Forschungsarbeit: Immobilienmarketing im medialen Zeitalter von Web 2.0

Immobilienmarketing im medialen Zeitalter von Web 2.0

Eine kritische Analyse für Makler

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MERKUR – Schriften zum Innovativen Marketing-Management, volume 89

Hamburg , 102 pages

ISBN 978-3-8300-7929-3 (print) |ISBN 978-3-339-07929-9 (eBook)

About this book deutschenglish

Real estate marketing has changed dramatically in it's meaning and in the design of it's instruments in the past few years. A significant change in the world of media triggered by the combination of technical innovations and a changed user behavior has moved the real estate industry to rethink. Specifically, the development towards the so-called era of Web 2.0 has changed the communication process and the communication possibilities considerably. The increasing internationalization of the market action has led to a change in the presentation of the individual products and services. Through a "market without borders", the company is less opposed to a product competition, but the real estate marketing is turning out more and more to be a service and communication competition. An oversupply of information as well as the high degree of dynamism in the field of media markets make it difficult to reach the target audience. The affinity towards new media plays a fundamental position in marketing: media competence is the key skill in the 21st century.

The aim of the present book is not to describe the individual (technical) functions of the various social media and smartnet instruments in detail. Rather, the potential and the specific application possibilities of innovative marketing activities will be presented and evaluated for real estate agents. Various fields of application, recommended actions and impact potentials of social media and smartnet marketing activities are presented for the real estate marketing, amongst others in cooperation with the more traditional marketing. In addition to the industry leaders Facebook, Twitter and Youtube, numerous mobile apps are illuminated.

At the end of the book, the reader should be well-informed about the considerable range of innovative marketing in the 21st century from the viewpoint of a professional real estate agent. A compact guide for the successful use of Web 2.0 elements concentrates these novel marketing tools. Based on the innovative character of new media, a prognostic outlook concludes the book.

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