The object and subject of marketing research is a residential complex. Management of pricing in the real estate market. Real estate market research

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 related to decision making in all aspects 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. 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

Type of marketing research	Main directions
Demand study	Study of the volume, structure and dynamics of demand; research of consumer requirements and preferences; demand elasticity study
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; studying 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.
Study of processes occurring in the market	Research of market characteristics, trends business activity, market capacity and the firm's share in it, market research, 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. At the same time, it is necessary to start with the definition of real estate, as such, and consider the features of the market under study.

Let's 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 fundamental basis for the definition of real estate, which classifies the following objects as immovable things (real estate, real estate): land plots, subsoil plots and everything that is firmly connected with the land, that is, objects whose movement is impossible without disproportionate damage to their purpose. , including buildings, structures, construction in progress. Immovable property also includes aircraft and sea vessels subject to state registration, inland navigation vessels, and space objects. Other property may also be classified as immovable by law.

In this work, 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, on the basis of its origin, is broadly subdivided into: artificial objects (buildings), which include residential, commercial and non-commercial real estate; natural (natural), which includes the earth.

Consider this division of real estate (table 3).

Table 3 - Classification of real estate objects

In practice, the concept of real estate is distinguished as a physical (material) object and as a complex of economic, legal and social relations that provide a special order of disposal of them 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.

Characteristic	Description
Utility	Meets the buyer's needs for residential or production area, in the comfort and environmental friendliness of the premises, in prestige, etc. The utility of an object is determined by its characteristics such as the size of the premises, layout, landscaping of the surrounding area, location, etc.
Fixed location	It determines the uniqueness of each property, largely determines its economic characteristics and positioning in the market
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 of real estate and different economic conditions, the ratio of these components, both in value and in physical dimensions, can be different
Non-consumability	Natural form is not consumed, lasts for the whole life
Durability	The earth theoretically has an infinite lifespan and does not wear out. Buildings and structures in comparison with the ground have limited time life. 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.

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 for 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.

	Definition of the real estate market
V. A. Goremykin	It is a set of organizational and economic relations, a means of redistributing land plots, buildings, structures and other property between owners and users by economic methods based on competitive supply and demand.
S. V. Grinenko	It is a mechanism through which interests and rights are combined, property prices are set.
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, the processes of market functioning, that is, the processes of creating, using and exchanging real estate objects and market management, and mechanisms that ensure the functioning of the market (market infrastructure).

It most fully reflects the essence of this market, and at the same time, the definition of the real estate market given by A.V. Goremykin is presented in an accessible form.

The real estate market has a branched structure, and, based on various characteristics, 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 plots, 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, resellers, municipalities, commercial organizations.
Type of transactions	Purchase and sale, lease, mortgage, property rights.
Industry affiliation	Industrial facilities, agricultural facilities, public buildings and others.
Type of ownership	State and municipal facilities, private.
Method of transactions	Primary and secondary, organized and unorganized, exchange and over-the-counter, traditional and interactive

The following transactions are carried out in the real estate market 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 partial or complete change in the composition of the owners - privatization; nationalization; changes in the composition of owners, including with the division of property; bankruptcy (liquidation) of economic entities with the sale of property of the owners;
- without changing the owner - investing in real estate; real estate development (expansion, reconstruction, new construction); pledge; rent; transfer to economic management or operational management, for free use, in trust, etc.

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

Figure 2.- The main functions of the real estate market.

Three additional functions have been added to the main functions inherent in all markets - regulating, stimulating, pricing, intermediary, informational and sanitizing the real estate market - investment, commercial and social. The commercial function is to form the consumer value of real estate and receive a return on 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.

The functioning of the real estate market is carried out at the expense of the actions of its subjects, which include: sellers, buyers, professional participants (institutional and non-institutional) (Figure 7).

