Abstract
The success of real estate projects is not only related to the quality of the product but also to the commercial strategy and understanding how to manage resources and distribute them properly such that the information arrives to the interested audience. The purpose of this study is to determine the evolution of the promotion investment for real estate projects located in Quito, Ecuador throughout the last 20 years. For this, researchers collected commercial and general variables for 339 real estate business plans for projects that were built between 2005 and 2021. The information was recorded in a matrix and then analyzed to identify correlations and trends between the variables. Projects were classified by their type of construction, size, and socioeconomic level, and the percentage of investment in advertising for each of them was identified. The paper shows the evolution of the investment distribution according to different types of advertising avenues and projects. Practitioners can use the results as a guide to develop promotion strategy in order to invest promotion resources in a real estate project and predict its commercial performance.
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