Tjänstemarknadsföring inom fastighetsförmedling : en studie av Fastighetsbyråns förmedling av lantbruksfastigheter

Abstract: Services, no matter if they are established on the market or not, are often problematic since they are difficult to define for the customer. An example of such services is an real estate agent offers his or her service when it comes to all types of real estate. The purpose of the intermediation is to sell a costumers real estate to a buyer and act arbitrator between the two parties, this means that good communication is very important. To pin down what the service is all about and to know how to communicate is essential. When it comes to land and forest holding a special need of knowledge and experience is needed to be able to act professionally. The purpose of this thesis is to highlight and analyze the role agents that take on the role as that intermediate land and forest holding. The analysis is divided into three parts, the estate agents background, and his or her view of his and her service and the costumers point of view of the service that the real estate agent offers. The corporation of particular interest in this study is Fastighetsbyrån. Five active estate agents within Fastighetsbyrån were interviewed through the phone. All of which have experience within land and forest holding. The company's recruitment manager was also interviewed. To find out in what way the service is provided and to find the general view towards the service, the aim was to find common patterns amongst the interviewees. The conclusion drawn from the research is that the typical land and forest holding agent who works at Fastighetsbyrån has an additional degree besides the estate agent degree and also has some kind of experience within the area of land and forest. The main trend is that an estate agent considers his job as being mostly about information and therefore not hard to value. Most of the time the agents do not get their business within land and forest holding through Fastighetsbyrån, but through contacts and own networks. These interviewees don't believe that the brand Fastighetsbyrån communicates their knowledge within the area. The management at Fastighetsbyrån does not believe that an offensive venture within land and forest holding is necessary. On the other hand the managers say that they never hold anyone back within the company that wants to proceed with business within land and forest holding. Finally they believe that a general background in sales is valuable in the profession as an estate agent.