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Authors
Advisor(s)
Abstract(s)
O mercado imobiliário afigura-se competitivo, com crescente apetência tecnológica, mais internacionalizado, fruto da globalização da economia, que reclama inovação, flexibilidade e efetividade na concretização dos objetivos empresariais.
Trata-se de um segmento cujo Marketing pode ser potencializado através da infusão de tecnologias digitais no sector imobiliário.
A valorização de um bem imóvel pode ser alvo de múltiplas abordagens digitais, criação de valor, diferenciação e exploração de novos mercados.
Partindo desta constatação, pretende-se com esta dissertação estudar o impacto das tecnologias digitais no Marketing do sector imobiliário, permitindo assim, por seu intermédio, compreender como estas tecnologias estarão a influenciar o desenvolvimento nomeadamente no lado da Oferta/Procura do sector imobiliário.
Tendo como pergunta de partida: Qual é o impacto do Marketing digital e a infusão das tecnologias digitais no sector imobiliário a nível da Oferta e da Procura, pretende-se assim aferir como estas novas tecnologias estarão a facilitar, ou não, o desenvolvimento da atividade. Para responder a esta questão, será desenvolvido um estudo recorrendo a metodologias mistas, com recurso, entre outros instrumentos, à aplicação de um
questionário, como metodologia de recolha de dados, dirigido a indivíduos que desempenham funções em consultoras imobiliárias, representando assim a Oferta, bem como os Clientes (Potenciais/Atuais) enquanto representantes do lado da procura.
O recurso a estas duas amostras, selecionadas com base no método de amostragem não probabilístico (intencional), permitirá igualmente, na resposta ao problema em análise, contrastar as diferentes perspetivas no mercado imobiliário, isto é, tanto na ótica dos indivíduos que prestam o serviço nas consultoras imobiliárias, bem como na dos indivíduos que o procuram.
The real estate market is figurative, an on growing business, internationalized by globalization, which stands out from entrepreneurs and projected future technology. It is a segment whose Marketing can be leveraged through the infusion of digital technologies in the real estate sector. The value of the real estate market has multiple approaches value creation, differentiation and exploration of new markets. Based on this finding, the aim of this dissertation is to study the impact of digital technologies on Marketing in the real estate sector, through their means, to understand how they will work as a supply/demand perspective in the real estate sector. Having as a starting question: What is the impact of digital marketing and the infusion of digital technologies in the real estate sector in terms of Supply and Demand, it is thus intended to assess how these new technologies will facilitate, or not, the development of the activity. For this, an inquiry was developed that, using mix methodologies, with resources, among other instruments, as a matter of data collection, triggered by the real estate market, representing, as well as Customers (Potential/Current) as representatives of the demand side. The contrast to these two samples, on an intentional method, may also, answer to the problem in two identical perspectives, that is, with a comparison on who wants to purchase or rent a house and those who are trying to sell/rent them.
The real estate market is figurative, an on growing business, internationalized by globalization, which stands out from entrepreneurs and projected future technology. It is a segment whose Marketing can be leveraged through the infusion of digital technologies in the real estate sector. The value of the real estate market has multiple approaches value creation, differentiation and exploration of new markets. Based on this finding, the aim of this dissertation is to study the impact of digital technologies on Marketing in the real estate sector, through their means, to understand how they will work as a supply/demand perspective in the real estate sector. Having as a starting question: What is the impact of digital marketing and the infusion of digital technologies in the real estate sector in terms of Supply and Demand, it is thus intended to assess how these new technologies will facilitate, or not, the development of the activity. For this, an inquiry was developed that, using mix methodologies, with resources, among other instruments, as a matter of data collection, triggered by the real estate market, representing, as well as Customers (Potential/Current) as representatives of the demand side. The contrast to these two samples, on an intentional method, may also, answer to the problem in two identical perspectives, that is, with a comparison on who wants to purchase or rent a house and those who are trying to sell/rent them.
Description
Mestrado em Gestão e Empreendedorismo
Keywords
Empreendedorismo Marketing digital Inovação Pós-pandemia Entrepreneurship Digital marketing Innovation Post-pandemic
Pedagogical Context
Citation
Polido, J. F. C. (2022) O impacto da infusão tecnológica digital no marketing do sector imobiliário. (Dissertação de mestrado não publicada). Instituto Politécnico de Lisboa, Instituto Superior de Contabilidade e Administração de Lisboa. Disponível em http://hdl.handle.net/10400.21/16142