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 and 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 being studied. N.V. Vidanov, Marketing and marketing research, 4 (52), - August 2008, - p. 10
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 conducting a competitive policy in the market and the possibility of entering new markets. Market segmentation is carried out, i.e. choice 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 is 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 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 construction organizations; materials of market research services (materials on the movement of sales, market reviews, etc.).
Special Information presents data obtained as a result of special events for 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 no 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 patterns 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 are often identified. market prices and selling prices.
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.
The process of developing a forecast consists of making calculations, either manually or using computer programs with subsequent adjustment of their results at a qualitative, 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 actual problems, typical for a number of objects, or a problem of a particular real estate market.
3. Operative market information. A document containing operational information about individual processes of market conditions. The main sources of operational information are data from population surveys, expert opinions 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 natural 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 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. Marketing in industries and fields of activity. Uch./Ed. V.A. Aleksunina. Moscow: Marketing, 2001. - P.324.
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 there is minimal information about the past, but there are some hypothetical ideas about the market that allow developing its model and, on this basis, assessing the future state of the market and 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 for the development of the market, taking into account 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 person will respond differently to the proposed properties. 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, you must consider the market as a differentiated structure depending on consumer groups and consumer properties, which broadly 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 maximize customer satisfaction, 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 by 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 justification for choosing a particular market segment for specific enterprise, and a feature is a way to highlight a segment in the market.
Among the disadvantages of segmentation are 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, 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.
Geographical segmentation involves dividing the market into different geographical units: the state, states, regions, counties, cities, communities, as well as the size of the region, population 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 should, taking into account the chosen goals, determine strengths competition, size of markets, relationship with distribution channels, profits and your company image.
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
IN 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 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 infrastructure of the marketing system, influencing marketing strategy firms in relation to goods, suppliers, intermediaries, 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. Analysis of information allows specialists to derive reasonable estimates for each competitive factor and characterize general position firms in the market relative to their 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 preferential terms, more comprehensive 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.
task for this stage strategy development is the construction of 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. Further, it is necessary to provide the object with an undoubted, clearly distinct, desirable place in the market and in the mind. 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 inevitably associated with costs, while losses occur due to unfavorable circumstances, miscalculations and represent additional costs in excess of those planned. This characterizes the category "risk" from a qualitative point of view, but creates the basis for the translation of the concept " 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 total costs resources for this species entrepreneurial activity.
Course work
According to the discipline "Fundamentals of Marketing"
Topic: "Plan of carrying out marketing research
real estate market"
annotation
Introduction
Chapter 1 Marketing Research Management
1.1Structure of a marketing information system
1.2Probing studies
1.3 Descriptive studies
1.4 Casual research
Chapter 2. Marketing research of the real estate market. Goals and objectives
2.1 Market conditions
2.2 Market size
2.3 Market segmentation
2.4 State of competition and market barriers
2.5 Market opportunities and risks
Conclusion
Bibliography
Application
ANNOTATION
In this term paper given methodological aspects research modern market real estate.
These aspects were considered in order to consider the principles of marketing and search for its components that affect the management of marketing research, the study of the real estate market, in particular.
The course work consists of two parts. The first part is theoretical. It deals with the main theoretical aspects of marketing research management. The main components of research, types were identified and considered, namely:
the structure of the marketing information system;
Probing research;
descriptive research;
casual research.
In the second, analytical part of the course design, the basic principles of real estate market research are considered. Chapter Tasks:
Consider market conditions;
to characterize the market capacity;
Consider market segmentation
· to characterize the state of competition and market barriers;
· Describe market opportunities and risks.
At the end of the course work, the necessary conclusions are given.
INTRODUCTION
In modern economic theory there were such market concepts and scientific directions such as marketing activities. The main functions of this area of activity were accounting for the needs for goods, the state and dynamics of demand, studying the possibilities of adapting production to market requirements, actively influencing the formation of needs, and controlling the conditions for the sale of goods.
