Course work

In the discipline "Fundamentals of Marketing"

Topic: "Plan of the marketing research

real estate market "

annotation

Introduction

Chapter 1. Marketing Research Management

1.1 The structure of the marketing information system

1.2 Sounding research

1.3 Descriptive research

1.4 Casual exploration

Chapter 2. Marketing research of the real estate market. Targets and goals

2.1 Market conditions

2.2 Market size

2.3 Market segmentation

2.4 Competition and market barriers

2.5 Market opportunities and risks

Conclusion

Bibliography

Appendix

ANNOTATION

In this course work are given methodological aspects research of the modern real estate market.

These aspects were considered in order to consider the principles of marketing and search for its components that affect the management of marketing research, in the study of the real estate market, in particular.

The term paper consists of two parts. The first part is theoretical. It examines the main theoretical aspects of marketing research management. The main components of research, types were identified and considered, namely:

· 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 Objectives:

· Consider the market conditions;

· To characterize the market capacity;

· Consider the segmentation of the market;

· Describe the state of competition and market barriers;

· To characterize market opportunities and risks.

At the end of the course work, the necessary conclusions are given.

INTRODUCTION

In modern economic theory, such market concepts and scientific directions have appeared, such as, for example, marketing activities... The main functions of this field of activity were taking into account the needs for goods, the state and dynamics of demand, studying the possibilities of adapting production to the requirements of the market, actively influencing the formation of needs, monitoring the conditions for the sale of goods.

Marketing research is an essential component of the analytical function of marketing. The absence of such studies is fraught with the most unfavorable consequences for the manufacturing company.

Marketing research of the real estate market involves the systematic collection, processing and analysis of data on those aspects of marketing activities, within which decisions should be made, as well as analysis of the components of the external environment that affect the marketing activities of the company.

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: assessing the state and trends (conjuncture) of the development of the real estate market, consider the market situation; characteristics of the market capacity; market segmentation; the state of competition and market barriers; market opportunities and risks.

The purpose of this course work is to consider aspects of real estate market research.

In accordance with the purpose of the work, the following tasks have been set:

Consider the principles and methods of marketing research management;

to characterize the structure of the marketing information system;

consider the goals and objectives of marketing research;

to 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 is aspects of studying the real estate market.

Methodological and theoretical basis This study included the translated works of Western scientists, as well as the works of leading Russian scientists in the field of marketing research, statistical and operational data, the results of the conducted marketing research of the market.

CHAPTER 1. MANAGEMENT OF MARKETING RESEARCH

1.1 Marketing information system structure

Few managers are satisfied with the information they receive about the market. The reasons for this dissatisfaction are as follows:

· The available information very often turns out to be 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 may retain information from themselves, not transferring it to other departments or colleagues;

· It is difficult to verify the reliability and accuracy of the information.

The role of the marketing information system (MIS) is to carefully study information needs, develop an information system that meets these needs, centralize available information and organize its distribution in the organization. The definition of IIA 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 efficiency of marketing planning, implementation and control.

The structure of the IIA is shown in Figure 1.

Figure 1. The structure of the marketing information system

As the figure shows, it is the responsibility of the organization's management to monitor the macro-marketing environment. Three subsystems are involved in the collection and analysis of information flows: the internal reporting system, the business surveillance (intelligence) system and the marketing research system. The fourth subsystem is an analytical market system responsible for processing data and transmitting information to management for its study, decision-making and control.

From this point of view, marketing research is only one component of the IIA. The role of marketing research is clearly defined and limited to the specific problem that needs to be addressed. The role of the IIA is much broader, and the IIA itself is organized on an ongoing basis. Below we briefly describe the tasks and contents of its three subsystems.

Internal reporting system. All organizations collect internal data as part of their normal business. This data, collected for purposes other than research, is called internal secondary data. Sales data, for example, is recorded as part of the order-supply-pay cycle. In addition, data is recorded on the cost price, on the cost of advertising and sales promotion; reports from sales representatives and dealers, R&D and production departments. And these are just some of the data sources that exist in modern organizations... Sales data must be recorded in such a way that it can be classified by type of customer, payment procedure, product line, sales area, time period, etc.

For example, a monthly sales report categorized by product, customer group, and sales territory allows for the following analysis:

· Compare sales volumes for the past period in physical and value terms;

· Analyze the structure of the product mix in the total turnover;

· Analyze the indicator of the specific turnover;

· Evaluate the effectiveness of sales efforts by comparing sales by territory, the number of commercial contacts, the average income per contact, etc .;

· Analyze the degree of market penetration in various territories, taking into account the purchasing power indices.

Many companies collect and store sales and cost data that is insufficient for research purposes. This data, stored and processed in the market analytical subsystem, should represent a database of time series, suitable, in particular, for forecasting. They can be used for the following types of analysis:

· Graphical analysis to identify trends, seasonality and growth rates;

· Short-term forecasting of sales volume based on endogenous (internal) sales forecasting methods, such as exponential smoothing;

· Correlation analysis of relationships between sales volumes and key influencing factors, such as distribution ratios, advertising costs, relative price;

· Parametric or multidimensional econometric models.

