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Carrying out marketing research of the real estate market. International Student Scientific Bulletin. Organization and simplification by sales structures

Marketing research is one of the fundamental functions of marketing. Marketing research is a systematic and objective identification, collection, analysis, dissemination and use of information to improve the efficiency of identifying and solving marketing problems (opportunities).

Marketing research is related to decision making in all aspects marketing activities. Research is aimed at studying the internal and external environment organizations. The basis for the classification of marketing research of the external environment is their division according to the objects of research into target and market ones. Target marketing research (research of consumers, goods, competitors, etc.) is carried out to solve any specific tasks of the organization, for example, to identify the target market segment. Market research is carried out in order to study the main parameters of the market, which, in turn, is characterized through a system of quantitative and qualitative indicators (Table 1).

Table 1 - Main areas of market research

Type of marketing research	Main directions
Demand study	Studying the volume, structure and dynamics of demand; research of consumer requirements and preferences; study of elasticity of demand
Studying the offer	Study of the volume, structure and dynamics of supply; study of the production and raw material potential of the proposal; study of supply elasticity
Price study	Study of the price level prevailing in the market; study of price dynamics for a certain period of time; study of the main price trends
Market research	The study of the situation that has developed in the market under the influence of the following conjuncture-forming factors: supply of goods, demand for goods, market balance, market scale, etc.
Studying the processes taking place in the market	Study of market characteristics, business activity trends, market capacity and company share in it, study of market conditions, etc.

In the conditions of recovery after the global economic crisis, issues related to the study of the real estate market, as one of the most affected as a result of the current conditions, are becoming increasingly relevant. At the same time, it is necessary to start with the definition of real estate, as such, and consider the features of the market under study.

Consider the modern understanding of real estate in Russia, and the features of its interpretation. The Civil Code of the Russian Federation acts as the fundamental basis for the definition of real estate, which refers to immovable things (real estate, real estate) the following objects: land plots, subsoil plots and everything that is firmly connected with the land, that is, objects that cannot be moved without disproportionate damage to their purpose , including buildings, structures, construction in progress. Immovable things also include subject state registration air and sea vessels, inland navigation vessels, space objects. Other property may also be classified as immovable by law.

In this paper, we consider real estate not from the point of view of legislation, but according to the definition adopted in the professional literature on economics and marketing - these are land plots and everything that is firmly connected with them, the movement of which is not possible without destruction or loss of their functions. Based on this definition, real estate, based on its origin, is broadly divided into: artificial objects (buildings), which include residential, commercial and non-commercial real estate; natural (natural), which refers to the earth.

Consider this division of real estate (table 3).

Table 3 - Classification of real estate objects

In practice, there is a distinction between the concept of real estate as a physical (material) object and as a complex of economic, legal and social relations providing a special procedure for disposing of them and a special stability of rights. Accordingly, it is customary to distinguish four concepts of real estate (Figure 1).

Figure 1. Four real estate concepts.

Real estate belongs to the category of goods. It can act both as a consumer product (apartments, premises, buildings, non-industrial facilities) and as an industrial product (premises, buildings, industrial facilities). At the same time, real estate objects have unique characteristics that distinguish them from other goods (table 4).

Table 4.- general characteristics real estate objects.

Characteristic	Description
Utility	Satisfies the needs of the buyer in residential or industrial space, in the comfort and environmental friendliness of the premises, in prestige, etc. The usefulness of the object is determined by such characteristics as the size of the premises, layout, landscaping of the surrounding area, location, etc.
fixed location	It determines the uniqueness of each property, largely determines its economic characteristics and market positioning
Uniqueness (uniqueness)	Each real estate object has certain characteristics peculiar only to it, which distinguish it from others.
Two-component	Any real estate object consists of two components - land and buildings (structures), for different types real estate and various economic conditions the ratio of these components, both in value and in physical terms, can be different
Unconsumable	The natural form is not consumed, it is preserved throughout the lifespan
Durability	The earth theoretically has an infinite lifespan and does not wear out. Buildings and structures have a limited lifespan compared to land. However, compared to the vast majority of other goods, buildings and structures are relatively durable.
fundamentality	Real estate is a commodity that cannot be lost, stolen, or broken under normal conditions.

The circulation of real estate, like any other commodity, is carried out on the market and is closely connected with the attraction of financial capital and labor. At the same time, the real estate market is a market of limited resources, sellers and buyers. Consider the understanding of the real estate market by various authors (Table 5).

Table 5. - The concept of the real estate market.

	Definition of the real estate market
V. A. Goremykin	This is a set of organizational and economic relations, a means of redistributing land plots, buildings, structures and other property between owners and users economic methods based on competitive supply and demand.
S. V. Grinenko	This is a mechanism by which interests and rights are combined, real estate prices are set.
N. Ya. Kolyuzhnova, A. Ya. Yakobson	This is a system of actions and mechanisms for making transactions, or, in other words, a subsystem of the general economic market associated with the circulation of rights to real estate.
K. I. Safonova, I. A. Andreeva	This is a complex of relations associated with the creation of new real estate objects, with the operation of existing ones, as well as relations arising in the course of various operations carried out with real estate.
A. V. Sevostyanov	This is a sector of the national market economy, which is a combination of real estate objects, economic entities operating in the market, market functioning processes, that is, the processes of creating, using and exchanging real estate objects and managing the market, and mechanisms that ensure the functioning of the market (market infrastructure).

Most fully reflects the essence this market and at the same time, the definition of the real estate market given by A. V. Goremykin is set out in an accessible form.

The real estate market has a branched structure, and based on various signs, is subdivided into a number of narrower markets (Table 6).

Table 6. - Classification of real estate markets.

Classification sign	Market types
Object type	Land plots, buildings, structures, enterprises, premises, property rights, other objects.
Geographical (territorial)	Local, city, regional, national, world.
Functional purpose	Industrial premises, housing, non-industrial buildings and premises.
Degree of readiness for operation	Existing facilities, construction in progress, new construction.
Participant Type	Individual sellers and buyers, resellers, municipalities, commercial organizations.
Type of transactions	Purchase and sale, lease, mortgage, rights in rem.
Industry belonging	Industrial facilities, agricultural facilities, public buildings and others.
Type of ownership	State and municipal facilities, private.
Transaction method	Primary and secondary, organized and unorganized, exchange and over-the-counter, traditional and interactive

The following operations are carried out in the real estate market using market mechanisms:

- with a change of ownership - purchase and sale of real estate; inheritance; donation; exchange; ensuring the fulfillment of obligations (realization of mortgaged or seized real estate objects);
- with a partial or complete change in the composition of owners - privatization; nationalization; change in the composition of owners, including with the division of property; bankruptcy (liquidation) of economic entities with the sale of the property of the owners;
- without change of ownership - investing in real estate; real estate development (expansion, reconstruction, new construction); pledge; rent; transfer to economic management or operational management, to gratuitous use, to trust management and etc.

The real estate market has a great influence on all aspects of society through a number of functions (Figure 2).

Figure 2.- Main functions of the real estate market.

Three additional functions have been added to the main functions inherent in all markets - regulatory, stimulating, pricing, intermediary, informational and sanitizing in the real estate market - investment, commercial and social. The commercial function is to form the consumer value of real estate and receive a return on invested capital. The investment function allows you to save and increase your capital by investing in real estate. social function, is to stimulate the intensity of the work of citizens seeking to become owners of real estate.

The functioning of the real estate market is carried out through the actions of its subjects, which include: sellers, buyers, professional participants (institutional and non-institutional) (Figure 7).

Table 7. Subjects (participants) of the real estate market

1. Sellers (lessors): property owners (legal entities and individuals); builders (developers); authorities authorized local authorities etc.	2. Buyers (tenants): legal entities and individuals; investors and equity holders; bodies government controlled etc.
Subjects (participants) real estate market
Professional Members
3. Institutional participants (representing the interests of the state): courts and notaries' offices; bodies for registration of rights to real estate and transactions with them; federal and territorial bodies regulating urban development, land management and land use; bodies of technical, fire and other inspections involved in the supervision of the construction and operation of buildings and structures, etc.	4. Non-institutional participants (working for commercial basis): building contractors; real estate agencies; evaluation agencies; law firms; banks; mortgage agencies; Insurance companies; media, etc.

Due to its specificity, the real estate market has a number of features that distinguish it from other markets presented in Table 7.

Table 8. Features of the real estate market.

	Characteristic
Localization	- absolute immobility; - large dependence of price on location
Type of competition	- imperfect, oligopoly; - a small number of buyers and sellers; - control over prices is limited; - entry into the market requires significant capital
Elasticity proposals	Low, with an increase in demand and prices, supply increases little
The nature of demand	Demand is individualized and not interchangeable
Degree of openness	- transactions are private; - public information is often incomplete and inaccurate, which makes it difficult to assess the market situation
Product competitiveness	- largely determined by the environment, the influence of the neighborhood; - specificity of individual preferences of buyers
Zoning conditions	- regulated by civil and land legislation, taking into account water, forestry, environmental and other special rights; - greater interdependence of private and other forms of ownership
Registration of transactions	legal complexities, limitations and conditions
Price	includes the value of the object and associated rights

Thus, it was determined that the real estate market occupies a special place in the economy of any country. Acting as a complex integrated category, it combines the various interests and forms of activity of its subjects; various spheres of influence - from economic to social; a number of functions that have an impact on the economy of the country as a whole. At the same time, the increased relevance of marketing research of this market is typical for regional real estate markets, a feature of which is the obligatory orientation not only to local conditions, but also to the general situation in the country.

The problem of studying the real estate market is an information problem. In order to assess the volume and structure of the housing supply, it is necessary to obtain information on how many and what kind of premises are available on the market, how many and which ones are being prepared for commissioning, and which of the real estate objects have already been put into operation. According to the data on the sale of housing, one can judge only the realized part of the demand.

The objects of market research are trends and market development processes, including analysis of changes in economic, scientific, technical, demographic, environmental, legislative and other factors. The structure and geography of the market, its capacity, sales dynamics, market barriers, the state of competition, the current situation, opportunities and risks are also studied. N.V. Vidanov, Marketing and marketing research, 4 (52), - August 2008, - p. 10

The main results of the study of the real estate market are forecasts of its development, assessment of market trends, identification key factors success. The most effective ways of conducting a competitive policy in the market and the possibility of entering new markets are determined. Market segmentation is carried out, i.e. selection of target markets and market niches. In order to make informed decisions in any market, it is necessary to have reliable, thorough and timely information. The systematic collection, reflection and analysis of data on the problems associated with the functioning of the real estate market constitute the content of marketing research. To be effective, these studies must first be systematic; secondly, rely on specially selected information; thirdly, to carry out certain procedures for collecting, summarizing, processing and analyzing data; fourthly, to use tools specially developed for the purposes of analysis. Thus, marketing activities are built on the basis of special market research and the collection of information necessary for their implementation. The flows of this information are ordered by certain research procedures and methods. Let us dwell on the most important objects of real estate market research.

Conjuncture and forecasting of the real estate market

The general goal of market research is to determine the conditions under which the most complete satisfaction of the population's demand for goods of this type is ensured and the prerequisites are created for the effective sale of produced housing. In accordance with this, the primary task of studying the real estate market is to analyze the current supply and demand ratio, i.e. market conditions. Market conditions are a set of conditions under which activities are currently taking place in the market. It is characterized by a certain ratio of supply and demand for real estate, as well as the level and ratio of prices.

Gathering information is the most important stage in studying market conditions. There is no single source of information about the conjuncture that would contain all the information about the processes under study. The study uses various types of information obtained from various sources. Distinguish information: general, commercial, special.

general information includes data characterizing the market situation as a whole, in conjunction with the development of the industry. The sources of its receipt are the data of state and industry statistics, official forms of accounting and reporting.

Commercial information - data extracted from the business records of the enterprise, on sales issues from partners in the order information exchange. These include: applications and orders of construction organizations; materials of market research services (materials on the movement of sales, market reviews, etc.).

Special information represents data obtained as a result of special events on market research (surveys of the population, buyers, experts, exhibitions and sales, market meetings), as well as materials from research organizations. Special information is of particular value because it contains information that cannot be obtained in any other way. Therefore, when studying market conditions Special attention should be devoted to obtaining extensive specialized information.

When studying the market situation, the task is not only to determine the state of the market at one time or another, but also to predict the likely nature of its further development for at least one or two quarters, but not more than a year and a half, that is, forecasting.

A market forecast is a scientific prediction of the prospects for the development of demand, product supply and prices, carried out within the framework of a certain methodology, based on reliable information, with an assessment of its possible error. The forecast is based on taking into account the laws and trends of its development, the main factors determining this development, observing strict objectivity, conscientiousness in assessing data and forecasting results. The development of a market forecast has four stages: establishing the object of forecasting; choice of forecasting method; forecast development process; assessment of forecast accuracy.

Establishing the object of forecasting is the most important stage of scientific foresight. In practice, the concepts of sale and demand, supply and product offer, market prices and selling prices are often identified.