Table 7. Subjects (participants) of the real estate market

1. Sellers (landlords): property owners (legal 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 bodiesregulating urban development, land management and land use; bodies of technical, fire and other inspectorates involved in the supervision of the construction and operation of buildings and structures, etc.	4. Non-institutional participants (working on a commercial basis): construction contractors; real estate agencies; appraisal agencies; law firms; banks; mortgage agencies; Insurance companies; Media, etc.

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

Table 8. - 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 control is limited; - entering the market requires significant capital
Elasticity proposals	Low, with an increase in demand and prices, supply increases little
Nature of demand	Demand is individualized and not interchangeable
The degree of openness	- transactions are private; - public information is often incomplete and inaccurate, which makes it difficult to assess the market situation
Competitiveness of goods	- is largely determined by the surrounding external environment, the influence of neighborhood; - specificity of individual preferences of buyers
Zoning conditions	- regulated by civil and land legislation, taking into account water, forest, environmental protection and other special law; - great interdependence of private and other forms of ownership
Registration of transactions	legal difficulties, restrictions and conditions
The cost	includes the cost of the object and related rights

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 areas 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 of 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.

1.3 Research of the real estate market. Targets and goals

The problem of studying the real estate market is an informational problem. To assess the volume and structure of housing supply, you need to obtain information about how many and which premises are on the market, how many and which ones are being prepared for commissioning, and what has already been specifically commissioned from real estate objects. According to the data on home sales, one can judge only 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 the study of the real estate market are forecasts of its development, assessment of market trends, identification of key success factors. The most effective ways of conducting competition policy in the market and opportunities for entering new markets are determined. 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 real estate market constitute the content of marketing research. To be effective, these studies, first, must be systematic; second, to rely on specially selected information; third, to carry out certain procedures for collecting, summarizing, processing and analyzing data; fourth, 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. Streams of this information are ordered by specific research procedures and methods. Let's dwell on the most important objects of the real estate market research.

Real estate market conditions and forecasting

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 preconditions for the effective sale of manufactured housing are created. In accordance with this, the primary task of studying the real estate market is to analyze the current ratio of supply and demand, i.e. market conditions. Market conjuncture 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 real estate, as well as the level and ratio of prices.

Gathering information is the most important stage in studying market conditions. There is no single source of information about the market situation, which would contain all the information about the processes under study. The research uses different types of information obtained from different sources. Distinguish information: general, commercial, special.

general information includes data characterizing the market situation as a whole, in conjunction with the development of the industry. The sources of its receipt are data of state and industry statistics, official forms of accounting and reporting.

Commercial information - data extracted from the business documentation of the enterprise, on sales issues from partners in the form of information exchange. These include: applications and orders from construction organizations; market research services materials (materials on sales movement, market surveys, etc.).

Special information represents data obtained as a result of special events for market research (surveys of the population, buyers, 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, based on reliable information, with an assessment of its possible error. The forecast is based on taking into account the patterns and tendencies of its development, the main factors that determine this development, adherence to strict objectivity, conscientiousness in assessing the data and forecasting results. The development of a market forecast has four stages: establishment of the forecast object; choice of forecasting method; forecast development process; estimation of forecast accuracy.

Establishing the object of forecasting is the most important stage of scientific foresight. 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 adjustment of the results of forecast calculations. The choice of 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.

The process of developing a forecast consists in carrying out calculations, performed either manually or using computer programs with the subsequent adjustment of their results at a qualitative, professional level. Estimation of forecast accuracy is performed by calculating its possible errors. Therefore, the forecast results are practically 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). They differ not only in the lead time, but also in the level of detail and the forecasting methods used.

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. When the structure of consumers changes, both average consumption and demand change.

On this basis, one of the forecasting methods is built: expert judgment. This method is used in markets for new products, when basic information has not yet been formed, or in markets for traditional products that have not been researched for a long time. It is based on a survey of experts - 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.

1. Summary overview - a document summarizing market indicators. 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 relationship between the conjuncture of individual real estate markets is revealed.

