Sambandet mellan self-efficacy och försäljningsprestationen hos fastighetsmäklare : En studie om den svenska mäklarbranschen

Sammanfattning: Aim: This bachelor's thesis aims to examine the correlation between self-efficacy andsales outcomes among real estate agents. Additionally, it seeks to determine if thiscorrelation differs based on the age and experience of the broker.Method: A 23-item questionnaire was answered by 100 realtors to evaluate their selfefficacy and performance using a five-point Likert scale among other measurements. Thequestionnaire items were sourced from previous studies conducted by researchers in thefields of self-efficacy and performance assessment for sales reps. Two types ofmeasurements were used for the evaluation of their sales performance. The realtors wererequired to self-report their performance during the relative sales performanceassessment. In the actual sales performance assessment, the realtors had to provideestimates for several key performance indicators related to real estate agent performance,such as the number of meetings booked.Results and conclusions: The study emerged from considering the challenges of defininggood sales performance and the importance of individual traits in the industry. Resultsshowed that brokers had high SE regardless of gender, age, or experience, but this did notdirectly correlate with actual performance. However, brokers who showed moreresilience and tenacity in their SE-answers had a number of RSP statements correlating,indicating a correlation with the goal-setting aspects of relative sales performance and thepossibility to overcome difficult challenges.Contribution of the thesis: Theoretically, this study has contributed to the understandinghow self-efficacy affects the performance of brokers compared to what the theorysuggests about sellers in other industries. The practical contribution of the study is theraised awareness it brings to the concept of self-efficacy and what part it could play forthe professional life of brokers.Suggestions for future research: Our proposal for future studies is to investigate howreal estate agents levels of self-efficacy compares to other groups of workers. Anotherinteresting study would be to take another approach and compare the Swedish brokerslevels of self-efficacy around the country and see whether it differs based on where youlive.