The development of internal reporting systems has been facilitated by the ubiquity of computer technology. When developing a reporting system, a number of requirements must be met:

· Timeliness: information should be available at the moment when it is needed;

Flexibility: information should be available in different forms and levels of detail in order to meet information needs for different situations requiring decisions;

· Completeness: the reporting system should cover the entire range of information needs, but at the same time avoid the possibility of information overload;

Introduction
Marketing research of the real estate market
1.1. Development of marketing research programs
1.2 Regional Marketing in Real Estate Market Research
1.3 Research and analysis of demand in the real estate market
1.4. Segmentation based on the results of marketing research
Real estate pricing management
2.1. Development and implementation of pricing strategies
2.2. Price calculation based on pricing factors of the real estate market
2.3 Costly pricing in the real estate market
2.4. Discount systems in the real estate market
Real estate sales management
3.1. Development of a customer-oriented sales policy
3.2 Management of distribution channels
3.3 Organization and Simplification by Sales Structures
3.4 Simplification by Interaction and Motivation of Sales Participants
4.Managing communications in real estate marketing
Marketing communications and tools
4.2. Development and implementation of communication programs
Conclusion
List of used literature

Introduction

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

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

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

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

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

In the process of economic reforms in Russia, the division of property into movable and immovable property was reintroduced. Since 1994, according to Art. 130 of the Civil Code of the Russian Federation, “immovable things (real estate, real estate) include land plots, subsoil plots, isolated water bodies and everything that is firmly connected with the land, that is, objects, the movement of which is impossible without disproportionate damage to their purpose, including forests , perennial plantings, buildings, structures. " Real estate also includes aircraft and sea vessels subject to state registration, inland navigation vessels, and space objects.

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

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

1. Marketing research of the real estate market

1.1. Development of marketing research programs

The complex of marketing research includes the sequential implementation of the following activities.

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

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

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

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

Table 1 shows the selection of tools for collecting and processing data, depending on the objects under study and subjects of marketing research of the real estate market. When conducting research, it is important to divide information into primary and secondary information.

Table 1

Tools for collecting information in real estate market research

Objects of marketing research and analysis		The main tools for collecting and processing information:
				focus groups	questioning (interviewing)
		own materials and data	secondary sources		retailers of objects	end customers	wholesalers of objects
	Behavior
Competitors
	Recognition
Facilities and services
	Perception
Price (rate)	Valid
	Potential
Sales (distribution)
	Behavior
Market promotion
	Perception

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

• external - libraries, the Internet, sectoral and regional printed publications, specialized databases and others, information that must be compared with each other in the collection process;
• internal data and documents collected, accumulated, stored and analyzed in the course of daily activities management company.

1.2. Regional Marketing in Real Estate Market Research

Let's highlight the following main competitive advantages, in the study of which the tools of regional (territorial) marketing are used:

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

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

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

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

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

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

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

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

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

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

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

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

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

- for the rental market;

- for a real estate object.

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

• lower rent if supply exceeds demand

The calculation of the expected change in the volume of supply on the real estate market () is carried out on the basis of indicators of the areas planned for commissioning of new objects () and buildings subject to demolition and (or) withdrawal from circulation due to refurbishment and re-profiling

() according to the formula:

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

The calculation of the expected value of the change in demand in the rental market () assumes the use of the following relationship:

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

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

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

An important parameter of the rental market is the ratio of underutilization of premises by tenants () - the ratio of the areas of vacant premises

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

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

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

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

where is the number of properties sold (offered) at a price below the median; - the number of objects sold (offered) at a price higher than the median.

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

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

The volume of built and put into circulation first of all determines the level of supply prices in the housing purchase and sale market. Thus, the decrease in construction sites, including due to restrictions by the regulatory authorities of urban planning activities, affects the volume of areas erected and offered on the market. The increase in the cost of building materials leads to an increase in the cost of construction and, accordingly, in supply prices. With stable or growing demand, these supply factors will in the long run lead to an increase in the yen level in the residential real estate market.

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

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

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

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

Study competitive environment in the housing market, it is proposed to produce on the basis of information about developers - participants in the real estate market, characterizing the turnover of construction, housing sales prices, sales volumes, number of buyers and market share.

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

where is the rental rate in the considered -th segment (type of housing, category of tenants, etc.): - the cost of buying a home.

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

1.4. Segmentation based on the results of marketing research

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

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

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

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

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

This is followed by the division of customers into groups based on characteristic key differences in their needs, preferences and consumer behavior. Each of the segments identified in this way is formed from current and potential customers who respond in the same way to the same set of marketing incentives. The most common ways to group your customer base are by industry profile, ability to pay, needs, and geography.

The next stage is to assess the attractiveness of each segment, as a result of which the target ones, the most important for the management company, are identified, while simultaneously defining strategic priorities for them. For this, in the process of research, the feasibility of possible ways of penetrating the market under consideration is analyzed.

table 2

Real estate market assessment using a development grid

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

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

To structure the commercial real estate market, the most common breakdown of clients by their industry profiles, which, in turn, can be further divided by sub-industries. When segmentation by the scale of activity, companies can be grouped based on revenue indicators or their size by number or turnover - small, medium, large.

Particularly in the office real estate sector, clients can be segmented as follows:

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

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

3) mid-level companies that show the main interest in office space in class B buildings located in the downtown area and with good transport accessibility;

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

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

For a detailed study of the target segments, a profile is drawn up, which should include the preferences of a group of customers, the nature of the real estate and services they purchase, the fundamental aspects of sales, etc. The obtained results of the analysis of segments and their key features are the basis for the formation of a marketing strategy for market positioning in the markets where the company operates. At this stage, a correlation is made between customer requests and the key factors of the company's success in the context of current and potential customer groups - the strengths of its properties, services and management system. Highlighting competitive advantages allows you to determine the values ​​of indicators that characterize the implementation of goals in real estate management.

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

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

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

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

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

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

For market segmentation based on signs of customers' solvency and availability of housing for them, it is possible to use preferences in the choice of payment forms: own funds, through participation in shared construction, through savings schemes in housing cooperatives and partnerships, as well as through mortgage loans both for construction and for the purchase of finished housing, etc.

2. Management of pricing in the real estate market

2.1. Development and implementation of pricing strategies

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

1) premium pricing or - “skimming the cream”, which include setting high prices for innovative and prestigious properties and services in the real estate market, the strategy of graduated premiums (consecutive price reductions) and the “price umbrella”;

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

3) price breakout or “down price” strategies - cost leader, unprofitable leadership.

