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 select such a level at which demand and supply will be balanced. 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 competitive 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.

The 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 processes under study. The research uses different types of information obtained from different 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 of enterprises, organizations and trade institutions (materials on the movement of goods in wholesale and retail organizations, market reviews, proposals for the current replacement of the assortment, etc.).

Special information represents data obtained as a result of special 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 view the development of the market forecast has four stages: the establishment of the forecast object; selection of a 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.

Under 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 the possible sale of a product is made to determine the prospects for the development of a retail trading network, then coarser, evaluative forecasting methods can be applied. 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.

The estimation of the forecast accuracy is carried out by calculating its possible errors. 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 time, 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 product 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.

By 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 formed, or in markets for traditional products that long time have not been investigated. 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 conjuncture 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 pressing problems, typical for a number of products, or the problem of a specific product market are identified.

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

Marketing research real estate market

Marketing remains one of the most popular ways to generate additional income. In terms of marketing promotion, one of the most difficult market segments is real estate. The reasons for the difficulties with the use of marketing tools are a whole range of problems, ranging from the specifics of the sale of expensive goods and services of durable use and to high competition in the sales segment. Nowadays, it is relevant to use a "creative", non-standard approach in promotion, events are used that can not only generate a stream, but, for example, position a project. Also, promotional events, sponsorship, and the sale of advertising opportunities are still effective.

In the real estate sales market today, to one degree or another, all sellers use four important components of competent product promotion:

1) informing the client about the offer;

2) the formation of an understanding of the proposal;

3) customer engagement;

4) building trust in the seller

True, an integrated marketing approach based on working out all the components is not observed in the overwhelming majority of cases. But what is always present is the same type of advertising modules with the facades of the object being sold, its characteristics and the area cut in it for sale, and contact information the seller.

Today, marketing in the real estate market tries to convey the same values ​​to the client, uses the same messages: the beauty of architecture, the view from the window, the infrastructure of the object, etc. To be successful, today the marketing of the real estate market needs a thoughtful attitude to the product, a clear architecture brand, and benefits for the client (what makes a product useful and interesting to the manufacturer, the product is profitable, interesting and useful to the buyer, only then it will be possible to talk about certain promotion options. Clear "answers" to the questions of future customers - this distinguishes the marketing approach from the production approach. Marketing Analysis market includes the following tasks:

Description of the promoted object (service)

Description of the boundaries of the location (micro area)

Study of the offer of analog objects

Study of the economic forecast for the microdistrict

Study of market entities (competitors)

Study of effective demand

Forecasting sales volume at various advertising costs

Marketing of real estate as a type of product implies the organization and implementation of measures to increase the attractiveness of a property in the eyes of the target group for which it is intended after commissioning. To provide effective advertising real estate in modern conditions is clearly not enough of a standard set of marketing activities. Moreover, with a professional approach, marketing is applied from the very beginning of work on the creation of real estate objects and continues throughout the entire life cycle of the object.

Real estate is a special category of goods and its main feature is its demand. Demand, as a rule, always exceeds supply, which is why real estate is always in value. It may seem that special original marketing moves are not required for promotion in this case. However, the situation changes radically if you carry out an elementary segmentation of the real estate market and look at it from the inside. Each sector, whether it is an apartment in a standard panel building, in a high-rise, a country house, a townhouse or an individually planned penthouse, has its own prices and its own competition, and the requirements for the quality of marketing tools, despite the apparent prosperity, are increasing every day.

The marketing task of a real estate seller is no different from the algorithm of any other marketing campaign. It is necessary to determine how the object sees potential buyer and try to implement this vision in the project as accurately as possible. Of course, the field for creativity is huge, there are a great many ideas and algorithms for solving problems, but it is necessary to determine exactly the option that will lead to guaranteed success and increase the number of sales.

The situation on the real estate market contributes to the improvement of marketing and forces builders, developers, realtors to be more and more inventive in the methods of implementing their projects. Any company operating in the real estate market is actively trying to lure buyers from its competitors, using the latest advertising technologies and new approaches in solving even the simplest problems. For example, for a profitable presentation of a residential complex, it is better to use aerial photography - this will allow you to see the new quarter from a bird's eye view, to evaluate in a different way not only the appearance, but also the infrastructure of the area. Competition requires not only the maximum optimization of real estate advertising, but also the creation of more and more creative ideas that are more effective in influencing the target audience.

