MODERN INFORMATION CHANNELS AS A MEANS TO INCREASE THE EFFICIENCY OF COMMUNICATION IN A REAL ESTATE AGENCY

The article analyzes the modern information channels in real estate agencies and their role in increasing the efficiency of communications between stakeholders. Good organization and coordination of all elements of the communication mix (advertising, sales promotion, public relations, personal sales) is also needed to increase the effectiveness of the communication policy in a real estate agency.

explored as a key strategic advantage for any organization. Communication researchers in the study of business communications are encouraged to use mainly quality research methods [2]. According to Kreps et  to him, communication researchers should be committed to learning and using quality research methods so that they learn more about their discipline and grow professionally. The need for quality research related to communication is clear and justified. However, before moving to a better research approach, researchers need to study and understand the process of using qualitative methods, including their advantages and disadvantages.
The effectiveness of communications depends on the structure of the organization and its organizational culture. Effective organizations strive for organizational structures with a small number of levels of government and information channels for direct exchange.
A well-functioning information system in the organization is a guarantee for the efficiency of information exchange and decision-making in the organization. The main goals that the corporate communication system must solve can be grouped into several groups.
2. Formation of loyalty to the company, leadership. 3. Explaining the company's strategy for development, innovation and change.
Using the company's internal corporate communication system, the company's strategic attitudes are communicated to employees -it explains the importance and direction of its movement, as well as the essence of various innovations. 4. Informing the staff. 5. Development of the professional motivation of the staff. It should also be noted that the long existence of this system, when a significant part of information about the life of a company passes through its channels, leads to the accumulation of a large amount of information about past periods of business development of the company. And in order to navigate this variety of information, it is necessary for employees to create their own search resource, with the help of which they can navigate in the system of internal communications.

Effectiveness of communication through different types of channels:
The effectiveness of communication through the site The purpose of communication through the site is the implementation of a strategy for information presence and maximum transformation achieved by visitors, which makes as many targeted actions as possible. The optimal format of the site, taking into account its goals (data collection, implementation of targeted actions, dissemination of information about the company, etc.) and the specifics of the organization (landing, business card site, official site, etc.) via Google Analytics to obtain data on the number of visitors, the duration of the session, the number of visits, etc. for the reporting period.
-Communicative accuracy of the elements of the site: -Connecting the logo, design, color scheme with the content and specifics of the site.
-Intuitive clarity of the navigation device.
-Ability to search the pages of the site. -Feedback.
-Quantity of targeted actions performed for the reporting period.
-Evaluation of the level of conversion of the site for the reporting period.
-Profitability of conducting an advertising campaign through Google Ad. -Opportunities for promoting the services of the organization through articles, description of the conditions for interaction, direct links to the site, etc.
-Evaluation of the intensity of the talks, measured by the ratio of the number of comments to the number of posts.
-Evaluation of the block as a source of traffic for the site (percentage of total traffic).

Effectiveness of e-mail communication
The purpose of e-mail communication is to establish two-way interaction, performing for the visitor as many targeted actions as possible: -Choosing an email client.
-Quality characteristics of the letter.
-Rules for design, filling in all columns, availability of templates.
-Address to the client, style, literacy.
-Informativeness and completeness of the answers.
-Use of automatic distribution services.
-Additional information: links to the site, useful attachments, etc.
-Ability to collect contact information.
-Statistics for opening letters, reading, performing targeted actions (clicking on links, to the site, etc.).

Efficiency of communication through CRM system
The effectiveness of communication through a CRM system is measured by the degree of interaction and personalization of customers for their subsequent retention: -Possibility for software provision.
-Integration with call services and other programs.
-Ability to upload contact information for customers.
-Communicative accuracy of the elements of the CRM-system, user-friendly interface, convenience of the navigation device.
-Possibilities for generating reports: reporting form, feedback, etc.

Effectiveness of communication through social networks
«Social networks provide endless opportunities for companies, such as the possibility of constant contact with customers and potential new ones, targeted advertising, improving collaboration between customer and company and increasing the transparency of activities. They can be used for advertising, research, marketing , communications, etc.» [4] The purpose of communication through social networks is the implementation of a strategy for information presence, the establishment of two-way interaction and maximum conversion achieved by the visitor performing as many targeted actions According to Zaporozhanov [5] we should tell the fans what to do, create guidelines for action, as they are out of focus from different messages and from the many activities they do in parallel.