Conducting marketing research is the most important component of the analytical function of marketing. The absence of such studies is fraught with the most adverse consequences for the manufacturer.
Marketing research of the real estate market involves the systematic collection, processing and analysis of data on those aspects of marketing activities within which certain decisions should be made, as well as the analysis of the components external environment that affect the marketing activities of the firm.
The relevance of this topic of the course work lies in the fact that the main attention in marketing research should be given to market aspects: assessment of the state and trends (conjuncture) of the development of the real estate market, consider market conditions; characteristics of the market capacity; market segmentation; the state of competition and market barriers; market opportunities and risks.
The purpose of this course work - to consider aspects of the study of the real estate market.
In accordance with the purpose of the work, the following tasks were set:
Consider the principles and methods of marketing research management;
characterize the structure of the marketing information system;
consider the goals and objectives of marketing research;
characterize the market conditions; market volume; market segmentation; the state of competition and market barriers; market opportunities.
The object of research in the course work is the real estate market, the subject of research - aspects of studying the real estate market.
Methodological and theoretical basis This study included translated works of Western scientists, as well as the works of leading Russian scientists in the field of marketing research, statistical and operational data, and the results of a marketing market research.
CHAPTER 1. MANAGEMENT OF MARKETING RESEARCH
1.1 Structure of the marketing information system
There are few managers who are satisfied with the information they receive about the market. The reasons for this dissatisfaction are as follows:
available information is very often useless in the decision-making process;
there is too much information to use it effectively;
information is dispersed throughout the firm and difficult to find;
· key information arrives either too late to be used, or in a distorted form;
· some managers can hold information at home, without transferring it to other departments or colleagues;
It is difficult to verify the reliability and accuracy of information.
The role of the marketing information system (MIS) is to carefully study information needs, develop an information system that meets these needs, centralize the available information and organize its distribution in the organization. The definition of MIS can be formulated as follows:
Marketing Information system is a stable and interactive structure that brings together people, equipment and procedures for collecting, analyzing, evaluating and distributing appropriate, timely and reliable information among marketing decision makers in order to improve the effectiveness of marketing planning, implementation and control.
The structure of the MIS is shown in Figure 1.
Marketing research of the real estate market
Marketing activities remain one of the popular ways to generate additional income. From point of view marketing promotion, one of the most difficult market segments- real estate. The reasons for the difficulty in using marketing tools are a whole range of problems, ranging from the specifics of selling expensive goods and services with durable use to high competition in the sales segment. Now it is relevant to use a "creative", non-standard approach in promotion, events are used that can not only generate a flow, but, for example, position a project. Also, promotional events, sponsorship, sale of advertising opportunities are still effective.
In the real estate sales market today, to one degree or another, all sellers use four important components of competent product promotion:
1) informing the client about the offer;
2) formation of understanding of the proposal;
3) client involvement;
4) building trust in the seller
True, an integrated marketing approach based on the development of all components is not observed in the vast majority of cases. But what is always present is the same type of advertising modules with the facades of the object being sold, its characteristics and the area cut in it for sale and the contact information of the seller.
Today, marketing in the real estate market is trying to convey the same values to the client, using the same messages: the beauty of architecture, the view from the window, the infrastructure of the facility, etc. To be successful, today real estate market marketing needs a thoughtful attitude to the product, a clear architecture brand, and benefits for the client (what makes a product useful and interesting to the manufacturer, the product is profitable, interesting and useful to the buyer, only then it will be possible to talk about certain promotion options. Clear "answers" to the questions of future customers - this distinguishes the marketing approach from the production one. Marketing Analysis market includes the following tasks:
Description of the promoted object (service)
Description of the boundaries of the location (micro district)
Studying the offer of analogue objects
Studying the economic forecast for the microdistrict
Study of market entities (competitors)
Study of effective demand
· Sales forecasting various costs for advertising
Real estate marketing as a type of product implies the organization and implementation of activities to increase the attractiveness of a property in the eyes of the target group for which it is intended after commissioning. To provide effective advertising real estate in modern conditions already clearly not enough standard set marketing activities. Moreover, with a professional approach, marketing is applied from the very beginning of work on the creation of real estate objects and continues throughout the entire life cycle of the object.
