Real Estate Marketing

 Real Estate Marketing

The real estate brokerage business is a strong traditional service agency that conveys market information for facilitating trading of the product (namely, real estate developments) within a highly inefficient market and mechanism (Li and Wang, 2006). Various scholars have examined the subject of real estate marketing (agency) from different perspectives. Pheng and Hoe (1994) examined the important attributes for real estate marketing. The study which was questionnaire-based identified twenty two (22) attributes. It was found in the study that ability to provide good service, good track record, dedication and total commitment, ability to achieve defined results and professionalism in dealings are the top most driving attributes of the agency firms for real estate consultancy. Qualified and experience team, big client base, ability to achieve desired results, dedication and total commitment are rated high as the attributes that influence the developers’ choice of appointing an agent. The study further concluded that consistent with the marketing mix concept for the marketing of services, the developer rates ‘people factor’ as a very important attribute which real estate agency firms should possess. The “people factor” includes the marketing team’s dedication and total commitment, their ability to achieve desired results, their experience and qualifications as well as their professionalism in handling deals.

Jud and Roulac (2001) in their study revealed the features of unethical practices in agency in the forms of multiple listing, disrespect of agency regulation, rise of fee for service pricing. The study revealed that the elements of no-service quality may be because of little or no entry barrier. The proliferation of various marketing strategy can also be attributed to the advent of the internet as posited by Nissen (1995), and Li and Wang (2006), that the roles of a service agent on the internet is classified as that of a watcher agent, learning agent, shopping agent, information retrieval agent and helper agent. However, the aspect of online real estate marketing is a ripe area to explore in Nigeria to identity the challenges confronting the practicing ESVs. Xu et al (2010) put forward a novel approach to describe the changing situations of the Chinese real estate market by means of Chinese Real Estate Confidence Index called CRE index, which is synthetically calculated based on its three sub-indices to reflect the three different aspects. The study served as a generic indicator to reflect changes in the Chinese real estate market, the CRE index provides all stakeholders with a quantitative method to verify history and detect tendency with regard to the progressive development of the market which is influenced by dynamic social and national conditions.

Iroham et al (2011) posit that in real estate agency practice, where the market is fraught with dearth of information, the role of the estate agent cannot be overemphasized particularly in bringing together parties of divergent interest in attaining specific goals. The authors surveyed 159 estate surveying firms and 91 property development companies in the commercial nerve centre of Lagos and indicated that multiple agency is mostly adopted in Nigeria real estate practice. The study consequently advocated for the modification of agency practice to eradicate all inefficiencies by safeguarding the interest of all parties. Munneke and Yayas, (2001) confirmed that the differences among brokerage firms and/or their agents suggest the possibility that some homes sell at premium prices and over a shorter time horizon than is the case with other broker-assisted transactions handled by less skilled or motivated agents. In the research conducted by Ke et al (2008), the performance of an estate agent is attributed to market environment volatility such as market uncertainty, housing market liquidity and house price changes. The study hence concluded that the size of a firm does not determine business performance and that there is need for enhancing, through training, the skills of estate agents in Nigeria per effective service delivery.

Considering the strategies in real estate marketing, it is important to state that marketing is the skill of matching the needs of a buyer with the product of a seller, for a profit. It is true to say that development property used to be a soft-sell product. In the light of this, it is ethical in Nigeria to erect bill board and place an advertisement. Nowadays, however, those marketing property developments are faced increasingly with a highly competitive and discerning market and one that demands better information. The days of certain markets, easy lettings and malleable tenants have gone, and for the foreseeable future they unlikely to retain property as a product has become more difficult to sell and those responsible for selling it require bringing a higher degree of professionalism to the market. (Araloyin and Ojo, 2011). This implies that property service is tasking if an agent is to claim any achievement. In accordance with the codes of conduct of NIESV (2005), the following approaches are allowed in real estate marketing: site or bill boards, direct marketing, press marketing, brochure/bulletin and personal contact ethically.

