The term "marketing" (in English "marketing") consists of the word "market" meaning "market" and the active ending "ing", which allows literally translate marketing as "market activity" or "activity in the market." 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 identification and solution of 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 of the organization. The basis for the classification of marketing research of the external environment is their division by research objects into target and market ones. Targeted marketing research (research of consumers, goods, competitors, etc.) is carried out to solve any specific tasks of the organization, for example, to highlight the target market segment. Market research is carried out in order to study the main parameters of the market, which, in turn, are characterized through a system of quantitative and qualitative indicators (Table 1).
Table 1 - Main directions of market research
End of table 1
|
Study the proposal |
study of the volume, structure and dynamics of supply; research of the production and raw material potential of the supply; study of supply elasticity |
|
Studying prices |
research of the level of prices prevailing in the market; study of price dynamics over a certain period of time; research of the main price trends |
|
Market research |
study of the situation in the market under the influence of the following conjuncture-forming factors: supply of goods, demand for goods, market balance, market scale, etc. |
Study of the processes taking place in the market |
research of the characteristics of the market, trends in business activity, market capacity and the share of the company in it, the study of market conditions, etc. |
In the context of the recovery from the global economic crisis, the issues related to the study of the real estate market, as one of the most affected by the current conditions, are becoming more urgent. In this case, 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 peculiarities of its interpretation. The Civil Code of the Russian Federation acts as the primary basis for the definition of real estate, which classifies the following objects as immovable things (real estate, real estate) (table 2):
Table 2 - Composition of real estate objects in accordance with the Civil Code of the Russian Federation
|
Individual objects |
Complex objects |
|
Land |
The enterprise as a whole is like Property Complex including: land, buildings and structures, inventory and equipment, raw materials and products, |
|
Subsoil plots and subsoil funds |
|
|
Everything that is firmly connected with the land, including: buildings and structures, objects of construction in progress |
|
|
Equated to real estate subject to state registration: aircraft and ships, |
Claims and debts, rights to designations that individualize the enterprise, its products, works and services, |
End of table 2
Compiled by
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 subdivided 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
|
The property |
Objects of real estate |
|
Residential Properties |
Apartment buildings; Apartments and rooms; Individual houses and cottages; Country houses, summer cottages, etc. |
|
Commercial real estate |
Trade premises; Office rooms; Restaurants, hotels, etc .; Industrial premises; Warehouses, etc. |
|
Public property |
Schools, institutes, etc .; Theaters, houses of culture; Hospitals and clinics; Administrative, sports tasks, etc. |
|
Land; Subsoil plots and funds |
Compiled by
In practice, the concept of real estate is distinguished as a physical (material) object and as a complex of economic and legal and social relations ensuring a special order of their disposal and special stability of rights. Accordingly, it is customary to distinguish between four concepts of real estate (Figure 1).
Figure 1. Four concepts of real estate
Real estate belongs to the category of goods. She can act as consumer product(apartments, premises, buildings, non-industrial structures), and as a product for industrial purposes (premises, buildings, industrial structures). 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
End of table 4
|
Fixed location |
It determines the uniqueness of each property, largely determines its economic characteristics and positioning in the market |
|
Uniqueness (originality) |
Each real estate object has certain characteristics peculiar only to it that distinguish it from others |
|
Bicomponent |
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 dimensions, can be different |
|
Non-consumability |
Natural form is not consumed, it lasts for the whole life |
|
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. |
Compiled by
The circulation of real estate, like any other product, is carried out on the market and is closely related to the attraction of financial capital and labor. At the same time, the real estate market is a market for 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
End of table 5
|
N. Ya. Kolyuzhnova, A. Ya. Jacobson |
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 turnover of rights to real estate objects. |
|
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 process of various transactions carried out with real estate. |
|
A. V. Sevostyanov |
This is a sector of the national market economy, which is a collection of real estate objects, economic actors operating on the market, the processes of market functioning, that is, the processes of creation, use and exchange of real estate and market management, and the mechanisms that ensure the functioning of the market (market infrastructure). |
Compiled by
In our opinion, it most fully reflects the essence of this market and, at the same time, the definition of the real estate market given by A.V. Goremykin is presented in an accessible form.
The real estate market has a ramified structure, and, based on various characteristics, it is subdivided into a number of narrower markets (table 6).