AT certain conditions such replacements are possible, but with appropriate reservations and subsequent adjustment of the results of forecast calculations. The choice of forecasting method depends on the purpose of the forecast, the period of its lead, the level of detail, and the availability of initial (basic) information.

The process of developing a forecast consists in carrying out calculations performed either manually or using computer programs, followed by correcting their results at a high-quality, professional level. The forecast accuracy is estimated by calculating its possible errors. Therefore, the forecast results are practically presented in interval form.

Market forecasts are classified according to several criteria. In terms of lead time, the following are distinguished: short-term forecasts (from several days to 2 years); medium-term forecasts (from 2 to 7 years); long-term forecasts (more than 7 years). They differ not only in the lead time, but also in the level of detail and forecasting methods used.

According to the essence of the methods used, there are groups of forecasts, the basis of which are: extrapolation of a series of dynamics; interpolation of a series of dynamics - finding the missing members of a dynamic series inside it; demand elasticity coefficients; structural modeling is a statistical table containing a grouping of consumers according to the most significant feature, where for each group the structure of consumption of goods is given. When the structure of consumers changes, both average consumption and demand change.

On this basis, one of the forecasting methods is built: expert assessment. This method is used in the markets for new products, when the underlying information has not had time to form, or in the markets for traditional products that have not been explored for a long time. It is based on a survey of experts - competent professionals; economic and mathematical modeling.

The results of the analysis of predicted indicators of market conditions in combination with reporting and planned data make it possible to develop measures in advance aimed at developing positive processes, eliminating existing and preventing possible imbalances and can be provided in the form of various analytical documents.

1. Consolidated review - a document with generalizing market indicators. The dynamics of general economic and sectoral indicators, special conjuncture conditions are analyzed. A retrospective is carried out and a forecast of the market indicators is given, the most characteristic trends are highlighted, and the interconnections of the market conditions of individual real estate markets are revealed.

2. Thematic review of the conjuncture. Documents reflecting the specifics of a particular market. The most pressing problems typical for a number of objects, or the problem of a particular real estate market, are identified.

3. Operative market information. A document containing operational information about individual processes market conditions. The main sources of operational information are the data of population surveys, expert assessments of specialists.

Market volume

The main task of real estate market research is to determine the market capacity. Market capacity is the total effective demand of buyers; the possible annual volume of real estate sales at the prevailing average price level. Market capacity depends on the degree of development of this market, the elasticity of demand, on changes in economic conditions, price levels, quality and advertising costs. The capacity of the market is characterized by the size of the demand of the population and the value of supply in the real estate market. At each point in time, the market has a quantitative and qualitative certainty, i.e. its volume is expressed in cost and physical indicators of sold and bought objects.

Two levels of market capacity should be distinguished: potential and real. The real capacity of the market is the first level. The potential level is determined by personal and social needs and reflects the volume of implementation adequate to them. In marketing, the term market potential is also used. The actual emerging market capacity may not correspond to its potential capacity. The calculation of the market capacity must be spatio-temporal certainty.

Market capacity is formed under the influence of many factors, each of which in certain situations can both stimulate the market and restrain its development, limiting its capacity. The whole set of factors can be divided into two groups: general and specific. Common are the socio-economic factors that determine the capacity of the market: the volume and structure of supply, including by representative enterprises; the range and quality of the premises provided; the achieved standard of living and needs of the population; purchasing power of the population; the level of price ratio for goods; population; its social and sex and age composition; degree of market saturation; geographical location of the market.

Specific factors determine the development of markets for individual objects, and each market may have factors characteristic only of it. In this case, a specific factor in terms of the degree of influence may be decisive for the formation and development of supply and demand for specific housing. The set of factors that determine the development of supply and demand are in a complex dialectical relationship. A change in the action of some factors causes a change in the action of others. A feature of some factors is that they cause changes in both the overall capacity and the structure of the market, and others - that they, without changing the overall capacity of the market, cause its changes. In the process of market research, it is necessary to explain the mechanism of the system of factors and measure the results of their influence on the volume and structure of supply and demand.

Identification of cause-and-effect relationships in the market under study is carried out on the basis of systematization and analysis of data. Systematization of data consists in the construction of grouped and analytical tables, dynamic series of analyzed indicators, graphs, charts, etc. This is the preparatory stage of information analysis for its quantitative and qualitative assessment. Processing and analysis is carried out using known methods, namely grouping, index and graphical methods, construction and analysis of time series. Causal relationships and dependencies are established as a result of the correlation-regression analysis of time series.

It allows using a system of indicators in a simplified form to characterize the qualitative originality of the development of all the main elements of the market at the present stage and at a given period of time in the future. The formalized market development model represents a system of equations covering its main indicators. For each market, the system may have a different number of equations and indicators, but in any case, it must include supply and demand equations.

Accordingly, there are three complementary ways to develop a forecast.

Questioning - revealing the opinions of the population, experts in order to obtain estimates of a predictive nature. Questionnaire-based methods are used in cases where, for a number of reasons, the patterns of process development cannot be reflected in a formal apparatus, when the necessary data are not available.

1 Extrapolation - continuation of the trends of processes in the future, reflected in the form of time series and their indicators, based on the developed models of the regressive type. Extrapolation methods are usually used in cases where information about the past is available in sufficient quantity and stable trends have been identified. This variant is based on the hypothesis of the continuation of the previously established trends in the future. Such a forecast for forecasting is called genetic and involves the study of econometric models.

2 Analytical modeling - building and using a model that reflects internal and external relationships in the course of market development. This group of methods is used when information about the past is minimal, but there are some hypothetical ideas about the market, which allow developing its model and, on this basis, assessing the future state of the market, reproducing alternative options for its development. This approach to forecasting is called target.

The result of the work to determine the market capacity should be an overview of the state of the market and its factors, as well as a forecast of the market development, taking into account the trends in influencing internal and external factors.

Market segmentation

Any market in terms of marketing consists of buyers who differ from each other in their tastes, desires and needs. The main thing is that they all purchase goods, guided by different motives. Therefore, it is necessary to understand that with a variety of demand, and even in a competitive environment, each individual will react differently to the proposed real estate. It is very difficult to satisfy the needs of all consumers without exception, because they have certain differences in needs. For example, a number of consumers prefer luxury apartments and are willing to pay the corresponding price, while others have the opportunity to purchase housing with acceptable consumer characteristics at a low price.

In-depth market research suggests the need to consider it. In this regard, when planning your business, it is necessary to consider the market as a differentiated structure depending on consumer groups and consumer properties, which in a broad sense defines the concept of market segmentation.

Market segmentation is, on the one hand, a method for finding parts of the market and determining the objects to which the marketing activities of enterprises are directed. On the other hand, it is a managerial approach to the decision-making process of an enterprise in the market, the basis for choosing the right combination of marketing elements. Segmentation is carried out in order to meet the needs of consumers as much as possible, as well as to rationalize the costs of the construction company for the development of a construction program and the commissioning of finished premises.

The objects of segmentation are, first of all, consumers. Highlighted in a special way, having certain common features, they constitute a segment of the market. Segmentation refers to the division of the market into segments that differ in their parameters or response to certain types of activities in the market (advertising, marketing methods). Despite the possibility of segmenting the market for various objects, the main focus in marketing is on finding homogeneous groups of consumers who have similar preferences and respond in the same way to marketing offers.

Segmentation is not a purely mechanical process. To be effective, it must be carried out taking into account certain criteria and signs. A criterion is a way of evaluating the rationale for choosing a particular market segment for a particular enterprise, and a sign is a way of highlighting a segment in the market.

Among the disadvantages of segmentation, one should mention the high costs associated, for example, with additional market research, with the preparation of options for marketing programs, providing appropriate packaging, using various distribution methods.

Segmentation has advantages and disadvantages, but it is impossible to do without it, because in modern economy each product can be successfully sold only to certain segments of the market, but not to the entire market.

Signs for market segmentation: geographical, demographic, socio-economic, psychographic, behavioral.

Segmentation by geographic principle involves breaking down the market into different geographical units: state, states, regions, counties, cities, communities, as well as the size of the region, density and population, climatic conditions, remoteness from the manufacturing enterprise. This feature was used in practice earlier than others, which was due to the need to determine the space of the enterprise. Its use is necessary when there are climatic differences between regions or features of cultural, national, historical traditions on the market. A firm may decide to operate in one or more geographic areas, or in all areas, but taking into account differences in needs and preferences determined by geography.

Demographic segmentation is the division of the market into groups based on demographic variables such as gender, age, family size, stage life cycle family, income level, occupation, education, religious beliefs, race and nationality. Demographic variables are the most popular factors used to distinguish consumer groups. One of the reasons for this popularity is that needs and preferences, as well as the intensity of consumption, are often closely related precisely to demographic characteristics. Another reason is that demographic characteristics are easier to measure than most other types of variables. Even in cases where the market is not described from a demographic point of view (for example, based on personality types), it is still necessary to conduct with demographic parameters.

Psychographic segmentation. In psychographic segmentation, buyers are divided into groups based on social class, lifestyle, and personality characteristics. Members of the same demographic group can have vastly different demographic profiles.

Behavioral segmentation. Behavioral segmentation divides customers into groups based on their knowledge, attitudes, use of the product, and reaction to the product. Marketers consider behavioral variables to be the most appropriate basis for shaping market segments.

After dividing the market into separate segments, it is necessary to assess the degree of attractiveness and decide how many segments the company should focus on, in other words, select target market segments and develop a marketing strategy.

Target segment - one or more segments selected for the marketing activities of the enterprise. At the same time, the enterprise must, taking into account the chosen goals, determine the strengths of competition, the size of markets, relations with distribution channels, profits and its image of the company.

Market segments in which the company has secured a dominant and stable position are commonly called a market niche. The creation and strengthening of a market niche, including by finding market windows, is ensured only through the use of market segmentation methods. After determining the target market segment, the company must study the properties and image of the real estate of competitors and assess the position of its object in the market.

State of competition and market barriers

AT market economy firms operate in a competitive environment. Studying consumers, one should not forget about competitors. The main task of competitor research is to obtain the necessary data to ensure a competitive advantage in the market, as well as to find opportunities for cooperation and cooperation with possible competitors. Marketing. Uch. for universities / N.D. Eriashvili and others. M .: Unity-Dana, 2000.-p.365

To this end, by analyzing the strengths and weak sides competitors, you must first answer the following questions:

· Who are the main competitors of your company?

· What is the market share of your company and its main competitors?

What is the competitor's strategy?

· What methods are used by competitors in the struggle for the market?

What is financial condition competitors?

· Organizational structure and management of competitors?

• What is the effectiveness of competitors' marketing programs (product, price, sales and promotion, communications)?

• What is the likely reaction of competitors to your firm's marketing program?

At what stage of the life cycle are your product and competitor's product?

The first stage of study competitive environment is an assessment of the characteristics of the market in which the company operates or intends to operate. Next, you should study who is a real or potential competitor. A competitor is an important element of the marketing system infrastructure that influences the company's marketing strategy in relation to goods, suppliers, intermediaries, and buyers. The study of the positions of competitors covers a wide range of issues and requires the involvement of a significant amount of information. It is advisable to analyze the characteristics of the main competitors in the following sections: market, product, prices, promotion of the product on the market, organization of sales and distribution.

Studying the competitive environment requires systematic observation behind the main competitors, without losing sight of potential competitors. It is expedient to accumulate the obtained information in databanks. Information analysis allows specialists to derive reasonable estimates for each competitive factor and characterize the overall position of the company in the market in relation to its main competitors.

Market opportunities and risks

Any company should be able to identify emerging market opportunities. The search for market opportunities is made after assessing the potential of the enterprise and takes into account the real possibilities of the latter.

Unmet market needs are the basis of market opportunities for an enterprise. In a situation where the buyer is completely satisfied with the supplier's services, the offer of similar goods to him on similar terms by another enterprise will not be successful. At the same time, in this situation, the buyer may have unsatisfied needs for a better object, more favorable conditions, more extensive service. Identification of such needs is carried out through the construction of hypotheses: previous experience of the manager or consultant; proposals of the personnel of the enterprise; experience of partners and contractors of the enterprise; competitor innovations.

The task at this stage of strategy development is to build as many hypotheses as possible. The main method of obtaining materials at the enterprise and from its partners is a free interview, in which the interlocutors are encouraged to express any, even the most "crazy" ideas. Having chosen a segment, the firm must examine all the proposals that are currently in a particular segment. Next, it is necessary to provide the object with an unquestionable, clearly distinct, desirable place in the market and in the minds of target consumers. This is called product positioning in the market. Once the positioning decision has been made, the firm is ready to begin planning the details of the marketing mix.

The work of analyzing marketing opportunities, selecting target markets, developing the marketing mix and implementing it all require supportive marketing management systems. In particular, the firm must have systems for marketing information, marketing planning, marketing organization, and marketing control.

