Recommendation Case

Recommendation:

Property Company

1) Focusing on location rather than quantity of distribution channel

Midland has over 600 local stores while Centaline has over 300 local stores. Although the quantity of Midland's local stores is more than Centaline's, research findings shows that there is no significant difference between recognizing the distribution of these two companies. This reflects that quantity is not the key to successful distribution strategy. Instead, conspicuous locations or eye-catching distribution signs may be more effective in arousing distribution awareness.

2) Imposing tight control over service quality

According to the research findings, the most important attributes that induce purchase intention are related to service quality. On the other hand, advertisement has the least influence on purchase intention. Judging from this, it is better to allocate more resources on enhancing service quality, rather than on advertisement. Tight control over service quality is also suggested.

3) Integrating current promotion strategy with online channel

Currently, Midland and Centaline both focus on traditional offline promotion channel, like television advertisement, print-ad and outdoor display. However, it is a well-known fact that online promotion is becoming much more cost-effective and popular. To take the advantage of this trend, it is believed that promoting the company online would be a good way to arouse brand awareness.

Property Agent

4) Implementation evaluation and award scheme

According to the research findings, property agents play an important role in selling property. At the same time, most respondents reflect that pushy property agents negatively influence their purchase intention. Due to this, it is suggested to evaluate the service standard of property agent, in order to prevent them from being pushy. In addition, an award scheme should be implemented. Those property agents score high in the evaluation will be awarded, aiming to provide them more incentive to behave more properly.

Feng Shui Service

5) Targeting at professionals

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