Table 6 - Classification of real estate markets
|
Classification attribute |
Types of markets |
|
Object type |
Land, buildings, structures, enterprises, premises, property rights, and other objects. |
|
Geographical (territorial) |
Local, urban, regional, national, global. |
|
Functional purpose |
Industrial premises, housing, non-industrial buildings and premises. |
|
Operational readiness |
Existing facilities, construction in progress, new construction. |
|
Participant type |
Individual sellers and buyers, resellers, municipalities, commercial organizations. |
End of table 6
Compiled by
The following transactions are carried out on 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 (sale of pledged or seized real estate objects); with a partial or complete change in the composition of the 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 changing the owner - investing in real estate; real estate development (expansion, renovation, new construction); pledge; rent; transfer to economic management or operational management, for free use, in trust management, etc.
The real estate market provides big influence on all sides of the life of society through a number of functions (Figure 2).
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 preserve 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.
 |
Figure 2. The main functions of the real estate market
The functioning of the real estate market is carried out due to the actions of its subjects, which include: sellers, buyers, professional participants (institutional and non-institutional) (Figure 3).
|
1.Sellers (landlords): property owners (legal and individuals); builders (developers); bodies authorized by local authorities, etc. |
2. Buyers (tenants): legal entities and individuals; investors and equity holders; organs government controlled etc. |
Subjects (participants) real estate market |
|
Professional Participants |
|
|
3. Institutional actors (representing the interests of the state): courts and notary 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 on a commercial basis): building contractors; real estate agencies; appraisal agencies; law firms; banks; mortgage agencies; Insurance companies; Media, etc. |
Figure 3. Subjects (participants) of the real estate market
Due to its specificity, the real estate market has a number of features that distinguish it from other markets presented in table 7.
Table 7 - Features of the real estate market
|
Characteristic |
|
| Localization |
Absolute immobility; - high price dependence on location |
| Competition type |
Imperfect, oligopoly; - a small number of buyers and sellers; - price controls are limited; - entering the market requires significant capital |
| Elasticity of offers |
Low, with an increase in demand and prices, supply increases little |
| Demand nature |
Demand is individualized and not interchangeable |
| Degree of openness |
The transactions are private; - public information is often incomplete and inaccurate, which makes it difficult to assess the market situation |
| Competitiveness of goods |
It is largely determined by the surrounding external environment, the influence of the neighborhood; - the specificity of individual preferences of buyers |
| Zoning conditions |
Regulated by civil and land legislation, taking into account water, forest, environmental and other special law; - great interdependence of private and other forms of ownership |
| Registration of transactions |
legal difficulties, restrictions and conditions |
| Price |
includes the cost of the object and associated rights |
Compiled by
Thus, it was determined that the real estate market has a special place in the economy of any country. Acting as a complex integrated category, it combines 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 in this market is characteristic precisely for the regional real estate markets, a feature of which is the mandatory orientation not only to local conditions, but also to the general situation in the country.
Literature
1. Goremykin, V. A. Economics of real estate: Textbook / V. A, Goremykin. - 5th ed., Rev. and add. - M .: Higher education, 2008.- 808 p.
2. Malhotra, N.K. Marketing research. Practical guidance / N.K. Malhotra. - 3rd ed. - M .: "Williams", 2002. - 960 p.
3. Marketing: general course: Tutorial/ Ed. N. Ya. Kolyuzhnova, A. Ya. Yakobson - M .: Publishing house Omega-L, 2006 .-- 476 p.
4. Raisberg, B. A. Modern economic vocabulary/ B. A. Raizberg, L. Sh. Lozovsky, E.B. Starodubtseva. - 6th ed., Rev. and add. - M .: INFRA - M, 2008 .-- 512 p.
5. Safonova, K. I., Andreeva, I. A. Real estate economics: a textbook / K. I. Safonov, I. A. Andreeva. - Vladivostok .: TSUE, 2007 .-- 128 p.
6. Sevostyanov, A. V. Economics of real estate / A. V. Sevostyanov - M .: KolosS, 2007. - 276 p .: ill.
7. Sharoshchenko, I. V. Economics of real estate: educational material / I. V. Shcharoshchenko - Vladivostok: FVGAEU, 2003. - 80 p.
