Marketing mix 7P of real estate agency Bosen Group

PRODUCT

The product at the Bosen Group real estate office is real estate services provided to clients.

The real estate agency primarily focuses on mediation in the sale, purchase or rental of real estate.

However, the property management service is equally important.

Bosen Group also offers financial consulting services, home staging, i.e. design preparation of real estate with an emphasis on their presentation, architect, cleaning services and others. The current range of services provided by the company places it in the position of one of the leaders on the Slovak real estate market.

Bosen Group's service providers - real estate brokers

Direct providers of services provided by the Bosen Group real estate office are all real estate brokers, as well as company managers. Their goal is to make the necessary efforts to secure the deal when selling and renting real estate.

At the same time, all real estate agents represent the property being sold and also ensure a quick and smooth sales process.

The Bosen Group also uses a back-office system that helps upload properties to real estate portals easily and quickly, without the need to post every single offer manually. It is an automated software that easily adapts the content of the given website, from the texts themselves to photos and videos.

THE PRICE

Price is an element of the marketing mix that ultimately represents the company's revenue. The Bosen Group standard is to charge a commission in the amount of 4% of the completed transaction when selling real estate, or an amount equal to the amount of rent with energy in the case of trading the lease.

The company offers its clients various other services, the price of which is governed by the valid, published price list.

The price of the services is created so that the remuneration for the services provided by the real estate agency can cover the costs incurred by the company for their provision and also achieve a profit. At the same time, the prices of the real estate agency are set so that they are competitive, i.e. they do not exceed the competition's prices by more than 10%.

DISTRIBUTION

The services are distributed through real estate agents directly on the premises of the real estate office, on the premises of the property being sold or rented, or online, in the form of an internet offer, which also has 3D visualization and the possibility of online viewing of the property.

Other related services, which are mentioned above in the product, are also provided on the Internet, directly on the premises of the company or in properties that are subject to sale and rent.

PROMOTION

The cornerstone of promotion is communication with customers. The main goal of this communication is to influence the user behavior of potential clients. With the help of proper promotion, the brand becomes aware of people, thereby strengthening its position in the market.

Thanks to the right strategy in the promotion of real estate services, the brand grows dynamically and becomes known to the public.

The promotion of real estate services works primarily on references. It is for this reason that the company is strongly focused on the quality of service provided to its customers. It is assumed that if sales representatives, i.e. real estate brokers, provide first-class service to clients, they will later recommend these services to their friends.

Modern marketing promotion tools generally include various trends on the Internet today, such as social media marketing, a web platform, or software that facilitates the work of marketing management through automation.

The Bosen Group will focus mainly on those marketing tools of promotion that have proven to be effective so far.

It has its own website, where interested parties can find all the necessary information, search for real estate, get the necessary contacts and browse the current real estate offered by the real estate agency.

However, in order to reach a wide range of potential customers, Bosen Group also implements its marketing through social networks on Facebook, Instagram, YouTube or LinkedIn.

The Bosen Group also uses an online system that helps to easily and quickly upload properties to real estate portals, without the need to submit each offer manually. It is an automated software that easily adapts the content of the given website, from the texts themselves to photos and videos.

In addition, it would be beneficial if the company also uses tools that support these marketing promotion tools. Such beneficial tools include marketing analytics tools. Thanks to them, managers have the opportunity to obtain accurate data, and their decisions would be more specific and effective thanks to this.

Such a tool that the company could use is, for example, Google Analytics, which is very clear and effective. This tool allows the company to know the exact data about the traffic of the website of the real estate agency, e.gä

Such a tool that the company could use is, for example, Google Analytics, which is very clear and effective. This tool allows the company to know the exact data about the traffic of the website of the real estate agency, through which channels the most potential customers come, whether they are mediated through social networks or via Google search or they came to the website directly.

Managers can also track which website content is most interesting for its visitors, what they are searching for, and how much time they spend on a specific subpage.

The promotion of real estate services works primarily on references. It is for this reason that the company is strongly focused on the quality of service provided to its customers. It is assumed that if sales representatives, i.e. real estate brokers, provide first-class service to clients, they will later recommend these services to their friends. The cornerstone of promotion is communication with customers. The main goal of this communication is to influence the user behavior of potential clients. With the help of proper promotion, the brand becomes aware of people, thereby strengthening its position in the market.