Real estate is a special category of goods and its main feature is its demand. Demand, as a rule, always exceeds supply, so real estate is always in price. It may seem that special original marketing moves for promotion in this case are not required. However, the situation changes radically if we carry out an elementary segmentation of the real estate market and look at it from the inside. In each sector, whether it is an apartment in a prefabricated house, in a high-rise building, a country house, a townhouse or a penthouse of an individual layout, its prices and its own competition, and the requirements for the quality of marketing tools, despite seeming well-being, are increasing every day.
The marketing task of a real estate seller is no different from the algorithm of any other marketing campaign. It is necessary to determine how the object sees potential buyer and try to implement this vision in the project as accurately as possible. Of course, the field for creativity is huge, there are a great many ideas and algorithms for solving problems, but it is required to determine exactly the option that will lead to guaranteed success and increase the number of sales.
The situation in the real estate market contributes to the improvement of marketing and forces builders, developers, realtors to be more and more inventive in the methods of implementing their projects. Any company operating in the real estate market is actively trying to lure buyers from its competitors, using the latest advertising technologies and new approaches to solving even the most simple tasks. For example, for a favorable presentation of a residential complex, it is better to use aerial photography - this will allow you to see a new quarter from a bird's eye view, to evaluate not only appearance and the infrastructure of the region. Competition requires not only the maximum optimization of real estate advertising placement, but also the creation of more and more creative ideas, more effectively influencing the target audience.
In this regard, branding and public relations (PR) are becoming more and more important marketing tools in real estate.
Progressive branding and naming technologies make it possible to create new brand companies and brand projects. Many companies conduct serious research on the creation and promotion of a brand name, corporate identity, slogan, logo, compiling a brand book, developing a presentation and souvenir products. In order to capitalize and attract investors, serious rebranding, renaming and restyling work is being carried out not only to promote real estate, construction, development companies, but also to promote individual projects.
Branding and naming of residential complexes, shopping and business centers, as well as individual houses is an almost mandatory attribute of promoting and stimulating sales in the real estate industry. A beautiful brand name for a property not only has a significant impact on sales, but also simplifies communication between sellers and buyers. New objects do not receive their permanent addresses immediately, and sometimes even during construction, the numbering of houses changes. The original brand name allows the realtor from the very beginning of construction to start advertising company for sale and avoid misunderstandings with potential buyers.
The real estate market is a very financially intensive area. economic activity, so real estate advertising becomes more effective not only due to the branding component, but also due to the reputation element of PR (PR - public relations). In the promotion of real estate, reputational attributes of brands, creative solutions and trusting relationships are actively involved. From PR-directions, relations with investors (IR - Investment Relations) and relations with government agencies(GR - Government Relations). Large and many medium-sized development companies are actively working with large investors and government agencies, which is very important for influencing federal and regional financial flows.
Creative PR plays an important role in real estate advertising. However, creativity is only valuable if it helps sell. Even the most original ideas, strategies, divinely beautiful designs will be useless if they do not match the market situation and the psychographic characteristics of the target audience. And, conversely, an advertising creative that most fully, emotionally and convincingly delivers an advertising message to the consumer, significantly saves money on advertising placement.
The use of modern marketing technologies by real estate market operators has led to the emergence of a range of services provided by real estate firms. The breadth of the range of services, whether it is legal registration of transactions, real estate valuation, operations with securities, or the development of investment projects and management systems depends on the strategy and specialization of the realtor. Along with highly specialized companies, there are those that strive for constant diversification of their activities.
Many of these companies have specialized marketing departments and departments. They develop advertising concepts for real estate objects and study the target audience, determining the most cost-effective marketing communications for the implementation of advertising campaigns.
Real estate advertising consists of two parts - creating a creative and placing on advertising media. The most effective media for real estate advertising are television, outdoor advertising, print mass-media and internet.
