Uman NUH | today: 04/14/2024
| Author(s) |
Penkova O. G., Doctor of Economics, , Kharenko A.A., Candidate of Economics, , Uman National University of Horticulture, Ukraine |
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|---|---|---|---|
| Category | Economics | ||
| year | 2023 | issue | Issue number 102. Part 2 |
| pages | 202-212 | index UDK | 659.1:332.8-027.1 | DOI | 10.32782/2415-8240-2023-102-2-202-212 (Link) |
| Abstract | The state of the real estate market almost always reflects the economic and social situation in the country. Russia's full-scale invasion of Ukraine has led to significant destruction of real estate, caused massive resettlement of refugees from the active combat zone and created an additional need for housing for their resettlement, and increased demand for rental of commercial real estate in relatively "safe" regions of the country. In the context of the post-war recovery predicted for the near future, we can expect a boom in construction and, as a result, the development of marketing technologies for promoting goods on the market, the key of which is advertising. The purpose of the article is to analyze modern domestic and foreign advertising practices in the real estate market and to identify the key trends in their development. The theoretical and methodological basis of the study are the works of Ukrainian and foreign researchers and practitioners in terms of analyzing the essence of modern trends in the development of advertising technologies in the real estate market. In writing this paper, a systematic approach to the study of economic processes and phenomena was used, as well as empirical (observation, description, comparison, content analysis) and theoretical (analysis, synthesis, generalization) methods of scientific knowledge. The study of the specific features of real estate markets allowed us to classify them as structures with imperfect competition, which determines the leading role of advertising among the elements of the marketing mix and imperfect information for the seller and the buyer. The content analysis of customer reviews and advertisement texts indicates that incomplete or inaccurate advertising information is often used. Based on the analysis of the means of distributing real estate advertising, it was determined that online promotion tools have played a leading role in recent years: SEO, advertising messages on specialized websites, targeted advertising on social media, YouTube videos, and e-mail marketing. At the same time, the parallel use of offline promotion tools helps to attract the attention of conservative customers. In order to form an image in the market and achieve a sustainable competitive advantage, offerors need to systematically use advertising innovations while observing the professional ethics of real estate professionals. | ||
| Key words | advertising, advertising activities, residential real estate, commercial real estate, real estate market | ||