{"id":12169,"date":"2011-09-15T16:55:40","date_gmt":"2011-09-15T20:55:40","guid":{"rendered":"http:\/\/www.paginiromanesti.ca\/?p=12169"},"modified":"2011-09-15T16:55:40","modified_gmt":"2011-09-15T20:55:40","slug":"finalul-unei-meserii","status":"publish","type":"post","link":"https:\/\/paginiromanesti.ca\/2011\/09\/15\/finalul-unei-meserii\/","title":{"rendered":"Finalul unei meserii?"},"content":{"rendered":"

\"\"<\/a>\u00cen Qu\u00e9bec \u015fi cam peste tot \u00een lume, meseria de agent (sau curtier) imobiliar este considerat\u0103 c\u0103 fiind din categoria \u201cinterme-diari de afacere\u201d. Prin \u00eens\u0103\u015fi natura meseriei, intermediarul se interpune \u00eentre dou\u0103 p\u0103r\u0163i – cum\u00adp\u0103\u00adr\u0103tor \u015fi v\u00e2nz\u0103tor -, pentru a facilita tranzac\u0163ia; de cele mai multe ori cu scopul de a face, de fapt, leg\u0103tura \u00eentre cele dou\u0103 p\u0103r\u0163i.<\/p>\n

\u00cen anii \u201870-\u201880, \u00een America de Nord, agentul imobiliar a fost (cum este \u00eenc\u0103, \u00een alte p\u0103r\u0163i ale lumii) omul-cheie, c\u0103ruia trebuia s\u0103 te adresezi ca s\u0103 \u00ee\u0163i g\u0103seasc\u0103, dup\u0103 caz, un cump\u0103r\u0103tor (dac\u0103 \u00ee\u0163i vindeai casa) sau o cas\u0103 (dac\u0103 voiai s\u0103 cumperi). Meseria acestuia era s\u0103 pun\u0103 \u00een le\u00adg\u0103tur\u0103 o parte cu alta \u015fi s\u0103 fac\u0103 astfel \u00eenc\u00e2t cele dou\u0103 p\u0103r\u0163i s\u0103 ajung\u0103 la un punct comun. Agentul era de\u00ad\u0163i\u00adn\u0103torul aproa\u00adpe absolut al informa\u0163iei. Chiar \u015fi ast\u0103zi, unii agen\u0163i cred c\u0103 acesta este rolul lor principal \u015fi \u00een acest fel \u00ee\u015fi justific\u0103 existen\u0163a \u015fi, desigur, comisionul.<\/p>\n

\u00cen acest context de de\u0163inere a informa\u0163iei, marketingul agen\u0163ilor era unul bazat pe\u00a0 imagine (\u015fi intimidare): un agent bun era, desigur, unul \u00eembr\u0103cat dup\u0103 ultima mod\u0103, care conducea o ma\u015fin\u0103 scump\u0103. Aceste semne ale succesului trebuiau s\u0103 transmit\u0103 publicului mesajul: \u201cEu sunt bun, eu v\u0103 ob\u0163in casa pe care o vre\u0163i sau pre\u0163ul pe are \u00eel vre\u0163i, veni\u0163i la mine\u201d. Urme ale acestui stil de marketing se mai pot vedea \u015fi ast\u0103zi. Nu demult, \u00een decursul unei tranzac\u0163ii, am \u00eent\u00e2lnit un agent presupus de succes, care conducea un Porsche echipat complet, \u00een valoare de peste 100,000$ \u015fi care intermedia v\u00e2nzarea unui condo de cam aceea\u015fi valoa\u00adre cu propria ma\u015fin\u0103. Condo-ul\u00a0 apar\u0163inea\u00a0 unei doamne \u00een prag de pensie. Am fost mirat \u015fi dezgustat de faptul c\u0103 mega-agentul respectiv nu a consim\u0163it s\u0103 reduc\u0103 nici cu 500 de dolari comisionul s\u0103u, pentru a facilita \u00eencheierea tranzac\u0163iei, iar clienta a fost de-a dreptul intimidat\u0103, fiindu-i jen\u0103 s\u0103 insiste. Nu te pui cu un astfel de agent de succes, nu?<\/p>\n