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

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

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

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

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

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

Amounts and structures of costs that must be covered at a fixed price for an object;

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

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

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

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

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

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

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

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

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

The income elasticity of demand is determined by the formula

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

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

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

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

where is the price change, indicated taking into account the sign: "+" - when the price increases and "-" - when it decreases; - specific gain, the share of profit in the price of goods (services).

The possibility and efficiency of using the “skimming” strategies is also determined by the presence of the following basic conditions:

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

2) a significant share of incremental - variable and conditionally fixed - costs in general structure costs for the creation, operation and use of the property, in which even a small premium increase leads to a significant increase in profits.

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

Maintaining prices at a given maximum level becomes more difficult as the effectiveness of barriers decreases and competitors master the technologies for producing similar objects, and as the cost structure improves. This trend is typical for durable goods, therefore, it is also true for real estate objects with a significant life cycle. In such conditions, the strategy of step-wise premiums is advisable, when the price is determined by a discretely decreasing premium markup, which makes it possible to ensure the greatest overall profit for the seller - an additional increase in sales and the conquest of new sectors with each subsequent revision of prices (rates).

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

This strategy can be implemented in the following cases.

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

2. A gradual build-up of the production capacity of objects and services as it penetrates into broader segments of the real estate market, allowing:

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

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

To minimize the risk of “death” of financial resources in excess production capacity in case of an erroneous assessment of capacity and attractiveness and segment.

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

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

Unprofitable leadership, when the price of a basic service, such as real estate lease, is set below cost, and the sale of other related services to customers is carried out at increased penalties.

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

In terms of cost structure, the success of price breakout strategies is higher when incremental costs are smaller and the per-unit payoff is larger. Consequently, even a small increase in customers and sales volumes will lead to a noticeable increase in total revenues.

If the real estate object has a low value of the specific gain, then the price reduction is justified with a simultaneous significant reduction in variable costs, which will preserve the seller's gain. As a result of the above, price breakout strategies are often initiated by a participant in the real estate market when its competitors cannot or do not want to respond to symmetric measures for one of the following reasons:

• significant superiority of the initiator in the possibilities of cost reduction or in the amount of available financial resources;
• insignificant market share and scale of activities of the initiator company, the results of the change will affect small segments that are not tangible for large players;
• highly elastic demand and low customer loyalty, when the policy of low prices leads to a general expansion of the boundaries of the target market, as a result of which all participants will not lose if they follow the decline in prices.

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

The essence of neutral pricing lies in refusing to use the yen as a tool to increase the captured sector of the real estate market or in preventing foam from in any way influencing its decline. Its main types are:

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

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

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

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

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

2.2. Price calculation based on pricing factors

real estate market

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

The complexity of the elemental structure of the object;

Immobility of an object in space, its binding to a specific geographic coordinate system;

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

The complexity of the registration of the transfer of ownership of the object;

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

Table 3. an example of a grouping of the main physical, legal, economic and social price characteristics that affect the most significant way on the correspondence of the value of the property under consideration to the requirements of its potential buyers and tenants is given.

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

The utility of an object as a blat, satisfying the needs of a person, society, business entities, etc.;

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

The presence of effective demand;

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

Table 3.

The main pricing factors in the real estate market

	Groups of pricing factors
	physical	legal	economic	social
Local	Physical characteristics of the object	Completeness of rights and encumbrances on the object	Availability of substitute products	The prestige of the area
	Communication security of the site	Reliability of guarantees of property rights	Rent and cost level	Crime level
	Distance from business centers	Restrictions on the use of the object	Number of buyers (tenants)	The number and structure of families, economic entities
	Distance from recreational areas	Complexity of registration of rights, conclusion and registration of an agreement	The state of alternative markets	Social structure of the population
	Distance from highways	Territory zoning rules	The level and dynamics of household income	Conditions for migration
	Landscape and type of building	Political risks	Subsidies, benefits, targeted finance	Tastes and traditions of the population
	Ecological state	Market regulation	Availability of financial resources	Population density
	The likelihood of natural and man-made disasters	Restrictions on rights for foreigners	Inflationary expectations	Educational level of the population
Global	Climate features	Tax regime and benefits	The level and pace of business development	Population

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

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

Price = Economic Value + Positive - Negative

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

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

() for each th object according to the formula

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

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

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

2.3. Costly pricing in the real estate market

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

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

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

* the specific profit of the size of the panenka on the cost price.

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

The following technologies of costly pricing are distinguished.

1. Average costs of the company plus profit - the establishment of a margin in absolute or percentage terms to the cost of production per unit area.

2. Assigning a price that ensures the target values ​​of recoupment of costs and expenses for the creation and operation of the property.

3. Price calculation based on breakeven - the price (rental rate) of the property, at which the required amount of gross profit is formed.

2.4. Discount systems on the real estate market

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

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

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

Scheduled discounts include the organization of advertising by the developer under construction residential complex with indication of real estate agencies where you can buy apartments. Thus, the developer saves the money of its sales intermediaries for marketing and promotion of the object, which by its economic nature is equivalent to providing an additional discount, which in the future can be expressed in a decrease in the size of the agency fee.

Tactical discounts provide a decrease in the real purchase price of properties in the real estate market, which leads to an increase in the customer's purchase value gain. Let us consider in detail discounts as the most interesting tool for price adaptation, their possibilities and limitations in real estate marketing, as well as methods for analyzing and assessing the feasibility and effectiveness of use.

Discounts for a large volume of purchases are a measure of reducing the sales price, which is guaranteed to the buyer in the event of a one-time purchase of objects in a volume equal to or exceeding a certain amount.

The discount can be expressed in the following forms:

Percentage of reduction from the nominal (sticker) price;

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

An amount refunded to the customer free of charge or credited against future purchases.

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

When the system of simple discounts does not bring the expected result, it is required to study the possibility of introducing cumulative (cumulative) discounts - a decrease in the sales price guaranteed if a client purchases objects over a certain period of time over a certain limit and applies to the volume in excess of it. The basis for the differentiation of discounts can be the parameters of the client's purchases on a cumulative total - the accumulated quantity or the total cost of the areas of the real estate object and (or) service units sold to him.