8. Asaul, AN Economics of real estate: Textbook for universities [Electronic resource]: [Administrative - management portal AUP.ru] / AN Asaul. - Electron. Dan. - SPb .: Peter, 2007. - Access mode: URL: http: //www.aup. ru / books / m76 / 2_1.htm
9. Civil Code Russian Federation[Electronic resource]: [Official website of the "Consultant-Plus" company] - Electron. Dan. - 2009. - Access mode: URL: http://www.consultant.ru/popular/gkrf1/
10. Grinenko, S. V. Economics of real estate: Lecture notes. [Electronic resource]: [Administrative - management portal AUP.ru] / S. V. Grinenko. - Electron. Dan. - Taganrog: TRTU, 2004. - Access mode: URL: http: // www.aup.ru/books/m94/
Marketing research
Marketing research
Marketing research is a necessary component of the activities of companies that set themselves the goal of increasing market volumes, reducing costs, and, ultimately, increasing profitability. When developing a business plan for an investment project, it is on marketing research that all assumptions about future income and market opportunities of the business are based. Competent marketing research will help reduce uncertainty in your business, reduce risks when developing a business plan, and most effectively distribute economic potential to achieve the desired strategic goals of the company.
For taking weighted management decisions certain knowledge about the target market is required, without which the planned transformations cannot be considered justified.
We provide market research services in all regions of Ukraine. In our activities, we use a set of marketing research methods suitable for solving different tasks company
Qualified specialists of our company will carry out the necessary work for you and provide qualified services using a variety of marketing methods. Depending on the type of need that a company has, the following goals and objectives of marketing research are distinguished:
· Comprehensive market research;
· Assessment of the market potential;
· Analysis of sales;
· Study of goods;
· Research of buyers;
· Research of pricing policy;
· Short-term and long-term forecasting;
· Research of competitors;
· Research of sales promotion system, advertising research, etc.
Marketing research of the real estate market
In order for the project to become as effective as possible, it is necessary that the idea of developing a certain territory be confirmed by marketing, economic, expert studies on the basis of the permissible and permitted, as well as physically feasible use of the territory.
Correctly designed real estate development concept plays a key role in the further success of the project. When investing in development projects, investors expect that the profit from the project in the future will significantly exceed the funds spent on it.
The development of the concept should be read with an answer to the question, which object can be placed on the site in question. And for this, it is necessary to conduct a number of marketing studies, which are carried out according to the criteria of compliance with economic feasibility and financial feasibility, maximum profitability and the highest cost.
On the basis of professional research, a concept for the future development of the territory is being developed, where the main economic idea is formulated - what should be a real estate object in this particular place in order for it to be commercially successful, bring the owner maximum return on investment and retain its value over the years.
The economic concept is necessary for the most efficient use of a land plot, it is an “instruction” for investors and owners when making decisions on the further development of territories.
Brief structure of the marketing concept
1. Analysis of the land plot at the micro and macro levels
2. Transport and pedestrian accessibility of the land plot
2.1 Access roads, connection to major transport arteries and railway stations
2.2 Public transport,
2.3 Individual transport
2.4 Pedestrian flows
3. Analysis of the competitive environment of the land plot
4. Analysis of the macroeconomic situation in the country
5. Marketing analysis of the relevant segments of the real estate market
6. Analysis of potential consumers. Analysis of demand and consumer preferences - carried out based on the results of a survey or in-depth interviews
7. SWOT -analysis of the land plot
8. Concept for the development of a land plot or real estate object
8.1 Description of the project, its main difference from competitors
8.2 Portrait of a potential consumer
8.3 Zoning a territory or a building
8.7 Price policy future business
8.8 The main technical and economic indicators for the concept of development of the property
9. Identification and assessment of project risks, proposal of ways to minimize them
10. Technical and economic indicators of the project (TEP)
Methods used in marketing research:
1. Desk Research
The main point of desk research is the collection and analysis of secondary information, the so-called secondary data. Secondary data, as a rule, constitute documents in the sense that this term is used in sociology. There are several types of documents: official and unofficial, personal and impersonal, etc. In desk research, data are always inappropriate, since they are not created in the course of the study, but are taken from other sources ready for analysis.
