Development of a Promotion Strategy for the Real Estate Market in the Comfort Class Segment

The paper presents the results of developing a promotion strategy for the primary residential real estate market in Izhevsk, results of the market analysis. Consumers and their preferences were also studied in the process. The general situation on the market was studied, since in view of recent events the process of sale and purchase itself has changed, and as a result, the mechanisms of influence have changed too. Analysis of the concentration of monopoly power has shown that the situation is rather a monopolistic competition. In addition, the main attributes were selected by which competitors are selected and an internal study was conducted at the capture points - the secret buyer or mystery shopping, which resulted in identifying methods of working with clients, strengths, and weaknesses of developers. Consumer studies have demonstrated their preferences not only regarding the product (characteristics of the house, apartment, developer) but also preferences regarding the channels of communication and the reasons for the purchase. Based on the results of all stages of the analysis, a strategy was developed for promotion on the real estate market in the segment of the comfort class, considering the preferred communication messages.