2024
2025
Professioneel handelen:
vastgoedmarketing
HOGENT
MONA DE SY
,INHOUDSOPGAVE
Vastgoedmarketing......................................................................................................................................... 4
Wat is vastgoed? ................................................................................................................................................. 4
Wat is marketing? ............................................................................................................................................... 4
Vastgoedmarketing ............................................................................................................................................. 5
STP-model ....................................................................................................................................................... 5
Online sterk als vastgoedmakelaar ............................................................................................................... 10
Sociale media marketing ............................................................................................................................... 10
Marketing qualified leads & buyer persona................................................................................................... 10
MQL ................................................................................................................................................................... 10
Marketing & sales funnel .................................................................................................................................. 11
Indentificatieproces van MQL............................................................................................................................ 12
Buyer persona ................................................................................................................................................... 12
Wat is artificiële intelligentie ........................................................................................................................ 13
Toepassingen..................................................................................................................................................... 13
AI ....................................................................................................................................................................... 14
Is het AI of niet?................................................................................................................................................. 16
Verwante gebieden van AI ................................................................................................................................ 17
De relaties tussen AI, machinaal leren en verwante gebieden .......................................................................... 19
AI in vastgoed .................................................................................................................................................... 19
March: AI-gedreven commercieel vastgoed matching ................................................................................. 19
Virtuele rondleidingen en chatbots............................................................................................................... 20
Voorspellend onderhoud .............................................................................................................................. 20
Risicoanalyse en verzekeringen..................................................................................................................... 20
Proptech: digitalisering van vastgoedbeheer ................................................................................................ 20
De toekomst van vastgoed met AI .................................................................................................................... 21
AI-revolutie in de vastgoedsector: GPT, Gemini, DALL-E 3 en Midjourney ........................................................ 21
GPT: De kracht van natuurlijke taalverwerking in vastgoed ......................................................................... 21
Gemini: Multimodale analyse voor vastgoedbeoordeling ............................................................................ 21
DALL-E 3: Visuele transformatie in vastgoedmarketing ................................................................................ 22
Midjourney: Artistieke visie in vastgoedpresentatie..................................................................................... 22
Integratie van AI-technologieën in de vastgoedworkflow ............................................................................ 23
Uitdagingen en ethische overwegingen ........................................................................................................ 23
Toekomstperspectief: De AI-gedreven vastgoedmarkt ..................................................................................... 24
Podcast: employer branding & innovatie en disruptie in de vastgoedmarkt .................................................. 25
Podcast CIB ................................................................................................................................................... 27
Gastcollege 1: Hooox .................................................................................................................................... 28
1
, A.I. zal vastgoed niet veranderen? .................................................................................................................... 28
Hooox, keep reinventing yourself ...................................................................................................................... 28
What is real estate marketing? ......................................................................................................................... 29
Pitch voorbeeld .................................................................................................................................................. 30
Gastcollege 2: Revive .................................................................................................................................... 31
Nabespreking gastcollege revive ....................................................................................................................... 38
Gastcollege 3: Alfabet - De revolutie van AI & marketing binnen de vastgoedsector ..................................... 41
AI ....................................................................................................................................................................... 41
ERA James ......................................................................................................................................................... 42
ERA brand wizard ......................................................................................... Fout! Bladwijzer niet gedefinieerd.
