Marketing weak point in the housing industry

(openPR) - Berlin, January 2007: Housing enterprises use the electronic media for marketing not sufficiently. They have thereby a competitive disadvantage opposite private offerers, since the marketing is in many regions of Germany the central success factor. To these results a study of the Globis GmbH, Berlin comes.

Efficiency of housing enterprises discusses rarely:
Housing enterprises stand strongly in the field of vision of the public. The discussions turn around the possible sales on „grasshoppers “, the fear of the tenants before rent increases and privatisation, inclinations of individual enterprises and the following load of public cashes. The efficiency of housing enterprises is discussed rarely thereby although it is a cause of many current developments.

Tenant market makes marketing the central success process:
In nearly all regions of Germany there is an offer in excess at dwellings for some years. Thus the marketing from dwellings at tenants and buyers became to the central success process of housing enterprises. Electronic media win thereby a ever stronger meaning. The Globis GmbH analyzed the use of electronic media in detail for housing marketing. In the focus the largest housing enterprises of Germany with more than 10,000 housing units were located.

Electronic media are not sufficiently used for marketing:
The use of electronic media for the marketing of dwellings is not today optimal with a Zielerreichung of 58%. Special weak points are the use of enamels and the use of on-line Exposes in real estate portals and on the own web page of the enterprise. That would who-bleach structure of the enterprise web pages is better, but likewise with development potential. So the offered dwellings are only rarely arranged according to target groups like e.g. families, seniors, apprentice.

E-Mail inquiries only rarely answers:
Luck has, who gets today a E-Mail inquiry answered by housing enterprises. Only on 40% that altogether approx. 1,000 E-Mail inquiries came usable answers. In contents a dwelling in the flow text is then represented, usually comparably with flow text newspaper advertisements. The advantages of an individual contact with a potential customer are given away thereby. Following act nearly never, the customer contact is thus lost.

On-line Exposes without advantage argumentation:
Who looks at itself today a on-line Expose of a housing enterprise, finds there above all core data such as size and rent. With many enterprises further equipment characteristics are indicated, the description are however rather technically and rarely complete. In some cases the relevant data in the inventory management system of the enterprise are not present or the IT-interface support the Datentransfer not optimally. Individual pictures of the dwelling or advantages of the dwelling as „freshly reconditioned “, „calm situation “, „well cut “are e.g. pointed out only in exceptional cases. Compared to on-line Exposes of private brokers one hardly finds reasons to turn to a housing enterprise to the inspection.

Adjustment on marketing and selling for housing enterprises crucially:
One would tribleach orientation, which is expressed by the application of dwellings and the Umwerbung of renting prospective customers, can only in few cases be constituted. „Dwellings are today above all offered, are not however applied. The prospective customer must find even the arguments, why he should rent a dwelling “, so that result of Felix Küsell, Geschäftsführer of the Globis GmbH. „If a tenant market prevails, must to housing enterprises organizational to marketing and selling be aligned. “, so Felix Küsell further. „This change was not carried out however by many enterprises yet. Compared with private offerers thereby a competitive disadvantage which can become in the long term dangerous, exists. Housing enterprises must unlock fast. “

Globis GmbH
Linienstr. 214
10119 Berlin

Partner: Hanka Borowski
Telephone: (030) 400,549 0
E-Mail: hborowski@globis-berlin.de
www.globis-berlin.de

The Globis GmbH, Berlin, is a management consultation. An industry emphasis is material Estate. In order to furnish the own customer as effective an advisory activities as possible, likewise primary and secondary market study as well as personnel development concepts are offered.

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