2. Thematic overview of the market situation. Documents reflecting the specifics of a particular market. The most actual problems, typical for a number of objects, or a problem of a specific real estate market.

3. Operational market information. A document containing operational information about individual processes of market conditions. The main sources of operational information are data from population surveys, expert assessments of specialists.

Market volume

The main task of real estate market research is to determine the market capacity. Market capacity is the aggregate effective demand of buyers; possible annual sales of real estate objects at the current average price level. Market capacity depends on the degree of market development, the elasticity of demand, changes in the economic environment, price levels, quality and advertising costs. Market capacity is characterized by the size of the population's demand and the amount of supply in the real estate market. At each moment of time, the market has a quantitative and qualitative certainty, i.e. its volume is expressed in value and natural indicators of the objects being sold and purchased.

It is necessary to distinguish between two levels of market capacity: potential and real. The real capacity of the market is the first level. The potential level is determined by personal and social needs and reflects the volume of implementation adequate to them. In marketing, the term market potential is also used. The real capacity of the market may not correspond to its potential capacity. The calculation of market capacity should be spatio-temporal.

The market capacity is formed under the influence of many factors, each of which in certain situations can both stimulate the market and restrain its development, limiting its capacity. The entire set of factors can be divided into two groups: general and specific. Common are socio-economic factors that determine the size of the market: the volume and structure of supply, including by representative enterprises; the range and quality of the premises provided; the achieved standard of living and the needs of the population; purchasing power of the population; the level of the ratio of prices for goods; population; its social and age and gender composition; the degree of market saturation; the geographical location of the market.

Specific factors determine the development of markets for individual objects, and each market may have specific factors only for it. In this case, a specific factor in terms of the degree of influence may be decisive for the formation and development of demand and supply for a particular housing. The set of factors determining the development of supply and demand are in a complex dialectical relationship. A change in the actions of some factors causes a change in the action of others. A feature of some factors is that they cause changes in both the total capacity and the structure of the market, while others are that they, without changing the total market capacity, cause its changes. In the process of market research, it is necessary to explain the mechanism of action of the system of factors and measure the results of their influence on the volume and structure of supply and demand.

The identification of cause-and-effect relationships in the studied market is carried out on the basis of systematization and analysis of data. Systematization of data consists in the construction of grouped and analytical tables, time series of analyzed indicators, graphs, diagrams, etc. This is a preparatory stage for analyzing information for its quantitative and qualitative assessment. Processing and analysis is carried out using well-known methods, namely grouping, index and graphical methods, construction and analysis of time series. Causal relationships and dependencies are established as a result of correlation-regressive analysis of time series.

Ultimately, a description of the causal relationships caused by the interaction of various factors will help build a development model in the market and determine its capacity. The market development model is a conditional reflection of reality and schematically expresses the internal structure and causal relationships of a given market. It allows, using a system of indicators in a simplified form, to characterize the qualitative uniqueness of the development of all the main elements of the market at the present stage and at a given period of time in the future. The formalized model of market development represents a system of equations covering its main indicators. For each market, the system can have a different number of equations and indicators, but in any case, it must include supply and demand equations.

Accordingly, there are three complementary ways of developing a forecast.

Questioning - identifying the opinions of the population, experts in order to obtain estimates of a predictive nature. Methods based on questionnaires are used in cases where, for a number of reasons, the patterns of development of the process cannot be reflected by the formal apparatus, when the necessary data are not available.

1 Extrapolation - continuation into the future of the tendencies of processes, reflected in the form of time series and their indicators, based on the developed models of the regressive type. Extrapolation methods are usually used in cases where information about the past is available in sufficient quantity and stable trends have been identified. This option is based on the hypothesis that the prevailing trends will continue in the future. Such a forecast for forecasting is called genetic and involves the study of econometric models.