ERA waardebepaling ......................................................................................................................................... 43
Virtual staging ................................................................................................................................................... 43
Video first .......................................................................................................................................................... 43
Werfopvolging ................................................................................................................................................... 44
Copy writing ...................................................................................................................................................... 44
Trends ................................................................................................................................................................ 45
Gastcollege 4: Nils Upgrade Estate ................................................................................................................ 46
Vastgoedmarketing ........................................................................................................................................... 47
Marketing strategie ....................................................................................................................................... 47
Doelgroep ...................................................................................................................................................... 48
Netwerk, beleving, samen, ervaring.............................................................................................................. 49
Brand guidelines ............................................................................................................................................ 50
Kanalen? ........................................................................................................................................................ 51
Online versus offline ..................................................................................................................................... 51
De kracht van content ................................................................................................................................... 51
Uitdaging van content ................................................................................................................................... 52
Marketingimplentatie ................................................................................................................................... 52
Bespreking gastcollege ...................................................................................................................................... 53
Gastcollege 5: Dewaele ................................................................................................................................. 54
Wie is Dewaele vastgoedgroep? ....................................................................................................................... 54
Future marketing in the real estate market ...................................................................................................... 55
Gastcollege 6: Axel Leenaerts........................................................................................................................ 56
Voorbereiding verkoop ...................................................................................................................................... 56
Waardebepaling ............................................................................................................................................ 56
Verkoopopdracht .......................................................................................................................................... 57
Dossierstukken .............................................................................................................................................. 57
Marketing .......................................................................................................................................................... 57
2
, Professionele fotografie ................................................................................................................................ 58
Renders ......................................................................................................................................................... 58
AI beelden ..................................................................................................................................................... 58
Staging ........................................................................................................................................................... 58
Platformen .................................................................................................................................................... 58
Andere marketing ......................................................................................................................................... 59
Welke marketingtools inzetten? ................................................................................................................... 60
Verkopen ........................................................................................................................................................... 60
Potentiële koper heeft interesse ................................................................................................................... 60
Verkocht ........................................................................................................................................................ 61
Aftersale ............................................................................................................................................................ 61
Gastcollege 7: Digital Leader ......................................................................................................................... 62
Google ............................................................................................................................................................... 62
Google bedrijfsprofiel.................................................................................................................................... 62
Reviews ......................................................................................................................................................... 62
Social media ...................................................................................................................................................... 63
Social media funnel ....................................................................................................................................... 65
Adverteren via social media .......................................................................................................................... 65
Organisch groeien op social media ............................................................................................................... 66
Buyer persona ................................................................................................................................................... 66
E-mail marketing ............................................................................................................................................... 66
Website ............................................................................................................................................................. 67
Gastcollege 8: Cushland & Wakefield ............................................................................................................ 68
BIDS ................................................................................................................................................................... 70
Lead generation ................................................................................................................................................ 70
Client relationship ............................................................................................................................................. 72
People ................................................................................................................................................................ 72
Examen ......................................................................................................................................................... 72
3
2025
Professioneel handelen:
vastgoedmarketing
HOGENT
MONA DE SY
,INHOUDSOPGAVE
Vastgoedmarketing......................................................................................................................................... 4
Wat is vastgoed? ................................................................................................................................................. 4
Wat is marketing? ............................................................................................................................................... 4
Vastgoedmarketing ............................................................................................................................................. 5
STP-model ....................................................................................................................................................... 5
Online sterk als vastgoedmakelaar ............................................................................................................... 10
Sociale media marketing ............................................................................................................................... 10
Marketing qualified leads & buyer persona................................................................................................... 10
MQL ................................................................................................................................................................... 10
Marketing & sales funnel .................................................................................................................................. 11
Indentificatieproces van MQL............................................................................................................................ 12
Buyer persona ................................................................................................................................................... 12
Wat is artificiële intelligentie ........................................................................................................................ 13
Toepassingen..................................................................................................................................................... 13
AI ....................................................................................................................................................................... 14
Is het AI of niet?................................................................................................................................................. 16
Verwante gebieden van AI ................................................................................................................................ 17
De relaties tussen AI, machinaal leren en verwante gebieden .......................................................................... 19
AI in vastgoed .................................................................................................................................................... 19
March: AI-gedreven commercieel vastgoed matching ................................................................................. 19
Virtuele rondleidingen en chatbots............................................................................................................... 20
Voorspellend onderhoud .............................................................................................................................. 20
Risicoanalyse en verzekeringen..................................................................................................................... 20
Proptech: digitalisering van vastgoedbeheer ................................................................................................ 20
De toekomst van vastgoed met AI .................................................................................................................... 21
AI-revolutie in de vastgoedsector: GPT, Gemini, DALL-E 3 en Midjourney ........................................................ 21
GPT: De kracht van natuurlijke taalverwerking in vastgoed ......................................................................... 21
Gemini: Multimodale analyse voor vastgoedbeoordeling ............................................................................ 21
DALL-E 3: Visuele transformatie in vastgoedmarketing ................................................................................ 22
Midjourney: Artistieke visie in vastgoedpresentatie..................................................................................... 22
Integratie van AI-technologieën in de vastgoedworkflow ............................................................................ 23
Uitdagingen en ethische overwegingen ........................................................................................................ 23
Toekomstperspectief: De AI-gedreven vastgoedmarkt ..................................................................................... 24
Podcast: employer branding & innovatie en disruptie in de vastgoedmarkt .................................................. 25
Podcast CIB ................................................................................................................................................... 27
Gastcollege 1: Hooox .................................................................................................................................... 28
1
, A.I. zal vastgoed niet veranderen? .................................................................................................................... 28
Hooox, keep reinventing yourself ...................................................................................................................... 28
What is real estate marketing? ......................................................................................................................... 29
Pitch voorbeeld .................................................................................................................................................. 30
Gastcollege 2: Revive .................................................................................................................................... 31
Nabespreking gastcollege revive ....................................................................................................................... 38
Gastcollege 3: Alfabet - De revolutie van AI & marketing binnen de vastgoedsector ..................................... 41
AI ....................................................................................................................................................................... 41
ERA James ......................................................................................................................................................... 42
ERA brand wizard ......................................................................................... Fout! Bladwijzer niet gedefinieerd.
