earticle

영어

Given that the attention has increasingly been paid to the real estate brokerage service in recent years, this study tries to elucidate certain characteristics of broker and brokerage office that influence on the sales productivity, for the purpose of improving sales productivity of real estate brokerage service. Through literature review, this study finds various factors that can influence sales productivity of brokerage office, such as office size, office location, type of brokerage service, franchise affiliation, computer usage. With regard to broker, this study finds broker's personal and behavioral characteristics can influence sales productivity of broker. With empirical research, this study finds out office size, location, type of brokerage service, franchise affiliation, computer usage have an impact on sales productivity of brokerage office. It also becomes manifest that broker' education, age, experience in brokerage service, customer orientation, listening behavior, adaptive selling behavior have an effect on sales productivity of broker. The result of brokerage office sales productivity model shows that real estate brokerage office can enhance sales productivity by choosing right location and right brokerage service type, joining franchise and using information technology. And the result of broker sales productivity model shows that real estate broker can enhance sales productivity by changing their brokerage behavior such as his orientation, listening behavior and adaptive selling behavior.