In this regard, branding and public relations (PR) are becoming more and more important tools in real estate marketing.

Progressive technologies of branding and naming allow the creation of new companies-brands and brand projects. Many companies are doing serious research to create and promote a brand name, corporate identity, slogan, logo, brand book compilation, presentation and souvenirs... In order to capitalize and attract investors, serious work is being done on rebranding, renaming and restyling not only to promote real estate, construction, development companies, but also to promote individual projects.

Branding and naming residential complexes, shopping and business centers, as well as individual houses is an almost mandatory attribute of promotion and sales promotion in the real estate industry. A good brand name for a property not only has a significant impact on sales, but also makes it easier for sellers and buyers to communicate. New objects do not receive their permanent addresses immediately, and sometimes, even during construction, the numbering of houses changes. The original brand name allows the realtor to start an advertising campaign for the sale from the very beginning of construction and avoid misunderstandings with potential buyers.

The real estate market is a very financially intensive sphere of economic activity, therefore, real estate advertising is becoming more effective not only due to the branding component, but also due to the reputation element of PR (Public Relations). Reputational attributes of brands, creative solutions and trusting relationships are actively involved in the promotion of real estate objects. Of the PR-directions, relations with investors (IR - Investment Relations) and relations with government structures (GR - Government Relations) are of no small importance. Large and many medium-sized development companies are actively working with large investors and government agencies, which is very important for influencing federal and regional financial flows.

Creative PR is of great importance for real estate advertising. However, creativity is only valuable if it helps you sell. Even the most original ideas, strategies, divinely beautiful designs will be useless if they do not correspond to the market situation and psychographic characteristics of the target audience. And, on the contrary, an advertising creative that most fully, emotionally and convincingly conveys an advertising message to a consumer, significantly saves money on advertising.

The use of modern marketing technologies by operators of the real estate market has led to the emergence of a range of services provided by real estate firms. The breadth of the range of services, whether it is legal processing of transactions, real estate appraisal, securities transactions, or development investment projects and management systems depend on the strategy and specialization of the realtor. Along with highly specialized companies, there are also those that seek to constantly diversify their activities.

Many of these companies have dedicated marketing departments and departments. They develop advertising concepts for real estate objects and study the target audience, determining the optimal marketing communications for the implementation of advertising campaigns.

Real estate advertising consists of two parts - creating a creative and placing it on advertising media. The most effective media for real estate advertising are television, outdoor advertising, print media and the Internet.

The realization of advertising goals obliges all structural divisions of the enterprise to act in conjunction. When developing an advertising plan, main and secondary goals are distinguished. The main goal must be formulated in writing, so that, if necessary, gradually clarify it, avoiding mistakes. Without a clearly set goal, it is impossible to successfully carry out advertising activities and accurately determine its result. The purpose of promotional activities can be short-term, medium-term and long-term. Defining a goal is time consuming, complex, and almost always not completely achievable. The set goal must be real, achievable in a certain time frame and by certain means. Goal setting eliminates errors in the creation and distribution of advertising media. It is a reference point for each performer, opens up the necessary scope for his creative initiative. Depending on supply and demand, the plan provides for promotional activities for a specific product or service.

In developed countries, firms plan their promotional activities after developing their annual budget. A wide range of advertising services from various agencies and firms allows you to carry out almost any intention in this area. Unfortunately, this form is not always acceptable for Russian entrepreneurs, since in small businesses, planning the annual budget is not always possible due to the instability of the economic situation and the constant changes in laws and taxes. In addition, there are difficulties in the production and placement of advertisements. In this regard, it is advisable to carry out advertising planning in four stages.

At the first stage, it is advisable to involve the heads of the main divisions in drawing up an advertising plan with the direct participation of a representative of the advertising department, if any. First, a list of goods or services that require advertising is determined.

At the second stage of planning, for each product or service, the types of advertising goals are determined, as well as the media and the timing of advertising in them. At the same time, it is necessary to take into account the possibility of producing additional advertising materials for this event. It is advisable to define several options for advertising in the media (main and several backup). Then the advertising department or advertising specialist is entrusted with the preparation of information about publications, mass media, the approximate volume of messages, their cost and distribution times. Based on the information received, specific publications, media outlets, the timing of the release of advertising messages are clarified, determined, and the costs for them are calculated. All the work done allows you to form a draft advertising plan.

