Mémoire-projet

Abstract

This Master Thesis explores cognitive biases and effective communication channels to attract professional clients, focusing on We Invest's entry into the French real estate market. The thesis is divided into an introduction, literature review, empirical data analysis, and recommendations. We Invest, a Belgian company founded in 2014, expanded to France in 2022, aiming to leverage cultural similarities and market opportunities. The study's main objective is to identify the most effective cognitive biases and communication channels for enhancing We Invest’s awareness among French real estate professionals.

The literature review covers B2B communication, cognitive biases, and communication channels, noting that B2B communication is more complex and rational than B2C. Cognitive biases such as scarcity, social proof, reciprocity, bandwagon effect, and self-referencing effect are examined. Digital, direct, trade show, and traditional channels are compared for their effectiveness.

Empirical analysis includes competitive analysis, evaluation of We Invest’s marketing campaigns, and a survey of French real estate professionals. Findings show cognitive biases like self-referencing and social proof significantly influence decision-making. Digital channels, especially social media and trade shows, are more effective than traditional or direct channels.

Recommendations include leveraging social proof through client testimonials, integrating the self-referencing effect in communications, and utilizing digital channels like Facebook and SEO. Active participation in trade shows and cautious use of direct channels are also advised, with traditional channels reserved for specific, long-term strategies.