Planning and assessment of efficiency of actions for advertising and promotion in the market of the residential real estate

Abstract

Purpose: to reveal the economic substance of the effective application of methods of non-price competition: advertising and promotion in the residential real estate market. Discussion: the need to develop and plan innovative approaches to the marketing residential real estate due to the trend of increasing demand for comfortable living environment, which in turn determines the construction of individual homes and entire residential complexes positioned as projects, offering a fundamentally different housing, as appropriate to the culture of consumption, style and way of life of modern person. Results: the developed approach to planning and implementing marketing activities to promote in the housing market, positively influencing the demand and shape the competitive advantages of the company-builder.