Research
The aim of the research is to study and derive the Information and communication needs in a real estate agency together with the most frequently used channels for information transmission. For the purposes of the study, the selection of experts was made according to two main requirements: -Hold positions in the field as managers of large real estate agencies, commercial directors or brokers.
-Have at least three years of experience in the position.
The selected experts are people from the real estate business that the author knows personally. Individual meetings were held with each of the interviewees.    -Reliable connection with institutions: notaries, lawyers, registry agency, etc.
-Constant feedback with customers.
-Access to unique first-hand information about properties from builders and sellers.
-Constantly updating customer databases and opening new ones.
-Fast and efficient communication network between brokers and the agency.
-Flexible partner communication network with other agencies and between brokers.
In the next phase of this stage we analyze the main channels and forms through which these needs are met.

Assessment of information and communication needs in a real estate agency
The information in the real estate agency is a fixed capital related to its competitiveness. The communication system of the agency must provide: -Access to unique first-hand information about properties from builders and sellers.
-Constantly updating the customer databases and opening new ones.
-Reliable connection with institutions: notaries, lawyers, registry agency, etc.   To assess the internal communication channels and forms, the following should be established: -Print media of internal communications -a magazine designed for all employees; -Technological means of internal communication: -Regular update of the intranet site.
-Thematic letters by e-mail.
-Monthly electronic newsletter.
-Video news from the field of real estate. -Formulating appropriate message (s).
Due to the legal requirements, the real estate agency has to communicate with a number of institutions in connection with the mediation of purchase and sale and rental of real estate. The Agency, and in particular a specific intermediary, also acts as a proxy for obtaining the necessary documents, as well as a full inspection of the ownership of the properties subject to the operations.  Table 3 lists the main ones, without which the agency risks not meeting the mandatory requirements. The overall activity of the agency is directly related to daily communication with various banking institutions. According to the Law on Restriction of Cash Payments, any payment that exceeds the value of BGN 10,000, or part of a total payment that is equal to or greater, is made by bank transfer. In this sense, more than 90% of real estate transactions in the capital require payment by bank transfer.Also, over 65% of the purchases and sales made in the last year are made with partial financing from banks, which also requires communication of real Communication between real estate agencies is the most common in carrying out the overall activity. It takes place through many channels, which are connected not only in the process of making a specific real estate transaction, but also the period of advertising, conducting property inspections, exchange of information. This type of communication is often not related to document circulation when it comes to carrying out the usual intermediary activity. It is often done through telephone conversations or face-to-face meetings.

Analysis of external communications (channels, effects)
The

Determining the communication information needs
The business goals of the company are directly dependent on effective communications. Corporate communications are an expression of these interrelationships between people, groups and the environment of an organization, which are expressed in the creation, transmission and use of mutually beneficial information to achieve business goals. Today's world is a world of organizations. In essence, the organization is nothing more than a union of people who have set a common goal and coordinate their efforts to achieve it. All technique and technology are just the means, with the human factor at the center. But we are talking about a motivated, active and proactive workforce.
Employee involvement in decision-making or sensitivity increases the chances of greater approval of the source's actions. Taking into account the needs of the individual, the trends and the identification of the influential groups influence for a better perception of the messages and the final results. Clarity and traditionality of the messages are factors that directly affect the mass audience for their reception.
Accurately and unambiguously stated messages and appeals have greater opportunities to change the opinion than to explain the proposed concepts in detail.
Despite the maximum use of technology in the communication process, the company relies especially on verbal communication. Convincing and well-argued speech achieves high results in communication.
Effective speech in the process of communication relies on consideration of the audience, trust, relevance of the topic, convincing evidence, emotionality, harmony between verbal and nonverbal communication.
We need to speak in such a way that the listeners feel that we believe every word of what we say [9].The involvement of internal and external audiences in decision-making or sensitivity increases the chances of greater approval of the source's actions. Taking into account the needs of the individual, the trends and the identification of the influential groups influence for a better perception of the messages and the final results. Clarity and traditionality of the messages are factors that directly affect the mass audience for their reception.

Conclusion
Some communication channels, such as website, e-mail, social networks, etc., are being developed effectively and are clearly aimed at two-way interaction with the audience on the principle of feedback. At the same time, there are a number of other channels, such as bulletin boards, e-orders, etc. ., which refer exclusively to the «classical» projection of PR, and this interaction is linear and one-sided.
In conclusion, we can summarize that improving the efficiency of communications is a continuous process, which is required by: -The constantly changing external environment and the accompanying organizational changes. These changes lead to the constant emergence of new information and communication needs and highlight the relevant gaps. Communication is the only tool for raising awareness, overcoming misunderstandings of employees, overcoming resistance, motivation for change, etc.
-The daily changing internal communication needs of the modern employee, client, partner, which require permanent change and adaptation in order to meet the relevant aspects of the business process.
Communication is a tool of any management action. The use of this tool requires specific competencies: the manager must be an excellent psychologist; to have public speaking skills; to have the ability to persuade, etc.