When establishing entrepreneurial risk, the following concepts are distinguished: “Expense”, “Losses”, “Losses”. Any entrepreneurial activity is inevitably associated with costs, while losses occur in unfavorable circumstances, miscalculations and represent additional costs in excess of those planned. This characterizes the category of "risk" from a qualitative point of view, but creates the basis for translating the concept of "entrepreneurial risk" into a quantitative one. Indeed, risk is the danger of loss of resources or income. In relative terms, risk is defined as the amount of possible losses related to a certain base, in the form of which it is most convenient to take either the state of the enterprise or the total cost of resources for this type entrepreneurial activity.

Introduction

Applications

Bibliography

Introduction

Among the elements of a market economy, a special place is occupied by real estate, which acts as a means of production (land, administrative, industrial, warehouse, retail and other buildings and premises, as well as other structures) and an object or object of consumption (land plots, residential buildings, cottages, apartments, garages). Real estate is the basis of personal existence for citizens and serves as the basis for economic activity and development of enterprises and organizations of all forms of ownership. In Russia, there is an active formation and development of the real estate market and an increasing number of citizens, enterprises and organizations are involved in real estate transactions.

Real estate is the main subject of discussion during the privatization of state and municipal property, the lease of non-residential premises, and the purchase and sale of residential premises. A layer of new owners of real estate has appeared both in the sphere of personal consumption and in many areas of entrepreneurial activity. Formed commercial structures operating in the real estate market.

The activity of domestic and foreign investors is developing, for which the acquisition of guaranteed rights to use land and the legal protection of their interests is of great importance. Local legislation began to develop to regulate the real estate sector.

In this work, I will also try to consider various aspects of choosing a home and what factors are priority when choosing a home, what is the “fair price” for housing according to buyers and some other issues.

The concept of real estate and its types

The term "real estate" appeared in Russia in the 17th century, but there is no exact definition of it anywhere. According to Civil Code In the Russian Federation, immovable things (real estate, real estate) include land plots, subsoil plots, isolated water bodies and everything that is firmly connected with the land, that is, objects that cannot be moved without disproportionate damage to their purpose, including forests, perennial plantations, buildings, structures. Immovable things also include aircraft and sea vessels subject to state registration, inland navigation vessels, and space objects.

Other property may also be classified as immovable by law. For example, the enterprise as a whole Property Complex also recognized as real estate. According to the Civil Code of the Russian Federation, an enterprise is not considered as a subject, but directly as an object of civil rights. The enterprise as a whole or part of it may be the object of sale, pledge, lease and other transactions related to the establishment, change and termination of rights in rem. An enterprise can also be inherited.

To economic characteristics real estate can be attributed to its rarity (there are no absolutely identical real estate objects); the cost of adjacent land, buildings (for example, the construction of hazardous production); territorial features(changes in territorial preferences can increase the value of real estate without physical changes), intended purpose (as a rule, cannot be changed without significant costs).

Real estate falls into three main types: land, housing and non-residential premises.

Depending on the nature of the use, real estate is divided into those used for housing (houses, cottages, apartments), for commercial activities(hotels, office buildings, shops, etc.), for industrial purposes (warehouses, factories, factories, etc.), for agricultural (farms, gardens) and special purposes (schools, churches, hospitals, nursery gardens , nursing homes, etc.).

Real estate market: concept, subjects and factors of formation

Market - a way of interaction between sellers and buyers; the totality of existing and potential buyers of the product. Real estate is a special commodity, as its characteristics are not typical of other goods. The real estate market is a set of relations around operations with real estate objects (sales, purchases, leases, pledges, etc.).

The main features of the real estate market are:

· the local nature of the real estate market (reducing the number of possible transactions due to a specific location);

Uniqueness of all plots of land (involves a difference in prices);

low liquidity of real estate compared to other goods (due to the need to involve legal institutions in transactions);

discrepancy between the high price and the financial capabilities of buyers, which requires a loan in most cases;

· Variation in prices due to incomplete awareness of sellers and buyers.

According to the functional purpose of objects, the real estate market is divided into 4 main components:

land market (land plots),

housing market,

the real estate market,

the industrial real estate market.

You can also highlight the market for unfinished objects and hotel services.

The main subjects of the real estate market along with the owners and users of real estate (which can be individuals and legal entities) are: banks, construction organizations (contractors), real estate firms, law firms, insurance companies, property management committees, technical inventory bureaus, court of Arbitration, notary offices, tax inspections.

In connection with the development of the real estate market, there was a need for appraisal activities. Appraisal activity- this is the activity of a person (appraiser) subject to licensing, which consists in establishing by him, in relation to the object being evaluated, using special rules and methods, the market or other value of real estate.

The development of the real estate market is facilitated by the free transfer of ownership of real estate. It should be noted that according to the Civil Code of the Russian Federation, mandatory notarization of real estate transactions is required. The creation of homeowners' associations (associations of homeowners for the purpose of joint operation) has begun.

In general, the formation of the domestic real estate market can be characterized the following factors:

Macroeconomic instability (it is impossible to foresee regulations, the adoption of which is determined by the political situation).

Inflation. On the one hand, investment activity and the development of a normal system of mortgage lending are declining, and on the other hand, due to the limited availability of more liquid and profitable areas for investing in real estate investments, they are attractive.

blur legislative framework.

Lack of special services for collecting and analyzing information, which makes the information space opaque.

Low professionalism of real estate market participants (little work experience, uncertainty of the legislative framework).

Uneven development of segments of the real estate market (the most massive is the housing market).

With the transition of Russia to market relations, real estate becomes a commodity, and the real estate market is gaining momentum. Uncertainty of land ownership, inflation and other factors mentioned above affect the development of the Russian real estate market.

The current state of the Moscow real estate market

Analyzing the dynamics of prices for new buildings in Moscow over the past year, experts note: at the end of 2009, the cost of apartments in new buildings has risen significantly. In general, prices for Moscow new buildings for the year increased by 6.7% in dollar terms and by 14.2% in ruble terms. By December 2009, the offer price at many facilities reached 180 thousand rubles per square meter, and this mark was the highest in the last few years.

Apartments in new economy class buildings were the first to be sold out; As practice has shown, small apartments in modern new buildings in Moscow are in high demand, even if we are not talking about the central districts of the capital. Apartments in Marfino and South Tushino, which were offered for sale at a price of 75-100 thousand rubles, found their owners at the stage of building houses. Today, such proposals, if they occur, are already at a price above 100 thousand per square. And it is precisely with the "washout" of the most liquid offers for new buildings that the specialists of the real estate company "NDV-Nedvizhimost" attribute the last year's rise in housing prices.

Analysts announced the coming shortage of housing at the end of 2008. Today it becomes clear that the forecasts were confirmed: last year, developers did not enter the market with new projects, but directed all their efforts towards completing the construction of previously started houses. In addition, about 80% of Moscow's new buildings were frozen at the pre-project stage, under the influence of a difficult economic situation.

Q: what can the buyer expect from the market?

The beginning of 2010 was marked by the fact that the signs of a housing shortage were very clear. The volume of commercial and social construction has fallen sharply, and today it is not so easy for buyers to find a vacant apartment in a new building in Moscow in a suitable area. In addition, in Moscow, the reconstruction of old housing blocks has practically ceased.

The economic situation has made its own adjustments to the scheme of interaction between the city administration and investors. If earlier the construction of housing for those who are on the waiting list and for residents of houses being demolished was partly financed by the administration, and partly transferred by investors for the implementation of social programs, now the mechanism has changed. In recent years, investors prefer to pay with money, and the off-budget source of replenishment of the municipal fund will thus soon dry up. The finances that come from investors do not have a designated purpose, and very soon the city will have to take over almost 100% of Moscow's social new buildings (whereas previously the city's share ranged from 30% to 50% of funding).

In the coming year, it is planned to spend 204 billion rubles on capital construction, and only 17% of these funds will be directed to housing programs. The city authorities intend to finance the construction of 56 new houses, and the bulk of the apartments in them will be provided to beneficiaries and residents of "Khrushchev" buildings planned for demolition.

Forbes and Expert magazines have published ratings of Russia's largest companies, which differ both in terms of sample size and company selection criteria. If the rating of the Expert magazine included ALL the largest companies in Russia, then the Forbes magazine included only those companies whose shares are not listed on the stock market. First of all, these are closed joint-stock companies, companies with limited liability and groups of companies conducting a common business and controlled by a common owner. As part of the Forbes magazine rating presented, companies were ranked by revenue received in 2006. Revenue data was provided by the companies themselves.

According to the Forbes magazine rating, the first place in the field of industrial and infrastructure construction was taken by Globalstroy-engineering, one of the participants in the Sakhalin-2 project, in the field of housing construction, Don-stroy, SU-155 and Glavstroy (took 2 3, 4 places in the rating of the magazine Expert, respectively).

The Expert-400 rating includes 22 construction companies and one real estate company - Miel-Real Estate. The Forbes rating includes 19 companies and 3 real estate companies - Miel Real Estate, Inkom and MIAN.

Metrinfo.Ru poll results

Popular opinion: the price is more important than the brand

Online real estate magazine Metrinfo.Ru conducted a sociological study on the purchase of housing in the primary market.

First, Muscovites were asked: “Please imagine a situation where you are going to buy an apartment. Say you:

would do everything on their own (find suitable housing, draw up documentation ....);

would use the help of acquaintances or friends;

use the services of a private broker;

would you go to a real estate agency?

6% of the surveyed Muscovites have chosen a real estate agency;

3% would buy a new building on their own;

1% would use the help of friends and acquaintances;

% would trust a private broker;

% would go "the other way".

Then the following question was asked: “Imagine that you had to choose: to buy a house from big company with a well-known name, but a little more expensive or with an unknown one, but cheaper? Which company will you choose? At the same time, it was clarified that both companies guarantee the legal purity of the transaction to the buyer.

4% chose unknown company;

3% settled on a well-known company;

2% would have acted differently;

1% found it difficult to answer this question.

Popular opinion: 30-60 thousand rubles. - price of available meter

What should be the price of "people's" housing. The online real estate magazine Metrinfo.Ru asked the residents of Moscow directly about this. A sociological study was conducted and it began with the question: "What should be the cost of a square meter in Moscow in order to become affordable for citizens?" Several options for this value were offered to choose from.

The poll results were as follows:

Up to 30 thousand rubles were named by 20% of the respondents;

60 thousand rubles was chosen by 44%;

80 thousand rubles - 31%;

more than 80 thousand rubles - 5%.

Popular opinion: how do discounts affect the decision of the buyer?

“Do you think discounts are real savings or tricks of sellers? Or maybe they do not have real economic benefits, but they encourage people to buy? ”, - such an ornate question was asked to people. Well, so that they would not get confused, the answers were offered:

Discounts are real savings;

Discounts are sellers' tricks;

Discounts have no real economic benefit, but an incentive to make a purchase.

% of the respondents (slightly less than half of the survey participants) believe that discounts are the tricks of sellers who always and everywhere derive complete benefit for themselves;

% believe that discounts have no real economic benefit, but, indeed, can become an incentive for the buyer;

% are confident that discounts are real savings;

% have a different opinion;

% found it difficult to answer.

Popular opinion: 6 acres near Moscow are better than the Turkish coast

Metrinfo.ru magazine conducted a sociological study on this topic. The question was asked: “Imagine, please, the situation - you have a certain amount of money and you have a choice - to buy a house in the suburbs or for the same money, but housing abroad. What would you prefer?"

2% of respondents would buy a house in the suburbs (difference from last year's figure is only 0.5%)

2% - would buy a house abroad;

6% found it difficult to answer.

Popular opinion: who wants to live on top?

“Would you personally like to live in a high-rise?” - asked the residents of Moscow.

No - 58% of respondents answered us;

Yes - said 42% of respondents.

Then, those who would like to live in a high-rise building were asked on which floor they would like to live. It turned out that:

3% are impressed by the height from 1 to 9 floors;

9% - settled on numbers from 10 to 19 floors;

9% - preferred frames from 20 to 29 floors;

9% of respondents chose the range from 30 to 40 floors;

4% - agree to live on any floor.

Popular opinion: Muscovites are not ready to change the capital to the suburbs

To start, we asked general question Are you satisfied with your living conditions?

"No" - answered 37.7% of the respondents;

"Yes" - say 62.3% of respondents.

Then the second question followed: “Would you agree to exchange (without financial costs) your apartment in Moscow for an apartment with an area twice as large, but in the Moscow region? (from 15 to 30 km from MKAD)”. Let us explain why we chose such a distance from Moscow: in this zone, prices are approximately two times less than in Moscow. Closer to Moscow - the cost increases, and the proposed operation can no longer be carried out.

Here is how the survey participants answered this question:

“Definitely yes” - 1.8%;

“Rather yes than no” - 5.3%;

“Rather no than yes” - 17.5%;

"Definitely - no" - 75.4%.

Popular opinion: real estate will save money

“Have you heard that during the crisis, apartments in Moscow began to get cheaper?”, - asked the first question to the survey participants.

