Since the 1990s, as a result of financial deregulation (elimination of many forms of credit given) and increased competitive pressure, banks have a policy of proactive moderation tariff to maintain their market share and attract customers. The mortgage has become one of the main instruments of conquest and customer loyalty. To compensate for the low profitability of this product appeal, banks have created packages for project acquisition or rental investment. The formulas include, in addition to financing, more profitable products such as insurance homeowners, a guarantee of unpaid rent, a consumer credit to finance the cost of installation or, more recently, and technical diagnostics. However, the innovation supply is not differentiating between institutions as products and services are easily transferable. Banks have sought to decide the level of integration of certain banking and non-banking in the real estate value chain.
Encouraged by economic growth, the most major banking networks have invested or increased their presence in the real estate industry since 1999 in search of new growth. The competition has essentially moved upstream of the value chain: developers and real estate services companies have become prime targets for banks.
Most banks have adopted a strategy of external growth by making acquisitions in the field of promotion and taking position in real estate transactions as well as property management. In fact:
The development sector is supported by a structurally strong demand in contrast to the saturation of the market for retail banking. In a context of rising property prices, the transaction sector has opportunities high income related to the amount of transactions and the sector can also monetize the distribution system through cross-selling. The field of property management has the advantage of generating recurring revenues relatively insensitive to potential downturns because of the captive nature of the clientele. Mapping below shows the result of this current wave of purchase. One can see those mutual banks and especially the largely integrated upstream activities of the value chain.