Saber posicionarse y especializarse (Segunda parte)
En la primera parte explicamos la necesidad de una agencia inmobiliaria en especializarse y posicionarse en algo. En resumen, no se puede vender de todo a todo el mundo ya que no seriamos realmente buenos en algo en concreto sino mediocres en todo. Si se te da bien el trato con los promotores y te defiendes con la documentación de terrenos y urbanismo, entonces debes especializarte en vender terrenos y no en vender pisos en el centro.
Aparte de centrarte en lo que mejor sepas hacer, hay otro motivo mucho más importante. Si te especializas, tus clientes te recordarán por ello y en su mente serás la inmobiliaria más adecuada cuando quieran comprar lo que tú vendes. Ahora la gran pregunta es: ¿En que debo especializarme? Aquí tienes unas ideas:
Especialización por tipo de propiedad
Si estoy buscando una nave industrial para mi empresa, seguramente llamaré a Bolsa Industrial, una empresa que se dedica exclusivamente al sector industrial. Si busco una casa de lujo llamaría a Engel & Vöelkers y si busco una en Marbella llamaría a Kristina Szekely. Sin embargo, si quiero comprarme una casa en el campo, pues entonces iría a Fincas Rusticas. Todo esto son ejemplos de agencias inmobiliarias que se han especializado en algún tipo de propiedad en concreto.
Especialización por tipo de cliente
Hay agencias inmobiliarias que se especializan en un perfil de cliente en concreto. En Tenerife, la inmobiliaria Tenerife Property Shop se centra en clientes Ingleses que quieren comprar una propiedad en el sur de la isla. Un posicionamiento muy definido pero que les da mucho éxito y cantidad de premios. Otro buen posicionamiento sería una inmobiliaria especializada en inmigrantes. Centrándose exclusivamente en buscarles vivienda, financiación, y resolver sus papeleos seguramente una inmobiliaria que se dedique a esto tendría mucho éxito en cualquier ciudad de España.
Especialización por zona
Quizás la especialización más común en España. Convertirse en un experto en una zona en concreto y tener una amplia cartera de propiedades en esa zona también es un posicionamiento excelente. Si yo me quiero mudar a esa zona, seguramente iría a la inmobiliaria que más sabe del lugar y la que más propiedades tiene. Aun así, existen muchas inmobiliarias que no siguen este modelo y se aventuran a vender de todo en todas partes. Conozco una inmobiliaria en Tenerife que en su escaparate tiene a la venta una promoción en Lanzarote. Seguramente no ha vendido ni un solo chalet de esa promoción.
Ustedes saben cuales son las Agencias Inmobiliarias más conocidas y que más venden (quizás sean ustedes) en sus zonas. Seguro que casi todas ellas, han sabido posicionarse y especializarse en algo en concreto para alcanzar ese éxito.
Novedades (27 de Mayo, 2007):
He encontrado un post en el Blog de Echevarri, varios posts que hablan acerca de la especialización de las pequeñas agencias inmobiliarias. Esta relacionado a este post. Pueden leerlos pinchando aquí y aquí.
Su informacion me sorprende y les agradezco todo el conocimiento y como nos abren los ojos a los real estate agent que deseamos continuar en el mercado y ser los mejores
Hola
jean paul
Soy de Chile y estoy comenzando en una empresa inmobiliaria en santiago,
estoy trabajando free-lance y contratada a honorarios. Mi jefe quiere a mediano plazo crear un Network, con la venta de propiedades,
pero no se epecializa en nada de lo que tú escribiste. Yo estoy partiendo como captadora de propiedades en un sector que elegí yo, y he caminado por varias cuadras buscando casas, y tengo los números de los dueños, aunque estos no viven ahí. Mi pregunta es la siguiente: ¿Cómo puedo lograr enganchar con un posible cliente, que no sabe que estoy captando propiedades, ya que en la mayoría de los casos los biénes los venden sus dueños y no quieren saber nada con corredores , porque según ellos , no hacen su trabajo y que piensan en la plata solamente. Que me sugiere usted al llamar por primera vez a una persona que no me conoce ni yo tampoco….¿que ví la propiedad en un aviso, que me gustaría verla, como hacer el enganche para captar la propiedad, igual pienso, pero no sé como hacerlo ya que es mi primera vez.
Te agradecería me dieras una sugerencia,
Saludos
Claudia
Claudia,
Me preguntas: ¿como hacer el enganche para captar la propiedad?
No existe ningún truco ni manera de “enganchar” una propiedad. Si en “la mayoría de los casos los bienes los venden sus dueños y no quieren saber nada con corredores , porque según ellos , no hacen su trabajo y que piensan en la plata solamente…” Pues igual es verdad y no están interesados.
Te sugiero que cambies la mentalidad de “enganchar” a una mentalidad de asesoramiento a los propietarios.
Piensa en la información de la que tu dispones y conoces como agente inmobiliario que ellos no tienen o no saben. Puedes informarlos del precio medio de la zona y asesorarles a que precio pueden vender sus casas si estuviesen interesados. Preocúpate por que ellos aprendan y confíen en ti. Te tienen que ver como una fuente fiable de información, no como una persona que solo piensa en el dinero y quiere “engancharlos.”
Puedes crear un informe de la zona con el precio medio por metro cuadrado y una lista de viviendas que se han vendido y a que precio.
Piensa que eres una asesora no una captadora. Si lo haces, entonces los propietarios acudirán a ti en vez de tu a ellos.
muy buen dia.les escribo desde popayan colombia.les felicito por su publicacion y les estare agradecido si pudieran enviarme informacion al respecto de la formacion y optimizacion de mi trabajo en el campo inmobiliario.nos decidimos a abrir una oficina y estamos empezando con los altibajos que se presentan empezando y mas aun siendo inexperto.en espera de una pronta y positiva respuesta. Fabian Andres Lopez M.
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