Valkoinen Kirja concept as a listing acquisition tool : Case Pohjois-Savon OP-Kiinteistökeskus Ltd
Tanskanen, Ville (2017)
Savonia-ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201802152493
https://urn.fi/URN:NBN:fi:amk-201802152493
Tiivistelmä
Real estate brokerage is a highly competitive business field. In the industry which suffers from infrequent purchases, acquiring new customers is one of the most important activities of a real estate brokerage agency. In 2016, the case company Pohjois-Savon OP-Kiinteistökeskus introduced a new Valkoinen Kirja concept, which aims to assist estate agents in customer acquisition. Valkoinen Kirja is a book, which is given to seller-customers after signing a brokerage contract. It contains useful and practical information about real estate brokerage and the house selling process.
The objective of the research was to discover if the Valkoinen Kirja concept has improved estate agents’ customer acquisition and if estate agents use the book in their work. In addition, the aim was to find out if customers like the concept. The theoretical framework covers the real estate brokerage process and real estate brokerage agencies’ customer acquisition methods.
The research followed the principles of quantitative and qualitative methods. The research data was collected by two different surveys, one for seller-customers and one for the estate agents working in the case company. The aim of the surveys was to collect data on customers’ and estate agents’ attitudes towards the concept.
The results of the research suggest that customers have been delighted to receive the book, but they need proper introduction to its contents to understand the book’s usefulness. Amongst the majority of the estate agents, the book has met a positive reception and they use the book during
listing acquisition meetings. Discovering the concept’s concrete effect on customer acquisition in the extent of this research proved to be problematic, but the supporting data extracted from the case company’s internal program and the positive feedback from both the customers and estate agents indicate that the concept has had a positive impact on listing acquisition.
The objective of the research was to discover if the Valkoinen Kirja concept has improved estate agents’ customer acquisition and if estate agents use the book in their work. In addition, the aim was to find out if customers like the concept. The theoretical framework covers the real estate brokerage process and real estate brokerage agencies’ customer acquisition methods.
The research followed the principles of quantitative and qualitative methods. The research data was collected by two different surveys, one for seller-customers and one for the estate agents working in the case company. The aim of the surveys was to collect data on customers’ and estate agents’ attitudes towards the concept.
The results of the research suggest that customers have been delighted to receive the book, but they need proper introduction to its contents to understand the book’s usefulness. Amongst the majority of the estate agents, the book has met a positive reception and they use the book during
listing acquisition meetings. Discovering the concept’s concrete effect on customer acquisition in the extent of this research proved to be problematic, but the supporting data extracted from the case company’s internal program and the positive feedback from both the customers and estate agents indicate that the concept has had a positive impact on listing acquisition.