Plan de comunicación para posicionar los servicios de la agencia inmobiliaria inmo-riobamba cia.ltda

Abstract

The real estate agency Inmo-Riobamba Cia.Ltda does not have a Communication Plan, resulting in a lack of positioning in the local real estate market. The absence of communication strategies has impacted the organization's positioning. Additionally, the investigated business unit lacks advertising, promotional tactics, public relations, and sales force, allowing competitors to expand their presence in the market. Therefore, the objective of this research was to propose a Communication Plan to enhance the positioning of Inmo-Riobamba Cia. Ltda real estate services. The implemented methodology had a qualitative and quantitative approach, utilizing a non-experimental cross-sectional design. The study focused on the economically active population of Riobamba, and a combination of documentary and field methods was crucial to gather necessary information. Among various methods, techniques, and instruments used, a survey was applied to the economically active population. Through this methodology, it was determined that the company lacked communication strategies, leading to increased competition in the sector and hindering the real estate agency's ability to expand and retain its customer base. In conclusion, the company lacks a communication plan for its positioning, and the absence of communicative strategies has impeded its growth and reputation. The studied unit lacks advertising, promotional approaches, public relations, and a sales force, negatively affecting its market participation and customer retention.