engleski

The usage of interactive communication tools in the sales proces on the real estate market in Croatia

The purpose of this article was to explore the level of knowledge, understanding and usage of interactive communication tools in the sales process on the real estate market. Furthermore, the aim was to determine if there are significant differences regarding the satisfaction and the perception of effectiveness of such tools between the real estate agencies that track relatively larger usage of interactive communication tools in the six stages of the sales process as opposed to the ones that use them less. Primary research was conducted on a sample of 43 registered real estate agencies through a self-completed e-mail questionnaire. The results indicate relatively high familiarity and usage of interactive communication tools, with the obvious absence of activity on the virtual social platforms. The group of agencies that stated relatively larger usage of the tools claim to be more satisfied and perceive the positive influence the interactive communication has on the sales process and the ease of conducting business in general.

interactive communication; sales process; real estate market; Croatia

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