Concepts and Attributes of Marketing

Concepts and Attributes of Marketing

Marketing is a way or philosophy of life, a discipline, as well as organizational function. Alexander (1990) officially defined marketing as the performance of business activities that direct the flow of goods and services from producers to consumers or users. The Ohio State University (1964) described marketing as the process in a society by which the demand structure for economic goods and services is anticipated or enlarged and satisfied through the conception, promotion and physical distribution of such goods and services. It is important to state that the scope of marketing is broadened beyond tangible or physical goods.

It entails service delivery and satisfaction of people (consumers) with non-physical products or services (Olakunori, 2002). The overriding goal of marketing and every marketing organization is the identification and satisfaction of the needs of consumers. This implies that marketing is all about people and the satisfaction of their needs. Marketing is perceived by Kotler (1980) as human activity directed at satisfying needs and wants through the exchange process. Mentzer and Schwartz (1985) described marketing as consisting of the activities performed by individuals or organizations for commercial and non commercial objectives, aimed at satisfaction through the exchange process of buyers’ demand for products, services, people and ideas.

Olakunori and Ejionueme (1997) posit that marketing is the identification and satisfaction of people needs through the exchange process. The business activities in marketing are much of concern to some situations. Anyanwu (1993) opined that marketing consists of business activities that seek to anticipate demand, help in developing and making the products or services available to the satisfaction of the consumers (users and at a profit to the organization). The dynamism in the world of technology is bringing a kind of metamorphosis to the concept of marketing. Kotler (1994) defined marketing as a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others.

Moreover, Modern (1991) posits that the most important managerial task within the organization is that of understanding the needs and wants of customers in the market, and of adapting the operations of the organization to deliver the right goods and services more effectively and efficiently than its competitors. According to the author, marketing concept situates between two targets; the company and the market. The input of company is determined by the technology, research and development. Consumer or buyer behaviour and causes of changes in demand largely influence the market. As the company (service or goods providers) hit the market, the feedback, new products and service demands are expressed to the providers.

Advantages of Housing Cooperatives

Advantages of Housing Cooperatives

Housing co-operatives basically differ from other market actors by creating value for their members. With this in view UN-Habitant (2010) highlighted some advantages and there are noted below:

Economic Advantages

Co-operative society creates an opportunity for affordability of houses.Lower down payment, much lower closing costs, economies of scale, and a longer mortgage term all make co-operatives more affordable than other ownership housing. Members have no reason to increase monthly charges substantially unless taxes or operating costs go up, so monthly charges remain reasonable.

The cooperative member is usually considered a homeowner and, as such, can deduct his or her share of the real estate taxes and mortgage interest paid by the cooperative. Cooperatives can provide for accumulation of individual member equity. For market-rate cooperative societies, the accumulation of equity and resale prices are based on the market. Limited-equity coops establish limitations on the accumulation of equity to assure long-term affordability to new members.

Members have no personal liability on the cooperative mortgage. The cooperative association is responsible for paying off any mortgage loans. This can often make it possible for persons whose income might not qualify them for an individual mortgage to buy a membership in a limited equity coop.

With the involvement incooperative association, members can jointly exert influence in order to change tax rates and utility prices and obtain improved services from local governments. The cooperative, as consumer advocate, can also join with other organizations.  Cooperative society encourages saving among members. Members can benefit from economy of scale in cooperative operating costs as well as from not-for-profit operation. Also, when there are transfers, only the out-going member’s equity must be financed by the incoming member. Transfers of shares are subject to fewer settlement costs (UN-Habitant, 2010).

1. Social Advantages

Cooperatives housing offer control of one’s living environment and a security of tenure not available in rental housing. As mutual owners, member residents participate at various levels in the decision-making process. This is not true of tenants who usually do not have the opportunity to exercise responsibility. Members own the cooperative together and have the security of being able to remain in their homes for as long as they wish, as long as they meet their monthly obligations, and abide by the cooperative bylaws, rules, and regulations.

Many cooperative members indicate that the possibility for interaction with people from different backgrounds, cultures, and income levels is a positive factor in their decision to become a member.

By establishing cooperative procedures and working together, people are able to provide services for themselves that otherwise would be impossible to obtain. When one cooperatively organized venture is successful it often becomes clear that people can be successful in another area as well. As a result, the original effort often can be strengthened.

