Fastighetsmäklares arbete med kundrelationer i takt med digitaliseringsutvecklingen inom fastighetsmäklarbranschen

Sammanfattning: Digitalization has for a long time influenced the whole of society in terms of our everyday life. Digital development affects more or less all industries to varying extents which can also be seen in the real estate agency industry. The purpose of this essay is to increase the understanding of how digitalization is changing the work of real estate agents to maintain and create customer relations.In this essay, the empirical evidence has been collected through qualitative interviews. These interviews have been conducted with the help of 10 respondents consisting of registered real estate agents active in different parts of Sweden. These respondents have subsequently given their insight into the estate agency industry and its digitalization development. The data from these interviews have then been coded and formed themes that formed the basis for the essay's design of analysis and results. The interviews show that morecustomer interactions take place through digital tools, even if physical customer meetings are still preferred and prioritized by real estate agents. The real estate industry is an industry undergoing slow change, which is one reason why the work of real estate agents has not yet changed significantly as a result of digitalization. On the other hand, it has made the intermediation process more efficient, and it has made the real estate agents' customer relations easier to handle.Finally, the results show that the attitude towards the creation of customer relationships within the real estate agency industry has been affected more by digitalization rather than the real estate agents' way of working around it. Furthermore, it appears that the industry will probably continue to be digitalized.