Possibilities and effectiveness of the method:
Conducting desk research usually requires less time than questionnaire surveys. The cost of desk research is low. The advantage also lies in the ability to obtain information about problems that are not available for direct study through subject-object interaction, as is done in marketing research.
Desk research can be used as the main method of data collection, the purpose of which is to answer the programmatic (main) research question, to test the main hypothesis. In addition, the method is an integral part of almost any comprehensive marketing research.
2. Field research:
2.1 Consumer survey
The main advantage of the technique is that the collection and processing of data occurs specifically for a specific marketing analysis... The questionnaire is based on primary information, that is, on newly obtained data for solving a specific problem under study. Benefits of primary information: data is collected in accordance with the exact objectives of the research task; the data collection methodology is controlled, all results are available to the company and can be classified. Disadvantages: significant costs of material and labor resources.
It should be noted that field and desk research complement each other.
The cost of the survey, as well as the region of study and the sample size are determined on an individual basis.
2.2 In-depth interviews
In-depth interviews- This is an individual conversation, conducted according to a previously developed scenario. In-depth interview involves receiving detailed answers to questions from the respondent. Although the interviewer has a general outline for the interview, the order of the questions and their wording can vary significantly depending on what the respondent is saying. Using in-depth interview method the respondent's statements are not influenced by those around him (as happens, for example, in focus groups).
In-depth interviews are based on the use of techniques that induce the respondents to long and detailed reasoning on the range of questions of interest to the researcher. This allows you to get to the smallest details, to find out all aspects of the behavior and reactions of the respondents, which may be important for solving the research problems. Carrying out in-depth interview requires very high qualifications of the interviewer. The interview is carried out in person, in the absence of strangers, or by telephone, if this is permitted by the nature of the study.
The cost of in-depth interviews, as well as the list of respondents, are determined on an individual basis.
Business planning
Business planning is a versatile tool for predicting the future.
Business planning contributes to the development of the organization's goals, ways to achieve these goals, minimizing business risks, motivating the team, and obtaining a loan.
Our specialization is drawing up a business plan, Feasibility study (feasibility study) of the project for obtaining a loan or attracting investors. We will help you draw up and write a business plan how in accordance with international standards UNIDO and in accordance with the requirements of Ukrainian credit institutions, international and Ukrainian investors and banks.
Business planning is especially necessary if your company decides to:
Expand or modernize production
Open new areas of activity
· To participate in joint venture
Develop new markets or products
Get a loan or investment
For all of the above activities, significant financial investments are required.
A business plan is a universal tool for assessing the effectiveness of such investments.
UNIDO methodology
In accordance with UNIDO standards, the structure of a business plan should include the following sections:
1. Project summary
2. Description of the enterprise and industry
3. Description of products (services)
4. Marketing and sales of products (services)
5. Production plan
6. Organizational plan
7. Financial plan
8. Focus and efficiency of the project
9. Business risks
10. Applications
The cost of developing a business plan, if the Customer has all necessary information- from 800 US dollars, term - 12-16 working days.
Development of a financial concept (FC) for commercial real estate
FC appointment.
The objectives of carrying out financial and economic calculations (hereinafter the Financial Concept, or FC) at the stage of developing the CONCEPT of the Development Object are:
§ Determination of the investment attractiveness of investments in the Development Object for the project participants - investors and the developer
§ Quantification investment risks and project safety margin
§ Preparation of the necessary calculation data when assessing the efficiency of the invested capital (excluding the financing scheme) for making decisions on the feasibility of further project development
§ Establishing the minimum necessary requirements for the financing system and calculating the initial data for negotiating with various types of investors
§ Calculation of an investment cost plan for negotiating with contractors
As a result of the development of the FC, a dynamic model of the company's strategic goals is formed, taking into account the main factors of the external environment and the internal characteristics of the company, which is used for:
1.presentation to the general investor of a vision regarding the commercial efficiency of its participation in the Project, taking into account the entire set of technical, economic and market factors
2. making decisions on the development of the Construction Project of the Development Object and the assessment of the main cost elements of the Project
3.calculation of indicative indicators for negotiating with real estate firms about the sale and lease of construction products
FC, together with the dynamic model, serves as a business model for the investor, according to which the economic feasibility of the project is assessed at the stage of pre-design studies. All forecasts and justifications as part of the work on the development of the FC are carried out in compliance with the established criterion for the degree of reliability of the averaged estimates.
