Thesis (MTech. degree in Marketing)--Tshwane University of Technology, 2011. / Determines buyer's satisfaction with regards to the delivery of service by real estate agents in the Tshwane metropolitan area of the Gauteng province, South Africa.

M.Com. / The purpose of this study is to consider the financial advice an estate agent should give the purchaser and seller of a house in order to allow the parties to have a clear understanding of the financial implications of the sale. Entering into an agreement of sale in respect of personal property, with specific reference to housing, has to be one of the biggest single investments of a person's life. Should a person make such a decision without having sufficient advice concerning the financial implications, making a mistake could have far-reaching results. That is why it is in the best interests of the country that both parties should receive comprehensive financial advice. Not all estate agents are able to provide professional financial advice to purchasers and sellers of houses. The main reason for this is insufficient agent training. In addition to this, agents are allowed to close deals between purchasers and sellers for a year before writing an examination according to law. Purchasers are generally uninformed about sale transactions and what is more, usually respond to advertisements encouraging them to purchase a home of their own at low monthly instalments. The hidden cost items are not always revealed to the parties to a sale agreement. An estate agent is not an "agent" in the true juridical sense of the word,because he cannot close a deal on behalf of his principal (who instructs him).

A research report submitted to the Faculty of Engineering and the Built Environment, of the University of the Witwatersrand, Johannesburg, in partial fulfillment of the requirements for the Master of Science in Building, Property Development and Management. Johannesburg, 2014 / Purpose: The primary aim of this research is to establish an awareness of CRE as an instrument for branding and determine which aspects of CRE may contribute to and even strengthen the corporate branding of companies. Design/Methodology/Approach: Comprehensive literature review, together with a quantitative analysis of an in-depth questionnaire survey sent to owneroccupier companies and qualitative analysis of semi-structured interviews with industry professionals. Findings: Not all aspects of corporate real estate are equally important when considered in relation to corporate branding, furthermore the importance of these aspects vary between the different owner-occupier groups surveyed. Research limitations: this research was limited to a relatively small group of owner-occupier companies that occupy recently developed buildings in the primary office nodes in Johannesburg, South Africa. Practical implications: The primary objective is to aid corporate real estate managers and developers in better understanding how the strategic positioning and intrinsic aspects of CRE can influence the corporate brand of a company. Originality and value: This research identifies and ranks the different CRE aspects that could be utilised as part of a corporate branding strategy, no concluding evidence has been established as to how the identified aspects can be used as part of a corporate branding or corporate real estate strategy. Recommendations: Further research to establish how the identified corporate real estate aspects could potentially be implemented as part of a branding strategy or CREM strategy. Keywords: Real Estate, Branding, Strategy, CRE, CREM.

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

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 the customer-based brand equity of the major cellphone network service providers (Vodacom, MTN and Cell C) amongst principal estate agents registered with the Estate Agency Affairs Board in Gauteng. Secondary research covered the marketing environment of the major service providers. An extensive study of literature on branding, brand management and brand equity measurement was undertaken. An empirical study was conducted. Telephone interviews were used for initial contact and screening. An invitation to participate in the survey, with a link to a questionnaire, was e-mailed to qualified respondents. Cell C users were excluded from the quantitative analysis. There were several significant findings: Vodacom and MTN users are alike in terms of personal and estate agency-related demographics. With the exception of age and gender, the sample fits the stated descriptors of individuals in the LSM seven to LSM ten groups. Cronbach‘s alpha coefficient confirmed a high level of reliability (0.870) for the summated measurement scale developed as an indicator variable of customer-based brand equity and Vodacom and MTN‘s rating on the summated scale did not differ at a statistically significant level. The service provider used proved to be an important driver of loyalty, but overall satisfaction with the cellphone service does not differ statistically significantly between Vodacom and MTN users. Vodacom has established a much more favourable positioning on the brand association statements evaluated. Factor analysis identified five brand association dimensions that should be considered for measurement of brand associations. Multiple regression analysis identified the brand as a product dimension as the best predictor of customer-based brand equity. Vodacom received more favourable brand performance ratings than MTN. Factor analysis identified six brand performance dimensions that should be considered for inclusion when measuring brand performance. Multiple regression analysis identified the easy to use and one-stop-service dimensions as the best predictors of customer-based brand equity. The customer-based brand equity of the user group is moderate (16 out of 25, or 64%). / Business Management / D. Com. (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)

This study investigates the customer-based brand equity of the major cellphone network service providers (Vodacom, MTN and Cell C) amongst principal estate agents registered with the Estate Agency Affairs Board in Gauteng. Secondary research covered the marketing environment of the major service providers. An extensive study of literature on branding, brand management and brand equity measurement was undertaken. An empirical study was conducted. Telephone interviews were used for initial contact and screening. An invitation to participate in the survey, with a link to a questionnaire, was e-mailed to qualified respondents. Cell C users were excluded from the quantitative analysis. There were several significant findings: Vodacom and MTN users are alike in terms of personal and estate agency-related demographics. With the exception of age and gender, the sample fits the stated descriptors of individuals in the LSM seven to LSM ten groups. Cronbach‘s alpha coefficient confirmed a high level of reliability (0.870) for the summated measurement scale developed as an indicator variable of customer-based brand equity and Vodacom and MTN‘s rating on the summated scale did not differ at a statistically significant level. The service provider used proved to be an important driver of loyalty, but overall satisfaction with the cellphone service does not differ statistically significantly between Vodacom and MTN users. Vodacom has established a much more favourable positioning on the brand association statements evaluated. Factor analysis identified five brand association dimensions that should be considered for measurement of brand associations. Multiple regression analysis identified the brand as a product dimension as the best predictor of customer-based brand equity. Vodacom received more favourable brand performance ratings than MTN. Factor analysis identified six brand performance dimensions that should be considered for inclusion when measuring brand performance. Multiple regression analysis identified the easy to use and one-stop-service dimensions as the best predictors of customer-based brand equity. The customer-based brand equity of the user group is moderate (16 out of 25, or 64%). / Business Management / D. Com. (Business Management)