A Study of the Marketing Strategies of Estate Surveying Firms in Lagos, Nigeria

Abstract

This study examines the marketing strategies that are being adopted by practicing firms of estate surveying and valuation in discharging their estate agency services in Lagos State. The objectives of the study include: examining the challenges that are associated with the present strategies being practiced by these firms with a view to providing solutions to them and examine ways of making estate agency more effective. A total of thirty-two practicing firms of estate surveying and valuation were examined in a survey conducted to elicit information on the strategies they adopt for marketing their services in the area of estate agency. Simple descriptive statistical methods were used for the analysis and presentation of the data. The result showed that some of these estate firms are facing problems in marketing the properties in their portfolio since they don't really have marketing skills that would have been provided, had there been a qualified marketer in their employment. The study recommended among others that estate firms should employ marketers in their firms or alternatively, the estate surveyors and valuers should go for some marketing courses in order to fine tune their marketing strategies.

DOI: 10.5901/ajis.2016.v5n1p81