Influence of Developers′ Characteristics on Real Estate Agency Appointments: For Marketing in Singapore

Abstract

For real estate agency firms to market their services successfully they would need to understand the factors which motivate developers to engage them for their services. Examines the factors which motivate developers to appoint their marketing agents. Four categories of motivational factors could be identified for this study. These are the internal factors, external factors, characteristics of the development and characteristics of the marketing agents. From the groupings, a total of 21 sub‐factors were subsequently derived and tested against a random sample of 58 property developers in Singapore in a survey. These developers were classified further into the following categories which typify their characteristics: controlling interest; listed/non‐listed company; sale/lease decisions; and size of paid‐up capital.

Citation

Sui Pheng, L. and Siang Hoe, K. (1994), "Influence of Developers′ Characteristics on Real Estate Agency Appointments: For Marketing in Singapore", Marketing Intelligence & Planning, Vol. 12 No. 11, pp. 4-15. https://doi.org/10.1108/02634509410071774