Real Estate Marketing Tools to Create Consumer Value

Abstract

The article is dedicated to the study of the peculiarities of the use of marketing tools in the residential real estate market. According to the author, the use of modern marketing tools in the housing market is necessary because for a long time the residential real estate market in Georgia was a seller market when construction companies and real estate firms operated on the concept of production and sales and were minimally customer-oriented. According to the author, the use of modern marketing tools focused on meeting the needs of buyers solves the problem of identifying supply and demand trends in the residential real estate market in one of the most important socially important sectors of the economy. The author systematized and substantiated the specific sets of marketing tools to create consumer value for construction organizations and real estate firms, considering the marketing policies pursued by the market entity. Keywords: Residential property; consumer preferences; consumer value; professional subjects of the market; marketing tools.