Modelo de negocio para la creación de una empresa inmobiliaria B2C en la Ciudad de Cuenca: perspectiva de éxito en el mercado de viviendas nuevas para millennials

Abstract

The analysis elaborated in this research work aimed at developing a business model for the creation of a B2C real estate company in the city of Cuenca. For such execution, the application of quantitative methodologies was required on a sample of 185 millennials, and qualitative methodologies through interviews with five builders of residential projects with vast experience. With the application of the quantitative methodology, we sought to determine preferences, behaviors, and perceptions of millennials between the ages of 25 and 45. And, through the qualitative methodology, we sought to inquire about the current situation of the real estate market, the perceptions of the builders towards the real estate companies, and high-value criteria to establish strategic alliances with them. In order to add support to the work, we deepened research from secondary sources on the real estate market and the interaction that millennials have with technology, and how this can be a key factor in the real estate market. Given that, the results show a high predisposition to use platforms such as Facebook (23%) and real estate websites (21%). This allowed developing the model using the CANVAS methodology, focusing on reducing search time and information in the acquisition of a new home, as they highlighted the main problems in the acquisition of a new home as search time (33%) and lack of information (29%)