Fastighetsmäklares användning av sociala medier som arbetsverktyg : - med fokus på personligt varumärkesbyggande

The use of Social Media has increased rapidly and in present it’s been used bymore than the majority of all Swedes. Companies should be present wherecustomers exist, that’s why companies need to engage in marketing their brand through social media. This can be done using a digital strategy. Studies have shown that employees are being associated with the company as individuals, because the individual employee is the one who is communicating with the customer. This results in that the employees’ individual personal brand isimportant. In this study, the focus is on marketing the personal brand through the social media platform Instagram. We want to find out how real estate agents use these platforms as a tool and more specifically with a focus on the personal brand. Our main question is: How do real estate agents use social media as a marketing tool with a focus on personal branding? In order to get an answer to this question, a qualitative study has been conducted where we have chosen to contact several real estate agents with the criterion that they are active on the social media-platform Instagram, with explicit user accounts linked to their work. With their help, we were able to conduct personal interviews to gain a deeper understanding. This resulted in us getting an idea that different real estate agents use different digital strategies according to what they personally consider important to focus on, but all activities are ultimately aimed at promoting the personal brand. All respondents consider themselves gaining advantages over competitors as a result of their use of social media. Keywords: Social Media, Personal Brand, Digital Strategy, Customer Relationshi