At the third stage, the real dimensions are determined Money that can be used for advertising. Depending on the allocated funds, the draft plan is adjusted. If not enough funds are allocated, then in the plan you can change the frequency of advertising, reduce the publication area or change the edition, the broadcast time of the advertising message, etc.

At the fourth stage of planning, the final coordination of the need for advertising with real opportunities for a certain period (quarter, year) is made. It is better to develop a plan for the year, because it gives a clear idea of ​​the needs of the company in advertising, plays a positive role in the receipt of proposals for the placement of advertising from the media or exhibition committees. In this case, it takes a minimum of time to assess the need for the proposed promotion. If the company has not developed an advertising plan, then, as a rule, random selection and random placement of advertising is made, which reduces its effectiveness and increases advertising costs.

The goals of the RC can be very diverse:

¨ introduction to the market of new goods and services;

¨ stimulating the sale of goods or increasing the volume of sales of services;

¨ switching demand from some goods (services) to others;

¨ creating a favorable image of the enterprise (firm) and goods;

¨ ensuring the stability of the ideas of buyers and partners about a product or an enterprise (firm).

The duration of the campaign depends on the goal, the characteristics of the advertised object, and the scale of the campaign. Development of advertising campaign includes:

1. Analysis of the situation

¨ short description the current state of the goods

¨ brief description of target markets

¨ objectives of market activity

¨ what we want to achieve in relation to consumer awareness

a) The concept of the product (the set of useful qualities of the product from the point of view of the consumer)

Degree and type of involvement

b) Target audiences

Main

Secondary

c) Mass media (media)

Traditional (principles of working with the media, characteristics of the selected media)

Content elements

motto and text (structure, argumentation, image)

Art elements

visual (in ads, videos, points of sale)

Real estate merchandising is one of the methods of promotion and involves the organization of displays at the facility, as well as methods of visualizing its advantages, starting with the visual appeal of the facility. To create a positive experience for potential client demo models of the object, floor plans, interactive room models are created. Handouts, brochures, video presentations contain the specific features of the object, a description of its competitive advantages, commercial terms and all the necessary information for brokers and buyers. These advertising materials have a single style, logo, common theme and create a positive image of the object and its seller.

Effective complex use of various marketing activities, including PR, real estate advertising and merchandising, allows you to achieve significant results in the development and implementation of the project. An integrated approach to real estate marketing is focused not only on the profitable sale of goods, but also aims to improve the culture of the consumer, his level of knowledge about the object, and provides the client with increased psychological comfort when making a transaction. These are the main prospects for the development of real estate marketing.

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, first of all, 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 facility or project (short-term goals), which includes:
  • a) making decisions about 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 objects;
  • - 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) refers to 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 the 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 selection 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 a marketing policy for a company operating in the field of panel housing, it would be inappropriate to develop a package of proposals for each individual apartment buyer, depending on his needs, purchasing power, region of residence, habits and priorities. In this case, it is preferable to highlight several general segments of the consumer market, 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 identified 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 it is to determine the needs in the prefabricated 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 (questioning);
• - 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". In general, the 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 regulating real estate purchase and sale transactions; 1.2 - tax legislation governing real estate transactions; 1.3 - certain regulations restricting 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 - rate of return 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 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 area of ​​employment and income 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:

• - the availability of 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 income, 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 by which you can 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.);
• - proposing 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 the strengths and weaknesses, dangers and opportunities of real estate to justify and select 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 objects 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 for 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 objects 4. Creation of a rational structure of a portfolio of profitable real estate

The term "marketing" (in English "marketing") consists of the word "market" meaning "market" and the active ending "ing", which allows you to literally translate marketing as " market activity"Or" activities in the marketplace ". Marketing research is one of the fundamental functions of marketing. Marketing research is the systematic and objective identification, collection, analysis, dissemination and use of information to improve the efficiency of identifying and solving marketing problems (opportunities).

