MARKETING AND SALES STRATEGIES OF REAL ESTATE AGENTS

Abstract

This dissertation is an analytical study on the real estate agents' marketing and sales strategies. Firstly, the aim of this study is find out what are the marketing and sales strategies of agents in term of pricing, promotion and product characteristics. Secondly, it determines whether there are any significant differences between the strategies of leading and non-leading agents. In addition, the relationship between the commissions of the agents and the various pricing, promotion and product factors is also being analyzed. Lastly, the study attempts to derive a holistic strategy, which serves as a guide or reference to new agents entering the real estate industry. The main findings are that agents do choose certain pricing, promotion and product characteristics when they select properties to sell. In addition, the results obtained show that there are no significant differences between the strategies between the leading and non-leading agents. However, the results also show that there are some relationships between certain product characteristics and the incomes of agents. Hence, it can be concluded that most agents in Singapore do follow a general marketing and sales strategy when they select properties to sell. It can be further concluded that the strategies of leading agents and non-leading agents are non-contributing factors to their success as there are no major differences in the strategies.