Förtroende - nyckeln till återkommande kunder i mäklarbranschen

Abstract: Recent macro trends such as shorter marriages and increasing apartment prices has created a segment of individuals in central Stockholm who are changing apartments every third year. One would assume that real estate agents should be busy trying to cater to these attractive customers, but they are not. Selling and buying apartments are often the largest transactions which an individual takes on, and there are several reasons why the seller experience uncertainty when executing the transaction. The aim of this thesis is to conclude what estate agents should do in order to bridge this uncertainty and win the potential recurring customers. We found that rational and routine aspects of trust are important in order to win first time buyers, whereas reflexive aspects are crucial in making customers recurrent. The aspects of reflexivity that the real estate agents should put in an effort on involves activities between transactions enabling the agent and the seller to mutually share information, hence being influenced and controlled by each other in a way that appears to increase the vulnerability of the active party. We concluded that the importance of the aspects of trust changes over time. It is also important that the activities performed towards a customer are customized for that particular customer.