Marketing research is concerned with making decisions about all aspects of marketing activities. Research is aimed at studying the internal and external environment of the organization. The basis for the classification of marketing research of the external environment is their division by research objects into target and market ones. Targeted marketing research (research of consumers, goods, competitors, etc.) is carried out to solve any specific tasks of the organization, for example, to highlight the target market segment. Market research is carried out in order to study the main parameters of the market, which, in turn, are characterized through a system of quantitative and quality indicators(Table 1).

Table 1 - Main directions of market research

End of table 1

Study the proposal	study of the volume, structure and dynamics of supply; research of the production and raw material potential of the supply; study of supply elasticity
Studying prices	research of the level of prices prevailing in the market; study of price dynamics over a certain period of time; research of the main price trends
Market research	study of the situation in the market under the influence of the following conjuncture-forming factors: supply of goods, demand for goods, market balance, market scale, etc.
Studying the processes taking place in the market	research of market characteristics, trends in business activity, market capacity and the share of the company in it, research of market conditions, etc.

In the context of the recovery from the global economic crisis, the issues related to the study of the real estate market, as one of the most affected by the current conditions, are becoming increasingly important. In this case, it is necessary to start with the definition of real estate, as such, and consider the features of the market under study.

Consider the modern understanding of real estate in Russia, and the peculiarities of its interpretation. The Civil Code of the Russian Federation acts as the primary basis for the definition of real estate, which classifies the following objects as immovable things (real estate, real estate) (Table 2):

Table 2 - Composition of real estate objects in accordance with the Civil Code of the Russian Federation

Individual objects	Complex objects
Land	The enterprise as a whole is like Property Complex, including: land plots, buildings and structures, inventory and equipment, raw materials and products,
Subsoil plots and subsoil funds
Everything that is firmly connected with the land, including: buildings and structures, objects of construction in progress
Equated to real estate subject state registration: aircraft and ships,	Claims and debts, rights to designations that individualize the enterprise, its products, works and services,

End of table 2

Compiled by

In this paper, we consider real estate not from the point of view of legislation, but by the definition adopted in the professional literature on economics and marketing - these are land plots and everything that is firmly connected with them, the movement of which is not possible without destruction or loss of their functions. Based on this definition, real estate, based on its origin, is broadly subdivided into: artificial objects (buildings), which include residential, commercial and non-commercial real estate; natural (natural), which refers to the earth.

Consider this division of real estate (table 3).

Table 3 - Classification of real estate objects

Real estate	Objects of real estate
Residential Properties	Apartment buildings; Apartments and rooms; Individual houses and cottages; Country houses, summer cottages, etc.
Commercial real estate	Trade premises; Office rooms; Restaurants, hotels, etc .; Industrial premises; Warehouses, etc.
Public property	Schools, institutes, etc .; Theaters, houses of culture; Hospitals and clinics; Administrative, sports tasks, etc.
	Land; Subsoil plots and funds

Compiled by

In practice, they distinguish between the concept of real estate as a physical (material) object and as a complex of economic, legal and social relations that provide a special procedure for their disposal and a special stability of rights. Accordingly, it is customary to distinguish between four concepts of real estate (Figure 1).

Figure 1. Four concepts of real estate

Real estate belongs to the category of goods. It can act both as a consumer product (apartments, premises, buildings, non-production facilities) and as a production product (premises, buildings, industrial facilities). At the same time, real estate objects have unique characteristics that distinguish them from other goods (table 4).

Table 4 - General characteristics of real estate objects

End of table 4

Fixed location	Determines the uniqueness of each property, largely determines it economic characteristics and market positioning
Uniqueness (originality)	Each real estate object has certain characteristics peculiar only to it that distinguish it from others
Two-component	Any real estate object consists of two components - land and buildings (structures), for different types real estate and various economic conditions, the ratio of these components, both in value and in physical terms, can be different
Non-consumability	Natural form is not consumed, it lasts for the whole life
Durability	The earth theoretically has an infinite lifespan and does not wear out. Buildings and structures have a limited lifespan compared to land. However, compared to the vast majority of other goods, buildings and structures are relatively durable.
Fundamentality	Real estate is a commodity that cannot be lost, stolen, or broken under normal conditions.