No, this is the first time I hear about it - 55% of respondents told us.

Yes, I heard (a) - confirmed 45%.

The next question was: “Earlier (before the crisis) it was considered very profitable to invest in real estate, but now? How do you think?".

Yes, it is beneficial, - 56% of the survey participants answered so;

no, not profitable - said 14%;

30% found it difficult to answer.

real estate market

“In addition to real estate, people prefer to keep savings in bank accounts from inflation, keep cash, buy jewelry, buy shares in a company. What do you think is the best way?" - Muscovites were asked further. Here's the layout we got:

on a bank account - 27.1% said so;

in real estate - 25.7%;

in shares of enterprises - 14.3%

in precious metals, stones - 11.4%;

I have no savings - 4.7%;

in cash - 2.9%;

other - 7.1%;

found it difficult to answer - 7.1%.

The results of surveys of students of the Financial Academy (17-19 years old)

50 students were interviewed. 16 questions were asked. And here is the result.

3.What should be the cost per square meter in Moscow in order to become affordable for the citizens? Several options for this value were offered to choose from.

· Up to 30 thousand rubles

31-60 thousand rubles

61-80 thousand rubles

· more than 80 thousand rubles

7.If so, on which floor would you like to settle (only those who answered the previous one in the affirmative gave answers to the question).

· height from 1 to 9 floors;

from 10 to 19 floors;

from 20 to 29 floors;

from 30 to 40 floors;

· "Definitely yes"

· "Rather yes than no"

· "More likely no than yes"

· "Definitely not"

· on a bank account

in real estate

· in company shares

· I don't have savings

· in cash

other

· found it difficult to answer

13. Your gender

14.Number of people in the family

15.What will be a priority for you when buying an apartment

16.Name construction companies you know.

Summarizing all of the above, several conclusions can be drawn. Real estate includes objects, the movement of which is impossible without disproportionate damage to their purpose, including forests, perennial plantings, buildings, structures. The real estate market is a set of relations around operations with real estate objects (sales, purchases, leases, pledges, etc.). The development of the real estate market is facilitated by the free transfer of ownership of real estate. With the transition of Russia to market relations, real estate becomes a commodity, and the real estate market is gaining momentum. Of course, both market segmentation and product positioning are all just tools that are used to achieve the main task - making the best economic decision that brings the maximum income to the entrepreneur. Their significance lies primarily in the fact that the physical characteristics (quality) of the created (sold) objects correspond to their economic characteristics (price, income) and the perceptions of consumers of the objects proposed for sale. By 2010, customers began to gradually return to the market: developers began to regulate the market, reducing construction volumes.

We can also draw a conclusion about what factors are decisive when buying a home, especially economy class.

Applications

Dear respondent!

Our organization conducts marketing research in order to identify the preferences of buyers in choosing and buying cellular real estate. We ask you to take part in the survey and answer the questions posed in the questionnaire. The questionnaire is anonymous, last name, first name and patronymic should not be indicated.

Thank you in advance for your help!

1.“Imagine, please, a situation where you are going to buy an apartment. Say you:

· would do everything on their own (find suitable housing, draw up documentation ....);

· would use the help of acquaintances or friends;

· use the services of a private broker;

· would you go to a real estate agency?

2.Imagine that you had to choose: to buy a house from a large company with a well-known name, but a little more expensive or from an unknown one, but cheaper? Which company will you choose? Both companies guarantee the buyer the legal purity of the transaction.

3.What should be the cost per square meter in Moscow in order to become affordable for the citizens?

· Up to 30 thousand rubles

31-60 thousand rubles

61-80 thousand rubles

· more than 80 thousand rubles

4.“Do you think discounts are real savings or tricks of sellers? Or maybe they have no real economic benefit, but they encourage people to buy?

· Discounts are real savings;

· Discounts are sellers' tricks;

· Discounts have no real economic benefit, but an incentive to make a purchase.

.Imagine, please, a situation - you have a certain amount of money and you have a choice - to buy a house in the suburbs or for the same money, but housing abroad. What would you prefer?

6.“Would you personally like to live in a high-rise?”

.If so, which floor would you like to stay on?

· height from 1 to 9 floors;

from 10 to 19 floors;

from 20 to 29 floors;

from 30 to 40 floors;

· agree to live on any floor.

8.Are you satisfied with your living conditions?

9.Would you agree to exchange (without financial costs) your apartment in Moscow for an apartment with an area twice as large, but in the Moscow region? (from 15 to 30 km from MKAD)

· "Definitely yes"

· "Rather yes than no"

· "More likely no than yes"

· "Definitely not"

10.Have you heard that during the crisis, apartments in Moscow began to get cheaper?

11.Previously (before the crisis) it was considered very profitable to invest in real estate, but now? How do you think?

.In addition to real estate, people prefer to keep savings in bank accounts from inflation, keep cash, buy jewelry, buy shares in a company. What do you think is the best way?

· on a bank account

in real estate

· in company shares

· in precious metals, stones

· I don't have savings

· in cash

other

· found it difficult to answer

13. Your gender

14.Number of people in the family

15.What will be a priority for you when buying an apartment (arrange the numbers based on the values 1 is the most significant, 8 is the least significant):

· Price (how low or vice versa high price justifies everything, for example, low justifies possible disadvantages)

· The apartment itself (planning, renovation, if any, purely psychological sensations)

· The view from the windows (how priority is it, for example, if the apartment suits you, the house is not bad, but the view is not a fountain, or vice versa, the apartment is average, but the view is super)

· House (the house itself, neighbors, entrance)

· Neighborhood (which is around the house, there are all sorts of sites or parks or shops available)

· Area (infrastructure, how important is the proximity of kindergartens and schools for children, if you have already decided, for example, with a garden and a school and they suit you, they are ready for some kind of offer to break to the other end of the city, where everything is different and you don’t navigate there + transport accessibility of the center and exits from the city)

· The proximity of the metro (it doesn’t matter if you have a car or not, but suppose you don’t have it and there is an option to walk to the metro for 10-15 minutes or go by transport)

· The liquidity of the apartment (if, for example, you might sell it, now it suits you as an option for you, but how liquid will it be in 5 years)

16.Name the companies you know in the construction industry.

Socio-demographic portrait of respondents

gender % of the total number of men 66 women 34 number of people in the family 223364445126472

Bibliography

1. Civil Code of the Russian Federation

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1.3 Real estate market research. Targets and goals

The main results of the real estate market research are forecasts of its development, assessment of market trends, identification of key success factors. The most effective ways of conducting a competitive policy in the market and the possibility of entering new markets are determined. Market segmentation is carried out, i.e. selection of target markets and market niches. In order to make informed decisions in any market, it is necessary to have reliable, comprehensive and timely information. The systematic collection, reflection and analysis of data on the problems associated with the functioning of the real estate market constitute the content of marketing research. To be effective, these studies must first be systematic; secondly, rely on specially selected information; thirdly, to carry out certain procedures for collecting, summarizing, processing and analyzing data; fourthly, to use tools specially developed for the purposes of analysis. Thus, marketing activities are built on the basis of special market research and the collection of information necessary for their implementation. The flows of this information are ordered by certain research procedures and methods. Let us dwell on the most important objects of real estate market research.

Conjuncture and forecasting of the real estate market

General information includes data characterizing the market situation as a whole, in conjunction with the development of the industry. The sources of its receipt are the data of state and industry statistics, official forms of accounting and reporting.

Commercial information - data extracted from the business documentation of the enterprise, on sales from partners in the order of information exchange. These include: applications and orders of construction organizations; materials of market research services (materials on the movement of sales, market reviews, etc.).

Special information represents data obtained as a result of special market research activities (surveys of the population, buyers, experts, exhibitions and sales, market meetings), as well as materials from research organizations. Special information is of particular value because it contains information that cannot be obtained in any other way. Therefore, when studying market conditions, special attention should be paid to obtaining extensive special information.

Under certain conditions, such replacements are possible, but with appropriate reservations and subsequent adjustment of the results of forecast calculations. The choice of forecasting method depends on the purpose of the forecast, the period of its lead, the level of detail, and the availability of initial (basic) information.

3. Operative market information. A document containing operational information about individual processes of market conditions. The main sources of operational information are the data of population surveys, expert assessments of specialists.

Market volume

Identification of cause-and-effect relationships in the market under study is carried out on the basis of systematization and analysis of data. Systematization of data consists in the construction of grouped and analytical tables, dynamic series of analyzed indicators, graphs, charts, etc. This is the preparatory stage of information analysis for its quantitative and qualitative assessment. Processing and analysis is carried out using well-known methods, namely grouping, index and graphical methods, construction and analysis of time series. Causal relationships and dependencies are established as a result of the correlation-regression analysis of time series.

Ultimately, a description of the cause-and-effect relationships caused by the interaction of various factors will make it possible to build a development model in the market and determine its capacity. The market development model is a conditional reflection of reality and schematically expresses the internal structure and causal relationships of this market. It allows using a system of indicators in a simplified form to characterize the qualitative originality of the development of all the main elements of the market at the present stage and at a given period of time in the future. The formalized market development model represents a system of equations covering its main indicators. For each market, the system may have a different number of equations and indicators, but in any case, it must include supply and demand equations.

Accordingly, there are three complementary ways to develop a forecast.

Market segmentation

Segmentation has advantages and disadvantages, but it is impossible to do without it, since in the modern economy each product can be successfully sold only to certain market segments, but not to the entire market.

Signs for market segmentation: geographical, demographic, socio-economic, psychographic, behavioral.

Demographic segmentation consists of dividing the market into groups based on demographic variables such as gender, age, family size, family life stage, income level, occupation, education, religion, race, and nationality. Demographic variables are the most popular factors used to distinguish consumer groups. One of the reasons for this popularity is that needs and preferences, as well as the intensity of consumption, are often closely related precisely to demographic characteristics. Another reason is that demographic characteristics are easier to measure than most other types of variables. Even in cases where the market is not described from a demographic point of view (for example, based on personality types), it is still necessary to conduct with demographic parameters.

State of competition and market barriers

In a market economy, firms operate in a competitive environment. Studying consumers, one should not forget about competitors. The main task of competitor research is to obtain the necessary data to ensure a competitive advantage in the market, as well as to find opportunities for cooperation and cooperation with possible competitors.

To this end, analyzing the strengths and weaknesses of competitors, it is first necessary to answer the following questions:

· Who are the main competitors of your company?

· What is the market share of your company and its main competitors?

What is the competitor's strategy?

· What methods are used by competitors in the struggle for the market?

· What is the financial condition of competitors?

· Organizational structure and management of competitors?

• What is the effectiveness of competitors' marketing programs (product, price, sales and promotion, communications)?

• What is the likely reaction of competitors to your firm's marketing program?

At what stage of the life cycle are your product and competitor's product?

The first step in studying the competitive environment is to assess the characteristics of the market in which the company operates or intends to operate. Next, you should study who is a real or potential competitor. A competitor is an important element of the marketing system infrastructure that influences the company's marketing strategy in relation to goods, suppliers, intermediaries, and buyers. The study of the positions of competitors covers a wide range of issues and requires the involvement of a significant amount of information. It is advisable to analyze the characteristics of the main competitors in the following sections: market, product, prices, promotion of the product on the market, organization of sales and distribution.

Studying the competitive environment requires systematic observation of the main competitors, not losing sight of potential competitors. It is expedient to accumulate the obtained information in databanks. Information analysis allows specialists to derive reasonable estimates for each competitive factor and characterize the overall position of the company in the market in relation to its main competitors.

Market opportunities and risks

Chapter 2. Research of the real estate market of the Republic of Khakassia


Introduction
Marketing research of the real estate market
1.1. Development of marketing research programs
1.2.Regional marketing in the study of real estate markets
1.3.Research and analysis of demand in the real estate market
1.4. Segmentation based on the results of marketing research
Real estate pricing management
2.1. Development and implementation of pricing strategies
2.2. Calculation of the price based on the pricing factors of the real estate market
2.3.Cost pricing in the real estate market
2.4.Systems of discounts in the real estate market
Real estate sales management
3.1. Development of a customer-oriented marketing policy
3.2 Distribution channel management
3.3.Organization and simplification by sales structures
3.4 Simplification by the interaction and motivation of sales participants
4.Communication management in real estate marketing
Marketing communications and tools
4.2. Development and implementation of communication programs
Conclusion
List of used literature

Introduction

Real estate is the basis of the country's national wealth. The state of the real estate market affects the economy of the country as a whole, since the capital, labor, goods and services markets need premises that are appropriate for the activities performed.

Purchase and sale of real estate, insurance and property disputes, taxation, leasing property, corporatization of enterprises and redistribution of property shares, sale investment projects and secured lending are a short list of transactions that require knowledge of real estate economics. Such transactions are widespread, the state of the real estate market affects the economy of the country as a whole, therefore, knowledge of the economics of real estate is necessary both for successful entrepreneurial activity various kinds, and in life, in the everyday life of any family and individual citizens.

