Reflexiones acerca de la crisis y el futuro de las agencias inmobiliarias.
A estas alturas cuando la crisis inmobiliaria esta más que reconocida por todos en el sector me gustaría hacer una reflexión acerca de la situación y el futuro que se avecina.
En los últimos meses he hecho un pequeño estudio acerca de las agencias inmobiliarias en Tenerife, la zona donde vivo. Creo que este estudio y las conclusiones que he sacado se pueden aplicar a todo el territorio español.
Llevo tiempo estudiando las agencias inmobiliarias que tienen éxito y qué factores han contribuido a ese éxito. Considero que una agencia inmobiliaria es exitosa si se nota que le va bien, invierte en publicidad, goza de una buena reputación en la zona y es relativamente conocida. Creo que estas inmobiliarias son las más capacitadas para sobrevivir a la crisis.
Para obtener los datos, he analizado su publicidad, su página web y en algunos casos me he entrevistado con los gerentes de las agencias.
De todo este estudio, me ha llamado poderosamente la atención dos datos significativos:
La gran mayoría de agencias que se pueden considerar exitosas comparten dos características en común:
- Llevan más de 5 años en el sector.
- Tienen una plantilla de 5 o más trabajadores.
Evidentemente hay excepciones. Conozco inmobiliarias que son tremendamente exitosas y que no entran en ninguna de estas categorías, pero no son lo normal.
Analizando estos datos se puede ver que este tipo de inmobiliarias tienen experiencia y están sobradamente asentadas. Muchas de ellas incluso llevan funcionando antes de la liberación del sector en el año 2000; tienen un modelo de trabajo correcto; y una plantilla amplia.
Además, la mayoría también han atravesado otras crisis inmobiliarias en años anteriores y esta ya no les pilla por sorpresa.
Conclusiones:
De este tipo de inmobiliarias se excluye las inmobiliarias que han abierto hace menos de cinco años y tienen una plantilla de 2 o 3 trabajadores, generalmente sin la experiencia necesaria y sin los recursos ni la liquidez para aguantar una crisis. Es la típica agencia que ante el boom inmobiliario decidio abrir sus puertas para arañar un pedazito del jugoso pastel. No sé exactamente que cantidad de inmobiliarias en España entran dentro de esta categoría pero me atrevo a estimar que el porcentaje ronda entre un 30% y un 50%. Evidentemente creo que este tipo de inmobiliarias, salvo casos excepcionales, tienen los días contados y están destinadas a desaparecer ya que si siguen abiertas ahora, ya es demasiado tarde y no pueden reaccionar ante la gravedad de la crisis.
También existe el caso de agencias que llevan menos de cinco años y que han crecido mucho, con varias oficinas y una gran plantilla de comerciales pero todo indica que este tipo de inmobiliarias no tiene ni la experiencia ni la liquidez suficiente para soportar una crisis ya que están acostumbradas a “el todo se vende.”
Mi recomendación para los gerentes de estas agencias es que consideren seriamente cerrar las puertas. En muchas ocasiones, una retirada a tiempo es una victoria y no tiene mucho sentido alargar el sufrimiento y seguir perdiendo dinero.
Para todos los demás que siguen adelante, recomiendo que aprendan las lecciones que nos ha dado el sector un los últimos años. Aunque muchos aun se resisten a admitirlo, el sector ha cambiado. Y sobre todo han cambiado los clientes de las inmobiliarias.
Los propietarios están ahora mejor informados que nunca y el servicio que demandan de las inmobiliarias se ha vuelto más exigente. Ya no es suficiente con poner el cartel de “Se Vende” y llevarle personas interesadas. El propietario de hoy en día demanda información, inversión en publicidad y en el marketing de su propiedad de maneras creativas. Quiere estar informado de todos los procesos y etapa de la compra y quiere asegurarse de que el agente inmobiliario le va a conseguir negociar un buen precio de venta.
Los compradores también se han formado y sus conocimientos muchas veces pueden equiparar a los del agente inmobiliario: disponen de una herramienta muy potente donde pueden averiguar todo lo necesario -internet.
Las agencias deben aprovecharse de esta tendencia y cambiar su mentalidad de “despachar al cliente” y empezar a “informar al cliente.” El que mejor sepa hacerlo se va a llevar el gato al agua. El que se piense que en el sector todo está ya inventado esta muy equivocado ya que esto solo acaba de comenzar. El sector ya no es el mismo que hace tan solo 5 años y el que sepa adelantarse a los demás y ver las posibilidades es el que va a triunfar y salir adelante.
Hola Jean Paul,
Muy acertado tus comentarios.”Esto ya no es lo que era” y la mentalidad de “todo” el sector debe cambiar.Hay que empezar a ser mas profesionales.
Hola Jean Paul,
Muy interesante, ya que por fin los clientes no son meros compradores y el negocio inmobiliario ahora se lo deben trabajar, ya no se chpan el dedo los clientes y eso quienes lo saben seguiran en la brecha las inmobiliarias que no lo hagan fracasaran.
Por cierto el otro dia encontre un articulo muy bueno en una revista de construccion sobre el marketing inmobiliario.
Os dejo el enlace
http://www.directivosconstruccion.es/ver_detalleArt.asp?idArt=45762&action=ver
Hola Juanfran,
No puedo descargar el artículo en pdf. Quizá me puedes enviar una copia a mi email: jp(arroba)norsol.es
Gracias.
En la innovación está la clave, y en el long tail , la especialización por regiones es una buena manera de ser competitivo con las grandes empresas del sector, siendo así más concreto y conociendo mucho el mercado en el que se trabaja.
En esta especialización, un buen seguimiento , información y trato con el cliente, y aprovechando las nuevas tecnologías y formas de comunicación que nos brindan hoy en día, está la clave.
Saludos!!
Por cierto Juanfran el Link está roto!!:p
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