1. Physical Benefits

Shared maintenance responsibilities: cooperative members usually have limited direct maintenance responsibilities. The cooperative association is responsible for major repairs, insurance, replacement of worn-out buildings, and upkeep of common grounds and facilities.

Vandalism and Security: cooperative members vigorously protect their association’s property. An important benefit of converting rental properties to cooperative ownership is reduction in vandalism and abuse of property and improved and shared security arrangements. Recent studies show that the cooperative’s presence in the neighbourhood brings neighbourhood crime down (UN-Habitant, 2010).

Standard cooperative practices: it is evident that cooperative housing associations are most successful when operated in accordance with specific recommended practices, in addition to the general co-op principles. The cooperative’s board of directors should keep its members informed of all its actions. A regular communication system for instance, through frequent newsletter, information bulletins, special meetings, solicitation of members for opinions and priorities-strengthens the relationship between the board of directors and the members.

The cooperative society must maintain adequate financial reserves to protect the cooperative and its members’ interests. These usually include a general operating reserve and a reserve for replacing components of buildings as they deteriorate. Such reserves reduce the possibility of members having to pay unexpected special charges in emergencies. An annual audit should be conducted by professional accountants and made available to all members.  To protect the interests of the remaining residents, the cooperative board must have the right to approve incoming members who take the place of those leaving the cooperative. A credit check and a visit with the membership committee are usually required. This process also helps orient the incoming member to their rights and responsibilities as coop members (UN-Habitant, 2010).

HOUSING CO-OPERATIVE SOCIETY APPROACH TO HOUSING DELIVERY

HOUSING CO-OPERATIVE SOCIETY APPROACH TO HOUSING DELIVERY

According to Dogarawa (2005), Co-operative Societies emerged as an option explored by the majority which are mostly low income group and are somewhat alienated by the privileged minority that control the resources of an economy. The Societies have become a strong, vibrant and viable economic alternative in a period when many people feel helpless, powerless or disenfranchised to change their living conditions. Co-operative Societies are formed principally to meet peoples’ mutual needs based on the idea that together, a group of people can achieve goals that none of them could achieve alone. The formation and goal of Co-operative Societies is not to meet unessential collective or individual needs. Rather, it is aimed at providing basic needs which otherwise might take a long time to realize or completely unaffordable without assistance.

The UN-Habitat (2002) identified co-operatives as an important way of achieving the two goals of Habitat  Agenda which are “Adequate Shelter for all” and “Sustainable Human Settlement Development”. Also, the Global Strategy for Shelter to the year 2000 states that implementation of a shelter strategy will involve the redistribution of responsibilities to a variety of actors and stakeholders, including individual households, cooperative groups, informal and formal private producers, governmental agencies and ministries (UN-Habitat, 1989).

Co-operatives are people-centred and are owned, controlled, used and invested in by their members, who have a responsibility to support their co-operative by being an active member. In return, the co-operative must ethically service the needs of its members (Cooper 2012). Members are the heart and soul of a co-operative. The main purpose of a co-operative is for all members to join with a group of like-minded people to share in the benefits of co-operation, which are designed to meet the social, economic and cultural needs of its members. Co-operatives promote member development through their participation in governing the organisation, and usually provide local social or economic development, such as providing employment, goods or services that would not otherwise be available or affordable to the members.

Whether the term is used as co-operative housing or housing co-operative the literature on the subject matter is extant with conceptual clarifications (Wikipedia 2013, Sazama, 2000; Fasakin, 1998; NCHAA, 2001; Kennedy, 1996). The different definitions however reflect varying typologies rather than kinds of co-operatives. For instance, Wikipedia defined Housing co-operative as “a legal entity, usually a corporation, renting own real estate, consisting of one or more residential buildings, and that, it is one type of housing tenure”.

According to Sazama (2000) housing cooperative is one in which member-residents jointly own their building, democratically control it and receive the social and economic benefits accruable from living in and owning a cooperative. Housing co-operatives are often established to meet the needs and visions of certain groups of people, such as people from low income households, of specific ethnic or religious background, artistic persuasion, age, sex, sexual preference, disabilities, or environmental awareness.The general objective function of the housing co-operatives is to provide for the low and medium income class, decent and affordable housing. In terms of structure and function, they are mostly set up by civic organisations or private realtors with partial funding from governments which in most cases act as policy maker or facilitator (Adeboyejo & Oderinde, 2013).