Compiled by

The circulation of real estate, like any other product, is carried out on the market and is closely related to the attraction of financial capital and labor. At the same time, the real estate market is a market of limited resources, sellers and buyers. Consider the understanding of the real estate market by various authors (table 5).

Table 5 - The concept of the real estate market

End of Table 5

N. Ya.Kolyuzhnova, A. Ya. Jacobson	This is a system of actions and mechanisms for making transactions, or, in other words, a subsystem of the general economic market associated with the turnover of rights to real estate objects.
K. I. Safonova, I. A. Andreeva	This is a complex of relations associated with the creation of new real estate objects, with the operation of existing ones, as well as relations arising in the process of various transactions carried out with real estate.
A. V. Sevostyanov	This is a sector of the national market economy, which is a set of real estate objects, economic entities operating in the market, market functioning processes, that is, the processes of creation, use and exchange of real estate objects and market management, and mechanisms that ensure the functioning of the market (market infrastructure).

Compiled by

In our opinion, it most fully reflects the essence this market and at the same time, the definition of the real estate market given by A.V. Goremykin is set out in an accessible form.

The real estate market has a ramified structure, and, based on various characteristics, it is subdivided into a number of narrower markets (table 6).

Table 6 - Classification of real estate markets

Classification attribute	Types of markets
Object type	Land, buildings, structures, enterprises, premises, property rights, and other objects.
Geographical (territorial)	Local, urban, regional, national, global.
Functional purpose	Industrial premises, housing, non-industrial buildings and premises.
Operational readiness	Existing facilities, construction in progress, new construction.
Participant type	Individual sellers and buyers, intermediate sellers, municipalities, commercial organizations.

End of table 6

Compiled by

In the real estate market, the following transactions are carried out using market mechanisms: with a change of ownership - purchase and sale of real estate objects; inheritance; donation; exchange; ensuring the fulfillment of obligations (sale of pledged or seized real estate objects); with a partial or complete change in the composition of the owners - privatization; nationalization; change in the composition of owners, including with the division of property; bankruptcy (liquidation) of business entities with the sale of the property of the owners; without changing the owner - investing in real estate; real estate development (expansion, renovation, new construction); pledge; rent; transfer to economic management or operational management, for free use, in trust management, etc.

The real estate market has a great impact on all aspects of the life of society through a number of functions (Figure 2).

Three additional functions have been added to the main functions inherent in all markets - regulatory, stimulating, pricing, intermediary, informational and sanitizing in the real estate market - investment, commercial and social. The commercial function consists in the formation of the consumer value of real estate and making a profit on the invested capital. The investment function allows you to preserve and increase your capital by investing in real estate. Social function, is to stimulate the intensity of the work of citizens seeking to become owners of real estate.

Figure 2. The main functions of the real estate market

The functioning of the real estate market is carried out due to the actions of its subjects, which include: sellers, buyers, professional participants (institutional and non-institutional) (Figure 3).

1.Sellers (lessors): property owners (legal entities and individuals); builders (developers); bodies authorized by local authorities, etc.	2. Buyers (tenants): legal entities and individuals; investors and equity holders; organs government controlled etc.
Subjects (participants) real estate market
Professional participants
3. Institutional actors (representing the interests of the state): courts and notary offices; bodies for registration of rights to real estate and transactions with them; federal and territorial bodies regulating urban development, land management and land use; bodies of technical, fire and other inspections involved in the supervision of the construction and operation of buildings and structures, etc.	4. Non-institutional participants (working on a commercial basis): building contractors; real estate agencies; appraisal agencies; law firms; banks; mortgage agencies; Insurance companies; Media, etc.

Figure 3. Subjects (participants) of the real estate market

Due to its specificity, the real estate market has a number of features that distinguish it from other markets presented in table 7.