Home staging
 

Homestaging involves preparing the property for sale with an emphasis on design and effective presentation. Certified professionals with a focus on interior design and effective preparation of properties deal with home staging in the real estate agency. The procedure may be different for each property, as each property is unique and requires a different approach. If necessary, the first step is cleaning, brightening of the premises and possible painting. The second step is to adjust the equipment and remove the "uselessness" that distracts the attention of potential buyers. The third step involves adjusting and reorganizing the interior, and the last, fourth step is customizing the interior.

Photos
 

Bosen Group uses the services of a professional photographer to photograph real estate, which, according to experience, has a significant impact on helping real estate agents sell real estate faster and more expensively. When photographing real estate, it is important to capture a high-quality image, which can only be ensured with the right lighting, exposure, composition and clarity. Just such a professional photographer is trained to create the kind of photos that help sell real estate.

Video inspection or video using a Drone
 

The Bosen Group real estate agency has a professional at its disposal who ensures the filming and photography of high-quality content using a drone. However, not every property requires the provision of such videos or photos.

The use of a drone is suitable if, for example, it is necessary to capture the outdoor space of a unique family house, the uniqueness of an administrative or other building, or to emphasize the functionality of the offered location.

Interactive 3D virtual tour
 

It is a combination of a 3D virtual tour with screen sharing on any device, be it a PC, smartphone or tablet. Thanks to this service, clients can safely "walk" around the property with a real estate agent, from the comfort of their own home, and all this in real time. Both have the opportunity to control the virtual tour and not only see each other, but also hear each other.

Interest in virtual tours of real estate increased especially during the pandemic period, when people preferred virtual contact over direct contact when buying real estate in order to avoid the contagion of Covid-19.

PEOPLE
 

We consider people, i.e. the staff at Bosen Group, to be a key element of the marketing mix. It is with real estate agents that customers come into contact, whether online, by phone or in person. The way in which real estate agents deal with the customer, how they act and present not only themselves but also the company, plays a significant role in the sale of services. That is why their education is very important. Perhaps every person has already encountered the reluctance of staff when providing a service, or just the impression from this staff that they don't enjoy the job and are in it because they simply have to. Such experiences create very negative impressions and result in the departure of customers to the competition.

For this reason, the Bosen Group places high demands on its employees, provides them with regular training, holds team meetings and work meetings, which not only help to build an excellent team within the company, but by strengthening relationships and improving their skills and knowledge, real estate agents subsequently have the opportunity offer services at a higher level, because for them work is a fulfillment, not a necessity.

MATERIAL SECURITY
 

In terms of material security, we can talk about the premises of the Bosen Group company, which it rents and uses as office space and a point of contact with clients. The premises are in an easily accessible location, representatively furnished so that the first impression of the client after their visit leaves the customer with a good feeling.

For its purposes, the real estate agency also uses real estate software, technical security, such as laptops and mobile phones. The office premises are fully equipped for the possibility of comfortable performance of the work of a real estate agent and at the same time representative for the case of a meeting with a client. The real estate agency also uses office supplies and printed advertising products.

PROCESSES
 

The flow of a business case consists of the following steps:

1. processing the analysis of the property together with its valuation,
2. preparation of unique marketing - it is customary to use team members designated for this, or external business partners. Design preparation, the so-called the home staging of the property will be handled by a certified designer, the video tour and 3D virtual tour will be taken care of by a person from the Bosen Group designated for this. By default, the company's real estate agent leaves high-quality photo documentation to a professional photographer with many years of experience and a unique "handwriting" of his work.
3. creating the most attractive description of the property and subsequent massive advertising in order to attract as many potential customers as possible. They address clients not only on real estate portals, but also on a wide range of social networks such as: Facebook, Instagram, YouTube,...
4. communication with a potential interested party and striving for prompt fulfillment of his requirements and inspection of the property.
5. drawing up and signing by both parties (seller and buyer) of the reservation or purchase contract or rental contract (lessor and lessee) and handover protocol.
6. Logistical transfer of real estate
7. Regular "service" for the client

Such is the marketing mix of the 7P real estate agency Bosen Group.