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- Title
Jornada do consumidor: análise e apoio ao planejamento de marketing digital para pequenas e médias construtoras a partir do modelo dos cinco As.
- Authors
Santana, Carolina da Silva; Ardigó, Carlos Marcelo
- Abstract
The Real Estate sector is getting more attention and growing year after year. For these reasons, the number of real estate companies and competition are rising. A way of standing out is to know your clients e overcome expectations. Taking this dynamic in consideration, this article had as an objective to propose an understanding structure of the new costumer path through the "Five A's Model", focusing on the real estate market and directed to the support and digital marketing planning for the small and medium size real state companies. For that, it has been studied the process behind the purchase from the current customers of the studied company for this paper and the real estate market as a whole. The procedures used were documental research, observation research and individual interviews, for an exploratory and qualitative approach. As a result, it's becoming of understanding that the behavior of the customer and the contact points with the company in each of the "Five A's", allowing the business to define the necessary tools and important actions to be made, in addition to point metrics to be paid attention to, also understanding where to make the larger investment. Through this paper, other companies can apply these recommendations e map their on phases of the customer journey.
- Subjects
REAL estate sales; REAL estate business; CUSTOMER experience; CONSUMERS; MARKETING planning; INTERNET marketing
- Publication
Revista da Micro e Pequena Empresa, 2023, Vol 17, Issue 1, p106
- ISSN
1982-2537
- Publication type
Article
- DOI
10.48099/1982-2537/2023v17n1p105118