Realization of the goals of advertising obliges everyone structural units businesses to work together. When developing an advertising plan, a distinction is made between primary and secondary goals. The main goal should be formulated in writing in order to gradually refine it, if necessary, without making mistakes. Without a clearly defined goal, it is impossible to successfully carry out advertising activities and accurately determine its result. The purpose of promotional activities can be short-term, medium-term and long-term. Defining a goal is a time-consuming, complex and practically not always completely feasible task. The set goal must be realistic, achievable within a certain period of time and by certain means. Goal Setting Eliminates Creation and Distribution Mistakes advertising media. It is a guideline for every performer, opens up the necessary space for his creative initiative. Depending on supply and demand, the plan provides for promotional activities for a particular product or service.
In developed countries, firms carry out the planning of promotional activities after the development of its annual budget. A wide range of advertising services from various agencies and firms allows you to implement almost any intention in this area. Unfortunately, this form is not always acceptable for Russian entrepreneurs, since planning an annual budget in small enterprises is not always possible due to the instability of the economic situation and the constant change in laws and taxes. In addition, there are difficulties in the manufacture and placement of advertising. In this regard, it is advisable to plan advertising in four stages.
At the first stage, it is desirable to involve the heads of the main departments in drawing up an advertising plan with the direct participation of a representative of the advertising department, if any. First, a list of goods or services that require advertising is determined.
At the second stage of planning for each product or service, the types of advertising purposes are determined, as well as the media and the timing of advertising in them. At the same time, it is necessary to take into account the possibility of producing additional promotional materials for this event. It is advisable to identify several options for advertising in the media (main and several spare). Then the advertising department or an advertising specialist is tasked with preparing information about publications, media, the approximate volume of messages, their cost and timing of distribution. Based on the information received, specific publications, media, the timing of the release of advertising messages are specified, the costs for them are calculated. All the work done allows us to form a draft plan for advertising.
At the third stage, the actual dimensions are determined Money that can be used for advertising. Depending on the allocated funds, the draft plan is adjusted. If insufficient funds are allocated, then the plan can change the frequency of advertising, reduce the publication area or change the edition, broadcast time of the advertising message, etc.
At the fourth stage of planning, the final coordination of the need for advertising with real opportunities for certain period(quarter, year). It is better to develop a plan for the year, because. it gives a clear idea of the company's need for advertising, plays a positive role in receiving proposals for advertising from the media or exhibition committees. In this case, a minimum of time is required to assess the need for the proposed promotion. If an advertising plan is not developed at the enterprise, then, as a rule, a random selection and random placement of advertising is made, which reduces its effectiveness and increases advertising costs.
The objectives of the RC can be very diverse:
¨ introduction of new goods and services to the market;
¨ promotion of the sale of goods or an increase in the volume of sales of services;
¨ switching demand from one product (service) to another;
¨ creation of a favorable image of the enterprise (company) and goods;
¨ ensuring the stability of the ideas of buyers and partners about a product or enterprise (company).
The duration of the advertising campaign depends on the goal, the characteristics of the object of advertising, the scale of the campaign. Development advertising campaign includes:
1. Analysis of the situation
¨ short description status quo
¨ brief description of target markets
¨ goals of market activity
¨ what we want to achieve in relation to consumer awareness
a) The concept of the product (a set of useful qualities of the product from the point of view of the consumer)
Degree and type of involvement
basic
secondary
c) Mass media (media)
traditional (principles of working with the media, characteristics of the selected media)
content elements
motto and text (structure, argumentation, image)
art elements
visual (in ads, commercials, points of sale)
Real estate merchandising is one of the methods of promotion and involves the organization of displays at the facility, as well as methods for visually presenting its benefits, starting with the external attractiveness of the facility. To create a positive impression on potential client demonstration models of the object, floor plans, interactive models of the premises are created. Handouts, booklets, video presentations contain the specific features of the object, its description competitive advantage, commercial conditions and all the necessary information for brokers and buyers. These promotional materials have a single style, logo, common theme and create a positive image of the object and its seller.