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

Redistribution of the structure of occupied space as a result of encouraging tenants to move to a group that allows them to get discounts or increase their value;

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

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

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

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

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

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

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

1. Decrease in the volume of transactions in the market for the purchase and sale of economy and business class housing in summer period and a significant revival of buyers in the fall.

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

3. Increase in demand for rental services of suburban real estate: holiday homes, cottages, summer cottages, etc. on weekends and holidays, spring and summer, as well as its decline on weekdays and the cold season.

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

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

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

The discount period during which the buyer of the property has the opportunity to take advantage of the discount received;

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

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

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

2) bank interest on loans to replenish working capital;

3) the possible alternative profitability of placing free funds.

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

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

Minimizing credit risks associated with accounts receivable, improving the quality and reliability of financial planning;

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

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

Guaranteed reduced apartment prices and (or) increased agency fees;

Introduction of an additional bonus for each sold area unit;

Establishing a flexible schedule for home sales;

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

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

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

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

A comprehensive service discount is a reduction in the starting price of a property if it is purchased in conjunction with other services from the seller. This type of discount is most appropriate when there is a wide range of complementary real estate objects and services, which allows you to stimulate the purchase of several of them at once. At the same time, the main sign of inclusion of a service in the lineup of promoted on the real estate market is its demand on the part of current and potential clients.

3. Sales management in the real estate market

3.1. Development of a customer-oriented sales policy

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

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

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

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

The formation of the goals of the sales policy is carried out in accordance with the general, marketing and price goals of the company.

3.2. Distribution channel management

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

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

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

3) the way to promote objects and services on the market - "pushing" or "pulling in";

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

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

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

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

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

1) exclusive distribution - deliberate limitation of the number of participants selling real estate objects;

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

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

The next important aspect of the implementation and use of an indirect distribution channel is the selection of a way to promote the property from the seller to the intermediaries and then to the end customers. Three options are possible here:

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

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

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

3.3. Organization and simplification by sales structures

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

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

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

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

Horizontal competition reflects relations between companies of the same type, located at the same level of the distribution system, which compete among themselves both for sellers of real estate in the market and for clients - buyers, tenants. The use of this type of rivalry allows the seller with the lowest costs and in the shortest possible time to bring the object to the end client, especially with a narrow specialization of intermediaries in the promotion of real estate of one functional purpose, in one territorial market, target segment or sector.

Vertical competition involves competition between intermediaries located at different levels of the same distribution channel. This situation is created due to the intersection of sales functions, when members of lower levels provide services typical of intermediaries who are closer to the seller of the property, and vice versa. As an example, we can cite the relationship between a realtor and a broker, who, in addition to executing and processing transactions on behalf of the realtor, independently finds clients and, as part of an additional service, concludes sales and purchase agreements with them. The feasibility of using this type of competition may be due to the need to increase the number and expand the range of services for end customers in the real estate market and stimulate the subsequent improvement in the quality of their service.

Competition between sales channels occurs between individual sales channels as a whole.

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

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

Voluntary networks are organized through the association of one major intermediary under one umbrella of smaller ones: in the form of unions, associations or guilds. The initiator is developing a special program for potential participants to standardize commercial practices, create and improve infrastructure to reduce the overall cost of providing services in the real estate market.

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

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

3.4. Simplification by interaction and motivation of sales participants

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

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

Let's list the main requirements on the basis of which it is recommended to select the criteria and which the intermediary in the sale of the real estate market must satisfy:

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

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

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

4) have sufficient qualifications of their personnel in promotion and sales;

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

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

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

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

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

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

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

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

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

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

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

The effectiveness of the intermediary's incentive tools is the share of the seller's regular customers served by him, the percentage of contracts on the terms of a deferred payment by the developer.

4. Communication management in real estate marketing

4.1. Marketing communications and tools

Within a single communication policy marketing communications should be aimed at reaching out to target audience through messages that create customer and community loyalty to the real estate market participant, i.e. informing, persuading or reminding about its activities, objects and services. This presupposes the use of such marketing tools, forms and techniques that will allow creating and promoting in target audiences - clients and reference groups, intermediaries, partners and others - the necessary, desired image of the company, its real estate objects and the services provided.

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

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

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

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

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

The selection of the communications most appropriate to the objectives of real estate management is primarily determined by the target audience and the subjects of marketing influence to which the information will be addressed. Customer segmentation tools can be used to structure, define and describe.

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

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

4. 2. Development and implementation of communication programs

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

Individual name of the promoted real estate object, services;

Company logo and real estate object;

Slogan - the motto of the company's promotion.

These components of the concept must harmoniously correspond to the mission of the company, its positioning in the real estate market, the specifics of the activity to the marketing policy. At the same time, when drawing up communication programs, it is important to change their targets as the object moves from one stage of the life cycle to another.

In achieving these goals, it is important to determine the size of the audience that should be covered when implementing communication programs.

The final step in the development of communication programs is the formation of a promotion budget, which can be drawn up in various ways. The best is the method in which specific instruments, volumes and timing of activities are determined for a set of goals and objectives of the communication policy, after which the planned cost of the program is calculated. However, this is a laborious method, moreover, it is rational only in the absence of restrictions on the allocation of budget funds for communication programs.

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

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

Conclusion

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

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

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

The Russian real estate market reflects all the problems of a transition economy and is characterized by uneven development of its segments, an imperfect legislative framework and low investment activity of citizens and legal entities. At the same time, this market is a promising area for capital investment.

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

Advantages:

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

The disadvantages include:

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

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

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

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

The costs of transactions (the need to check the legal purity of the property, as well as the costs of technical documentation and registration) are significant, if not high.

