ABSTRACT
The application of marketing by estate agencies has been influenced and generally restricted by professional considerations, but dramatic changes are occurring as new types of competitor specialise in aspects of the agent’s traditional work. The situation of local oligopoly is likely to change, especially in urban areas, but the advent of a new structure in house transacting paradoxically should enhance the professionalism of agencies as they transcend the role of information intermediary and pursue their distinctive competences in property assessment, buying and selling. Their marketing mix, however, must be better aligned to the needs of institutional and individual segments.