Effective integrated use of various marketing activities, including PR, real estate advertising and merchandising, allows you to achieve significant results in the development and implementation of the project. A complex approach in real estate marketing is focused not only on bargain sale goods, but also aims to improve the culture of the consumer, his level of knowledge about the object, and provides the client with increased psychological comfort when making a transaction. This is the main prospects for the development of real estate marketing.
1The article considers the specifics of marketing research in the real estate appraisal market. The characteristics of services and the process of their consumption, as well as factors that affect the demand for real estate valuation services are considered. In the process of forming motivation for the target segment of consumers of real estate valuation services, it is important to take into account the motives associated with the consumption of this service. Important parameters for choosing an appraiser by the consumer are the professionalism of the staff, the image of the enterprise, and comprehensive accessibility. The process of consuming real estate valuation services includes traditional stages, but has its own specifics. It is shown that on sales policy real estate appraisal companies are affected by the type of appraisal (mandatory or proactive). The necessity of creating a marketing service at the enterprise for its successful functioning has been identified and substantiated.
marketing research
marketing
real estate
1. Anurin V., Muromkina I., Evtushenko E. Marketing research of the consumer market. - M.-St. Petersburg, - 2006. - P.29.
2. Badaraeva R. V., Sharaeva A. S. Theoretical aspects of assessing the real estate market in Russia // Young scientist. - 2016. - No. 4. - P. 336-339.
3. Belyaevsky I.K., Marketing research: information, analysis, forecast. - M.: Finance and statistics, 2001. , - P.48.
4. Kotler F. Marketing management. Tutorial. - M.: - 2001. - P.170
5. Malykhin S.A. Real estate market in Russia. - M.: Vesta-M, 2012, - S. 428.
6. Federal law "On appraisal activities V Russian Federation» No. 135 of July 29, 1998 (with amendments and additions).
The main task of marketing services is to provide benefits and benefits to the consumer, determine the target market and promote services to this market. The difficulty lies in determining the benefits of the service. The benefit from the service can only be determined by the consumer (client) who used it. The main purpose of service marketing is to help the consumer evaluate various services so that he can make the right choice for himself.
Under modern concept marketing assumes the orientation of the economic environment towards a more effective and complete satisfaction of consumer demand through the development of services, as well as the participation of consumers in the process of interaction when they are provided.
The real estate market in the Russian Federation is one of the largest segments of the national economy. At the same time, its development largely depends on the state of affairs in other key sectors of the economy. The Russian real estate market is sensitive to crises, to the macroeconomic situation.
The basis of transactions with residential facilities is legal relations, the subject of which is the purchase, sale and lease of commercial property. It can be noted that both noted areas perform a number of important functions for the national economy of the Russian Federation:
stimulating demand in the lending market;
Stimulation of supply in the construction market;
stimulating the growth of the money supply in large numbers other business segments - the field of real estate appraisal, production of building materials, varnishes, paints, finishes, wallpapers;
solving urgent social problems related to providing citizens with housing.
Thus, the real estate market is one of the most important drivers of economic growth in the country as a whole. A feature of the real estate market is the need to assess real estate.
The need for real estate appraisal arises when:
purchase, sale or lease of an object;
corporatization of the enterprise;
cadastral valuation;
determining the taxation of immovable objects;
Loan secured;
· insurance;
making an investment in real estate authorized capital businesses or organizations;
attraction investment investments;
entry into inheritance rights;
· resolution of property disputes;
liquidation of the enterprise;
Calculation of the tax amount for real estate objects;
in other actions that are related to the realization of the right to real estate.
The process of valuation of real estate objects is concluded in determining the value of the owner's rights to property. For the buyer, it is necessary to understand what the value of this property is for him and why.
Real estate transactions are private in nature, the information offered is not always correct and complete. Therefore, professional independent evaluation real estate is the most demanded type of appraisal activity. But the citizens themselves need to have a certain knowledge base in this area.
