UN NUEVO NEGOCIO INMOBILIARIO EN EL SIGLO XXI
Arantxa Villar mayo 10th, 2009
Marketing inmobiliario en internet
Me gustaría comentar dos artículos que he leído en los últimos días. En primer lugar, el blog inmobiliario inmoblog (http://www.inmoblog.com), realizó una entrevista a un agente de Campos Celay Inmobiliaria (Galicia). En ella, afirmaba: “No es bueno tanta información en internet, eso les hace cómodos (a los clientes) y para qué se van a pasar por las oficinas… se aburren de tanta oferta“.
En segundo lugar, en idealista news (http://www.idealista.com), en un artículo titulado “Los vendedores se quitan la careta y publicitan sin pudor los descuentos”, se afirma que “en esta crisis todos podemos ver los precios de los pisos en internet cómo suben o bajan casi en tiempo real“.
De nuevo se pone de manifiesto la realidad del sector de la construcción e inmobiliario en España, en el que la mayoría de las empresas se mueven y piensan como en el siglo XIX (ojalá fuera como en el s. XX), cuando actualmente nos encontramos en la era de la tecnología y de la información.
La crisis económica (y posteriormente la sanitaria) ha puesta de manifiesto, de forma casi irreverente, que la globalización conecta a todo el mundo gracias a Internet. Nos puede gustar o no, pero lo cierto es que es una realidad innegable. Por lo tanto, las reglas del juego están marcadas, y el que no entra en Internet y no hace buena publicidad en la red, no juega, y por tanto, no gana.
Ahora hay que vender viviendas, y los bancos han dado el pistoletazo de salida con los grandes descuentos. El mercado se mueve y compra en Internet, por lo que esas rebajas se han de publicitar en la red. Éstas son las condiciones, y si los promotores e inmobiliarias quieren vender pisos en un mercado de libre competencia, mal que les pese, han de acatar unas reglas, que esta vez, y por esta vez, no han sido marcadas por ellos.
El sector inmobiliario y de la construcción necesita un cambio de generación, sangre nueva, formada y de mente abierta. Gente, que sea capaz de vender un piso con la información que se puede transmitir en tan sólo 140 caracteres (ver artículo: “Twitter o las implicaciones de 140 caracteres“).
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- Marketing Online , Marketing y Publicidad , Urbanismo e Inmobiliaria
- Comments(192)
Internet, es en si mismo un canal tan importante como las oficinas. Las inmobiliarias deben
de seguir el ejemplo del sector bancario y comenzar ser multicanales.
Sin embargo, las inmobiliarias al entrar en el siglo XXI podran ver que su propia web
no es la única forma de hacer llegar sus “gangas” a los interesados. En internet surgen
otros “animales” que facilitan las búsquedas a los usuarios y a las empresas
a ser competitivas: los agregadores.
Estos portales agregan la oferta y la demanda. Funcionan como distribuidores de productos
como por ejemplo de seguros de coches dónde las distintas aseguradoras cuelgan sus
productos.
Los usuarios introducen los detalles (modelo de coche antigüedad, número de póliza…) y
obtienen como resultado los seguros de las distintas aseguradoras que se ajustan a esos
detalles. El usuario compara las posibilidades y termina eligiendo una de ellas. El
agregador se lleva su comisión, la aseguradora vende su seguro y finalmente el usario
contrata el seguro del mercado más ajustado.
Los broker de las inmobiliarias ayudarían a ajustar más rapidamente el precio en un mercado
dónde el stock de viviendas incomoda tanto a las inmobiliarias como a los bancos. Porque
cómo se aprende en las escuelas de negocio al agregar la demanda en la cadena
de suministro, se reduce la incertidumbre, permitiendo reducir el nivel de stocks.
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