The customer preferences study focused on the way of the most suitable real estate/mortgage deals among people who live in Wroclaw (Poland)

The market background

Due to economic boom in the real estate sector in Poland dated in years 2005 to 2007, the construction and development companies were less likely to provide marketing studies than the other companies on the Polish market. The reason of above was very simple – construction and development companies have been sold all of the developed apartments and houses on stock or much earlier, that they appeared on stock.

The clients file:

Despite of the very prospective market situation, managing directors of one large scale construction and development company decided to provide on-going market survey in order to meet the market expectations even better, and for being much better prepared to eventually market and economy slow-down in the future. Their approach affected Investzoom Market Research, by contracting us for various business and marketing studies cycle for further evaluation.

The market research subject.

The first marketing survey was contracted in a time, when the other market players affected by the slow-down in the purchase, started to provide the marketing in this business sector. It was a very good time for the marketing study, while, there still was a chance to contract the marketing programmes aimed for sales expansion. Do construct the appropriate marketing strategy, our client required very detailed information about the potential buyers preferences. Together with the client we clarified that the key element of success in marketing of just built apartments and flats would be not only its location and construction standard (glazing, lamination, furniture etc) but also the standard of sales customer service and the way the marketing is provided.

Our approach.

So after briefing process we presumed that our main research goal will be surveying the expectations and preferences of the clients who intend to purchase the aparment of flat in the nearest time period. Designing and briefing this project we have separated several business aspects of the study.

• The sources of information about the development and construction companies from the local market – this was required to obtain from where the potential clients take the basic and advance information when a new deal is concerned.
• What type of business information is most preminent for the the clients, when new deal is concerned.
• Which factors and information make the clients more likely to purchase, what make them less likely to buy.
• The main factors that are considered from the client point of view, when new deal is concerned (customer service, price, location, information from the internet, other people opinion or other etc.)
• Which factors make the construction and development “reliable and solid” from the client point of view.
• How the trade office of construction and development companies should be located and what should be their business hours to make the deals better.

During the briefing process we have proposed the survey based on the in-depth qualitative interviews of 50 people quota. The script of interviews was based mainly on the open-ended questions (to gather their main impressions first without suggesting anything). Than from the responses we have separated specific outcomes and factors (some of the responds we have coded and then analysed, some of them we have analysed separately.

During the preparation of the outcomes we have discovered some very specific trends in customers preferences.

The benefits to the client.

Due to the research outcomes and our approach, we were able to Discovery some significant factors that could improve the marketing activity in this business sector. As the other effect we have pointed out the most popular way to advertise and marketing this type of business. This aloud our client to adopt his marketing strategy to the customer expectations and find concise way to provide much more effective public relations activity. In the end of a day they achieved stronger and spectacular market success than expected.