Bibliography

1. Grinenko S.V. Economics of real estate. Lecture notes .: - Taganrog: Publishing house of TRTU, 2004 .-- 107 p.
2. Ivanov V.V., Khan O.K. Property management. - M .: INFRA-M, 2007 .-- 446 p. - (National projects).
3. Shcherbakova N.A. Real Estate Economics: Textbook. allowance. - Novosibirsk: NSTU, 2002 .-- 90 p.
4. Real estate economics: textbook. manual (Recommended by the Educational and Methodological Association for Education in the Field of Industrial Management as a textbook for higher students educational institutions, studying in the specialty "Economics and management at the enterprise (by industry)" and the direction "Production management") / A.N. Asaul, A. V. Karasev. - M .: MIKKHiS, 2001.- 430s.

Currently, the real estate market in Russia is developing quite rapidly. Investment activity in urban construction is increasing. Research on the real estate market based on the use of new forms of management in the municipal sector of the economy is of real value. However, the analysis of factual material is valuable when it is based on scientific and methodological approaches that reflect the specifics of the phenomenon under study.

In this regard, understanding the study of the real estate market involves primarily a targeted analysis of the market to identify trends in its development, both in general and in individual segments. The general block diagram of the real estate market research is shown in Fig. nineteen.

Stage 1 is carried out by choosing one of the options for goals:

• 1. Research in the national and regional aspects as a whole or in individual segments (long-term goals). In this case, the following tasks are solved:
  • a) determining the dynamics of supply and demand in the market, forecasting prices (including by types, types of real estate and forms of production);
  • b) assessing the risks of investing in real estate and profitability in comparison with various investment options;
  • c) assessment of the comparative efficiency of investments.
• 2. Making an informed decision related to a specific object or project (short-term goals), which includes:
  • a) making decisions on investing in real estate;
  • b) the formation of a policy of prices or rent;
  • c) making decisions on the sale / purchase of real estate.

These two components of the stage are interconnected. The second task in relation to a specific real estate object cannot be realized without researching general trends in the development of the real estate market.

At stage 2, one of the methods of market research is selected (depending on the goal chosen at stage 1), which includes:

• a) monitoring of the real estate market (continuous long-term monitoring of the market with a wide coverage of monitored parameters);
• b) a one-time study of the state and development trends of the real estate market. The collection of information is carried out according to the following parameters:
  • - the level of prices for various types of real estate;
  • - the level of rent;
  • - the number, structure and dynamics of real estate transactions;
  • - the period of exposition of objects on the real estate market;
  • - the level of costs for new construction, reconstruction, modernization;
  • - the value of the costs of transactions with real estate;
  • - the number of facilities under construction, their purpose and types.

Segmentation (stage 3) means the division of the real estate market into segments that differ in their parameters and consumer groups. The real estate market is extremely heterogeneous, each segment “reacts” to the same impact in different ways. Analyzing the market as a whole, you can get only the general situation, however, at the same time, the likelihood increases that important details and particular trends for a particular segment in the general picture are simply leveled out, and this can entail serious mistakes in further planning.

In order to understand in detail all the intricacies of market participants, to determine the degree of their mutual influence, as well as to find out reactions to influences on the market from the outside (from the external environment in relation to the market), it is necessary to resort not only to the analysis of the market "in general", but to the analysis an individual segment or a group of segments. The segmentation stage consists of several processes: the formation of criteria, the choice of a method and the implementation of market segmentation, the interpretation of the obtained segments, the selection of target market segments.

A prerequisite for segmentation is the heterogeneity of customer expectations and customer states. For segmentation of the real estate market, the main criteria are:

• - geographic features;
• - physical characteristics;
• - functional purpose;
• - demographic characteristics;
• - socio-economic criterion;
• - a complex of features (general objective criteria).

A market segment is a large group of participants within the market identified by some characteristics, having some common characteristic, for example, people who want to improve their living conditions in the near future by acquiring an apartment in ownership in a panel house. In this case, when developing marketing policy It would be inappropriate for a panel housing company to develop a package of proposals for each individual buyer of an apartment, depending on his needs, purchasing power, region of residence, habits and priorities. In this case, it is preferable to highlight several common segments consumer market by concentrating your marketing efforts on them. It is extremely important here to select these segments correctly and analyze their characteristics. Otherwise, marketing efforts will be scattered throughout the real estate market and will not bring the expected effect, or some segment will be "missed", and with it, profits will be missed.

A niche is a narrower group of buyers whose needs are insufficiently met by the company's competitors. In order to highlight a niche, it is enough to divide the segment into smaller components and define a group of buyers who are united by the desire to receive a special combination of benefits. For example, the segment of people who want to improve their living conditions in the near future by purchasing an apartment in the ownership of a panel house may include those who want to buy an apartment in areas of mass development, and those who would prefer an inhabited area. Since the market segments are large enough, they are easily identifiable by competing companies. In turn, niches are much smaller than market segments, which means that the intensity of competition in them is lower. Niche companies are usually well informed about customer needs and strive to better satisfy them, knowing that consumers will be more willing to pay money for this understanding.

In some cases, at the latest levels of market segmentation, each customer is treated as a separate segment. This situation is especially typical for the elite housing market. Understanding what a particular person is guided by when choosing an apartment worth more than half a million dollars is just as important for a firm that works with elite housing, as is determining the needs in the panel housing segment.

Positioning (stage 4) is carried out to assign a property to a specific market segment, as well as to determine the competitiveness of the object within the segment (designated in stage 3). Positioning factors can be:

• - physical and moral wear and tear of a separate property;
• - "image" of the property;
• - quality and image of the location of the object;
• - price-quality ratio of the property;
• - a service offered to clients from a company operating in the real estate market;
• - the ratio of the above factors.

Determining the market capacity (stage 5) is the determination of the possible number of a particular type of real estate that can be consumed on the market within a certain time, at a given level and price ratio. At any given moment in time, the real estate market has a quantitative and qualitative certainty.