3.calculation of the commercial efficiency (viability) of the Project as a whole for the invested capital according to the base case
4.Analysis of the stability of the Project and identification of risk factors for the subsequent planning of risk management tasks
results... The customer receives all the necessary data to draw up a Declaration of Intent, which sets the following target figures for the subsequent stages of the Project implementation (stage "P", stage "RD", investment phase):
§ predicted technical and economic parameters of construction objects
§ predicted terms of commissioning of construction objects
§ forecast of sales of construction products
§ forecast of the discounted payback period of the Project
§ the expected rate of return of the investor
§ assessment of the Project's sustainability in the face of uncertainty and risks
§ stock financial strength Of the project
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In real estate, one can distinguish three main lines of research:
- Research / reviews of the market as a whole, or its individual segments
- Research of construction projects (objects, territories, etc.) in all segments of the real estate market
- Research and analysis of existing / operating real estate objects from each of the segments
Real estate market research, mainly carried out three different methods:
1. Market research using classical desk research methods.
2. Market research by conducting expert interviews.
3. Research of potential consumers (usually performed in relation to any specific property in order to clarify its consumer characteristics or assess its market demand).
The ANTEMA company from its work focuses on the complex application of all three research methods, in relation to each specific project or a segment of the real estate market.
The analysis appears in the form of three interdependent studies that confirm and complement each other, which gives the owner / investor the most complete picture of the market of the real estate segment of interest and market prospects.
The main research work carried out by the specialists of the Antema Company:
1. Definition and analysis of zones of influence of projects / real estate objects
- main transport routes
- main settlements
- determination of the density and number of population in the zone of influence
2. Analysis of projects / real estate and location
2.1 Analysis of the physical characteristics of projects / real estate objects. Factors limiting the potential use of the Site:
- site relief
- the shape of the plot where the project / property is located
- Availability and characteristics of access roads
- the presence of natural and man-made objects on the site / as part of projects / objects restricting use
- provision of communications
- urban planning restrictions (height, red lines, view lines, etc.)
2.2 Analysis of existing projects / real estate objects:
- determination of basic consumer characteristics
- determination of the main quality and technical characteristics
- definition of the class of the project / property
2.3 Analysis of transport, pedestrian and visual accessibility
2.4 Measurement of road and pedestrian traffic on adjacent routes in order to determine the volume of potential target audience for commercial construction projects.
2.5 Analysis of the immediate environment of projects / real estate objects. Characteristics of the surrounding buildings:
- survey and description of the existing environment
- planned residential and commercial construction
- road construction
- analysis of plans for the development and reconstruction of facilities in the immediate vicinity based on information about the available initial permits, media information and other open sources, expert interviews
3. Analysis of different segments of the real estate market
3.1 Analysis of all segments of the real estate market of the location area, development trends:
- collection and analysis of information about the existing proposal, characteristics and classification of the proposed objects
- projects under construction, projects presented on the open market
- level of rental rates and sale prices, vacancies (expert assessment)
4. Analysis of the best use of projects / real estate and development of an integrated concept for the development of the analyzed area as a whole
4.1 Identifying the strengths and weaknesses, opportunities and threats of various options for using the Site
4.2 Analysis of the compatibility of different uses of the Site
4.3 Formation of the concept of the development of the Site based on the best use
4.5 Determination of the maximum output of areas of various functional purposes, the balance of the territory
4.6 Characteristics of potential buyers / tenants
4.7 Formation of forecast rental rates / sales prices of future premises in accordance with the developed concept.
5. Expert interviews with leading players in the real estate market in the studied market segments
- classification of the studied segments of the real estate market of the location area
- expert assessment of market volumes in the studied segments
- promising areas of new construction, areas of mass development
- large completed and planned projects announced on the market
- expert assessment of the location and types of real estate recommended for construction
- expert model of the object - type of property for each of the segments, volume
6. Conducting surveys of potential consumers in all studied market segments
- Survey of potential consumers to determine the potential target audience based on the concept
- Survey of potential consumers to determine the main points / places of concentration of the target audience
- Preparing and conducting mass surveys of potential target audience
- Processing and analysis of the obtained results
7. Carrying out pre-brokerage of retail and entertainment areas for commercial real estate objects
- Formation of a list of anchor tenants
- Formation of a list of potential tenants of the entertainment zone
- Formation of a list of tenants of retail space
- Determining the interest of potential tenants in the project (testing the concept on potential tenants, including anchor ones)
- Formation of forecast rental rates and sales prices in relation to the generated list of tenants.