Table 7 - Features of the real estate market

	Characteristic
Localization	Absolute immobility; - high price dependence on location
Competition type	Imperfect, oligopoly; - a small number of buyers and sellers; - price controls are limited; - entering the market requires significant capital
Elasticity of offers	Low, with an increase in demand and prices, supply increases little
Demand nature	Demand is individualized and not interchangeable
Degree of openness	The transactions are private; - public information is often incomplete and inaccurate, which makes it difficult to assess the market situation
Competitiveness of goods	It is largely determined by the surrounding external environment, the influence of the neighborhood; - specificity of individual preferences of buyers
Zoning conditions	Regulated by civil and land legislation, taking into account water, forest, environmental and other special law; - great interdependence of private and other forms of ownership
Registration of transactions	legal difficulties, restrictions and conditions
Price	includes the cost of the object and related rights

Compiled by

Thus, it was determined that the real estate market has a special place in the economy of any country. Acting as a complex integrated category, it combines various interests and forms of activity of its subjects; various spheres of influence - from economic to social; a number of functions that have an impact on the economy of the country as a whole. At the same time, the increased relevance of marketing research in this market is characteristic precisely for the regional real estate markets, a feature of which is the mandatory orientation not only to local conditions, but also to the general situation in the country.

Literature

1. Goremykin, V. A. Economics of real estate: Textbook / V. A, Goremykin. - 5th ed., Rev. and add. - M .: Higher education, 2008. - 808 p.

2. Malhotra, N.K. Marketing research. A practical guide/ N.K. Malhotra. - 3rd ed. - M .: "Williams", 2002. - 960 p.

3. Marketing: general course: Tutorial/ Ed. N. Ya. Kolyuzhnova, A. Ya. Yakobson - M .: Publishing house Omega-L, 2006 .-- 476 p.

4. Raizberg, BA Modern economic dictionary / BA Raizberg, L. Sh. Lozovsky, EB Starodubtseva. - 6th ed., Rev. and add. - M .: INFRA - M, 2008 .-- 512 p.

5. Safonov, KI, Andreeva, IA Economics of real estate: a textbook / KI Safonov, IA Andreeva. - Vladivostok .: TSUE, 2007 .-- 128 p.

6. Sevostyanov, A. V. Economics of real estate / A. V. Sevostyanov - M .: KolosS, 2007. - 276 p.: Ill.

7. Sharoshchenko, I. V. Economics of real estate: Educational material/ I.V.Scharoshchenko - Vladivostok: FVGAEU, 2003 .-- 80 p.

8. Asaul, AN Economics of real estate: Textbook for universities [Electronic resource]: [Administrative - management portal AUP.ru] / AN Asaul. - Electron. Dan. - SPb .: Peter, 2007. - Access mode: URL: http: //www.aup. ru / books / m76 / 2_1.htm

9. Civil Code of the Russian Federation [Electronic resource]: [Official website of the company "Consultant-Plus"] - Electron. Dan. - 2009. - Access mode: URL: http://www.consultant.ru/popular/gkrf1/

10. Grinenko, S. V. Economics of real estate: Lecture notes. [Electronic resource]: [Administrative - management portal AUP.ru] / S. V. Grinenko. - Electron. Dan. - Taganrog: TRTU, 2004. - Access mode: URL: http: // www.aup.ru/books/m94/

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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

real estate

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 assessment of 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. - P.170

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

6. the federal law"About 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 only be determined by the consumer (client) who used it. The main purpose of service marketing is to help the consumer evaluate various services so that they can make the right choice for themselves.

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 of the national economy. At the same time, its development largely depends on the state of affairs in other key sectors of the economy. The 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:

· Buying and selling or renting 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;

· For 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. It is necessary for the buyer to understand what is the value of this property for him and why.

Real estate transactions are of a private nature, the information offered is not always correct and complete. Therefore, professional independent real estate appraisal 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 provide more effective work 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 in 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, it is necessary to 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 the work by a professional who will do it faster, better, and maybe cheaper.

In the real estate appraisal services market, 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 the service as intangibility, that it is difficult to demonstrate and guarantee its quality characteristics.

The most valuable sources of marketing information are activities that make it possible to "materialize" the 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 parameters grades become:

· 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 services;

· 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 valuation

The consumption process includes the following stages (Figure 3).

Figure 3 - Service consumption process

This service consumption process applies 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 assessment, 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 assessment. It is necessary to arouse the consumer's interest in this real estate appraisal service.

The society of any country in the world is interested in high-quality and reliable information based on uniform standards. The main goal of enterprises that provide real estate appraisal services is the need to create favorable conditions for the interaction of 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 making strategic decisions. At the enterprise, the presence of a marketing service is not only required condition effective work and development, but also necessary condition its survival in the market.

Bibliographic reference

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