Die aard van eiendomsagente in Potchefstroom se kommunikasie om verhoudings met sleutelbelangegroepe te bou

MA (Communication), North-West University, Potchefstroom CampusStrong relationships between an organisation and its stakeholders are necessary for success as well as survival in the market (Grunig, 2006:159; Hon & Grunig, 1999:8) From this statement the importance of two-way symmetrical communication and the stakeholder relationship management theory are also emphasised. Real estate agents are one such entity that can benefit from strong relationships with stakeholders, seeing the increasing benefit that these relationships can bring (Ariyawansa, 2009:86; Schneider, 2016:38-39). Key interest groups or stakeholders, not only helps the real estate agent achieve success in its profession but also helps combat pressure in a competitive market. The real estate agents in Potchefstroom are currently experiencing pressure in the market, due to the increase in real estate agencies in the area (Property24, 2021). As a result of the increase in real estate agents, it can be seen that it is becoming increasingly difficult for agents to succeed. The real estate process was therefore set out and two key role players, which have an influence on the agent's success, were identified in advance, as key stakeholders. These stakeholder groups are classified as bond originators and conveyancers. The key stakeholder groups are seen as inseparable from the agent and its activities and are seen as support frameworks on which the agent relies (Amadi-Enchendu, 2013:38; Caputo, 2013:75). The top agents in Potchefstroom have been identified and therefore used to determine how the agents use communication to manage relationships with stakeholder groups. To determine the above, a literature study was used, as well as semi-structured interviews with estate agents from the three largest estate agencies in Potchefstroom, bond originators and conveyancers. The participants were chosen by means of purposive sampling method and thereafter through snowball smapling. The systems approach, two-way symmetrical communication theory and the stakeholder relationship management theory were used in the theoretical framework (Grunig & Grunig, 1992:292; Holmstrom, 2004:126; Hon & Grunig, 1999; Marsh 2010:360; West & Turner, 2014:58). The results of the study indicate that relationships arise between the real estate agents and the bond originators as well as the conveyancers, but that the relationships are not necessarily based on two-way symmetrical communication practices. The nature of the relations is one-way and stands against the norm, that two-way symmetrical communication is necessary for strong relations between parties.Master