8. Conducting a detailed economic analysis of the developed concept and development of an economic model of the project / real estate object
9. Development of a draft technical assignment for development architectural project Development of the Site
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 item or object of consumption (land plots, residential buildings, summer cottages, apartments, garages). Real estate acts as the basis of personal existence for citizens and serves as a basis for economic activity and development of enterprises and organizations of all forms of ownership. In Russia, an active formation and development of the real estate market is taking place, and an increasing number of citizens, enterprises and organizations are participating in real estate transactions.
Real estate is the main subject of discussion in the privatization of state and municipal property, in the lease of non-residential premises, in the purchase and sale of residential premises. A layer of new real estate owners has appeared, both in the field of personal consumption and in many areas. entrepreneurial activity... Formed commercial structures operating in the real estate market.
The activities of domestic and foreign investors are developing, for whom the acquisition of guaranteed rights to use land and the legal protection of their interests is of great importance. Local legislation to regulate the real estate sector began to develop.
In this paper, I will also try to consider various aspects of the choice of housing and what factors are priority when choosing a home, what is the "fair price" for housing in the opinion of 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 nowhere is there a precise definition. According to 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 land, that is, objects whose movement is impossible without disproportionate damage to their purpose, including forests, perennial plantings, buildings, structures. Immovable things also include aircraft and sea vessels, inland navigation vessels, and space objects subject to state registration.
Other property may also be classified as immovable by law. So, for example, an enterprise as a whole as a property complex is also recognized as real estate. According to the Civil Code of the Russian Federation, an enterprise is considered not as a subject, but directly as an object of civil rights. An enterprise as a whole or part of it can be an object of purchase and sale, pledge, lease and other transactions related to the establishment, change and termination of property rights. The company can also be inherited.
The economic characteristics of real estate include its rarity (there are no absolutely identical real estate objects); the cost of adjacent land, buildings (for example, construction of hazardous production); territorial features (a change in territorial preferences can increase the value of real estate without physical changes), purpose (as a rule, it cannot be changed without significant costs).
Real estate falls into three main types: land, housing and non-residential premises.
Depending on the nature of use, real estate is divided into used for housing (houses, cottages, apartments), for commercial activities(hotels, office buildings, shops, etc.), for production 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; a set of existing and potential buyers of the product. Real estate is a special commodity, as its characteristics are not characteristic of other commodities. The real estate market is a set of relationships around transactions with real estate (sale, purchase, lease, mortgage, etc.).
The main features of the real estate market are:
· The local nature of the real estate market (reduction in the number of possible transactions due to a specific location);
· The uniqueness of all plots of land (entails a difference in prices);
· low liquidity real estate in comparison with other goods (due to the need to involve legal institutions when making transactions);
· Discrepancy between high prices and financial capabilities of buyers, which requires a loan in most cases;
· Spread 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 market of non-residential premises,
· Industrial real estate market.
You can also highlight the market of unfinished objects and hotel services.
The main subjects of the real estate market, along with the owners and users of real estate (which may be physical and legal entities) are: banks, construction organizations(contractors), real estate firms, law firms, insurance companies, property management committees, technical inventory bureaus, arbitration court, notary offices, tax inspectorates.
In connection with the development of the real estate market, the need arose for appraisal activities. Appraisal activity is the activity of a person (appraiser) subject to licensing, which consists in establishing by him in relation to the appraised object using special rules and methods of the market or other value of real estate.
The development of the real estate market is facilitated by the free transfer of property rights to 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 exploitation) has begun.
In general, the formation of the domestic real estate market can be characterized following factors:
Macroeconomic instability (it is impossible to foresee regulations, the adoption of which is conditioned by the political environment).
Inflation. On the one hand, investment activity and the development of a normal mortgage lending system are declining, and on the other hand, due to the limited availability of more liquid and profitable areas of investment in real estate, investments are attractive.
Blur legislative framework.
Lack of special services for collecting and analyzing information, which makes the information space opaque.
