Vill jag bo bättre? : Covid-19 pandemins inverkan på människors boendepreferenser och mäklarnas marknadsföringsanpassning därtill

In this study, we investigate how people’s housing preferences have been affected during the Covid-19 pandemic, the housing decision and what the changes have been due to the marketing for the real estate agents. The study maintains the questions; “-How has the Covid-19 pandemic affected people’s preferences for housing in the Stockholm area?” and “-How have real estate agents adapted their marketing to these changes?”. The research questions are studied by seven selected theories; Maslow’s hierarchy of needs, Penetration Pricing, AIDA (Attention, Interest, Desire and Action), Housing Finance, Implicit selling time as a signal of optimal holding periods and buyer valuation and Visual Communication. To study this phenomenon we adapted both qualitative and quantitative studies to obtain more data. Through the qualitative strategy we interviewed seven real estate agents in Stockholm and through the quantitative study we shared a survey on the internet to reach out to the general public in Stockholm’s area. The result of the study indicates that there are different preferences and consumer groups who act within their life situation, the housing market is more expensive than before the Covid-19 and both qualitative and quantitative studies indicate a higher demand on houses and apartments with more than three rooms.