There are two levels of market capacity: potential and real. The calculation of the capacity of the real estate market has a spatial and temporal definiteness.

The main sources of information on the future characteristics of the real estate market are:

• - appeal to the experience of previous time periods and intuition (questionnaire survey);
• - extrapolation of trends, processes, the patterns of development of which in the past and present are well known (extrapolation);
• - modeling of the investigated process, reflecting the expected trends of its development (analytical modeling).

Step 1: establishing fixed market boundaries and identifying the analyzed segment. It is carried out in the same way as stage 3.

Step 2: analyze the supply and demand factors affecting the real estate market. The analysis of the factors affecting the real estate market is carried out using the construction of the Parreto curve, which is called "fishbone". V general view factor space can be represented as follows (fig. 21).

Rice. 21. Causal relationships between factors affecting the real estate market: 1 - factors of state regulation of the real estate market: 1.1 - regulations governing real estate purchase and sale transactions; 1.2 - tax legislation governing real estate transactions; 1.3 - certain regulations limiting real estate transactions at the regional level. 2 - general economic situation: 2.1 - production of national income; 2.2 - volume industrial production; 2.3 - employment of the able-bodied population; 2.4 - the rate of return on financial assets; 2.5 - the country's balance of payments; 2.6 - the state of the trade balance; 2.7 - capital inflows; 2.8 - capital outflows; 2.9 - growth of incomes of the population; 2.10 - consumer price index. 3 - economic situation and investment activity at the regional level: 3.1 - economic development of the region; 3.2 - diversification of employment of the working-age population; 3.3 - economic prospects for the development of the region; 3.4 - capital inflows to the region; 3.5 - capital outflows from the region. 4 - social situation in the region: 4.1 - the possibility of strikes and interethnic clashes; 4.2 - relation to private capital; 4.3 - attitude towards foreign capital; 4.4 - stability of the policy of the regional administration; 4.5 - the level of unemployment in the region; 4.6 - the popularity of the policy pursued by the administration of the region. 5 - natural conditions in the region: 5.1 - ecological situation in the region; 5.2 - the presence of a developed infrastructure.

Step 3: study the economic potential of the market and the prospects for its development. The possible quantitative value of real estate objects on the market as a commodity is determined. The analysis should take into account the following factors:

• - the degree of coincidence and difference between local conditions and general economic situations;
• - information about real estate transactions and the beginning of new construction;
• - data on the production of heat and electricity;
• - diversification in the field of employment and incomes of the population of the region, the prospects for changes in the indicated indicators;
• - strengthening (weakening) demand for specific types of real estate;
• - cyclical fluctuations in business activity (determining the state of the region).

Step 4: analyze the volume of the real estate market. The number of objects that consumers (buyers, tenants), not only want, but can also purchase on the real estate market for a certain period is determined. This takes into account such indicators as:

• - changes in employment and incomes of the population;
• - the dynamics of the formation and disintegration of families;
• - Opportunities and financial conditions for obtaining loans for the purchase of housing;
• - the level of housing prices;
• - the amount of expenses for the maintenance of housing;
• - expectations of the population for changes in prices, taxes, inflation, etc.

Step 5: researching the existing and projected supply in the real estate market (determining the possible share of the real estate market). The number of objects that can be put on the market for sale or rent for a certain period is determined. The following factors are being studied:

• - availability land plots for development (which, in turn, is determined by physical capabilities - the presence of undeveloped land plots that suit developers; administrative circumstances - the complexity and duration of the procedure for obtaining a building permit and economic performance- form of ownership and price of land);
• - prices for contract work;
• - the effectiveness of the applied building technologies;
• - the level of competition in the real estate market;
• - availability of funding sources (in terms of volumes, mechanisms for attracting finance);
• - developers' expectations regarding demand, supply and competition in the market;
• - proposals for new real estate in a certain segment of the regional market, the rate of vacant real estate in this market;
• - the level of employment and paying capacity of the population of the region and the prospects for changes in these indicators;
• - information on comparable sales;
• - the level of changes in the environmental situation, infrastructure;
• - expectations of the population regarding the level of their incomes, employment, etc .;
• - trends and prospects for the development of the real estate market.

Step 6: calculating the market capacity of a certain type of real estate (comparing factors that directly affect the level of supply and demand).

For residential real estate, the market capacity of a certain type of real estate (leased real estate) is calculated using the formula:

For other types of real estate and forms of ownership, a similar calculation is carried out.

The result of the real estate market research is a SWOT analysis of a specific type of real estate (stage 6).

The SWOT methodology (strength - strength, weakness - weakness, opportunities - opportunities, threats - threats) involves first identifying the strengths and weaknesses, as well as the dangers and opportunities of a particular type of real estate. After that, chains of connections are established between them, which can later be used to form a strategy in the real estate market.

The main characteristics that can be used to compile a list of strengths, weaknesses, dangers and opportunities of a particular type of property are:

• - location (geographic location);
• - environmental conditions;
• - availability of amenities (various types of transport, access roads, exits, etc.);
• - offering the necessary additional services (shops, schools, gyms, etc.);
• - reputation (image) of the place (absence of environmentally harmful places, dumps, etc.).

Then a SWOT matrix is ​​drawn up, on the basis of which links are established between strengths and weaknesses, the dangers and opportunities of real estate to justify and select the appropriate market strategies(Table 3).

Thus, the study of the real estate market consists of 6 interrelated and complementary stages, each of which can be carried out independently of the others.