“Real estate is any property consisting of land, as well as buildings and structures on it.”

In Russia, the term "immovable and movable property" first appeared in the legislation during the reign of Peter I in the Decree of March 23, 1714 "On the order of inheritance in movable and immovable property." Land, land, houses, factories, factories, shops were recognized as real estate. Real estate also included minerals located in the ground, and various structures, both towering above the ground and built under it, for example: mines, bridges, dams.

In Soviet civil law (GK RSFSR - Art. 21, 1922) it was established that in connection with the abolition of private ownership of land, the division of property into movable and immovable was abolished.

In the process of carrying out economic reforms in Russia, the division of property into movable and immovable property has been reintroduced. Since 1994, according to Art. 130 of the Civil Code of the Russian Federation, “immovable things (real estate, real estate) include land plots, subsoil plots, isolated water bodies and everything that is firmly connected with the land, that is, objects that cannot be moved without disproportionate damage to their purpose, including forests , perennial plantings, buildings, structures. Real estate also includes air and sea vessels subject to state registration, inland navigation vessels, and space objects.

The definition of real estate located in the housing sector is contained in Art. 1 of the Law of the Russian Federation "On the Fundamentals of the Federal Housing Policy", which includes in the composition of such property: land plots and residential buildings with residential and non-residential premises firmly associated with them, household outbuildings, green spaces with a long-term development cycle, residential buildings, apartments, other residential premises in residential buildings and other buildings suitable for permanent and temporary residence, structures and elements of the engineering infrastructure of the housing sector.

Things not related to real estate, including money and securities, are recognized as movable property.

Marketing research of the real estate market

1.1. Development of marketing research programs

The complex of marketing researches includes consecutive performance of the following actions.

Formulation of research objectives - hypotheses regarding the structuring and selection of territorial markets, segments, competition, market response to socio-economic processes, compiled in the process of monitoring the impact of environmental factors on the results of real estate management.
Development of a research plan, during the preparation of which the methods of their conduct are selected, the type of information required and the tools for its collection, data forms, sample size, etc. are determined.
Carrying out marketing research is directly obtaining the necessary information, processing and studying it.
Based on the results obtained, preparation of proposals to improve the optimization of real estate use activities.

collection and processing of reporting and statistical information on the results of financial and economic activities in the real estate market;
obtaining expert assessments of the company's personnel - managers and qualified specialists, often used in the practice of identifying problems;
direct monitoring of the implementation of marketing functions at all levels and stages of real estate management and identifying their shortcomings.

On fig. 1 shows an example of the structure of conducting marketing research on the real estate market to solve the identified problems.

In particular, the scheme provides for the identification and evaluation of the current results of the use of real estate, the reasons for the insufficient use of their potential, obtaining information to calculate the economic feasibility of possible changes to improve, the development of new segments and sectors. At the same time, the main feature of marketing research is the monitoring of the current and forecast prospective state of geographic real estate markets.

In table. 1 shows the selection of tools for collecting and processing data, depending on the objects under study and subjects of marketing research of the real estate market. Important in research is the division of information into primary and secondary.

Table 1

Tools for collecting information in real estate market research

Objects of marketing research and analysis		The main tools for collecting and processing information:
				focus groups	questioning (interviewing)
		own materials and data	secondary sources		retailers of objects	end customers	wholesalers of objects

	Behavior
Competitors
	Recognition
Facilities and services
	Perception
Price (rate)	Valid
	Potential
Sales (distribution)
	Behavior
Market Promotion
	Perception

Primary information is formed in the course of marketing research conducted by a participant in the real estate market independently or with the help of specialized marketing agencies and companies based on the study of focus groups, as well as questioning of end customers, participants in the sales and distribution system (see Table 1). For marketing analysis, the main is secondary information, in some way structured and obtained from existing sources:

external - libraries, the Internet, industry and territorial print media, specialized databases and others, information that is collected in the process of without fail must be compared with each other;
internal data and documents collected, accumulated, stored and analyzed in the course of daily activities management company.

1.2. Regional Marketing in Real Estate Research

We single out the following main competitive advantages, in the study of which the tools of regional (territorial) marketing are used:

socio-economic specialization and geographical location of the region;
infrastructure and attractions of the territory;
consumers and clients of the territory - the population and business clients;
the image of the region is the image of its perception by the target groups.

Regional marketing in the study is intended to analyze the current state and opportunities for the future development of territorial real estate markets.

The initial component of the marketing research of the territory is its relative social, economic, geographical positioning among other regions and in international sales markets. Based on their study, a forecast is made of how the regions of interest will develop, what will be their sectoral structure of the economy, and, consequently, the structure of the real estate market. Determination of the current and expected positioning makes it possible to conduct a comparative analysis of the proportions between regions, to make assessments of the prospects for the functioning of the company and its facilities in the developed territorial real estate markets, as well as entering new ones.

For construction company more significant are the natural-geographical and land resources of the region - their availability and cost, as well as transport and personnel, affecting the costs, timing and quality of capital construction.

For the development of residential real estate, the ecology, social sphere, historical and cultural environment and resource factors that affect the level of sales yen (rental rates) of housing are more important. The industrial and economic development of the region is of decisive importance for projects related to commercial real estate, especially office and warehouse ones, since they are most dependent on the economic situation.

To study the image of the region, its perception by potential customers in the real estate market, first of all, monitoring of the statements of various kinds of public figures, advertising travel agencies, media publications. Its goal is to identify characteristics that describe both the current and possible future general positioning of the territory in society, the business environment, international markets, etc. At the same time, the perception of the region can also be measured quantitatively on the basis of sociological research methods and semantic technologies. It is carried out by selecting target groups (potential customers), measuring the degree of familiarity and popularity of promising territories among their representatives, and highlighting the most significant criteria for their comparison.

Taking into account the obtained relative importance of the constituent parts of the regional attractiveness, a comparative analysis of the competitive advantages of the territories is carried out.

To study the prospects of the regional residential real estate market, it is advisable to study the affordability of housing for the population based on their solvency, average income levels for the period, and the estimated purchase budget. However, the listed absolute indicators may not be comparable for a comparative analysis of various regional markets on an international scale. In such cases, the attractiveness of the residential real estate market, its individual sectors and segments can be assessed using the relative values of housing affordability indices in different regions - countries, cities, etc.

The higher the index value, the less affordable housing in the region and the higher the demand for its purchase, and vice versa.

1.3. Research and analysis of demand in the real estate market

Analysis of supply and demand in the commercial real estate market. The main characteristics of supply and demand in the real estate market are the areas of offered premises, including newly built and reconstructed facilities, as well as the volumes demanded by customers.

The volume of supply in the real estate rental market () is the sum of the areas of all leased objects () and vacant (vacant) premises () intended for rent:

The value of the supply of rental services for a managed real estate object () is the sum of occupied () and unoccupied () areas in it by tenants. The values of demand indicators for the rental market and the facility ( and ) are calculated based on the areas occupied by customers in the market () and in a specific building (), as well as the corresponding areas of additionally demanded premises ( and ) using the formulas

- for the rental market;

- for the property.

The priority in marketing analysis is to predict the most likely scenarios for changing the market rental rate:

rent reduction if supply exceeds demand

The calculation of the expected change in the volume of supply in the real estate market () is carried out on the basis of the area indicators of new facilities planned for commissioning () and buildings subject to demolition and (or) withdrawal from circulation due to conversion and reprofiling

() according to the formula:

The total supply on the market by the end of the th year is equal to the sum of the areas at the end of the previous () year () and the objects newly commissioned in the th year () minus the areas of the premises withdrawn from the rental turnover during the th year ():

Calculation of the expected change in demand in the rental market () involves the use of the following relationship:

where - the area of premises on the real estate rental market, which are occupied by clients who first appeared on the market; — premises additionally occupied by current tenants; - area of premises planned for release.

For marketing analysis, as an additional characteristic, the market capacity indicator () can be considered, calculated by adjusting the actual occupied space for the period according to the formula:

The indicator can take a negative value if there is insufficient supply of space on the market, "absorbed" by customers in conditions of shortage.

A significant parameter of the rental market is the coefficient of underutilization of premises by tenants () - the ratio of the areas of vacant premises

() to the total value offered on the market () or its inverse occupancy rate ():

The average market values of these coefficients are important in forecasting and comparative analysis of income and rental rates of the property in question in future periods.

Analysis of supply and demand in the residential real estate market. To study the market for the purchase and sale of housing, the following types of settlement prices should first be analyzed.

where - the category of the studied real estate objects, grouped according to the criterion - the type of apartment, the class of housing, the territorial location of the object, etc.; - unit price of real estate in the th group (per unit area); — the share of areas (weight) of objects of the 1st group in the total area of all analyzed real estate: — the total area of objects of the th group; - the total area of real estate objects of all considered groups.

where — the number of objects sold (offered) at a price below the median; — the number of objects sold (offered) at a price above the median.

From the above formulas, it follows that it is advisable to use the weighted average price in assessing the unit cost of a unit area of housing, and the median price - the average market value of the entire premises as a whole. In addition, the average price indicator is most suitable for comparative comparison of a wide range of values in the context of different types and types of housing: one-room and multi-room, panel and monolithic, from one to several districts, etc. The median price is applied to a more homogeneous group of real estate objects, which is difficult to structure into additional categories (by area, location).

A detailed study of the dynamics of areas and prices in the housing market is proposed to be carried out on the basis of a structural analysis of the supply and demand factors, their causal relationship with equilibrium price(Fig. 2). As can be seen from the diagram, in this case, special attention should be paid to changing the solvency of the population, as well as the availability of housing offered by the seller to target customers, including as a result of targeted state and regional programs, lower mortgage rates, etc.

The volumes of built and put into circulation areas primarily determine the level of supply prices in the housing market. Thus, the reduction of construction sites, including due to restrictions on urban development activities by regulatory authorities, affects the amount of space built and offered on the market. Cost increase building materials leads to an increase in the cost of construction and, accordingly, supply prices. With stable or developing demand, these supply factors will lead to an increase in the level of yen in the residential real estate market in the future.

Rice. 2. The structure of supply and demand factors for marketing research.

It is expedient to calculate the current value of supply in the residential real estate market on the basis of operational monitoring data and research on competitors and their operating facilities. Determining the expected supply volumes involves the use of additional marketing tools and forecasting technologies that take into account both macroeconomic and microeconomic parameters.

When selecting forecasting tools in the residential real estate market, it is proposed to apply the following approach:

monitoring of competitors and building-by-object calculation of the commissioning of areas of prestigious and large objects with a high relative market share;
statistical analysis of past dynamics and extrapolation of the results for sectors with a low level of consolidation, such as economy class housing.

The study of the competitive environment in the housing market is proposed to be carried out on the basis of information about developers - participants in the real estate market, characterizing the turnover of construction, housing sales prices, sales volumes, the number of buyers and market share.

For marketing research of the residential real estate rental market, the key characteristic-indicator is the ratio of the rate and the cost of acquiring housing (), calculated by the formula

where is the rental rate in the th segment under consideration (type of housing, category of tenants, etc.): is the cost of buying housing.

For current and potential tenants, this indicator allows you to assess whether it is preferable to rent or purchase a home. The greater its value for the considered type, class of housing, segment, the less expedient its rent, all other things being equal, and vice versa.

1.4. Segmentation based on the results of marketing research

At the initial stage of segmentation, a comparative analysis of the characteristics, trends and dynamics of the market, as well as available, offered, planned for sale services and real estate objects is carried out using the development grid (Table 2). This method allows you to determine the strengths of the company and its facilities, market prospects. Taking into account the assessment, the feasibility of implementing the following options for improving the effectiveness of marketing is determined:

1) deeper market penetration through the use of existing facilities and the provision of services to an existing group of customers;

2) expanding the boundaries of the market by changing the functional purpose of the object and (or) a set of services, for example, renting out the premises of a residential building for office purposes;

3) creation of new services - reconstruction or capital construction of a new existing real estate object, taking into account the changed requirements of current customers;

4) diversification - refusal to focus on a single object and (or) a range of services in favor of expanding the range.

After that, the division of customers into groups is carried out based on the characteristic key differences in their needs, preferences and consumer behavior. Each of the segments identified in this way is formed from current and potential customers who respond in the same way to the same set of marketing incentives. The most common grouping methods client base— breakdown by industry profile, level of solvency, needs and geographic characteristics.

The next stage is an assessment of the attractiveness of each segment, as a result of which the target ones that are most important for the management company are identified, with the simultaneous determination of strategic priorities for them. To do this, in the process of research, the feasibility of possible ways of penetrating the market under consideration is analyzed.

table 2

Estimating the Real Estate Market with the Development Grid

Real estate markets	Available properties and services		New properties and services
		possible mechanisms for implementing strategies	possible marketing strategies	possible mechanisms for implementing strategies
Existing	1. Deeper market penetration	Reducing prices (rates) for objects and services, increasing advertising costs improving the distribution system	3. Development of a real estate object, services	Creation of new real estate objects and development of new services to retain current clients
	2. Market expansion	Changing sets of services, assigning objects to attract customers from new target segments	4. Market diversification	Creation of new real estate objects and a complex of services for clients from new segments

The final segmentation step is a detailed description of the key characteristics of the target segments of the developer company, as well as objects and services demanded by clients in the real estate market. When compiling it, all previously obtained results of industry analysis, assessment of the state of the competitive environment and the production potential of the real estate market sector, as well as research on the technical, operational and consumer properties of objects and services are taken into account.

