Abstract
PurposeReal estate agents are professionals who need up-to-date and accurate information about their clients in order to maintain profitable and long-lasting relationships with each of them. A satisfied customer can be very valuable and profitable in the long term. This research focuses on solving the problem of the lack of a mobile Customer Relationship Management (CRM) adapted to the needs of professionals. The importance of solving this problem is related to the importance of optimizing work and resources in a highly abundant information industry.Design/methodology/approachIt was developed of a CRM for mobile devices capable of managing information about the customers and business partners of each user, which provides a set of features well defined by the professionals. These features were collected through 15 face-to-face interviews and validated with six video conference interviews with industry specialists. For the development and evaluation of this artefact was followed the DSR methodology, corresponding each interview to an iteration of this model.FindingsFrom this research resulted a selection of functionalities considered essential to the real estate agent's work. These features were successfully implemented in a mobile application that real estate agents appreciate for its simplicity and that they feel adds real value to their daily lives. Using this service, the productivity and performance of real estate agents might be improved.Originality/valueIt was verified that the mobile CRM solution developed is a desired solution by real estate agents in terms of customer portfolio management, enhancing the evolution of their relationships and monitoring professional's performance.
Highlights
In the last decade commercial real estate (CRE) has shown a great growth (Barwick, 2019) and, in the middle of a global pandemic, it has shown an accelerating pace in following the digital transformation experienced in all industries (Braesemann & Baum, 2020; Starr et al, 2020)
Methodology for Multivocal Literature Review (MLR) The main goal of this research is to identify the requirements of Customer Relationship Management (CRM) in mobile environments and its use by RE agents
Through this literature review we can identify a second research gap in the same area: the lack of scientific contributions that explain the construction of m-CRM as an information systems (IS) for CRE agents, since we found a wide variety of contributions at the practical level (22) and only one scientific article on the same topic
Summary
In the last decade commercial real estate (CRE) has shown a great growth (Barwick, 2019) and, in the middle of a global pandemic, it has shown an accelerating pace in following the digital transformation experienced in all industries (Braesemann & Baum, 2020; Starr et al, 2020). CRE competitiveness seems to increase in the same way Zhang et al, 2016) This competitiveness leads CRE agents who traditionally have more information to create a more trustful relationship with customers (Bohling et al, 2006). Normally, this relationship is synonymous of real estate acquisitions and sales for the professional (Gountas et al, 2014). Knowing that having valid information constantly updated is a very important competitive factor (Agarwal et al, 2019) and taking into account that the CRE sector is one that generates large volumes of information (Cherif, 2014), the greatest challenge for CRE agents is to be able to store all this information in an organized and accessible way (Cherif, 2014; Jin et al, 2018)
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