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Immobilien-Fachlexikon

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Stichwort English Beschreibung
Reaktionsgruppen / Controlling der Werbeaktivitäten response groups/ controlling advertising activities Als Reaktionsgruppen bezeichnet man die in einem Einteilungsraster erfassten Gruppen von Personen bzw. Institutionen, die auf Werbemaßnahmen reagieren. Beim Controlling der Werbeaktivitäten von Maklern (Objektwerbung in Zeitungsanzeigen oder Internetwerbung) wird zwischen drei verschiedenen Personengruppen unterschieden.

  1. Die erste Reaktionsgruppe stellen die "Direktinteressenten" dar. Sie kommen unmittelbar als Verhandlungs- und Vertragspartner in Frage. Dabei ist zu unterscheiden, ob es sich um Erstkontakte handelt oder um Kontakte von bereits im Maklerunternehmen registrierten Interessenten.

  2. Die zweite Gruppe sind potentielle Interessenten, die zwar nicht für das beworbene Objekt in Frage kommen, aber Interessenten für andere Objekte des vom Makler bearbeiteten Objektsortiments sein können. Auch hier wird unterschieden zwischen Erstkontakten und Wiederholungs-kontakten von bereits registrierten Kunden.

  3. Zur dritten Gruppe zählen die "Nichtinteressenten".

Eine Analyse der Reaktionsgruppen lässt Schlüsse auf den Werbeerfolg zu. Beim vorzunehmenden Ranking nimmt die Bewertung der geschilderten Gruppen nach der oben geschilderten Reihenfolge ab: Gruppe IA und IB (Direktinteressenten), Gruppe IIA und IIB (mögliche Interessenten) und Gruppe III (keine Interessenten.). Dominiert unter den Reaktionsgruppen Gruppe IA / IB, kann von einer hohen Wahrscheinlichkeit ausgegangen werden, dass die Werbemaßnahme zum Erfolg führt. Bei der Gruppe IIA / IIB ist ein Erfolgsbeitrag möglich, während die Gruppe III keinem Erfolgsbeitrag liefern kann. Die Struktur der Reaktionsgruppen spiegelt die Werbequalität wieder.

Legal and other notes on our real estate lexicon
We do not assume any liability for the correctness of individual terms. We therefore recommend that you do not rely on our lexicon for terms and definitions relevant to decision-making. It serves the general comprehensibility of terms, nomenclature, technical terms, which can be found in real estate-related literature, trade journals or articles in general, as well as in conversation with real estate professionals, correspondence, etc. 

Before making any decision that is in any way relevant to property, we therefore strongly recommend that laypersons consult appropriate experts and do not rely on definitions of terms alone. Also, aspects of building law or neighbourhood law are often a matter for the federal states and may therefore differ from one federal state to the next.

Incorrect definitions, or rather incomplete definitions, cannot be ruled out either. Some terms may have several meanings, while for others there is a different technical term for the same thing. Here, too, national differences cannot be ruled out. Also, the technical language used by architects, construction companies, civil servants or employees in the building industry is not always the same. And some terms - such as living space - have been defined differently at different times; therefore, in case of doubt, it is also advisable to clarify the chronological aspect of the origin of a term.

In any case, we do not assume any liability for damages of any kind that are supposed to originate from a definition of a term on our homepage; except for malicious intent.

The author of the encyclopaedia is Grabener Verlag, which unfortunately no longer provides the online version itself; we have therefore acquired the licence from this publisher to keep it available on our homepage.

We are happy to receive suggestions for additions or corrections. Please write to: elexicon.

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