Low professionalism of participants in the real estate market (little work experience, uncertainty of the legal 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 is becoming a commodity, and the real estate market is gaining momentum. Uncertainty of ownership of land, inflation and other factors listed above leave an imprint on the development of the Russian real estate market.
Current state of the real estate market in Moscow
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 rubles. By December 2009, the offer price at many properties reached 180 thousand rubles per square meter, and this mark became the highest in the past few years.
The first to buy up apartments in new buildings of economy class; 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 offers, if they are found, are already at a price higher than 100 thousand per square meter. And it is precisely with the "washing out" of the most liquid proposals for new buildings that the experts of the real estate company "NDV-Real Estate" associate the last year's rise in housing prices.
Analysts announced the impending housing shortage at the end of 2008. Today it is becoming clear that the forecasts were confirmed: last year, developers did not enter the market with new projects, but directed all efforts to complete the construction of previously started houses. In addition, about 80% of new buildings in Moscow were frozen at the pre-project stage, under the influence of the difficult economic situation.
Q: what should the buyer expect from the market?
The beginning of 2010 was marked by the fact that the signs of a housing shortage became 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 quarters 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 the demolished houses was partially financed by the administration, and partially transferred by investors for the implementation of social programs, now the mechanism has changed. In recent years, investors have preferred to pay with money, and the off-budget source of replenishment of the municipal fund, thus, will soon dry up. The finances that come from investors do not have a specific purpose, and very soon the city will have to take over almost 100% of social new buildings in Moscow (whereas before 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 capital's 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's planned for demolition.
Forbes and Expert magazines published ratings of the largest companies in Russia, differing both in the sample size and in the criteria for selecting companies. 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 represented on the stock market. First of all, these are closed joint stock companies, societies with limited liability and groups of companies that conduct a common business and are controlled by a common owner. Within the framework of the presented rating of the magazine Forbes company were ranked by revenue received in 2006. Revenue figures were 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 - the top three companies were Don-Stroy, SU-155 and Glavstroy (which took 2, 3, 4 places in the rating of the Expert magazine, respectively).
The Expert-400 rating includes 22 construction companies and one real estate company - Miel-Nedvizhimost. V Forbes rating- 19 companies and 3 real estate companies - Miel-Nedvizhimost, Inkom and MIAN.
Metrinfo.Ru survey results
Popular opinion: price is more important than brand
The Internet magazine about real estate Metrinfo.Ru conducted a sociological study on the topic of buying a home on the primary market.
First, the Muscovites were asked: “Imagine, please, the situation that you are going to buy an apartment. Tell me, you:
they would have done everything on their own (would have found suitable housing, completed the 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 chose 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 have gone “the other way”.
Then the following question was asked: “Imagine that you had to choose: buy housing 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? " At the same time, it was clarified that both companies guarantee the buyer the legal purity of the transaction.
4% chose an unknown company;
3% settled on a well-known company;
2% would have done it differently;
1% found it difficult to answer this question.
Popular opinion: 30-60 thousand rubles. - the price of an available meter
What should be the price of "people's" housing. The Internet magazine about real estate Metrinfo.Ru questioned the residents of Moscow directly about this. A sociological study was conducted and it began with the question: "What should be the cost per square meter in Moscow in order to become affordable for the townspeople?" Several options for this cost were offered to choose from.
The survey results were as follows:
Up to 30 thousand rubles was 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 buyer's decision?
“Do you think discounts are real savings or tricks of sellers? Or maybe they do not have a real economic benefit, but they encourage people to buy? ”- this is such a florid question was asked to people. Well, so that they would not get confused, the answers were offered:
Discounts are real savings;
Discounts are sellers' gimmicks;
Discounts have no real economic benefit, but they do provide an incentive to purchase.
% of the respondents (slightly less than half of the survey participants) believe that discounts are tricks of sellers who always and everywhere derive continuous benefit for themselves;
% believe that discounts have no real economic benefit, but, in fact, can become an incentive for a buyer;
% are confident that discounts are real savings;
% have a different opinion;
% found it difficult to answer.
Popular opinion: 6 acres of Moscow region 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 Moscow region or for the same money, but housing abroad. What would you prefer? "
2% of respondents would buy a house in the Moscow region (the difference with 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 building?" - asked the residents of Moscow.
