Charakteristiky online marketingové komunikace na realitním trhu
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Date
2023-08-28
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Abstract
Tato diplomová práce se zaměřuje na online marketingovou komunikaci na realitním trhu. V první části je teoreticky charakterizován marketing a nástroje online marketingové komunikace. Kapitola je rovněž věnována sociálním sítím Facebook, Instagram a ostatním v současné době populárním platformám. Na tuto kapitolu navazuje část o realitních serverech, které tvoří podstatnou část online marketingu na realitním trhu. Další část práce potom pojednává již o realitním trhu. Je zde charakterizován jeho vývoj, regulace a blíže specifikován marketing pro realitní kanceláře a makléře. Na tuto kapitolu navazuje charakteristika vybraných realitních společností. Pro porovnání byly vybrány čtyři realitní kanceláře - M&M Reality, RE/MAX, NEXT REALITY a REHYPEX. V kapitole jsou popsány rovněž způsoby komunikace těchto společností. Práce byla vytvořena ve spolupráci s realitní kanceláří REHYPEX, proto je provedena podrobnější charakteristika této společnosti. Součástí práce je i rozhovor s jedním z nejvyhledávanějších makléřů v České republice. Na základě zjištěných informací je provedeno zhodnocení a doporučení pro realitní kancelář a pro makléře jako fyzické osoby.
This thesis deals with online marketing communication in real estate market. In the first part marketing and tools of online marketing communication is described in theory. This part is also dedicated to social media - Facebook, Instagram and other currently used platforms. This thesis further focuses on real estate servers, which are important part of online marketing in real estate market. Following part describes development and regulation of real estate market and specifies closer marketing for real estate offices and brokers. In the succeeding chapter are described selected real estate companies. For comparing were chosen four real estate companies - M&M Reality, RE/MAX, NEXT REALITY and REHYPEX. In this section are also mentioned ways of their communication. This thesis was created in cooperation with real estate company REHYPEX. Due to this fact REHYPEX was described more in detail. In the thesis was further involved interview with one of the most searching real estate brokers. Based on gathered data, an evaluation and recommendation for real estate company and real estate brokers were made.
This thesis deals with online marketing communication in real estate market. In the first part marketing and tools of online marketing communication is described in theory. This part is also dedicated to social media - Facebook, Instagram and other currently used platforms. This thesis further focuses on real estate servers, which are important part of online marketing in real estate market. Following part describes development and regulation of real estate market and specifies closer marketing for real estate offices and brokers. In the succeeding chapter are described selected real estate companies. For comparing were chosen four real estate companies - M&M Reality, RE/MAX, NEXT REALITY and REHYPEX. In this section are also mentioned ways of their communication. This thesis was created in cooperation with real estate company REHYPEX. Due to this fact REHYPEX was described more in detail. In the thesis was further involved interview with one of the most searching real estate brokers. Based on gathered data, an evaluation and recommendation for real estate company and real estate brokers were made.
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Subject(s)
Komunikace, makléř, online marketing, realitní společnost, realitní trh, reklama