Utbyte eller utveckling? En studie av fastighetsmäklares strategier för framtiden

This essay reviews the situation for real estate agencies within the Stockholm area. In this essay we assume that costumer loyalty is a requirement for survival on the competitive estate market. Two actors have been compared; A well known national Internet-based agency, Skandia Mäklarna, and a smaller local traditional agent Mäklarfirman Grönberg. These actors have been analyzed up on theories on loyalty, relationship marketing, service marketing, quality and involvement . The conclusion of the essay is that it is possible for small estate agencies to compeed with larger Internet based agencies by building loyal relationships with their customers. This can be achieved if the right strategic decisions are made. The methods that we have chosen to serve our purpose are by interviews with these two real estate agents and by surveys among customers of the agencies. This essay puts its focus on the real estate market in Stockholm The main goal is to evaluate which marketing strategy is most efficient for traditional estate agencies. How the traditional estate agents shall meet the new conditions on the market. The Swedish real estate market is overheating, especially within the Stockholm area. Times of prosperity, upward economic trends and low rate of interest have attracted both more buyers and sellers to the real estate market. The demand is today larger than the supply, which has led to an extreme situation on the market where the competition has intensified. To examine this we have chosen tools from relationship- and service marketing. Our variable for long-term profit is identified as loyalty. The method that we have chosen to serve our purpose in the best possible way is, partly, by interviews with two real estate agents and, partly, by surveys among customers of the companies. The estate agents we have interviewed are Skandia Mäklarna and a smaller actor Mäklarfirman Grönberg. In order to collect information we have also chosen to use several kinds of sources such as the Internet and various kinds of literature