Marketing in the Real Estate Sector

manangers’ considerations about the different forms of the service provision

Abstract

Due to the different possibilities and combinations of marketing professionals’ profiles who can work in the real estate sector, this study sought to apprehend, from the point of view of real estate managers, the favorable and unfavorable points involved in outsourcing or taking over the management of digital marketing in customer service clients, in order to identify the best option to be adopted: an internal marketing professional or an outsourced marketing agency. To develop this research, a survey with objective and subjective questions was applied to 15 real estate managers in Juiz de Fora, in addition to two semi-structured interviews. These data were enriched with personal reports from one of the authors, who worked for almost eight years providing marketing services to the real estate sector. The results showed that, in these companies, investment in marketing is seen as expensive, regardless of the professional who provides this service. It was also detected that most real estate agencies work with outsourced marketing agencies, due to their cost-effectiveness, although they believe that an in-house professional is more effective for their purposes. Data analysis also suggests that the combination of these two options – internal professional and outsourced agency – could be an excellent format, as the internal professional could coordinate internal demands, considering the company's reality, while the outsourced agency could contribute with different professionals. and different marketing specialties, paying a single amount, allowing the real estate agency to have a multifunctional marketing team.