2 Analytical modeling - building and using a model that reflects internal and external relationships in the course of market development. This group of methods is used when information about the past is minimal, but there are some hypothetical ideas about the markets that allow us to develop its model and, on this basis, assess the future state of the market, and reproduce alternative options for its development. This approach to forecasting is called targeted.

The result of the work on determining the market capacity should be an overview of the state of the market and its factors, as well as a forecast of market development, taking into account the trends of changes in the influencing internal and external factors.

Market segmentation

In terms of marketing, any market consists of buyers who differ from each other in their tastes, desires and needs. The main thing is that they all buy goods for different reasons. Therefore, it is necessary to understand that with a variety of demand, and even in a competitive environment, each individual will react differently to the proposed real estate. It is very difficult to satisfy the needs of all consumers without exception, because they have certain differences in needs. For example, a number of consumers prefer elite apartments and are ready to pay the corresponding price, while others have the opportunity to purchase housing with acceptable consumer characteristics at a low price.

In-depth market research suggests the need to consider it. In this regard, when planning your business, it is necessary to consider the market as a differentiated structure depending on consumer groups and consumer properties, which in a broad sense defines the concept of market segmentation.

Market segmentation is, on the one hand, a method for finding parts of the market and determining the objects to which the marketing activities of enterprises are directed. On the other hand, it is a management approach to the process of making an enterprise decisions on the market, the basis for choosing the right combination of marketing elements. Segmentation is carried out in order to maximize customer satisfaction, as well as rationalize the costs of the construction company for the development of a construction program and the commissioning of finished premises.

The objects of segmentation are, first of all, consumers. Highlighted in a special way, with certain common features, they constitute a market segment. Segmentation refers to the division of the market into segments that differ in their parameters or reactions to certain types of activities in the market (advertising, marketing methods). Despite the possibility of segmenting the market for various objects, the main focus in marketing is on finding homogeneous groups of consumers who have similar preferences and respond in the same way to marketing proposals.

Segmentation is not a purely mechanical process. To be effective, it must be carried out taking into account certain criteria and characteristics. A criterion is a way of assessing the justification for the choice of a particular market segment for a particular enterprise, and a feature is a way of identifying a segment in the market.

Among the disadvantages of segmentation, one should mention the high costs associated, for example, with additional market research, with the preparation of options for marketing programs, the provision of appropriate packaging, the use of various distribution methods.

Segmentation has advantages and disadvantages, but it is impossible to do without it, since in a modern economy every product can be successfully sold only to certain market segments, but not to the entire market.

Signs for market segmentation: geographic, demographic, socio-economic, psychographic, behavioral.

Geographic segmentation involves dividing the market into different geographical units: state, states, regions, counties, cities, communities, as well as the size of the region, density and population size, climatic conditions, distance from the manufacturing enterprise. This feature was used in practice earlier than others, due to the need to determine the space of the enterprise. Its use is necessary when there are climatic differences between regions or features of cultural, national, historical traditions on the market. The firm may decide to act in one or more geographic areas or in all areas, but subject to differences in needs and preferences defined by geography.

Demographic segmentation consists of breaking the market down into groups based on demographic variables such as gender, age, family size, stage life cycle family, income level, occupation, education, religious beliefs, race and nationality. Demographic variables are the most popular factors used to differentiate consumer groups. One of the reasons for this popularity is that needs and preferences, as well as the intensity of consumption, are often closely related precisely to demographic characteristics. Another reason is that demographic characteristics are easier to measure than most other types of variables. Even in cases where the market is not described from a demographic point of view (for example, based on personality types), it still needs to be done with demographic parameters.

Psychographic segmentation. In psychographic segmentation, buyers are subdivided into groups based on social class, lifestyle and personality characteristics. Members of the same demographic group can have very different demographic profiles.

Behavioral segmentation. In segmentation based on behavioral characteristics, buyers are divided into groups depending on their knowledge, attitudes, the nature of the use of the product and the reaction to this product. Market actors consider behavioral variables to be the most appropriate basis for shaping market segments.

