| Abstract [eng] |
The main problem analyzed in this paper is the reason why most of the real estate agency’s customers don’t give exclusive rights to realize the object for one agency. It was analyzed in what way should the real estate agency position it’s brokerage services in order to get the exclusive rights to realize the object. From this point of view the situation in today’s real estate market is the following: most of the real esate agencies use the same methods for objects and potencial clients search also for realizing the objects. Most of them provide familliar additional services. Customer’s choise is not influenced by position in their minds – it usually is random. Customers use several real estate agencies to realize the object. This situation provokes misunderstandings among real estate agencies, customers dubbing, risk of getting only part or even non of the commisions. The objective of the master thesis is to establish a proper positioning way which would guarantee exclusive brokerage rights for the real estate agency, working in commercial real estate field. The tasks are set to implement these goals: to review the services and postioning literature; mark out the unique service’s charackteristics; describe the positiong strategy creation process; overlook the real estate agency’s brokerage services; to do the research on real estate agency’s brokerage services custumer’s opinion in order to ascertain the main reasons of using the brokerage services: what are their expectations for the sevices, how do they choose the real estate agency, what is their opinion about the exclusive brokerage rights. In the first part of the thesis the review of literature and analyses of the theoretical issues of services are presented. Unique service’s characteristics are marked out in order to separate services from material goods. Real estate agency’s brokerage services are also described. The second part is provided with analysis of positioning conception. The positioning creation strategy is overlooked analyzing every part of it. Positioning means are also reviewed. The third part of the thesis is the research of real estate agency’s customer’s opinion about the provided brokerage services. This part consists of three main sections: Lithuanian’s real estate market review; the methodology and planning of the research and the results received. The received results are systemized, analyzed and presented. The interpretation of the results is also provided. Conclusions are made and the suitable positioning way for the real estate agency’s, working in commercial real estate section, brokerage services suggested. |
