Mer än bara en bostadsaffär : En kvalitativ studie om hur fastighetsmäklare skapar förtroende i en sällanköpsbransch

Sammanfattning

A residential property sale occurs relatively rarely and is characterized by both major financial and emotional decisions, which places demands on the real estate agent´s ability and actions to instill trust. Collaboration requires trust in the real estate agent´s goodwill and expertise. However, there is limited understanding of how real estate agents work and which aspects are central to building trust. Against this background, the real estate agent industry is defined as a trust industry, where the purpose of this study is to gain an increased understanding of how real estate agents work to build trust in a market characterized by infrequent purchases. The study is based on a qualitative methodological approach consisting of twelve semi-structured interviews with real estate agents from the same agency chain. Through these interviews we have been able to learn about real estate agents different perspectives and experiences regarding how they build trust and which aspects are considered most imporant. The empirical data is based on each of the respondents work with trust, customer relationships and their views on verbal and electronic recommendations. The empirical data has then been analyzed in relation to the study´s theory.The result showed that there is no clear template for how the real estate agent building trust. However, five components emerged as imporant. The ones that were particularly oustanding were honesty, communication, knowledge, belonging and goodwill. The importance of the components varied based on the stage of the customer relationship, the real estate agent´s work experience and the customer´s individual needs.