Table 3

SWOT - commercial real estate analysis

Strengths	Strategy / Actions Needed
1. A wide range of options for the development of real estate objects (shopping and office centers, warehouses, etc.) 2. The ability to attract investment resources for the implementation of real estate development projects 3. Professional and structured marketing department that performs the functions of market analysis and promotion of real estate objects to consumers (owners) 4. Business reputation with clients and business partners	1. Ability to manage real estate at all stages of its life cycle, including construction and operation 2. Flexible rental policy and availability of employees for interested clientele 3. Construction and maintenance of real estate with an optimal price / quality ratio 4. Timely renovation of real estate to prevent its decapitalization
Weaknesses	Strategy / Actions Needed (strategy / action required)
1. Decrease in activity in the commercial real estate markets 2. Underdeveloped business of private companies operating real estate	1. Business diversification, development of new segments of the real estate market 2. Creation of a system of tenement houses (elite housing to be rented)
Opportunities	Strategy / Actions Needed (strategy / action required)
1. Investment attractiveness of real estate in conditions of significant inflation 2. Special projects for structures with a large independent budget 3. Joint projects with the city administration for the management of municipal real estate (based on a trust)	1. Active work to identify and form new sources of investment in profitable real estate 2. Study of real estate markets in other regions of the country 3. Development of material and technical support for the effective development of real estate objects
Threats	Strategy / Actions Needed (strategy / action required)
1. Political instability 2. Increase in inflation 3. Accumulation of non-payments (including rent) 4. Unbalanced budgets cities and regions	1. Forecast and prevention of possible changes 2. Minimization of financial risk. 3. Increase in profitability from the use of real estate 4. Creation of a rational structure of a portfolio of profitable real estate

In order to research the real estate market, it is necessary to carry out the following measures: 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 supply of goods on the price and choose such a level at which demand and supply will balance. It is possible to ensure a balance between supply and demand due to changes in the latter in one direction or another.

The market research problem is an informational problem. To assess the volume and structure of the offer, you need to obtain information about how many and what objects are on the market, how many and what objects are being prepared for implementation, and what is already being implemented specifically. According to the data on the sale of real estate objects, one can judge only about the realized part of the demand.

The objects of market research are trends and processes of market development, 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 market situation, opportunities and risks are also investigated. The main results of market research are forecasts of its development, assessment of market trends, identification of key success factors. The most effective ways conducting a competition policy in the market and the possibility of entering new markets. Markets are segmented, i.e. selection of target markets and market niches.

In order to make informed decisions in any market, you need to have reliable, thorough 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; third, to carry out certain procedures for collecting, summarizing, processing and analyzing data; fourth, to use tools specially designed for analysis purposes. Thus, marketing activities are based on special market research and the collection of information necessary for their implementation.

Streams of this information are ordered by specific 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 for the effective sale of manufactured products are created. In accordance with this, the primary task of market research is to analyze the current ratio of supply and demand, i.e. market conditions. Market situation is a set of conditions under which activity in the market is currently taking place. 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;

· Combination of retrospective analysis with the forecast of buyers, characterizing the market conditions;

· Application of a set of various 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, which would contain all the information about the studied processes. The research uses different types of information obtained from various sources... Distinguish between information: general, commercial, special.

General information includes data characterizing the market situation as a whole, in relation to the development of the industry or a given 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 an enterprise, on the sale of manufactured products and received from partners in the course of information exchange. These include:

· Applications and orders of trade organizations;

· Materials of market research services for enterprises, organizations and trade institutions (materials on the movement of goods in wholesale and retail organizations, market surveys, proposals for the current replacement of the assortment, etc.).

Special information represents data obtained as a result of special events for market research (surveys of the population, buyers, trade and industry specialists, experts, sales exhibitions, business meetings), as well as materials from research organizations.

Special information is especially valuable 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 specialized information.

When studying market conditions, 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 one and a half years, that is, forecasting.

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, on the basis of 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 that determine this development, adherence to strict objectivity and scientific conscientiousness when evaluating data and forecasting results.

In general, the development of a market forecast has four stages: the establishment of the forecasting object; 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 supply of goods, market prices and sales prices are often identified.

V certain conditions such substitutions are possible, but with appropriate reservations and subsequent adjustments to the results of forecast calculations.

The choice of the forecasting method depends on the purpose of the forecast, the period of its lead, the level of detail and the availability of the initial (basic) information. If a forecast of a possible sale of a product is made to determine the prospects for the development of a retail trade network, then coarser, evaluative forecasting methods can be used. If it is carried out 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, followed by adjusting their results at a qualitative, professional level.

Estimation of the forecast accuracy is carried out by calculating it possible mistakes... Therefore, forecast results are almost always given in interval form. Market forecasts are classified according to several criteria.

According to the 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 (over 7 years). Naturally, they differ not only in the lead period, but also in the level of detail and the forecasting methods used.

Market forecasts are distinguished by product characteristics: a specific product, types of goods, a commodity group, a complex of goods, all goods.

On a regional basis, market forecasts are made for: specific consumers, administrative regions, large regions, a country, the world.

According to the essence of the methods used, groups of forecasts are distinguished, the basis of which is: extrapolation of a number of dynamics; interpolation of a series of dynamics - finding the missing members of a dynamic series within it; coefficients of elasticity of demand; structural modeling is a statistical table containing a grouping of consumers according to the most essential feature, where the structure of consumption of goods is given for each group. Expert review. This method is used in markets for new products when basic information has not yet been formed, or in markets for traditional products that have not been researched 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 the predicted indicators of the market situation in combination with the reporting and planned data make it possible to develop in advance measures aimed at developing positive processes, eliminating existing ones and preventing possible imbalances and can be provided in the form of various analytical documents.

· Summary overview, or report. The main document with generalized indicators of the market, consumer goods. The dynamics of general economic and sectoral indicators, special conditions of the conjuncture are analyzed. A retrospective is carried out and a forecast of market indicators is given, the most characteristic trends are highlighted, and the interconnections of the conjuncture of individual markets are revealed.

· Thematic (problem or product) overview of the market situation. Documents reflecting the specifics of a specific situation or a separate market. The most actual problems, typical for a number of products, or a problem of a specific product market.

· Operational (signal) market information. A document containing operational information, which is a kind of "signal" about certain processes in the market. The main sources of operational information are data from trade correspondents, public opinion polls, expert assessments of specialists.