After dividing the market into separate segments, it is necessary to assess the degree of attractiveness and decide how many segments the company should focus on, in other words, select target market segments and develop a marketing strategy.

Target segment - one or more segments selected for the marketing activities of the enterprise. At the same time, the company must, taking into account the chosen goals, determine the strengths of competition, the size of markets, relationship with sales channels, profit and its own image of the company.

Market segments, in which the company has secured a dominant and stable position, is usually called a market niche. The creation and strengthening of a market niche, including by finding market windows, is ensured only through the use of market segmentation methods. After determining the target market segment, the company must study the properties and image of competitors' real estate and assess the position of its object on the market.

Competition and market barriers

In a market economy, firms operate in a competitive environment. When studying consumers, you shouldn't forget about your competitors. The main task of competitor research is to obtain the necessary data to ensure a competitive advantage in the market, as well as to find opportunities for cooperation and cooperation with potential competitors.

To this end, analyzing the strengths and weaknesses of competitors, it is necessary to first answer the following questions:

· Who are the main competitors of your company?

· What is the market share of your firm and its main competitors?

· What is the competitors' strategy?

· What methods are used by competitors in the struggle for the market?

· What is the financial condition of competitors?

· Organizational structure and management of competitors?

· What is the effectiveness of competitors' marketing programs (product, price, sales and promotion, communication)?

· What is the likely reaction of competitors to your firm's marketing program?

· What stage of the life cycle are your product and competitor's product at?

The first step in studying the competitive environment is to assess the characteristics of the market in which the firm operates or intends to operate. Next, you should study who the real or potential competitor is. A competitor is an important element of the infrastructure of the marketing system that influences the marketing strategy of a firm in relation to goods, suppliers, intermediaries, buyers. Researching competitors' positions covers a wide range of issues and requires the involvement of a significant amount of information. It is advisable to analyze the characteristics of the main competitors in the following sections: market, product, prices, product promotion on the market, organization of sales and distribution.

The study of the competitive environment requires systematic observation of the main competitors, not losing sight of potential competitors. It is advisable to accumulate the obtained information in data banks. Analysis of information allows specialists to derive reasonable estimates for each factor of competition and to characterize the general position of the company in the market in relation to its main competitors.

Market opportunities and risks

Any company must be able to identify emerging market opportunities. The search for market opportunities is made after assessing the potential of the enterprise and takes into account the real possibilities of the latter.

Unmet market needs are the basis of market opportunities for an enterprise. In a situation where the buyer is completely satisfied with the services of the supplier, the offer to him of similar goods on similar terms by another company will not be successful. At the same time, in this situation, the buyer may have unmet needs for a higher-quality object, more favorable conditions, and a more voluminous service. The identification of such needs is carried out by building hypotheses: previous experience of the leader or consultant; proposals of the company's personnel; experience of partners and contractors of the enterprise; competitors' innovations.

The task at this stage of developing strategies is to build as many hypotheses as possible. The main method of obtaining materials at the enterprise and its partners is a free interview, in which the interlocutors are encouraged to express any, even the most "crazy" ideas. Having chosen a segment, the firm must study all the offers that are currently on a particular segment. Further, it is necessary to provide the object with no doubt, clearly different from others, a desirable place in the market and in the minds of target consumers. This is called market positioning. Having made a positioning decision, the firm is ready to begin planning the details of the marketing mix.

Analyzing marketing opportunities, selecting target markets, developing a marketing mix and implementing it requires supporting marketing management systems. In particular, the firm must have systems of marketing information, marketing planning, marketing service organization and marketing control.