Democratizarea informa\u0163iei \u015fi apari\u0163ia internetului au modificat \u00eens\u0103 sensibil modul de a realiza tranzac\u0163ii imobiliare. At\u00e2t MLS online, precum \u015fi alte site-uri internet private, de agen\u0163ii imobi-liare sau de v\u00e2nzare f\u0103r\u0103 interme-diari au f\u0103cut ca procesul \u201cg\u0103sirii\u201d unei case s\u0103 fie mult simplificat. Ceea ce a dus la sc\u0103derea, \u00eentr-o prim\u0103 faz\u0103, a rolului de \u201cg\u0103sitor de case\u201d al agentului care lucreaz\u0103 pentru cump\u0103r\u0103tor.<\/p>\n

Nici agen\u0163ii ce puneau casele \u00een v\u00e2nzare nu au sc\u0103pat neafecta\u0163i. Tehnologia a \u00eenlocuit mult din munca de c\u0103utare a clien\u0163ilor dar, pe de alt\u0103 parte, a diminuat rolul agentului; \u00een consecin\u0163\u0103, a ap\u0103rut, firesc, presiunea de sc\u0103dere a comisionului. (Pui pancart\u0103, pui casa pe MLS \u015fi a\u015ftep\u0163i s\u0103 se v\u00e2nd\u0103… Cum po\u0163i, \u00een astfel de condi\u0163ii, s\u0103 mai ceri 7% comision? C\u00e2nd po\u0163i face aparent acela\u015fi lucru, cu numai 800 de dolari, pe duproprio…)<\/p>\n

 <\/p>\n

Pierderea controlului asupra informa\u0163iei de c\u0103tre agen\u0163iile imobiliare \u015fi diminuarea rolului de intermediere au dus la tranzi\u0163ia de la \u201cagent arogant\u201d \u015fi \u201cmarketing de succes\u201d la o nou\u0103 abordare. A\u015fa numitul \u201clove marketing\u201d (i se mai spune, peiorativ, \u201ckissing ass marketing\u201d), orientat spre satisfacerea nevoilor clientului. \u00cen absen\u0163a monopolului asupra informa\u0163iei, agen\u0163ii, asemenea v\u00e2nz\u0103torilor de ma\u015fini sau de electronice, au \u00eenceput s\u0103 ofere promo\u0163ii prea pu\u0163in legate de succesul tranzac\u0163iei imobiliare. De genul \u201c\u00ee\u0163i pl\u0103tesc notarul\u201d, \u201cte trimit \u00een excursie\u201d sau \u201cte trimit la ma\u00adsaj\u201d.\u2008La care se adaug\u0103 l\u0103udarea clien\u0163ilor \u015fi a tot ce le place acestora (pantofi, c\u0103m\u0103\u015fi, ma\u015fini, nevasta, copiii, soacra). Totul pentru a le demonstra \u201ciubirea\u201d \u015fi \u201crespectul\u201d \u015fi\u00a0 pentru a ob\u0163ine un contract.<\/p>\n

Cu siguran\u0163\u0103, scopul ini\u0163ial al acestor noi comportamente a fost onorabil: a trata clientul bine, cu res\u00adpect \u015fi deloc arogant. Totu\u015fi, efectele negative au urmat \u00een cur\u00e2nd. De dragul de a nu \u201cderanja\u201d clientul, anumi\u0163i agen\u0163i au \u00eenceput s\u0103 ascund\u0103 sau s\u0103 \u00eenfrumu\u00adse\u00ad\u0163eze prezentarea\u00a0 informa\u0163iilor, s\u0103 dea speran\u0163e false unor v\u00e2nz\u0103tori, cu privire la valoarea unei propriet\u0103\u0163i etc. Pe de alt\u0103 parte, unii clien\u0163i s-au folosit de agen\u0163i pe post de taximetri\u015fti nepl\u0103ti\u0163i, care s\u0103 \u00eei duc\u0103 de la o cas\u0103 la alta, nesim\u0163indu-se obliga\u0163i \u00een niciun fel s\u0103 le fie loiali. Lumea a \u00eenceput s\u0103-i priveasc\u0103 pe agen\u0163i ca pe ni\u015fte persoane ce c\u00e2\u015ftig\u0103 prea mult, nemeritat de mult, din moment ce oamenii \u00ee\u015fi pot g\u0103si ast\u0103zi casele f\u0103r\u0103 ajutor sau \u00ee\u015fi pot afi\u015fa singuri propriet\u0103\u0163ile la v\u00e2nzare.<\/p>\n