1

The article deals with the specifics of marketing research in the real estate appraisal services market. The characteristics of services and the process of their consumption, as well as factors that affect the demand for real estate appraisal services are considered. In the process of forming motivation for the target segment of consumers of real estate appraisal services, it is important to take into account the motives associated with the consumption of this service. The important parameters of a consumer's choice of an appraiser are the professionalism of the personnel, the company's image, and comprehensive availability. The process of consumption of real estate appraisal services includes traditional stages, but has its own specifics. It is shown that the type of appraisal (mandatory or proactive) affects the marketing policy of an enterprise for real estate appraisal. Revealed and substantiated the need to create a marketing service at the enterprise for its successful functioning.

marketing research

marketing

the property

1. Anurin V., Muromkina I., Evtushenko E., Marketing research of the consumer market. - M.-S-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. - S. 336-339.

3. Belyaevsky IK, Marketing research: information, analysis, forecast. - M .: Finance and statistics, 2001., - P.48.

4. Kotler F. Marketing Management. Tutorial... - M .: - 2001. - S. 170

5. Malykhin S.A. The real estate market in Russia. - M .: Vesta-M, 2012, - S. 428.

6. Federal Law "On appraisal activities in the 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 be determined only 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 the modern concept of marketing, it is assumed that the economic environment is oriented 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 providing them.

The real estate market in the Russian Federation is one of the largest segments national economy... At the same time, its development largely depends on the state of affairs in other key sectors of the economy. The real estate market in Russia is sensitive to crises and the macroeconomic situation.

The basis of transactions with residential properties 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 a large number of other economic segments - the sphere of real estate appraisal, production of building materials, varnishes, paints, decoration, wallpaper;

· Solving urgent social problems related to providing citizens with housing.

Thus, the real estate market is one of the most important growth drivers for the country's economy as a whole. A feature of the real estate market is the need to evaluate real estate objects.

The need for real estate appraisal arises when:

· Purchase and sale or lease of an object;

· Corporatization of the enterprise;

· Cadastral assessment;

· Determination of taxation of immovable objects;

· Loans secured;

· Insurance;

· Making a real estate object in the form of a contribution to the authorized capital of an enterprise or organization;

· Attracting 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 implementation of the right to real estate.

The process of appraising real estate objects consists in determining the value of the owner's rights to the property. The buyer needs to understand what the value of this property is to him and why.

Real estate transactions are of a private nature, the information offered is not always correct and complete. Therefore, professional independent appraisal real estate is the most demanded type of appraisal activity. But the citizens themselves need to have a certain knowledge base in this area.

Marketing research of the real estate appraisal services market consists of the systematic collection, display and analysis of information necessary for the adoption management decisions at the enterprise. With their help, a strategic marketing asset of the organization is formed, as well as an information resource necessary to ensure more effective work of the appraisal organization in the future.

Service - activity for the production of a product (tangible or intangible), carried out at the request 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.

The enterprise should consider the characteristics of the services when creating a marketing program (Figure 1).

Figure 1- Service characteristics

Factors that affect the demand for real estate appraisal services:

· The price of the service;

· The quality of the service provided;

· Consumer preference;

· Consumer income;

· Saturation of the market with services;

· The interest rate on the deposit, which stimulates consumption or accumulation.

An enterprise needs to find its place in the market in order to reveal its own competitiveness. This concept is understood as the competitive position of the enterprise, which is established in the key areas of its work. Competitiveness directly depends on the market share occupied 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 determines its overall competitiveness in the market.

More than 5,000 appraisal companies operate on the real estate appraisal services 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 a 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 appraisal 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 execution of work by a professional who will complete it faster, better, and maybe cheaper.

In the market for real estate appraisal services, information awareness raises the level of many factors, for example, such as the qualifications of personnel, the location of the enterprise. But, we must remember about such a property of a service as intangibility, that it is difficult to demonstrate and guarantee its quality characteristics.

The most valuable sources of marketing information are activities that make it possible to "materialize" a service, the so-called guarantees. This is because the risk of purchasing a service is perceived to be much higher than the risk of 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 an appraisal service, due to its specificity, dictates special requirements for the organization of the enterprise's work, which is natural. Marketing-oriented management argues that in planning the activities of an enterprise, the behavior of its consumers is the starting point.

Due to heightened competition in the real estate appraisal services market, 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;

· Activities of the marketing complex.

Real estate appraisal activities have a specific feature. There are two types of real estate appraisal (Figure 2).

Figure 2 - Types of real estate appraisal

The consumption process includes the following stages (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 appraisal services has a certain specificity and type of appraisal, it is necessary to emphasize the difference in the sale of mandatory and proactive appraisal.

The marketing of mandatory valuation is facilitated by the existence of certain government regulations, i.e. imposing the state significance of consumption on real estate appraisal 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 sale of proactive appraisal, the situation here is a little more complicated, since in this case it is necessary to form the consumer's (client's) desire to make this appraisal. 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 uniform standards. The main goal of enterprises that provide real estate appraisal services is the need to create favorable conditions for interaction between different areas of the enterprise, to meet consumer demand, because this is the key to the successful operation of the enterprise.

The difficult economic conditions of the modern market oblige enterprises to have marketing services in their structure, which play one of the key roles in their activities, since, by conducting marketing market research, they provide the necessary information for adoption strategic decisions... At the enterprise, the presence of a marketing service is not only a prerequisite for effective work and development, but also a necessary condition for its survival in the market.

Bibliographic reference

Bolshunova A.V., Fangmann G.O. SPECIFICITY OF MARKETING RESEARCH ON THE MARKET OF REAL ESTATE VALUATION SERVICES // International Student Scientific Bulletin. - 2016. - No. 2 .;
URL: http://eduherald.ru/ru/article/view?id=15852 (date accessed: 20.04.2019). We bring to your attention the journals published by the "Academy of Natural Sciences"