| Real Estate Marketing with the emphasis on communication politics as an instrument of sales with applicable suggestions for the Entwicklungsgesellschaft Cité in Baden-Baden |
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The overall situation in the housing and real estate market has changed drastically in the last few years. The market structure has changed due to an overcapacity of empty or not used private flats, houses, etc. and an increasing competition among providers. In the earlier days, buyers depended on the real estate offers from real estate companies. Nowadays buyers are offered a huge number of real estate products and have almost uncountable sources of information at hand.
Triggering these changes at the beginning nineties was the re-integration of the German Democratic Republic to the Federal Republic of Germany with a huge over capacity of housing space, the migration of eastern German workers to the western part and the internet, which allowed consumers without a lot of hassle to compare various real estate products. Additionally a lot of construction companies rejected considering the necessary infrastructure for their projects, which is a major factor in the decision process of the consumers. Another development caused by the re-integration of the eastern part was the mistrust towards the real estate industry. A lot of companies from the west hoped to make a fast fortune in the east. They left unfinished buildings, mountains of debt and housing space, for which there were no tenants. Bankruptcy was the end of such companies. The redundancy of the former eastern block in Europe and the "Perestroika" (the new political policy of Russia) lead to the reduction or closing of Allied bases in Germany. This created free areas with military structures on them, which can be found all over Germany - the Cité area is such a case.
All these factors lead to a decreased need of the consumers and to an over capacity of housing space.
In order to deal with these external factors of influence and to secure and to extend their own market share, companies have to orientate themselves towards potential customers.
The customer has to be put into the centre of the corporate philosophy, since those times when customers stood in line to get the product have ended.
"Therefore the marketing activities have to be adjusted to the needs of the users of real estate."
Goal of this bachelor thesis is, to show that a real estate company can only be successful on the private real estate market, if it operates structured communication politics and if it is orientated to the market.
To support this thesis this paper will only focus on the communication politics of the company, because this plays an important and vital role in the real estate business. One reason among many is the fact, that real estate usually has a high purchase value and involves a lot and important decisions among its buyers. Therefore, in most of the cases the right communication politics of a company decide, whether real estate is being sold or not.
As introduction this paper will analyse all internal and external factors that influence the Entwicklungsgesellschaft Cité.
Afterwards the real estate market will be examined. Then the characteristics of the private real estate will be analysed and underlined, with a view to the attributes people attach to housing.
The next steps are then to show the company the elements of the communication planning process and to show the communicational instruments with their various operational areas, in order to successfully market private real estate. This will be undertaken by examples and suggestions for the Cité.
Table of Contents:
1. The Marketing Environment of the Entwicklungsgesellschaft Cité mbH 1
1.1 Introduction to the Environmental Analysis 1
1.2 Definition Conversion Area 1
1.3 Macro Analysis with the PEST-Factors 2
1.3.1 Political and Legal Factors 2
1.3.2 Economic Factors 3
1.3.3 Social Factors 5
1.3.4 Technological Factors 6
1.4 Micro Analysis with the SWOT-Analysis 7
1.4.1 Strengths 7
1.4.2 Weaknesses 8
1.4.3 Opportunities 8
1.4.4 Threats 8
1.5 The Real Estate Market Today 9
2. Private Real Estate Marketing 11
2.1 Definition of Real Estate Marketing 11
2.1.1 Content and Goals of the Marketing-Mix Instruments in the Private Real Estate Market 12
2.2 Characteristics of the Private Real Estate 13
3. Factors of Influence and Choice Criteria in a Real Estate Purchase 16
3.1 The Basic Need of Living 17
3.2 Value Expectations of Customers Buying Private Real Estate 18
4. Communication Politics in the Private Real Estate Market 20
4.1 Definition of Communication Politics 21
4.2 Principles and Goals of Communication Politics 22
4.3 Steps in the Communication Plan 25
4.3.1 Formulation of the Communicational Goals 25
4.3.2 Target Group Segmentation for Communicational Actions 26
4.3.3 Defining of a Communication Strategy 29
4.3.4 Setting a Communication Budget 31
4.3.5 Deployment of Communication Tools 33
4.3.6 Implementation and Control of the Planed Measures 36
5. Presentation of the Communication Instruments 39
5.1 Corporate Identity - Requirement for the Communication Instruments 40
5.2 Classic Media Channels 41
5.2.1 Print Advertising 42
5.2.2 Other Classical Communication Instruments 46
5.3 Direct Marketing 48
5.4 Event Marketing 50
5.5 Internet Marketing & Digital Media 53
5.6 Construction Site Marketing 55
5.7 Public Relations 56
5.7.1 Sponsoring 59
5.7.2 Relationship-Marketing 61
5.8 After Sales Marketing 61
6. Conclusion 63
7. Bibliography 65 |
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| Typ: |
Bachelorarbeit |
| Kategorie: |
Immobilien Trends |
| Datum: |
18.05.2006 |
| Anbieter: |
Diplomica Verlag GmbH |
| Umfang: |
80 Seiten |
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