Market research of the real estate valuation services market consists of the systematic collection, display and analysis of information necessary for making management decisions at the enterprise. With their help, the organization's strategic marketing asset is formed, as well as information resource needed to provide more effective work appraisal organization in the future.
Service - activity for the production of a product (tangible or intangible), carried out by order of the client (consumer), together with the client and for the client, with the transfer of the product to the client for the purpose of exchange.
An enterprise must take into account the characteristics of services when creating a marketing program (Figure 1).
Figure 1- Characteristics of services
Factors that influence the demand for real estate appraisal services:
the price of the service;
the quality of the service provided;
· consumer preference;
The consumer's income
Saturation of the market with services;
An interest rate on a deposit that encourages consumption or savings.
The company needs to find its place in the market in order to identify its own competitiveness. This concept refers to the competitive position of the enterprise, which is established in key areas of its work. Competitiveness directly depends on the occupied market share and the level of profitability, the higher they are, the higher the competitiveness of the enterprise and its position in the market. The competitiveness of the services provided by the enterprise largely depends on its overall competitiveness in the market.
More than 5,000 appraisal companies operate on the real estate appraisal market in the Russian Federation, so it is necessary that the quality of their appraisal services be at the appropriate level. Evaluation services have a number of features that determine the specific requirement for marketing and management in the service sector.
In the process of forming motivation for the target segment of consumers of real estate valuation services, one should take into account not only the motives that are associated with the service itself, i.e. service, social environment of the enterprise, etc. It is also necessary to take into account the motives associated with the consumption of this service, i.e. preference for the performance of work by a professional who will complete it faster, better, and maybe cheaper.
In the market of real estate appraisal services, information awareness increases the level of many factors, such as, for example, the qualifications of staff, the location of the enterprise. But, we must remember such a property of the service as intangibility, that it is difficult to demonstrate and guarantee its quality characteristics.
The most valuable sources of marketing information are activities that allow you to "embodied" the service, the so-called guarantees. This is because the risk in purchasing a service is perceived to be much higher than the risk in purchasing a product. In addition to the service itself, in the service market, important evaluation parameters are:
the personnel who provide the service;
the complexity of the availability of the enterprise;
the image of the enterprise.
The process of consumption of the appraisal service, due to its specificity, dictates special requirements to the organization of the enterprise, which is natural. Marketing-oriented management claims that in planning the activities of an enterprise, the behavior of its consumers is the starting point.
Due to the intensification of competition in the market for real estate valuation services, it is necessary to take into account the intention and behavior of the target segment of consumers when determining such parameters as:
· schedule;
standards and types of service;
requirements for personnel;
marketing mix activities.
Real estate appraisal activities are different specific feature. There are two types of real estate valuation (Figure 2).
Figure 2 - Types of real estate valuation
The consumption process includes the following steps (Figure 3).
Figure 3 - Service consumption process
This service consumption process is applicable to all types of services. But, since the market for real estate valuation services has a certain specificity and type of valuation, it is necessary to emphasize the difference in the sale of mandatory and proactive valuation.
The sale of compulsory appraisal is facilitated by the existence of certain state norms, i.e. the imposition of the state significance of consumption on real estate valuation services. In this case, it is necessary to competently present this service to the consumer so that all his requests are satisfied.
As for the marketing of an initiative assessment, the situation here is a little more complicated, since in this case it is necessary to form the desire of the consumer (client) to make this assessment. It is necessary to arouse the consumer's interest in this real estate appraisal service.
The society of any country in the world is interested in high-quality and reliable information based on common standards. The main goal of enterprises that provide real estate valuation services is the need to create favorable conditions for the interaction of different areas of the enterprise, to satisfy consumer demand, because this is the key to the success of the enterprise.
Complex economic conditions The modern market obliges enterprises to have marketing services in their structure, which play one of their key roles in their activities, since, by conducting market research, they provide the necessary information for making strategic decisions. At the enterprise, the presence of a marketing service is not only required condition effective work and development, but also necessary condition its survival in the market.