To structure the commercial real estate market, it is most common to break down clients according to their industry profiles, which in turn can be further divided into sub-sectors. When segmenting by scale of activity, companies can be grouped based on revenue indicators or their size in terms of number or turnover - small, medium, large.

In particular, in the office real estate sector, customers can be segmented as follows:

1) banks, international and foreign representative offices. those who prefer to own or rent an entire building of a prestigious type (as a corporate symbol) located in a prestigious location - class A;

2) large enterprises, interested in offices of business centers of categories A or B, located in the city center and provided with a full package of security guarantees, amenities and services;

3) medium-sized companies that show the main interest in office space in class B buildings located in the business part of the city and with good transport accessibility;

4) small businesses that rent objects of category B and C in "sleeping" areas and on the outskirts of the city, where the rent is significantly lower;

5) industrial firms use office space for administrative and representative activities in buildings adjacent to the main production.

For a detailed study of the target segments, a profile is compiled, which should include the preferences of the client group, the nature of the property and services they purchase, the fundamental aspects of sales, etc. The obtained results of the analysis of segments and their key features are the basis for the formation of a marketing strategy for market positioning in the markets where the company operates. At this stage, customer requests are correlated with the key success factors of the company in the context of groups of current and potential customers - strengths its real estate, services and management systems. Identification of competitive advantages allows you to determine the values of indicators that characterize the achievement of goals in real estate management.

Segmentation of demand based on consumer preferences by classes and formats of objects makes it possible to optimize the amount and structure of income and expenses, taking into account the practice of concluding contracts that has developed in the market.

At the same time, it is no less important for commercial real estate management to take into account the impact on target indicators in the segments of such factors as the choice of an "anchor" tenant in accordance with the concept of the object, the distribution of premises between clients.

Mistakes in the internal arrangement of anchor and other tenants should be avoided, in particular, the location of “anchors” on the 1st and 2nd floors, thus depriving the sellers of related products located above the income. If as an "anchor" shopping center If it is planned to attract a large department store, then it is worth calculating whether there will be enough space for other tenants offering related and additional goods and services. Relatively low rates apply to the anchor tenant.

For segmentation in the residential real estate market, it is possible to use such features as the degree of customer satisfaction with their living conditions and the affordability of acquiring (improving) housing.

Based on the results obtained and processed in this way, areas are grouped in which the demand for new housing will be equal to, lower or higher than the market average, based on the assumption that the respondents seek to purchase an apartment in the same place where they currently live.

When assessing the capacity of demand in target segments, as well as its distribution by districts, the company must also take into account the absolute characteristics of the districts: the number of inhabitants, population density, average apartment area, etc. This will make it possible to more accurately predict the size and structure of potential demand in the market and determine the company's prospects.

To segment the market based on the characteristics of customers' solvency and the affordability of housing for them, it is possible to apply preferences in the choice of payment methods: own funds, through participation in shared construction, with the help of savings schemes in housing cooperatives and partnerships, as well as through mortgage loans both for construction and for the purchase of finished housing, etc.

2. Price management in the real estate market

2.1. Development and implementation of pricing strategies

Strategic pricing in real estate management. In pricing, the following main types of pricing strategies are distinguished depending on the ratio of the established yen to the average market value:

1) premium pricing or “cream skimming”, which include setting high prices for innovative and prestigious objects and services in the real estate market, a step-by-step premium strategy (consistent price reduction) and a “price umbrella”;

2) neutral pricing - following the leader, focusing on market and competitor prices, product differentiation (real estate and services), market segmentation strategy and minimum sufficient profit;

3) price breakthrough or "low price" strategies - cost leader, loss-making leadership.

Breakthrough strategies are characterized by setting prices at a level perceived by customers as low or moderate in relation to the economic value of the proposed property or service in the real estate market. They are used to increase the market share of the company and its sales, which leads to an increase in the total gross profit even at a small rate in the unit price.

The premium pricing strategy is characterized by the formation of prices that are inflated in relation to the value of the goods estimated by the buyer. This disproportion provides a profit from sales at prices that include a premium markup for the most complete satisfaction of the needs of a narrow group of buyers. With neutral pricing, the price offered by the seller is adequate to the “price-value” ratio expected in the target segment of the real estate market.

Differences in pricing strategies are determined not by the value of prices for an object and services in the real estate market, but by their perception by current and potential customers in general comparison with the offers of other market participants. For example, rental rates for prime office space in the Russian market can be high in absolute terms and at the same time be foreign companies relatively low international level for renting similar premises. Therefore, setting high rates for these target customers will be the result of a price breakthrough strategy, and not a “cream skimming”.

Formation and implementation of an effective comprehensive pricing policy in the real estate market should be divided into the following blocks.

1. Development of a set of pricing strategies, taking into account the stage of the life cycle of an object in the real estate market, as well as:

The result of research and analysis of preferences of target segments, assessment of willingness to pay more (or less) for the proposed object;

The values and structures of costs that should be covered at the set price for the object;

Competitive environment - possible actions of competitors in terms of price offers in target real estate markets.

2. Price management for services and real estate based on the mechanisms for its determination and adaptation.

This approach involves the achievement and development of not only short-term, but also long-term competitive advantages. It is from the standpoint of the pricing strategy that the validity of the applied prices is analyzed in order to determine what the result will be and how it corresponds to the goals of the management company (real estate seller). For example, a developer lowering the prices of their properties in order to actively attract additional customers allows you to increase revenue in the short term. However, a possible price war provoked by this decline in the medium and long term will lead to unprofitability if the developer's costs are higher than the industry average.

Such negative consequences can be avoided by assessing the competitive conditions in the target markets, as well as the consumer value of the property. In conditions perfect competition when the share of each of the participants does not exceed 1-2%, it is most expedient to set the rate based on the average market level. At monopolistic competition rent can maximize profits in already captured segments or be below cost during the period of penetration into new market niches.

The oligopolistic real estate market is characterized by the largest range of competitive pricing strategies possible. If the management company is one of the leaders, then the rate can be set at a level that ensures the maximum current profit, taking into account the residual demand. The follower company, in turn, in pricing, has to focus on the rates of the leaders with their adjustment for the quality of services, technical, operational and consumer properties of the property, etc.

Marketing analysis and research of customer preferences allow setting a price in the real estate market depending on their perception of the economic value of the object. To determine on their basis the most probable consumer behavior, the corresponding indicators of elasticity are used, which characterize the growth or decrease in the volume of demand with a change in the market price or income of buyers (tenants) of real estate.

Price elasticity of demand () reflects the degree of impact of an increase or decrease in price () on the quantitative characteristics of demand (), calculated by the following formula:

where is the base (initial) value of the volume of demand; — base (initial) value of the price.

For a residential real estate developer, the elasticity condition is expressed as that a decrease in the price of apartments for sale with price-elastic demand () allows you to increase revenue, and with inelastic () - will lead to a decrease in income.

The income elasticity of demand is determined by the formula

where is the average (on the interval ) income of current and potential customers; - the amount of income growth for current and potential customers.

Accounting for the stage of the life cycle of real estate in pricing consists in setting a price (rate) that provides the optimal ratio of revenue, profit, market share, etc. with the current technical and economic parameters of the facility. As it is used, the rates are brought to the average market values of the level. During the downturn, it is necessary to maintain such a level of rates that allows you to retain tenant clients, reduce the share of vacant space to a minimum, and achieve break-even services.

The main goal of the premium pricing strategy is to obtain the highest level of profitability by reducing the volume of services (space) in the real estate market by the seller and setting prices that are extremely high, but acceptable to target customers.

Most often, premium pricing is implemented in the form of a "cream skimming" strategy for the sale of innovative and (or) prestigious products - real estate and services, for example: luxury housing, "smart" houses (intelligent buildings), a country cottage, etc. The feasibility of its application is assessed on the basis of the value of the break-even indicator of sales (sales) when the price changes (), calculated by the formula:

where - price change, indicated with the sign: "+" - with an increase in price and "-" - with a decrease; - specific gain, the share of profit in the price of goods (services).

The possibility and effectiveness of using cream skimming strategies is also determined by the presence of the following main conditions:

1) the uniqueness and (or) high status of the object being sold in the real estate market, to which customers attach particular importance and for which they are ready to pay an increased premium price;

2) a significant share of incremental - variable and conditionally fixed - costs in overall structure the costs of creating, operating and using a property, in which even a small bonus premium leads to a significant increase in profits.

To successfully implement the strategy of "skimming the cream", the company must also ensure and maximize the use of barriers to protect the captured market segment from competitors: patents, permits and licenses, possession of the best distribution channels, access to limited resources, reputation of the company, its facilities and services, economies of scale .

Keeping prices at a given maximum level becomes more difficult as the effectiveness of barriers decreases and competitors master technologies for the production of similar facilities, improving the cost structure. This trend is typical for durable goods, therefore it is also true for real estate objects with a long life cycle. Under such conditions, a stepwise premium strategy is appropriate, when the price is determined by a discretely decreasing premium markup, which makes it possible to ensure the greatest overall gain for the seller - an additional increase in sales and the conquest of new sectors with each subsequent revision of prices (rates).

The premium pricing mechanisms include the “price umbrella” strategy, in which the leading company forms prices with increased profitability in a certain segment of the real estate market - “opens the umbrella” over it. An additional price premium is formed not so much due to the characteristics of the objects, but due to the strong market, close to monopolistic positions of the company - many years of experience, established image, customer loyalty.

This strategy can be implemented in the following cases.

1. Concentration of efforts on capturing the most attractive sector of the real estate market and creating a base for market expansion, which allows you to properly structure the amount of investment in the necessary marketing programs.

2. Gradual build-up of facilities and services production capabilities as they penetrate into larger segments of the real estate market, allowing:

Improve the efficiency of supply chain operations through experience gained at small scale;

To use financial resources from the sale of real estate and services in previously developed segments to expand financial and economic activities;

Minimize the risk of "death" financial resources in excess production capacity with an erroneous assessment of the capacity and attractiveness of the segment.

Breakout strategies are used by a new entrant or a player seeking to further strengthen their position by expanding their client base in the real estate market by selling objects not at the highest possible price. The most common pricing mechanisms of this type are:

Leadership in terms of costs, due to low costs compared to the main competitors for the production, promotion and sale of objects in the real estate market, when the likelihood of a price competition (price war) is excluded, since its outcome is obvious to all market participants;

Loss leadership, when the price of the main service, such as renting real estate, is set below cost, and the sale of other related services to customers is carried out at an increased fee.

The main condition for the expediency and effectiveness of applying the above strategies is the presence of a large circle of customers who are ready to immediately switch to a company that has set a relatively low price for an object, since the reaction to the difference will not necessarily be prompt and meet the seller's expectations. As a result, the use of a price reduction strategy is unreasonable in high-income segments - tenants and buyers of luxury housing, country cottages, etc. In such a situation, an attempt to expand these segments by lowering prices will most likely lead to the loss of existing customers, for whom the fact that their purchase is available only to a select few with a high level of solvency and extraordinary taste is important.

From a cost structure perspective, breakout strategies are more successful when incremental costs are smaller and unit gains are larger. Therefore, even a slight increase in customers and sales volumes will lead to a noticeable increase in total revenue.

If the real estate object has a low value of the specific gain, then the price reduction is justified, while at the same time a significant reduction in variable costs, which will retain the seller's gain. As a result of the above strategies, price breakouts are often initiated by a real estate market participant when its competitors cannot or do not want to take symmetrical retaliatory measures for one of the following reasons:

a significant superiority of the initiator in terms of cost reduction opportunities or in the amount of available financial resources;
insignificant market share and scale of activity of the initiating company, the results of the change will affect small segments that are not noticeable to large players;
highly elastic demand and low customer loyalty, when the policy of low prices causes a general expansion of the boundaries of the target market, as a result of which all participants will not lose even if they follow the price reduction.

At the same time, a price breakthrough as a competitive tool is justified and even preferable when a company expects increased competition from new entrants. In this case, lower prices and a sharp increase in sales will provide a significant reduction in unit fixed costs. This will lead to the erection of an entry barrier due to economies of scale, to overcome which competitors need to have more efficient production and management technologies or immediately start providing services in volumes greater than those already achieved by other companies in this market.