When establishing entrepreneurial risk, the concepts are distinguished: "Expense", "Losses", "Losses". Any entrepreneurial activity is inevitably associated with costs, while losses occur at an unfavorable place of coincidence of circumstances, miscalculations and represent additional costs in excess of those planned. This characterizes the category "risk" from the qualitative point of view, but creates the basis for translating the concept of "entrepreneurial risk" into a quantitative one. Indeed, risk is the danger of losing resources or income. In relative terms, the risk is defined as the amount of possible losses, referred to some base, in the form of which it is most convenient to take either the state of the enterprise, or total costs resources for this type business activities.

Chapter 2. Research of the real estate market of the Republic of Khakassia

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 influence 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 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. The necessity of creating a marketing service at the enterprise for its successful functioning has been identified and substantiated.

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6. Federal Law "On appraisal activities at 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 servicesso that he can make the right choice for himself.

Under the modern concept of marketing, it is assumed that the economic environment is oriented towards a more efficient 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 of these 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 business segments - in the field 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 real estate;

· 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;

· In 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 the value of this property is to 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 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 making management decisions at the enterprise. With their help, the organization's strategic marketing asset is formed, as well as information resourcenecessary to ensure more effective work of the 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.

An entity should consider the characteristics of the service when it creates marketing program (picture 1).

Figure 1- Service characteristics

Factors that affect the demand for real estate appraisal services:

· The price of the service;

· 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 means competitive position 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 company largely determines its overall competitiveness in the market.

More than 5,000 appraisal companies operate on the real estate appraisal services market in the Russian Federation, so it is necessary that the quality of the appraisal services they provide is at the appropriate level. Evaluation services have a number of characteristics that determine the specific requirements 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 work by a professional who will complete it faster, better, and maybe cheaper.

In the real estate appraisal services market, information awareness raises the level of many factors, for example, the qualifications of personnel, the location of the enterprise. But, we must remember about such a property of a service as intangibility, that it is difficult to demonstrate and guarantee its quality characteristics.

Most valuable sources marketing information are activities that allow you to "materialize" a 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 evaluation parameters are:

· 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 specifics, dictates special requirements for the organization of the enterprise, which is natural. Marketing-oriented management argues that consumer behavior is the starting point in planning a business.

Due to the intensification of 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 service;

· Requirements for personnel;

· Activities of the marketing complex.

Real estate appraisal activity has 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.

Difficult economic conditions modern market oblige enterprises to have marketing services in their structure, which play one of the key roles in their activities, since, by conducting market research, they provide the necessary information for making strategic decisions. At the enterprise, the presence of a marketing service is not only a prerequisite for 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 EVALUATION SERVICES // International Student Scientific Bulletin. - 2016. - No. 2 .;
URL: http://eduherald.ru/ru/article/view?id\u003d15852 (date of access: 20.04.2019). We bring to your attention the journals published by the "Academy of Natural Sciences"

The term “marketing” (in English “marketing”) consists of the word “market” meaning “market” and the active ending “ing”, which allows literally translating marketing as “market activity” or “activity in the market”. 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 to study the main parameters of the market, which, in turn, are characterized through a system of quantitative and qualitative 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; studying price dynamics for 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.
Study of processes occurring in the market	research of market characteristics, trends in business activity, market capacity and company share in it, research of market conditions, etc.

Let's 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, as a 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 to state registration: air and sea vessels,	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 according to 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 includes the earth.

Consider this division of real estate (table 3).

Table 3 - Classification of real estate objects

The property	Real estate objects
Residential Properties	Apartment buildings; Apartments and rooms; Individual houses and cottages; Country houses, summer cottages, etc.
Commercial property	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

Figure 1. Four concepts of real estate

Table 4 - General characteristics of real estate objects

End of table 4


Fixed location	It determines the uniqueness of each property, largely determines its economic characteristics and positioning in the market
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 of real estate and different economic conditions, the ratio of these components, both in value and in physical dimensions, can be different
Non-consumability	Natural form is not consumed, 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

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, the processes of market functioning, that is, the processes of creating, using and exchanging 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 of this market, and at the same time, the definition of the real estate market given by A.V. Goremykin is presented in an accessible form.

