The aim of this paper is to evaluate the effectiveness of marketing tools used by real estate agents in Krakow.Based on a diagnostic survey and questionnaire surveys,as well as subject of article sources,a cross-sectional analysis of various marketing tools,the frequency of their application and the effectiveness of marketing activities was performed.The collected empirical material and analysed literature allowed the formulation of the following conclusions: a)the most commonly used form of real estate promotion is online advertising and the use of classified advertisement websites,b)social media play a big role and its importance will be constantly growing allowing for the effective reaching of targeted groups of customers,c)modem methods of real estate visualisation are not practiced by real estate agencies in Krakow,despite the fact that certain benefits for entities implementing them have already been recognised the need to prepare high-quality photographic descriptions of properties in the case of preparing marketing offers has been noticed.The essence of real estate marketing in recent years has changed radically.Until recently,customers searching for real estate used to deal directly with a specific real estate agent,in the belief that this is the only way to contact the seller.Currently,the connection between sellers and buyers is mainly possible via the Internet.Therefore,promotion through social media,an agency website or advertisement websites is crucial and brings the need to compete.The proper presentation of the physical characteristics of a property turns out to be significant in such announcements.This should be done by professionally-made high quality images,projections and a properly prepared description of the property.Unfortunately,among the analysed cases,it turned out that the photographs were of low quality,often not presenting all rooms of the presented property.Property descriptions are laconic,which reduces the attractiveness of the offer and video materials promoting properties are quite rare,not to mention so-called virtual walks.The conducted research has shown that in the majority of analysed real estate agencies in Krakow only a small number of marketing tools is being used.The visible revolution in the development of modem communication technologies has led to consumers behaving differently than when using traditional marketing tools.In order to be successful in building a competitive advantage in the real estate market,modern marketing activities should be applied more widely across the community,offering open communication that will attract the attention of the potential client.This should be performed by applying of such tools as: virtual walks,showing three-dimensional projections,photographs taken by a drone,virtual reality,open house or home staging.
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