Real Estate Marketing with the emphasis on communication politics as an instrument of sales with applicable suggestions for the Entwicklungsgesellschaft Cité in Baden-Baden (PDF)

Inhaltsangabe:Abstract:
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 [...]