No - 58% of the respondents answered us;
Yes - said 42% of the 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 Moscow region
To begin with, they asked the general question "Are you satisfied with your living conditions?"
“No” - answered 37.7% of the surveyed townspeople;
"Yes" - say 62.3% of the respondents.
Then came the second question: “Would you agree to exchange (without financial costs) your apartment in Moscow for an apartment with an area twice as large, but in the suburbs? (from 15 to 30 km. from MKAD) ". Let us explain why we chose this very distance from Moscow: in this zone, prices are about half the Moscow prices. Closer to Moscow - the cost increases, and the proposed operation can no longer be carried out.
This is how the survey participants answered this question:
“Definitely yes” - 1.8%;
“More likely yes than no” - 5.3%;
“More likely no than yes” - 17.5%;
“Definitely not” - 75.4%.
Popular opinion: real estate will save money
“Have you heard that during the crisis, apartments in Moscow began to fall in price?” - asked the first question to the survey participants.
No, this is the first time I've heard about it - 55% of the respondents told us.
Yes, I heard - 45% confirmed it.
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 profitable, - 56% of the survey participants answered this way;
no, not profitable - said 14%;
found it difficult to answer 30%.
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 an enterprise. 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 corporate shares - 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%.
Results of surveys of students of the Financial Academy (17-19 years old)
50 students were interviewed. 16 questions were asked. And here's the result.
3.What should be the cost per square meter in Moscow to become affordable for citizens? " Several options for this cost 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 yes, on which floor would you like to live (answers to the question were given only by those who answered positively to the previous one).
· 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 have no savings
· in cash
· Other
· found it difficult to answer
13.Your gender
14.Number of people in the family
15.What will be your priority when buying an apartment
16.Name the construction companies known to you.
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 relationships around transactions with real estate (sale, purchase, lease, mortgage, etc.). The development of the real estate market is facilitated by the free transfer of property rights to real estate. With the transition of Russia to market relations, real estate is becoming a commodity, and the real estate market is gaining momentum. Of course, both market segmentation and product positioning are just tools that are used to achieve the main task - to make the optimal economic decision that brings 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, clients began to gradually return to the market: developers began to regulate the market, reducing the volume of construction.
We can also conclude 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 the selection and purchase of cellular real estate. We ask you to take part in the survey and answer the questions posed in the questionnaire. The questionnaire is anonymous, the last name, first name and patronymic should not be indicated.
Thank you in advance for your help!
1.“Imagine, please, the situation that you are going to buy an apartment. Tell me, you:
· they would have done everything on their own (would have found suitable housing, completed the 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: buy housing from a large company with a well-known name, but a little more expensive, or from an unknown company, 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 to become affordable for 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 stimulate to buy? "
· Discounts are real savings;
· Discounts are sellers' gimmicks;
· Discounts have no real economic benefit, but they do provide an incentive to purchase.
.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. Which one would you prefer?
6."Would you personally like to live in a high-rise building?"
.If so, which floor would you like to live 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 suburbs? (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 fall in price?
11.Earlier (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 an enterprise. What do you think is the best way?
· on a bank account
In real estate
· in company shares
· in precious metals, stones
· I have no 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-most significant, 8-least significant):
· Price (how low, or vice versa, high price justifies everything, for example, low justifies possible disadvantages)
· The apartment itself (layout, renovation, if any, purely psychological sensations)
· The view from the windows (how much is it priority, for example, if the apartment suits, the house is not bad, and the view is not a fountain or vice versa, the apartment is average, but the view is super)
· House (house itself, neighbors, entrance)
· Neighborhood (what's around the house, there are all sorts of playgrounds or parks or shops available)
· District (infrastructure, how important is the proximity of kindergartens and schools for children, if you have already decided, for example, with a kindergarten and a school and they suit, ready for the sake of some offer to break off to the other end of the city, where everything is different and you are not guided 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 are without it and there is an option to walk to the metro for 10-15 minutes or go by public transport)
· The liquidity of the apartment (if, for example, you will probably sell it, now it suits you as an option for you, but how liquid it will be in 5 years)
16.Name the companies known to you in the construction field.
Socio-demographic portrait of respondents
sex% of the total number of husbands 66 wives 34 number of persons in the family 223364445126472
Bibliography
1.GK RF
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