The real estate market has a branched structure, and, based on various characteristics, 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, resellers, municipalities, commercial organizations.

End of table 6

Compiled by

The following transactions are carried out on the real estate market 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 partial or complete change in the composition of the owners - privatization; nationalization; changes in the composition of owners, including with the division of property; bankruptcy (liquidation) of economic entities with the sale of property of the owners; without changing the owner - investing in real estate; real estate development (expansion, reconstruction, new construction); pledge; rent; transfer to economic management or operational management, for free use, in trust, 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 - regulating, stimulating, pricing, intermediary, informational and sanitizing the real estate market - investment, commercial and social. The commercial function is to form the consumer value of real estate and receive a return on invested capital. The investment function allows you to preserve and increase your capital by investing in real estate. The social function is to stimulate the intensity of the work of citizens seeking to become owners of real estate.

Figure 2. Main functions of the real estate market

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; government bodies, 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 inspectorates 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
Nature of demand	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
The cost	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. Real Estate Economics: Textbook / V. A, Goremykin. - 5th ed., Rev. and add. - M .: Higher education, 2008.- 808 p.

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

3. Marketing: general course: textbook / 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. Safonova, 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. Sharoshchenko - 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/

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 primarily a targeted analysis of the market to identify trends in its development, both as a whole and in individual segments. The general block diagram of the real estate market research is shown in Fig. 19.

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 by individual segments (long-term goals). This solves the following tasks:
- a) determining the dynamics of demand and supply 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 object or project (short-term goals), which includes:
- a) making decisions on 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;
- - the level of rent;
- - number, structure and dynamics of transactions with real estate;
- - period of exposure of objects on the real estate market;
- - the level of costs for new construction, reconstruction, modernization;
- - the amount of costs for real estate transactions;
- - the number of facilities under construction, their purpose and types.

Segmentation (stage 3) means 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, but this increases the likelihood that important details and particular trends for a particular segment in the general picture are simply leveled out, and this can lead to 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 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 a certain general 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 quite large, 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. A similar situation 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 is determining the needs in the panel 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 property 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.

Determination of the market capacity (stage 5) is the establishment of the possible number of one or another type of real estate that can be consumed on the market within a certain time, when this level and the ratio of prices. 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 is spatio-temporal.

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 tendencies, 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 in its development (analytical modeling).

Step 1: establishing fixed market boundaries and highlighting the analyzed segment. It is carried out similarly to stage 3.

Step 2: analyze the supply and demand factors affecting the real estate market. The analysis of factors affecting the real estate market is carried out using the construction of a Parreto curve, which is called "fish bone". In general, the factor space can be represented as follows (Fig. 21).

Figure: 21. Causal relationships between factors affecting the real estate market: 1 - factors of state regulation of the real estate market: 1.1 - regulations governing real estate purchase and sale transactions; 1.2 - tax legislation governing real estate transactions; 1.3 - certain regulations limiting real estate transactions at the regional level. 2 - general economic situation: 2.1 - production of national income; 2.2 - volume of industrial production; 2.3 - employment of the able-bodied population; 2.4 - the rate of return on 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 household income; 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 - 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 field of employment and incomes 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 certain period... This takes into account such indicators as:

- changes in employment and incomes of the population;
- 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 housing maintenance costs;
- 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 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 incomes, 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 particular 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.);
- proposal of necessary additional services (shops, schools, gyms, etc.);
- reputation (image) of the place (absence of ecologically harmful places, dumps, etc.).

Then a SWOT matrix is \u200b\u200bdrawn up, on the basis of which links are established between the strengths, 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 (retail 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 with an optimal price / quality ratio 4. Timely renovation of real estate to prevent its decapitalization
Weaknesses (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 a significant inflation rate 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 4. Creation of a rational structure of a portfolio of profitable real estate

The object and subject of marketing research is a residential complex. Management of pricing in the real estate market. Real estate market research

Bibliographic reference

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