Samenvatting

Kooyman Eigen Huis is a real-estate agency that is active in Drechtsteden. It was founded by the two brothers Teun en Henk Kooyman in 1976. The business has been thriving since then. However, the realestate climate has changed and a new strategy needs to be formulated. The company strives to innovate and change in the dynamic environment and adapt to the new trends.
Kooyman Eigen Huis is operating in a difficult market. The Netherlands is still feeling the aftershock of the economic and financial crisis. An unprecedented number of houses are available for the potential buyers and the supply has not been so high since World War II.
The company has been building experience in the region for three decades. However, Kooyman is feeling the effects of the crisis. It is a struggle to attract buyers that are able and willing to buy. It is therefore necessary to adjust the strategy to obtain more potential clients. The main target group of Kooyman can be categorized based on the following properties: detached, semi-detached, family home, apartments and development projects and lives in Drechtsteden.
The crisis is an opportunity for the company to evaluate the current strategy and to make alterations where necessary. Trends as social media, search engine marketing and Google Adwords are researched.
The internet penetration in the Netherlands is one of the highest in the world. The customers of the company are online and so Kooyman needs to be. The online activity should not be with a static
website, but with a dynamic 2.0 website. The website should not just send information, but interact with the client. The customer demands to be heard. Communication with the client, listening to his or her
desires and providing service online, is a new strategy to reach potential clients.
Customer service, quality and knowledge are core principles for the business and key for their success.
Kooyman Eigen Huis is open to innovation and is searching for new ways to contact their clients. They are open to online marketing tools as social media and search engine marketing.
It is recommended that Kooyman Eigen Huis uses the three most appropriate social media LinkedIn, Facebook and Twitter. Next to these media, a blog should provide useful content for the readers and be updated on all the social media tools. The benefit of this blog is that all social media tools remain active and up to date. A new website should be created that integrates social media and is able to contain a blog. In combination with this online activities search engine marketing should increase the traffic to the website. The online marketing activities increase the visibility and personality online and the result is that more potential clients can be reached.
Based on the discussions and research of this report, the company will launch a new website in June that integrates the recommendations of this report.