The essence of neutral pricing is not to use the yen as a tool to increase the occupied sector of the real estate market or to prevent foam from in any way affecting its reduction. Its main types are:

1) the strategy of following the leader, which is most typical for a monopolistic or oligopolistic market, when its main participants set prices based on the level of prices dictated by the leader, rental rates;

2) a strategy of focusing on the prices of the market and competitors, when pricing decisions are based on the average market level of the real estate market;

3) the minimum sufficient profit strategy, which is close in essence to the previous strategy, but involves price adjustment taking into account the minimum required (target) level of profitability;

4) product differentiation, when an object is offered that differs in its characteristics from competitors' analogues, and thereby additional sales volumes are achieved at a yen comparable to competitors' offers;

5) segmentation strategy - promotion of a line of objects in various segments of the real estate market due to their differences in consumer properties.

2.2. Price calculation based on pricing factors

real estate market

The calculation of prices and rates in the real estate market using pricing factors is based on the results of research and analysis of requests and customer preferences. As pricing factors, criteria are selected that take into account, first of all, the following main features of real estate:

The complexity of the elemental structure of the object;

Non-movability of an object in space, its binding to a certain geographical coordinate system;

The duration of the process of creating an object and its subsequent use;

Difficulty in formalizing the transfer of ownership of the object;

The amount of transaction costs when concluding transactions with an object.

In table. 3. An example of a grouping of the main physical, legal, economic and social price characteristics that most significantly affect the compliance of the value of the property under consideration with the requirements of its potential buyers and tenants is given.

Setting prices in the real estate market based on pricing factors is carried out by selecting key features according to the degree of influence on the consumer and economic properties of the object. Their importance is primarily determined taking into account the market segment, functional purpose and type of property. At the same time, the key assumption is that the value of the property of the type in question for customers is determined only by economic interests and patterns, the value of which can be estimated if the following conditions are met:

The usefulness of an object as a pull that satisfies the needs of a person, society, business entities, etc.;

Limited supply of real estate as an economic resource for the life of a person and society, as well as business entities;

Availability of solvent demand;

The possibility of transferring ownership or other right that determines legal status real estate, from the owner of this right to another person as a potential buyer of the object.

Table 3

The main pricing factors in the real estate market

	Groups of pricing factors
	physical	legal	economic	social
Local	physical characteristics object	Completeness of rights and encumbrances on the object	Availability of substitute products	The prestige of the area
	Communication security of the site	Reliability of guarantees of property rights	Level of rent and costs	Crime level
	Distance from business centers	Restrictions on the use of the object	Number of buyers (tenants)	Number and structure of families, business entities
	Distance from recreational areas	The complexity of registration of rights, the conclusion and registration of the contract	State of Alternative Markets	Social structure of the population
	Distance from highways	Territory zoning rules	Level and dynamics of household income	Conditions for migration
	Landscape and building type	Political risks	Subsidies, incentives, earmarked finance	Tastes and traditions of the population
	Ecological state	Market regulation	Availability of financial resources	Population density
	Probability of natural and man-made disasters	Restrictions on rights for foreigners	inflation expectations	Educational level of the population
Global	Climate features	Tax regime and benefits	Level and pace of business development	Population

The economic value of an object in the real estate market is the maximum price for the client that he is willing to pay for obtaining the corresponding benefit. When calculating it, it is assumed rational behavior consumer, an objective perception of the advantages and disadvantages of the proposed purchase based on a comparison of transaction alternatives for similar real estate.

The price of a real estate object is calculated as the economic value of the best alternative in terms of consumer properties available to the target buyer, adjusted for its positive and negative differences from the optimal option, according to the formula:

Price = Economic value + Positive - Negative

of the best object (service) value of differences value of differences

In accordance with the significance of pricing factors, as well as their groups, the total integral economic value is calculated

() for each -th object according to the formula

where is the value of the th pricing factor; - the significance of the -th factor in the general value of the -th group of pricing factors; - the significance of the th group of pricing factors in the overall value of the economic value for the tenant.

Acceptable for target client the level of the rental rate () for each object is determined on the basis of the price of indifference - the rent of the best () and its amendments using the corresponding deviations of the economic value of objects () from the value of "ideal" () according to the formula:

The probability of renting the premises by a specific tenant is the higher, the lower the rate is relative to the level acceptable to the client. However, the landlord can apply the results obtained not only for setting a fee, but also for analyzing the possibility of changing it by comparing the “price - value - pricing factors” ratios.

2.3. Cost pricing in the real estate market

Cost pricing is based on the application of production costs and the desired profit from the sale of objects in the real estate market. The price is the sum of the following elements:

* direct production costs directly related to the creation, operation and sale of the property, per unit area;

* the average specific value of indirect (overhead) costs associated with the organization of company management processes as a whole;

* specific profit of panenki size per cost price.

Cost pricing involves the use of the results of an analysis of the amount, types and structure of costs according to accounting and financial accounting, as well as regulatory regulatory and internal administrative documents that regulate the cost calculation algorithm and the amount of margins.

There are the following technologies of cost pricing.

1. The average cost of the company plus profit - the establishment of a markup in absolute or percentage terms to the cost of production per unit area.

2. Appointment of a price that provides the target values of cost recovery and expenses for the creation and operation of the property.

3. Calculation of the price on the basis of break-even - the price (rental rate) of the property, at which the required amount of gross profit is formed.

2.4. Discount systems in the real estate market

Discounts, which, by their commercial nature and depending on the source of formation, can be divided into two main types:

1) planned discounts, which are formed at the expense of the total amount of administrative (overhead, indirect, indirect) expenses;

2) tactical discounts, the source of which is profit, and the purpose is to create additional price incentives for customers by directly reducing the price of the object.

Planned discounts include the organization by the developer of an advertisement for a residential complex under construction with an indication of real estate agencies where apartments can be purchased. Thus, the developer saves the funds of its sales intermediaries for marketing and promotion of the object, which, by economic nature, is tantamount to providing an additional discount, which can subsequently be expressed in a reduction in the amount of the agency fee.

Tactical discounts provide a reduction in the actual purchase price of objects in the real estate market, which leads to an increase in the purchase value gain for the client. Let us consider in detail discounts as the most interesting tool for price adaptation, their capabilities and limitations in real estate marketing, as well as methods for analyzing and evaluating the feasibility and effectiveness of use.

Volume discounts are a reduction in the sale price, which is guaranteed to the buyer in the event of a one-time purchase of objects in an amount equal to or exceeding a certain amount.

The discount can be expressed in the following forms:

Percentage of the reduction from the nominal (list) price;

The number of units (space, number of premises, services, etc.) that can be obtained by the buyer free of charge or at a reduced price;

An amount returned to the customer free of charge or credited towards future purchases.

The introduction of simple discounts is aimed at stimulating the purchase of as many services as possible. Their upper limit is the amount of savings for the seller with an increase in a single order. The most justified use of this type of discount in those sectors of the real estate market, where the main goal of the seller will be to maximize gross revenue or profit in a particular transaction, and the buyer - to minimize the unit price.

When the system of simple discounts does not bring the expected result, it is necessary to study the possibility of introducing cumulative (cumulative) discounts - a reduction in the sale price, guaranteed if the client purchases objects over a certain limit over a certain period of time and applies to the volume in excess of it. The basis for differentiating discounts can be the parameters of customer purchases on a cumulative basis - the accumulated number or total cost of real estate and (or) units of services sold to him.

The possible advantages of such a discount system for a property management company are:

Redistribution of the structure of occupied space due to the encouragement of tenants to move into a group that allows them to receive discounts or increase their value;

Increasing or maintaining the volume of sales by additionally stimulating the transition of current tenants to the next category - hiring additional space due to a decrease in the cost of each subsequent square meter.

To retain customers, the establishment of cumulative discounts must be made in relation to the amount of rental payments from the moment the contract is signed.

Additional conditions for the expediency of applying cumulative discounts with their differentiation according to the total volume of customer payments are:

1) a significant proportion of vacant areas that are not of interest to current customers, as a result of which marketing should be focused and concentrated on attracting new ones, involving medium and long-term cooperation;

2) the need to maintain market share while reducing the competitiveness of real estate and services, as well as aggressive actions from competitors;

3) implementation of a strategy for expanding the market share in the presence of a sufficient resource, production base and reserves to reduce profits from the sale of real estate and services.

The off-season purchase discount is used when organizing sales of objects and services in the real estate market with pronounced seasonal differences in demand and (or) supply. Discounts for out-of-season purchases are provided in case of purchase of a property before the beginning of the period of the year for which they are intended or in which they are intensively purchased. We single out the following main seasonal fluctuations in the real estate market.

1. A decrease in the volume of transactions in the market for the sale and purchase of economy and business class housing in the summer and a significant revival of buyers in the autumn.

2. Change in demand in the market for short-term rental of hotels, rooms, resorts, entertainment centers, profitable apartments, etc. in accordance with the ups and downs of tourist activity.

3. Increasing demand for suburban real estate rental services: holiday homes, cottages, summer cottages, etc. on weekends and holidays, spring-summer period, as well as its decrease on weekdays and the cold season.

Accordingly, the meaning seasonal discounts in the real estate market is to encourage customers to conclude a transaction and pay for it before the start of the active sales period, at the very beginning or even out of season. Such incentives allow the seller to ensure the necessary turnover of assets, the occupancy of facilities, smooth out seasonal fluctuations in the loading of production areas.

The main purpose of using discounts for the acceleration of payment is to minimize the maturity and volume of receivables and, as a result, accelerate the turnover Money. The mechanism of their application is to reduce the sale price if the buyer of real estate pays for the acquired object earlier than the period established by the contractual relationship. In part, this tool can be more related not only to pricing, but also to the sphere financial management. As a result, it seems necessary to jointly develop representatives of marketing, financial and economic services main parameters and conditions of the discount:

The quantitative value of the discount, which, as a rule, is expressed as a percentage reduction from the initial price level;

The discount period in which the buyer of the property has the opportunity to use the discount received;

The payment term under the contract, in which the entire amount of the debt for the acquired property must be paid, if the client does not exercise the right to receive a discount.

When determining the above elements of the discount, it is important to take into account the influence of the following parameters not only on the real estate market, but also on the financial market:

1) the level of discounts prevailing in the target segment of the real estate market;

2) bank interest on loans to replenish working capital;

3) the possible alternative profitability of the placement of free cash.

The main competitive advantages provided to the seller of objects in the real estate market with discounts for expediting payment:

Reducing the timing of receipt of funds to settlement accounts and to the cash desk of the enterprise, improving the structure of the balance sheet, indicators of liquidity, solvency, creditworthiness and, accordingly, the value of the company;

Minimization of credit risks associated with receivables, improving the quality and reliability of financial planning;

Reducing the costs of organizing and carrying out activities for accounting, monitoring, collection and repayment of receivables from buyers.

A discount for refusing the goods and services of competitors is provided to the client in case he signs an exclusive purchase agreement with only one seller of objects in the real estate market. As an example, the following forms of incentives provided by the developer for real estate agents for refusing to promote, sell competitors' objects can be cited:

Guarantee of a reduced price of apartments and (or) an increase in agency fees;

Introduction of an additional bonus for each unit of area sold;

Establishment flexible schedule home sales;

Providing additional benefits for commodity lending - installment payment for sold real estate.

A discount for regular and VIP clients is the assignment of a special price to clients in the real estate market if they meet one or more of the following conditions:

Regular purchases from one seller of services over a long period;

The regularity of consumption and customer loyalty can be assessed using the total volume of all his purchases on a cumulative basis. In the real estate rental market, the criterion may be the amount of rental payments from the date of signing the contract, upon reaching which the client receives the opportunity to receive a discount on related services. The peculiarity of this incentive mechanism is that that discounts can be established on a purely individual basis and are issued, for example, in the form of membership or client cards.

Discounts on complex services imply a reduction in the initial price of a property if it is purchased together with other services of this seller. This type discounts are most appropriate when there is a wide range of complementary properties and services that can stimulate the purchase of several of them at once. At the same time, the main sign of the service being included in the line of those promoted on the real estate market is its demand from current and potential customers.

3. Real estate sales management

3.1. Development of a customer-oriented sales policy

basis effective sales in the real estate market is the use of a sales strategy that determines the mechanisms for the sale of objects and services. The algorithm for its development and implementation involves the consistent implementation of the following activities:

1) development of goals and objectives for the promotion of objects and services to be achieved in target segments and sectors of the real estate market;

2) selection of distribution channels and marketing structures, the use of which will ensure the achievement of the set marketing goals;

3) organization and management of the interaction of participants in the marketing system.

Formation of sales policy goals is carried out in accordance with the general, marketing and pricing goals of the company.

3.2. Distribution channel management

The basis for the sale of objects and services in the real estate market are distribution channels, the selection and management of which are carried out by sequentially determining the following organizational components:

1) method of sales - direct (single-level) or indirect (multi-level) with the involvement of partners and professional intermediaries;

2) intensity (coverage) of distribution - exclusive, selective, intensive:

3) the method of promoting objects and services on the market - "pushing" or "pulling in";

4) principles and mechanisms for managing sales structures - on a competitive or coordinated basis.

The choice of the most appropriate method of sales in the real estate market must be carried out taking into account their main characteristics - advantages, disadvantages, tools and technologies used - for their compliance and applicability in target market segments.

