The factors that contribute to the survival of a real estate sales associate's career: A qualitative case study

by Frohriep, William W., Ph.D., CAPELLA UNIVERSITY, 2009, 211 pages; 3350409


The purpose of this interpretive case study is to gain a better understanding of how tentatively identified factors contribute to the failure and/or the survival of real estate sales associates who have less than five years experience in the real estate industry. This case study examined the factors that contributed to the survival of real estate sales associate’s careers. This study included both real estate licensees that have survived the first three to five years in business and those who have left the business within the same time frame.

The following themes were developed (a) the real estate business is more challenging and complex than most newly licensed sales associates expect, (b) failure is often associated with the stress of an irregular income and some unforeseen, but challenging life event that is not associated with a real estate career, (c) most real estate firms offer some form of introductory sales training and most newly licensed sales associates attend that training, (d) most sales associates feel that their ability to interact with people, or their selling skills, improve during their real estate career, (e) developing effective selling skills requires a different learning approach than learning office procedures and acquiring technical knowledge, (f) the responses to questions regarding personality traits were widely varied and no specific theme was observed or developed from this study, (g) economic market conditions do contribute to the failure or survival of a real estate sales associate’s career, (h) leaving the business is not necessarily a permanent decision. Half of the inactive participants in this study have considered restarting their real estate career, (i) strong management and strong family support contribute positively to the survival of a real estate sales associate’s career, (j) newly licensed sales associates describe themselves as being highly motivated, committed, and determined to succeed in their real estate career, (k) having a mentor is seen by sales associates as being a positive influence for ongoing training, encouragement, and continued development of a real estate career.

AdviserGregory Gull
Source TypeDissertation
SubjectsManagement; Labor relations
Publication Number3350409

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