Tendin\u0163a e ireversibil\u0103, publicul e din ce \u00een ce mai edu\u00adcat, iar agen\u0163ii care r\u0103m\u00e2n la metodele vechi de servire a clien\u0163ilor (\u201ceu \u00ee\u0163i g\u0103sesc casa\u201d sau \u201ceu \u0163i-o pun pe MLS\u201d) \u015fi nu realizeaz\u0103 shift-ul \u00een g\u00e2ndirea oamenilor (generat de explozia informa\u0163ional\u0103) sunt condamna\u0163i s\u0103 e\u015fueze. Agentul imobiliar ca intermediar de afaceri va disp\u0103rea \u00een cur\u00e2nd din peisaj: e numai o chestiune de timp.<\/p>\n

Vor r\u0103m\u00e2ne \u00eens\u0103 \u00een picioare cei ce vor fi \u00een stare s\u0103 \u00ee\u015fi reg\u00e2ndeasc\u0103 meseria \u015fi s\u0103 devin\u0103 exper\u0163i ai pie\u0163ei imobi-liare, capabili s\u0103 \u00een\u0163eleag\u0103 \u015fi s\u0103 interpreteze informa\u0163ia, s\u0103 aplice cele mai bune metode de marketing \u015fi s\u0103 \u00ee\u015fi ajute clien\u0163ii nu doar s\u0103 g\u0103seasc\u0103 o cas\u0103, ca p\u00e2n\u0103 acuma, ci s\u0103 le g\u0103seasc\u0103 \u015fi s\u0103 le garanteze g\u0103sirea celei mai bune case, la cel mai bun pre\u0163. Respectiv, s\u0103 ofere\u00a0 cele mai avansate\u00a0 solu\u0163ii v\u00e2n\u00adz\u0103torilor de case, ob\u0163in\u00e2ndu-le acestora o v\u00e2nzare rapid\u0103 \u015fi comod\u0103, la un pre\u0163 superior celui pe care l-ar ob\u0163ine singuri.\u00a0 \u00cen fond, oamenii au acces la informa\u0163ii des\u00adpre legi \u015fi pot afla o mul\u0163ime de lucruri despre diverse boli. Cu toate acestea, nimeni nu prea divor\u0163eaz\u0103 f\u0103r\u0103 un avocat \u015fi nu \u00ee\u015fi trateaz\u0103 singur o boal\u0103. Nimeni nu vede doctorul\u00a0 sau avocatul ca fiind un \u201cintermediar\u201d de afaceri sau \u201cun afacerist\u201d,\u00a0 \u00een general (de\u015fi sunt \u015fi asta).<\/p>\n

De\u015fi informa\u0163ia e accesibil\u0103, acest lucru nu \u00eenseamn\u0103 c\u0103 omul de r\u00e2nd poate s\u0103 o prelucreze \u015fi s\u0103 o \u00een\u0163eleag\u0103 u\u015for. Nevoia de\u00a0 expertiz\u0103 nu va pieri, deci, nici \u00een imobiliare. Dar deja vorbim de o alt\u0103 meserie.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u00cen Qu\u00e9bec \u015fi cam peste tot \u00een lume, meseria de agent (sau curtier) imobiliar este considerat\u0103 c\u0103 fiind din categoria \u201cinterme-diari de afacere\u201d. Prin \u00eens\u0103\u015fi natura meseriei, intermediarul se interpune \u00eentre dou\u0103 p\u0103r\u0163i – cum\u00adp\u0103\u00adr\u0103tor \u015fi v\u00e2nz\u0103tor -, pentru a facilita tranzac\u0163ia; de cele mai multe ori cu scopul de a face, de fapt, leg\u0103tura […]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[415],"tags":[],"jetpack_publicize_connections":[],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p9PoWe-3ah","_links":{"self":[{"href":"https:\/\/paginiromanesti.ca\/wp-json\/wp\/v2\/posts\/12169"}],"collection":[{"href":"https:\/\/paginiromanesti.ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paginiromanesti.ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paginiromanesti.ca\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/paginiromanesti.ca\/wp-json\/wp\/v2\/comments?post=12169"}],"version-history":[{"count":0,"href":"https:\/\/paginiromanesti.ca\/wp-json\/wp\/v2\/posts\/12169\/revisions"}],"wp:attachment":[{"href":"https:\/\/paginiromanesti.ca\/wp-json\/wp\/v2\/media?parent=12169"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paginiromanesti.ca\/wp-json\/wp\/v2\/categories?post=12169"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paginiromanesti.ca\/wp-json\/wp\/v2\/tags?post=12169"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}