In Nigeria, co-operative housing is not new, as the principle is embedded in the customs of many Nigerian ethnic nationalities. Among the Yorubas of South-western Nigeria, for instance, informal co-operative means, known as aaro in local language, have been used to achieve aspects of home ownership. This involved pooling physical efforts of relatives and friends, and obtaining loans, aajo or esusu from saving societies. However, there are very few, if any formal, or real housing cooperative movements in the country (Adeboyejo & Oderinde, 2013).

NATURE OF HOUSING DELIVERY IN NIGERIA

NATURE OF HOUSING DELIVERY IN NIGERIA

UN-Habitat (2010; 2012) estimated total housing needs in Africa at around 4 million units per year with over 60 per cent of the demand required to accommodate urban residents and that the figure may likely increase to 5 million per year in the cities. This translates into nearly 15,000 dwellings per day in order to accommodate the expected urban population growth. UN-Habitat (2010) also observed that rapid urbanization is generating extraordinary demographic pressure and demand for housing, land and infrastructure especially in African cities.

In many developing countries, including Nigeria, urban housing crisis is escalating unabated despite a number of new policies, programs and strategies being engaged in by public and private sectors in addressing this problem. Government has recognized that the majority of those in need of housing in many less-developed nations in Africa, Asia and South America are in the low income categories and that some require special housing programs to be able to live in decent housing (Offiaet, 2014).

Several studies have indicated that public housing provision involves policy formulation, institutional development, actual housing provision, allocation and management (Omole, 2001; Valenca, 2007; Sengupta and Tipple, 2007). This goes to suggest that challenges in public housing provision are related to policy formulation, institutional growth and development as well as actual production and consumption of housing units and services. In fact, Sengupta and Tipple (2007) noted that the performance of public-sector housing in terms of total supply and quality, price and affordability of housing and services depends on these key areas and perhaps on other intervening factors.

Specifically, the actual production of housing units and associated services is one of the key objectives of public housing provision which aims at increasing decent and affordable housing stock within a country, state or locality. However, evidence from literature review clearly shows that public housing provision in many developing countries, including Nigeria, has not recorded any impressive result in matching housing production to housing demand, as there are huge housing supply deficits in many less developed countries (Rondinelli, 1990; Mukhija, 2004; Sengupta and Ganesan, 2004; Olotuah, 2010).

The burgeoning housing supply deficit in Nigerian which as at 2015 was put at over 35 million housing units (Onwuemenyi, 2015) for instance, has been blamed on low productivity in public-sector housing. Taking a closer look at planned and constructed number of housing units in the different public housing programs initiated between 1962 and 1999 record shows that a total of 618,498 housing units were planned for production in the various public housing schemes across the country and around 85,812 housing units representing around 14% of the planned housing units were actually completed. This achievement level clearly shows that many of the public housing programs initiated by government within that period failed to meet the targeted number of housing units.

With respect to affordable housing provision, the UN-HABITAT (2006) report on Nigeria noted that past public housing policies and programs in the country were aimed at enabling low-income earners gain access to decent housing at affordable cost. According to Aribigbola (2008), the 2002 New National Housing and Urban Development Policy (NNHUDP) for instance, asserted that no Nigerian is expected to pay more than 20% of his or her monthly income on housing. But to the contrary, prior studies (Onibokun, 1985; Awotona, 1990; Mba 1992; Olotuah and Bobadoye, 2009; Ibem, 2010) have shown that the targeted population of many past public housing schemes in Nigeria did not benefit from such schemes. This was due to high cost of housing units provided. Consequently, several authors have contended that the constraints in accessing housing inputs (land, building materials and finance) as well as cost of providing infrastructure were partly responsible for the hike in the cost of public housing beyond the reach of an average Nigerian (Ikejiofor, 1999; UN-HABITAT, 2006; Aribigbola, 2008).