Oplevelser i ejendomsmæglerbranchen

Lauge Eilsøe-Madsen, Kristoffer Klit Langgaard, Viktor Jon Branner & Jim Julian Rasmussen

Studenteropgave: Kandidatprojekt

Abstrakt

This study explores the possibilities for a real estate store based in Copenhagen, which is part of the Danish chain RealMæglerne, to differentiate themselves from competitors on an otherwise rigid real estate market, by incorporating aesthetics, learning and entertainment in order to create engaging experiences on their communication platforms. It incorporates these by applying relational and experience communication as theoretical angles for extracting and analyzing data. This data is extracted from the realtors from the store plus former and potential customers to determine their affiliation with realtors. An interview, a survey, and a focus group interview were carried out as methods of empirical research. These were made in order to define the realtor market and to establish knowledge, involvement and expectations when using realtors. Based on these empirical studies an analysis was carried out. Its focal point was to provide proposals to revamp the conditions among realtors and customers with the main intention of embedding meaningful relations and inviting experiences both on online platforms and in the store. The analysis reached its findings based on a procedure that sought to expand the tendencies uncovered from the empirical data by assessing them in relation to what the perspectives in relation and experience communication convey. These perspectives led to the inclusion of senses, personality, credibility, trust and more. It is concluded that experiences can affect the communication significantly. Creating experiences increases the chance of creating a relation between customer and realtor. Using visual and auditory senses in online communication, including taste, smell and feeling during the meetings in the store, sets the stage for edutainment, where the senses link up with aesthetic, entertaining and educational elements to form a personal and emotional relation. In short, the experiences create the establishment in which the relations can be build, and RealMæglerne can use the creation of emotional relations to differentiate themselves from other competitors on the market.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
SprogDansk
Udgivelsesdato19 dec. 2016
Antal sider75
VejledereHenrik Juel

Emneord

  • kommunikation
  • oplevelser
  • oplevelseskommunikation