Personliga varumärken på Instagram : En studie om Instagrams roll för unga fastighetsmäklares marknadsföring av sig själva

Sammanfattning: The tough and steadily increasing competition within the brokerage industry places greater pressure on self-marketing with the goal of distinguishing oneself from the competitors. This study examines, through a quantitative in combination with a qualitative approach, how real estate agents work with their personal brands as well as how they convey this through Instagram to distinguish themselves among the increasing number of competitors. Through a combination of a quantitative and qualitative study in the form of questionnaires and semi- structured interviews, supplementary answers are given, and the overall understanding is increased within the researched topic. The results from the study provide both a general view of marketing and brand building at Instagram as well as a more in-depth insight into the real estate agents experience and reasoning. The conclusions that could be drawn from the results were that Instagram was mainly used as a complement to more traditional marketing increasing their own visibility and recognition factor. An Instagram account was acting as an extension of the personal brand that can digitally convey an image that creates interest and trust in customers and that Instagram functions as a type of CV where both personal and professional pages are conveyed. Trough Instagram, a real estate agent can share their personality and attributes as well as awards, sales and abilities.