Abstract

Title: Relationship-based selling within real estate agents: A quantitative

Level: Student thesis, final assignment for bachelor’s degree in business economics.

Author: Andrej Stankovic och Vilmer Olofsson

Supervisor: Martin Ahlenius

Datum: 2024 - May

Purpose

The purpose of this thesis is to investigate how individuals who have sold a property with the assistance of a real estate agent perceive the use of relationship-based selling and its dimensions, as well as to analyze how this behavior correlates with relationship quality, sales effectiveness, and customer loyalty.

Method

The study employs a deductive quantitative method to collect data via a survey. The survey was distributed to individuals who had recently sold a property with the help of a real estate agent. The data was analyzed using bivariate correlation analysis and network analysis to identify relationships between the variables.

Results and discussion

The results show that relationship-based selling has a strong positive impact on both customer loyalty and relationship quality. Relationship quality demonstrated strong correlations with all other measured topics. Real estate agents who use relationship-based selling are also perceived as more effective.

Conclusion

The conclusion of the study is that real estate agents who engage with customers' needs and build personal relationships are more successful in creating loyal customers and effective sales. This provides valuable insights for agents who wish to improve their customer relations and increase their sales efficiency.

Thesis Contribution

By deepening the understanding of how relationship-based selling impacts the real estate industry, this study offers practical recommendations for agents aiming to enhance their sales strategies and customer relationships.

Suggestions for Further Research

Further research in relationship-based selling is suggested to include home buyers where a real estate agent has facilitated the transaction to explore if perceptions differ. It is also recommended to expand the studies to different cultural and geographical contexts.

Keywords:

Relationship-based selling, relationship quality, sales efficiency, customer loyalty, real estate agents, long-term strategy