Background: Focusing on relations in the service sector has become vital,

therefore has relationship marketing become crucial and

central in recent years. The goal is to satisfy and create value

for the customers, where the relation will lead to loyal

customers, repurchase and a positive word-of-mouth.

Purpose: The purpose of this research is to explore and study how the

process works with creating customer loyalty in real estate

market and provide with empirical contributions.

Methodology: This is a qualitative study with five different case studies

where secondary data also has been used. Together with an

abductive approach theory and empirics has been of help to

answer the research question.

Conclusions: Becoming more involved in social media has become

crucial, come closer to the customers. If agencies do not

become more differentiated from competitors it will be more

difficult to survive. Customer meeting, customer experience

and customer loyalty are the three main phases which has to

be well performed in order to create retention and attract new

customers through a positive