From Inquiry to Purchase: Decision-Making and Persuasion in Premium Residential Brokerage

Abstract

Background: Premium residential property brokerage involves high-value, high-involvement decisions in which consumer inquiry does not always convert into purchase execution.
Purpose: The current study explores how prospective and existing buyers evaluate premium residential properties and how brokerage firms facilitate persuasion, learning, and decision readiness.
Design/methodology/approach: The study adopted an exploratory descriptive design using survey data from 152 residential property buyers and secondary documentary data from three major brokerage firms in Indonesia. Survey responses were analyzed through descriptive statistics and cross-tabulation, while brokerage strategy was interpreted through content analysis. The interpretation was guided by the Consumer Decision-Making Process, the Elaboration Likelihood Model, and Consumer Learning Theory.
Findings/Result:Buyers relied on rational evaluation, extensive information search, agent credibility, and household consensus. Persuasion was mainly processed through central-route cues, while learning occurred through frequent comparison, visual exposure, and consultative interaction.
Conclusion: Brokerage firms could improve conversion by arranging information, reducing perceived risk, and supporting collective decision readiness rather than relying primarily on promotional incentives.
Originality/value (State of the art): The study links decision-making process, persuasion, learning, and brokerage strategy in an emerging premium residential market.

Keywords: consumer decision making, property brokerage, private premium residential, central-route persuasion, competitive landscape