ERA waardebepaling ......................................................................................................................................... 43
Virtual staging ................................................................................................................................................... 43
Video first .......................................................................................................................................................... 43
Werfopvolging ................................................................................................................................................... 44
Copy writing ...................................................................................................................................................... 44
Trends ................................................................................................................................................................ 45
Gastcollege 4: Nils Upgrade Estate ................................................................................................................ 46
Vastgoedmarketing ........................................................................................................................................... 47
Marketing strategie ....................................................................................................................................... 47
Doelgroep ...................................................................................................................................................... 48
Netwerk, beleving, samen, ervaring.............................................................................................................. 49
Brand guidelines ............................................................................................................................................ 50
Kanalen? ........................................................................................................................................................ 51
Online versus offline ..................................................................................................................................... 51
De kracht van content ................................................................................................................................... 51
Uitdaging van content ................................................................................................................................... 52
Marketingimplentatie ................................................................................................................................... 52
Bespreking gastcollege ...................................................................................................................................... 53
Gastcollege 5: Dewaele ................................................................................................................................. 54
Wie is Dewaele vastgoedgroep? ....................................................................................................................... 54
Future marketing in the real estate market ...................................................................................................... 55
Gastcollege 6: Axel Leenaerts........................................................................................................................ 56
Voorbereiding verkoop ...................................................................................................................................... 56
Waardebepaling ............................................................................................................................................ 56
Verkoopopdracht .......................................................................................................................................... 57
Dossierstukken .............................................................................................................................................. 57
Marketing .......................................................................................................................................................... 57
2
, Professionele fotografie ................................................................................................................................ 58
Renders ......................................................................................................................................................... 58
AI beelden ..................................................................................................................................................... 58
Staging ........................................................................................................................................................... 58
Platformen .................................................................................................................................................... 58
Andere marketing ......................................................................................................................................... 59
Welke marketingtools inzetten? ................................................................................................................... 60
Verkopen ........................................................................................................................................................... 60
Potentiële koper heeft interesse ................................................................................................................... 60
Verkocht ........................................................................................................................................................ 61
Aftersale ............................................................................................................................................................ 61
Gastcollege 7: Digital Leader ......................................................................................................................... 62
Google ............................................................................................................................................................... 62
Google bedrijfsprofiel.................................................................................................................................... 62
Reviews ......................................................................................................................................................... 62
Social media ...................................................................................................................................................... 63
Social media funnel ....................................................................................................................................... 65
Adverteren via social media .......................................................................................................................... 65
Organisch groeien op social media ............................................................................................................... 66
Buyer persona ................................................................................................................................................... 66
E-mail marketing ............................................................................................................................................... 66
Website ............................................................................................................................................................. 67
Gastcollege 8: Cushland & Wakefield ............................................................................................................ 68
BIDS ................................................................................................................................................................... 70
Lead generation ................................................................................................................................................ 70
Client relationship ............................................................................................................................................. 72
People ................................................................................................................................................................ 72
Examen ......................................................................................................................................................... 72
3
