Bostadsrättssäljarnas kriterier vid val av fastighetsmäklare

Sammanfattning: Every year a number of tenant-owner flat deals are concluded and the availability of real estate agents on the market is today very widespread. It has become increasingly difficult for estate agents to distinguish themselves in a way that makes the estate agent the customer’s choice. Estate agents must have a good understanding of what is important to the customer. An apartment deal is, for most people, an important event in their life. Which is the key factor for a customer in choosing a particular estate agent? The purpose: The main purpose of this study is to examine which criteria customers consider to be important when they choose real estate agents to sell their apartments. Which criteria affect their choice and which criterion is considered to be the determining factor? As part of the purpose we will also examine how the real estate agents distinguish themselves and which factors are used to get the customers to choose them. Are these factors the same factors which guide customers to finally choose a particular real estate agent? Method: The method that we have chosen to serve our purpose in the best possible way is, partly, by interviews with real estate agents and, partly, by surveys among customers of the companies. The estate agents we have interviewed are Svensk Fastighetsförmedling and Svenska Mäklarhuset. In order to collect information we have also chosen to use several kinds of sources such as the Internet and various kinds of literature. Conclusion: We came to the conclusion that the criterion that appeared to be the most important for both estate agent companies, was that the apartment was advertised on the Internet. Just as important for the clients of Svensk Fastighetsförmedling was that the real estate agents appear to be reliable and serious. This criterion took second place with clients of Svenska Mäklarhuset. What appeared to be the decisive factor among the clients for their choice of a real estate agent was the personal chemistry between the client and the real estate agent’s broker. It seems that both companies, among other things, have chosen the “softer values” to communicate and market themselves.