Service marketing

Résumé du document

FONCIA is a French company created in 1972 and carries on business in the real estate market. It is the European leader in real estate services for over 35 years.

The group continues its activity and development based on three main values: the confidence of its customers, professionalism and proximity. In 2012, FONCIA has more than 600 agencies in France (led by nearly 7,000 people) and more than 1.3 million customers. The group is also present in the neighbouring countries, with an activity developed on the German, Swiss and Belgian market.

FONCIA offers its customers a wide range of services in the property market: condominium management, rental management, sales management, financing service and insurance. For some years now, the group enriched its offer with new activities, such as real estate consultancy for company, holiday rentals and investment advice.

My work will focus on the estate agency FONCIA TURCKHEIM located in the heart of Strasbourg (North-east of France and also my hometown). This agency was established in 2006 and specializes in the rental management.

Extraits

[...] This allows a first practical approach. Then it will be possible for the customer to have the answers, opportunities for its needs and expectations and to have the information sought. Points of failure: If none room or space is available to receive the client, it will not make a good impression. Then, during the interview, you must ensure that the client feels unwelcome, misunderstood or frustrated by a lack of professionalism. ( Physical evidence: Feedbacks after the appointment Moments of truth: When the client leaves the agency, he must have had concrete answers to their expectations. [...]

[...] 1st and 2nd floors: the first floor is the accounting department. A place not frequented by clients of the agency, with greater peace of mind for employees. The second and last floor is reserved for archives. Decoration and interior design: As stated above, interior meets the group's values: proximity to the client (central point of the agency) and a respected confidence (separate rooms, full visibility). For the decoration, it contains bright and warm colours like red and yellow, and very modern furniture. [...]

[...] Moments of Truth and Points of Failure ( Physical evidence: Website Moments of Truth: The website can be the first contact between the agency and the potential customer. It must be easy to use and ergonomic. In addition, with an attractive website the user wants to stay on this page and to use this agency. Points of failure: A website should be as visible as possible. For this, the referencing is important. When you research "real estate agent" in a search engine like Google, the FONCIA's website appears about in 10th position. [...]

[...] One point to consider as waiting for a customer is always something difficult to manage. Another recommendation concerns the website of FONCIA: there is one website that lists all available properties throughout the country. It is conceivable that each agency FONCIA has a search engine which listing goods in a defined geographical area. This allows the customer to consult directly goods near his place. Finally, a major criterion of this service is to optimize the time. Indeed, as mentioned earlier, certain periods of the year are more important for the agency. [...]

[...] For example, this may allow file transfer from one agency to another. Sending newsletters and emails: when you become a customer at FONCIA, we are directly recorded in their database. With our email address provided, the agency can now send to each customer its news, promotional offers or goods that may interest us. IPhone Application: FONCIA also developed its IPhone application. Free downloadable, it allows direct access to online ads, the geolocation of agencies or available property, or the possibility to share our preferences. [...]