Bibliographic link
Bolshunova A.V., Fangmann G.O. THE SPECIFICITY OF MARKETING RESEARCH IN THE MARKET OF REAL ESTATE APPRAISAL SERVICES // International Student scientific bulletin. – 2016. – № 2.;URL: http://eduherald.ru/ru/article/view?id=15852 (date of access: 04/20/2019). We bring to your attention the journals published by the publishing house "Academy of Natural History"
In order to explore the real estate market, it is necessary to carry out the following activities: it is necessary to assess the volume and structure of the supply of this product, the volume and structure of demand for it and compare these values at a given price level. Then you need to calculate the dependence of demand and product supply on the price and choose such a level at which demand and supply will balance. It is possible to balance supply and demand by changing the latter in one direction or another.
The market research problem is an information problem. In order to assess the volume and structure of the proposal, it is necessary to obtain information about how many and what objects are available on the market, how many and what objects are being prepared for implementation, and what is already being specifically implemented. According to the data on the sale of real estate, 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 and 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 being studied. The main results of market research are forecasts of its development, assessment of market trends, and 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 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's dwell on each object of market research.
Market conditions
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 marketing of manufactured products. In accordance with this, the primary task of studying the 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 goods of this type, as well as the level and ratio of prices.
Three levels of market research are considered: general economic, sectoral and commodity.
An integrated approach to the study of market conditions involves:
use of various, complementary sources of information;
· a combination of a retrospective analysis with a forecast of buyers characterizing the market situation;
· Application of a combination of different methods of analysis and forecasting.
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 relation to the development of the industry or this production. The sources of its receipt are the data of state and industry statistics, official forms of accounting and reporting.
Commercial information is data extracted from the business documentation of the enterprise, on the marketing of manufactured products and received from partners in the course of information exchange. These include:
Applications and orders trade organizations;
· materials of market research services of enterprises, organizations and trade institutions (materials on the movement of goods in wholesale and retail organizations, market reviews, proposals for the current replacement of the assortment, etc.).
Special information represents data obtained as a result of special market research activities (surveys of the population, buyers, trade and industry specialists, experts, sales exhibitions, 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.
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 no 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 market forecast is based on taking into account the patterns and trends of its development, the main factors determining this development, observing strict objectivity and scientific conscientiousness when evaluating data and forecasting results.
In general, 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. For example, in practice, the concepts of sale and demand, supply and product offer, market prices and selling prices are often identified.
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. If a forecast of the possible sale of a product is made to determine the prospects for the development of retail trading network, then more rough, estimated forecasting methods can be used. If it is performed to justify the purchase of specific goods for the next month, then more accurate methods should be used.
The process of developing a forecast consists in carrying out calculations, with the subsequent adjustment of their results at a qualitative, professional level.
The forecast accuracy is estimated by calculating its possible errors. Therefore, the forecast results are almost always 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). Naturally, they differ not only in the lead time, but also in the level of detail and forecasting methods used.
Market forecasts are distinguished on the basis of a commodity: a specific product, types of goods, product group, complex of goods, all goods.
On a regional basis, market forecasts are made for: specific consumers, administrative regions, large regions, countries, the world.
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. Expert review. 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 - sufficiently competent specialists; 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.
· Summary review, or report. The main document with generalizing indicators of the market, goods consumer goods. The dynamics of general economic and sectoral indicators, special conjuncture conditions are analyzed. A retrospective is carried out and a forecast of market indicators is given, the most characteristic trends are highlighted, and interrelations between the market conditions of individual markets are identified.
· Thematic (problematic or commodity) review of the conjuncture. Documents reflecting the specifics of a particular situation or a particular market. The most pressing problems typical for a number of goods, or the problem of a particular product market, are identified.
· Operative (signal) market information. A document containing operational information, which is a kind of "signal", about individual processes of market conditions. The main sources of operational information are data from trade correspondents, surveys of the population, and expert assessments of specialists.
