Fortalecimento de parcerias no setor imobiliário: o papel do marketing integrado na Construtora Rivello

Abstract

This study explores how the application of integrated marketing strategies can enhance partnerships between Construtora Rivello and real estate agencies in Teresina, Piauí. The Brazilian real estate market is extremely competitive, requiring companies to adopt creative approaches to stand out in the sector. In this challenging scenario, the company aims to strengthen its ties with real estate agencies, particularly in promoting its developments. Recognized for its excellence and pioneering spirit, Construtora Rivello has faced the challenge of solidifying its commercial partnerships. Integrated marketing involves a combination of various communication and sales channels, aiming to improve existing relationships and increase partner loyalty. In this context, the central question guiding this research was: How can the implementation of integrated marketing strategies strengthen partnerships between Construtora Rivello and real estate agencies in Teresina, Piauí? The general objective of this study is to analyze how the implementation and approaches of integrated marketing can solidify the relationships between Construtora Rivello and its real estate partners in Teresina, Piauí. To analyze its application, this research uses a case study of Construtora Rivello, based on questionnaires administered to its managers and representatives of partner real estate agencies. The study concludes that integrated marketing can improve communication and efficiency in partnerships, resulting in benefits for both construction companies and real estate agencies, strengthening the competitiveness of the local real estate sector.