GEOSPATIAL MARKETING AS A COMPONENT OF REAL ESTATE DEVELOPMENT AND SELECTION OF BUILDING AREAS

Abstract

The article proposes to use geomarketing as a conceptual and methodological basis for the development of strategies, justification and adoption of business decisions in the field of housing construction.
 Systematization of geomarketing objects, tasks, and tools, which can be used in development activities in the field of residential real estate construction, as well as in determining the suitability of regional primary housing markets for the implementation of development projects, has been carried out.
 The possibility of using geomarketing methods and tools by development companies when choosing the future location of housing and selecting areas for development is considered. For the analysis of regional real estate markets in Ukraine using the geomarketing methodology, an approach based on territorial zoning based on a set of indicators characterizing the demographic, economic, social, institutional, and administrative level of development of the respective region is proposed. The evaluation was carried out by means of cluster analysis, as a result, the housing markets of Kyiv, Dnipropetrovsk and Kyiv regions were identified as the most favorable for the implementation of development projects in the primary housing market, Odesa and Kharkiv regions have an average level of favorability, and other regions are characterized by a low level of favorability mainly due to the negative impact of demographic, socio-economic factors. Using the levels of favorable markets for the construction of primary housing proposed in the article will provide the developer with additional tools for decision-making. The proposed toolkit can be used by development companies and other participants in the investment and construction process with a greater degree of detail - the selection of territories at the level of individual cities and districts.