the competitive profile of Happy House Rentals Ltd. The third part is a case study on the online marketing presence of Happy House Rentals Ltd. Using the tools and data introduced in the first two parts of this Master's Thesis, the author suggests improvements for the online marketing strategy of Happy House Rentals Ltd.

The digitalization of the society is a fact and organizations must now be adaptable to where their customers are located. Along with this the ways in which we communicate have changed as well as the way you target your marketing. Already in the sixties customers begun to require products adapted to them and their requests, which revealed the need of a shift of focus in the marketing of organizations. Instead of putting the needs of the company first, organizations started to direct their attention to the needs of the customers. It all comes down to the customer and the user, who is now in charge of the evolution of the brand as well as for the underlying conditions of the interactive dialogue between them and the organization. Social media allows companies to be present and available to a larger extent than before which facilitates the opportunity to get a deeper understanding of the customers and their presence on social media. The real estate business is a complex market to operate within as the competition is very tough. This entails high demands on companies in order to stick out from the crowd and achieve visibility. Especially in a society where consumers are daily exposed to advertising and exhortation to commerce. The real estate agents most powerful communication tool is the ones who are generated from recommendation and word of mouth, which in turn is accomplished from maintaining a good relationship with customers. But what opportunities do real estate agencies have on social medias? And how can they achieve and exhort relationships through Instagram? By performing a qualitative study containing interviews with real estate agencies along with observations of their Instagram accounts, the authors of this study could deny that there was any common mode of operation between the organizations usage of the platform for building relationships. Instead the authors identified several strategies in accordance with the theory of how to engage users, which they believed the companies to be unaware of. The analysis of the Instagram accounts urged the thought of a correlation between the number of followers and the perceived reliability of the accounts as the user gives the account their faith by following - which in turn can be recognized by the follower’s followers and acquaintance. However, does the number of followers not necessary imply to more users interacting with the published content, which rather could have connection to the kind of content the account provides with. / Digitaliseringen av samhället är ett faktum och som företag måste man vara följsam med vart kunderna befinner sig. I samband med detta har också utgångspunkten för hur man riktar sin marknadsföring och i sin tur hur man kommunicerar förändrats. Redan på sextiotalet börjadekunderna ställa krav på att produkter skulle anpassas efter dem på deras begäran. Därigenom uppdagades skiftet av fokus i marknadsföring där företag övergick från att sätta företagens behov i centrum till att rikta sin uppmärksamhet till kundens önskemål. Från början till slut är det kunden och användaren som har makten. Både när det kommer till hur identiteten av varumärken utformas men också under vilka premisser man för interaktiva dialoger på. Sociala medier har skapat möjligheten för företag att vara närvarande och tillgängliga på ett annat sätt än tidigare. Vilket underlättar för kontinuerliga avlyssningar av marknaden och därigenom en djupare förståelse för sina kunder. Fastighetsmäklarbranschen är en komplex marknad att verka inom där konkurrensen är hård. Därför ställs det höga krav på företag för att överhuvudtaget sticka ut ur mängden och synas. Framförallt i ett samhälle där konsumenterna dagligen överöses med intryck i form av reklambudskap och uppmaningar till handel. Det mäktigaste kommunikationsverktyget en mäklare därför kan använda sig av är det som genereras av rekommendationer och word of mouth. Något som i sig beskrivs genereras av goda relationer till sina kunder. Men vilka möjligheter har man som fastighetsmäklarföretag på sociala medier? Och hur kan man skapa och uppmana till relationer via Instagram? Studien som utförts innefattande intervjuer med fastighetsmäklarföretag följt av observationer av respektive företags instagramkonto. Kunde vi dementera att det fanns ett gemensamt arbetssätt för relationsskapande på Instagram. Istället kunde vi identifiera flertalet omedvetna strategier företagen använt sig av som genererat engagemang och som kunnat härledas till vad som skrivits i teorin. Analysen av instagramkontona uppmanade dessutom till en tanke om en relation mellan antalet följare och kontots trovärdighet i den bemärkelse att följares bekanta ser att man ger sitt förtroende till företaget. Å andra sidan bedömer vi att antalet följare inte nödvändigtvis för med sig att fler väljer att interagera med det publicerade innehållet, utan ser istället att det har en anknytning till typen av innehåll man väljer att förmedla.

This thesis is focused on the marketing communication of a company operating at the real estate market. It contains a theoretical definition of the most important terms of marketing and the real estate market. There are described current situation of researched company using marketing activities and marketing research. There are proposals to improve the marketing communication of the entity. These proposals are evaluate at chapter analysis of results.