The method of direct sales is advisable to apply when promoting a whole range of basic and additional services in the real estate market, the offer of unique objects, the demand for which is individual, specific, or when they are in demand by a single number of customers.

At the same time, the method of direct sales is the only one possible in the market for the sale and lease of mansions - monuments of culture and architecture, penthouses.

The distribution channel characteristic - intensity or density (width) depends on the number of intermediaries at each of its levels and can vary as follows:

1) exclusive distribution - intentionally limiting the number of participants selling real estate;

2) selective distribution, in which the right to sell objects and services on the real estate market is granted on a selective basis;

3) intensive distribution - the involvement of the seller of real estate in the sales system of the maximum number of participants, without making any fundamental differences between them.

The next important aspect of the implementation and use of an indirect distribution channel is the selection of a way to promote the property from the seller to intermediaries and further to end buyers. There are three options here:

. "pushing" the real estate object and services means that the seller will concentrate efforts on the intermediaries themselves through the construction and coordination of the activities of sales structures, the motivation of its participants;

. “pulling in” a real estate object and services implies the priority of impacts on end customers, the formation of a favorable perception of the image, brand, for example, through direct advertising messages “ask at city real estate agencies”, which will interest buyers and realtors, “pulling” the developer’s property into the sales channel;

A mixed solution combines both approaches with an optimal ratio of marketing costs - financial, time, labor, material, etc.

3.3. Organization and simplification by sales structures

Effective management of sales structures in the real estate market involves a primary analysis of the advantages and disadvantages of possible options for organizing distribution channel structures, the nature of their relationship with end customers, the seller and with each other. When evaluating these parameters, sales structures are divided into two main groups:

1) conventional (traditional, competing) structures, consisting of competing participants in the distribution network or distribution channels;

2) coordinated (vertical marketing) structures - they are based on cooperation between several levels of the channel, acting as a single system.

The use of conventional structures is advisable for the accelerated exit and promotion of the company, its facilities and services, while simultaneously covering all target segments and sectors of the real estate market. Such structures are characterized by the following possible types of competitive relations between sales participants - horizontal, vertical, as well as competition between sales channels.

Horizontal competition reflects the relationship between companies of the same type, located at the same level of the sales system, which are fighting among themselves both for sellers of real estate on the market and for customers - buyers, tenants. The use of this type of rivalry allows the seller at the lowest cost and in as soon as possible to bring the object to the end client, especially with a narrow specialization of intermediaries in the promotion of real estate of one functional purpose, in one territorial market, target segment or sector.

Vertical competition involves rivalry between intermediaries located on different levels one distribution channel. This situation is created due to the intersection of marketing functions, when lower-level participants provide services that are typical for intermediaries located closer to the seller of the property, and vice versa. An example is the relationship between a realtor and a broker who, in addition to executing and processing transactions on behalf of a realtor, independently finds clients and, as part of an additional service, concludes sales contracts with them. The expediency of using this type of competition may be due to the need to increase the number and range of services for end customers in the real estate market and stimulate the subsequent improvement in the quality of their service.

Competition between sales channels is manifested between individual sales channels as a whole.

Coordinated vertical sales structures are more focused on providing a wide range of services in the real estate market and increasing end-customer satisfaction. There are the following three forms of their organization depending on the nature of integration:

corporate (integrated) structures, where the processes of creating and selling objects and services in the real estate market are managed by a single center, for example, an investment and construction holding - uniting, under the leadership of a management company, developer companies, realtors, banks, financial and insurance organizations, etc. ;
managed (controlled) structures, when the production of real estate objects, their sale are coordinated not due to belonging to one owner, but due to size or business reputation, trademark fame, etc. one of the members of the association, which is typical for monopolistic and oligopolistic types of markets;
contractual structures - a set of independent participants in the distribution channel, connected by contractual relations, in which the rights and obligations of the parties are defined in detail, which allows them to coordinate their actions to obtain greater commercial results than could be achieved individually. In turn, contractual structures are further divided into voluntary, cooperative, and franchise networks.

Voluntary networks are organized on the basis of association by one large intermediary under one auspices of smaller ones: in the form of unions, associations or guilds. The initiator is developing a special program for potential participants to standardize commercial practices, create and improve infrastructure for the overall reduction of costs for the provision of services in the real estate market.

Cooperative networks represent the formation by professional intermediaries of a new business entity with the transfer of wholesale and sometimes production operations to it. Through such an entity, joint wholesale purchases space, general advertising campaigns, etc. The total profit received from the resale of objects and services in the real estate market is divided between the participants in proportion to their share in the joint activity.

Franchise networks are a form of cooperation in which one company grants another the right to sell objects in a certain territorial real estate market, subject to the agreed rules and under the franchisor's trademark. The obligation of the franchisee is to pay a lump sum of the initial amount, and then regularly deduct interest or fixed amount from their sales. The basis for creating this type of vertical structures is obtaining from the franchisor the rights to use a promoted brand and the constant support of franchisees who are less known in the real estate market and (or) have a relatively small scale of intermediary activity.

3.4. Simplification by the interaction and motivation of sales participants

Selection of applicants and participants in the marketing system. The organization of attracting intermediaries to the sales structure includes the following main stages: development and implementation of criteria in the selection and evaluation of candidates, involvement in cooperation.

The set of criteria depends on the expected nature and intensity of distribution, as well as the planned sales tools. The higher the selectivity of the sales policy of the seller of services in the real estate market, the more evaluative features it is advisable to single out and the tougher their normalized values should be. As a basis for determining the criteria, it is advisable to use the characteristics of the clients of the object, a participant in the real estate market.

We list the main requirements on the basis of which it is recommended to select criteria and which an intermediary in the sale of real estate must satisfy:

1) provide access to the seller's target sectors and market segments;

2) contribute to the achievement of the required volume of sales of objects;

3) provide services on time and with the quality required by the seller and end customers: buyers, tenants, etc.;

4) have sufficient qualifications of their staff in promotion and sale;

5) have a stable financial position and positive business reputation, as well as not have negative assessments of their activities, such as violations of contractual relations;

6) strive for long-term cooperation, do not depend on the seller's competitors, and also intend to act as a partner in the future, but not a competitor.

The use of intermediaries for cooperation is a two-way process, when it is necessary to take into account that potential participants in the distribution channel also make their demands on the seller, as a result of which he will have to convince them of his attractiveness as a partner, present himself and his real estate in the most favorable light.

Technologies of motivation and control of sales participants. The involvement of professional intermediaries in the distribution system, their motivation, as well as monitoring the results of joint activities with the seller in the real estate market require the continuous implementation of the following set of measures:

1) monitoring, obtaining and processing data on the needs and requests of existing and potential market participants;

2) assessment, analysis and selection of the benefits of cooperation with the seller, which are the most interesting and attractive for both current participants and candidates under consideration;

3) development and application of targeted tools to motivate sales participants, taking into account their needs and the capabilities of the selling company;

4) collection of reporting data on the marketing activities of intermediaries and analysis of their effectiveness for the subsequent assessment of the feasibility of continuing cooperation.

Data on the activities of intermediaries should adequately reflect the quality of the implementation of the sales tasks set in the reporting period:

Achieving the set benchmarks - the number of objects sold, services rendered, clients served, space leased, etc.;

The admissibility of current sales costs, for example, the average annual value of agency fees, bonuses;

The effectiveness of intermediary incentive tools - the share of services served by him regular customers seller, the percentage of contracts on the terms of deferred payment by the developer.

4. Communication management in real estate marketing

4.1. Marketing communications and tools

Within the framework of a unified communication policy, marketing communications should be aimed at appealing to target audience through messages that create customer and society loyalty to the real estate market participant, i.e. informing, persuading or reminding about its activities, objects and services. This involves the use of such marketing tools, forms and techniques that will create and promote in target audiences - customers and reference groups, intermediaries, partners and others - the necessary, desired image of the company, its real estate and services.

Consider the characteristics of the main marketing communications and the conditions for their application in the real estate market in information support positioning, segmentation, pricing and distribution strategies:

1) advertising - non-personal communications intended for an indefinite circle of people, carried out through paid media with a clearly indicated source of funding - the advertiser - to form and maintain interest in him, his real estate, services, their acquisition;

2) sales promotion - a set of incentive measures and techniques, as a rule, of a short-term nature, aimed at encouraging the purchase (sale) of offered objects and services in the real estate market;

3) personal sales - contacts based on the oral presentation of the property, services in the process of communication with a potential client to conclude a sale, purchase, lease, etc.;

4) public relations management - a tool that uses various forms of communication to identify common ideas or interests, maintain friendly relations between a real estate market participant and the public, achieve mutual understanding based on trust, knowledge and full awareness.

The selection of communications that are most appropriate to the goals of real estate management is primarily determined by the target audience and the subjects of marketing influence, to whom the information will be addressed. For se structuring, definition and description, customer segmentation tools can be applied.

The following advertising tools can be used to promote the listed information messages:

A feature of PR-technologies is the purposeful creation and maintenance by a participant of the real estate market of his positive image, as well as its facilities, services and brand. The choice of information appeal and its carriers is carried out taking into account the tasks set, the main target audience and objects in relation to which it is planned to form a public attitude.

4. 2. Development and implementation of communication programs

The basis for successful promotion of the company's brand, its facilities and services in the real estate market based on communication programs is the creative concept of a PR campaign. It involves the creation by a participant of the real estate market or the determination of the optimal use of the following elements:

Individual name of the promoted real estate object, services;

Corporate logo of the company and the property;

Slogan - the motto of the promotion of the company.

These components of the concept should be in harmony with the mission of the company, its positioning in the real estate market, the specifics of the company's activities. marketing policy. At the same time, when drawing up communication programs, it is important to change their targets as the object moves from one stage of the life cycle to another.

In achieving the goals set, it is important to determine the size of the audience that should be covered in the implementation of communication programs.

The final step in the development of communication programs is the formation of a promotion budget, which can be drawn up different ways. The best method is one in which specific tools, volumes and terms of activities are determined for a set of goals and objectives of the communication policy, after which the planned cost of the program is calculated. However, this is a laborious method, moreover, it is rational only if there are no restrictions on the allocation of budget funds for communication programs.

As a result, the marketing communications mix is often developed within the approved promotional budget. The easiest way to establish it is to agree on a percentage of the planned income from services or the cost of their production in the real estate market by the company's management. However, these two methods can be used simultaneously. First, based on the goals of promotion in various sectors of the market, a list of necessary activities and costs for their implementation is determined.

During the implementation of communication programs and after their completion, it is necessary to analyze the degree and quality of the results achieved with the help of marketing communications.

Conclusion

The real estate market, as a relatively new socio-economic reality, with its features and patterns, has become the subject of study and scientific discussions by leading representatives of the national scientific school.

The real estate market is a set of regional, local markets that differ significantly from each other in terms of prices, risk levels, efficiency of investments in real estate, etc.

The real estate market is an essential component in any national economy, because real estate is the most important component of national wealth, which accounts for more than 50% of world wealth. Without a real estate market, there can be no market at all. labor market, capital market, goods and services market, etc. for their existence must have or rent for their activities the premises they need.

The Russian real estate market reflects all the problems of the transitional economy and is characterized by uneven development of its segments, an imperfect legal framework and low investment activity of citizens and legal entities. However, this market is promising area capital investment.

The peculiarities of the real estate market include a complex symbiosis of advantages and disadvantages in terms of the feasibility of entrepreneurial and commercial activities.

Advantages:

the possibility of obtaining more profit(than in other markets) for the entire period of operation of real estate;
sufficient stability of consumer demand;
less exposure to fluctuations in economic cycles;
the presence of some protection against sudden changes in market conditions due to the long-term nature of the lease and the long construction period of competing properties.

The disadvantages include:

Information on the market is not as open as, for example, on the goods market, which makes it difficult to justify the volume and nature of investments;

Absence of a legislative framework regarding the mandatory publication of information on transactions in the real estate market;

The need to use information about transactions made in the real estate market;

. "hard" dependence on the external conditions of urban planning regulation, the possibilities of the building complex and the specifics of consumer demand;

Transaction costs (the need to verify the legal purity of the property, as well as the cost of technical documentation and registration) are significant, if not high.

Bibliography

Grinenko SV Economics of real estate. Lecture notes.: - Taganrog: Publishing House of TRTU, 2004. - 107 p.
Ivanov V.V., Khan O.K. Property management. - M.: INFRA-M, 2007. - 446 p. - (National projects).
Shcherbakova N.A. Economics of real estate: Proc. allowance. - Novosibirsk: NGTU, 2002. - 90 p.
Economics of real estate: textbook. allowance (Recommended by the Educational and Methodological Association for Education in the Field of Production Management as study guide for university students educational institutions students in the specialty "Economics and management at the enterprise (by industry)" and the direction "Production management") / A.N. Asaul, A. V. Karasev. - M.: MIKHiS, 2001.- 430s.

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