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Estratégias de venda no mercado imobiliário: o papel da especialização pela angariação ou pela venda na produtividade do consultor em contexto de agência franchisada
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| 1.73 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Este estudo abordou o tema das estratégias de vendas no mercado imobiliário em Portugal. O seu objetivo foi compreender e identificar quais os fatores que influenciam o sucesso do consultor imobiliário. Em particular, procurou perceber-se a influência da especialização pelas transações de angariação (ou dedicação ao cliente proprietário) ou transações de venda (ou dedicação ao cliente comprador) no sucesso do consultor. Neste caso, o rendimento anual dos consultores foi considerado como proxy do seu sucesso.
Foi construído um questionário para recolher os dados necessários para o estudo. Com base na amostra obtida, realizou-se uma análise exploratória onde foi possível perceber o perfil pessoal e profissional dos consultores. Depois, aplicou-se um modelo de regressão múltipla para estimar a influência do género, experiência de trabalho no mercado imobiliário e dos dois tipos de estratégia de especialização dos consultores (angariação ou venda) no rendimento anual do consultor.
Os resultados mostraram que os fatores que causam um impacto positivo no rendimento do consultor estão relacionados o género dos consultores, com os anos de experiência no mercado imobiliário, e com as horas de dedicação ao cliente proprietário de imóveis. Além disso, observou-se que o género é o fator que mais contribui para a variabilidade do rendimento, seguido pela experiência e pelas horas de dedicação ao cliente proprietário. Neste último caso, os resultados indicaram que por cada hora adicional por semana de dedicação ao cliente proprietário, o rendimento anual do consultor poderá aumentar aproximadamente 2,74%. No entanto, as variáveis de especialização do consultor que foram calculadas através da razão entre angariações e o número total de transações revelaram não ser estatisticamente significativas para o rendimento anual dos consultores.
O estudo teve um carácter inovador na realidade portuguesa, quer pelo próprio tema, quer pela introdução de novas variáveis para analisar os perfis dos consultores. No entanto, são recomendados estudos adicionais, nomeadamente a inclusão de mais agências do norte, centro e sul de Portugal, aumentando assim a dimensão da amostra. No contexto da mediação imobiliária em Portugal, este trabalho poderá contribuir para a escolha das estratégias a adotar por parte dos consultores imobiliários, com o objetivo de maximizar o seu rendimento pessoal, e fomentar o crescimento de empresas através de um nível mais estruturado dos seus recursos humanos.
This study addressed the topic of sales strategies in the real estate market in Portugal. It aimed to understand and identify which factors influence the success of the real estate brokerage consultant. In particular, the influence of specialisation by the listing transactions (or dedication to the owner client) or sale transactions (or dedication to the buyer client) in the success of the consultant. In this case, the consultants' annual income was considered as a proxy of their success. The instrument used to collect the data was a questionnaire. Based on the obtained sample, an exploratory data analysis was conducted where it was possible to understand the personal and professional profiles of the real estate consultants. Furthermore, a multiple regression model was fitted to estimate the influence of gender, work experience in real estate and two consultant specialisation strategies (listing or selling) in the annual income of the consultant. The findings show that the factors that positively impact the performance of the agent are gender, work experience, and the hours dedicated to the owner client. In addition, gender is the factor that most contributes to the income variability, followed by the experience and hours of dedication to the owner client. In the latter case, the results indicated that for each additional hour per week dedicated to the owner client, the agent could increase its annual income by 2.74%. However, the indicators of specialisation determined through the ratio between listing transactions and the total number of transactions were not statistically significant to the annual income of the consultants. The study developed in this dissertation was innovative for the Portuguese case because of the theme itself, and because of the “new” questions that were included to analyse the profile of the agents. However, further work is recommended, such as planning the experiment in order to include several agencies from the north, centre and south of Portugal, thus increasing the sample size. In the context of the real estate industry in Portugal, this work might contribute to the choice of strategies to be adopted by real estate consultants, with the objective of maximizing their personal income and support the growth of companies with a more structured level of human resources.
This study addressed the topic of sales strategies in the real estate market in Portugal. It aimed to understand and identify which factors influence the success of the real estate brokerage consultant. In particular, the influence of specialisation by the listing transactions (or dedication to the owner client) or sale transactions (or dedication to the buyer client) in the success of the consultant. In this case, the consultants' annual income was considered as a proxy of their success. The instrument used to collect the data was a questionnaire. Based on the obtained sample, an exploratory data analysis was conducted where it was possible to understand the personal and professional profiles of the real estate consultants. Furthermore, a multiple regression model was fitted to estimate the influence of gender, work experience in real estate and two consultant specialisation strategies (listing or selling) in the annual income of the consultant. The findings show that the factors that positively impact the performance of the agent are gender, work experience, and the hours dedicated to the owner client. In addition, gender is the factor that most contributes to the income variability, followed by the experience and hours of dedication to the owner client. In the latter case, the results indicated that for each additional hour per week dedicated to the owner client, the agent could increase its annual income by 2.74%. However, the indicators of specialisation determined through the ratio between listing transactions and the total number of transactions were not statistically significant to the annual income of the consultants. The study developed in this dissertation was innovative for the Portuguese case because of the theme itself, and because of the “new” questions that were included to analyse the profile of the agents. However, further work is recommended, such as planning the experiment in order to include several agencies from the north, centre and south of Portugal, thus increasing the sample size. In the context of the real estate industry in Portugal, this work might contribute to the choice of strategies to be adopted by real estate consultants, with the objective of maximizing their personal income and support the growth of companies with a more structured level of human resources.
Description
Keywords
Estratégias de vendas Rendimento anual Proprietário de imóveis Mediação imobiliária