Sinusitis

Real estate how to advertise it. Selling an apartment: how to advertise it correctly

Initial data

Based on information collected from various sources, a list of the main characteristics of the product is compiled. Particular attention should be paid to the details that attract special attention from customers when buying and selling in the modern market. They are usually contained in most advertisements.

In the course of such research, it is better not to rely on memory, but to take notes, write down all the benefits and advantages that the seller had while in this house.

It’s worth remembering: why was this particular house purchased at the time?

You should also consider: maybe there are hidden advantages in this home that will increase the price?

The thoughts and impressions in the salesperson's mind are the best source of information. There can be a lot of factors that are not visible at first glance, but can influence a successful sale/purchase. For example, good neighbors, clean drinking water in the local water supply, decent shops nearby, convenient modes of transport. Low crime rate in the area. Night silence. Thick walls of the house that keep you warm in winter and cool in summer, fireplace, wide window sills. Spacious kitchen, dry basement. From the window you can see festive fireworks over the city. Etc.

It is important to understand that real estate is a pre-selected product. It is not purchased often. People spend a lot of time and effort collecting information about objects, comparing them, and choosing them. They are interested in the investment attractiveness, liquidity of the object, guarantee of confidentiality, security of ownership, etc.

main structural details (reinforced concrete, panel, brick, etc.);

type of exterior, brick, stone, trim, etc.;

number of rooms in the house;

number of bedrooms;

characteristics of the main rooms;

type of flooring;

the space between the upper rooms and the roof;

fireplace;

toilet rooms and storage rooms;

kitchen characteristics;

built-in devices;

bathroom and additional washrooms;

description of the basement, recreation room or utility room;

basement;

type and characteristics of heating;

type of water supply;

energy characteristics;

number of telephone lines;

drinking water, gas and sewerage;

shutters and windows;

insulation;

plaster on the walls;

type of neighbors (social status, age, family size, etc.);

possibility of home improvements (internal or external);

characteristics of the garage, working area, type of door drive;

characteristics of the access road;

paths;

yard;

size and other characteristics of the site;

trees, lawns and shrubs;

transport facilities;

location relative to the city, proximity to schools, public transport, etc.;

price;

type of payment options;

paid home appraisal;

tax information;

when can the property be inspected;

other details (number and age of owners, presence of minors or disabled people among the owners, form of ownership, alterations made, etc.).

According to a study by the MIEL-Real Estate company, today in Russia about a third of buyers want to buy a house in a classic style. “Active and modern people who often travel abroad are already familiar with this style and want to live in such houses,” says Savely Orbant, director of the country real estate department of the MIEL-Real Estate company. The share of buyers of luxury country real estate who prefer a classic and minimalist style in architecture is, according to Penny Lane Realty, 80%; they are attracted mainly by the functionality of the layout and the home’s compliance with all modern European requirements. The remaining 20% are those who prefer modern and hi-tech. Among buyers of suburban real estate in the middle and lower segments, according to the observations of Dmitry Gusev, general director of the RusStroyTrest-Construction Investments company, the popularity of “Alpine chalet” style houses that recently appeared on our market is growing.

Rationality is in fashion. From palaces with turrets, the architecture of country cottages is moving to a modern, rational style without frills. “It’s smart in everything: in size, in the use of an open plan, in the layout of the public area. The advantages of this style are the ability to transform space, airiness and light. Natural materials and natural colors are used in the decoration,” says Igor Shashkov, chief architect of the Pestovo company. – Particularly popular now are “second light” and large stained glass glazing, exploitable roofs, which make it possible to more efficiently use the space of the house. In addition to the three main materials: brick, plaster and wood, technological discoveries come - curtain and ventilation facades, which make it possible to make houses more varied and comfortable.”

Modern Russian buyers of luxury real estate are becoming more discerning. They need villages with a strong personality, with a “feature” that makes them stand out from the general background. Few developers are able to create a high-quality, market-demanded product that will only increase its prices over time. Real luxury real estate is sold without a noisy advertising campaign, under the motto “only for our own” according to the company’s internal client base and according to the recommendations of partner companies.

What requirements must a country house meet? Dmitry Popov notes that buyers want to live in a capital, preferably brick house, built according to their own design. “As a rule, everyone wants their own, uniquely individual project for a house, and for this reason, even the opportunity to choose from several hundred (!) projects usually does not produce results - the client still orders his own project,” he says. – The most in demand are houses with an area of 250–350 square meters. m. Communications and infrastructure must provide the possibility of year-round living. Security is present in all cottage villages without exception, although the level of professionalism of the security is strikingly different: from a fence and checkpoint at the entrance to a multi-level and militarized one. Electricity is required, main gas significantly increases the value of the site, water supply and sewerage too, but a landline telephone is not required.”

Requirements for the infrastructure of villages have also increased. As Felix Leshchenko notes, pedestrian paths for walking with children and playgrounds have become mandatory. A preschool educational institution, a children's club in the village or on its border are welcomed by clients looking for a home for permanent family residence, and these are the majority. Therefore, they choose “European” villages with open spaces, low fences, large areas for walking areas and infrastructure with neighbors of their own circle.

Table 1 shows the cost of cottages near Moscow in various areas in 2005 (in US dollars per sq. m).

Table 1

Cost of cottages near Moscow in various areas in 2005 (dollars per sq. m)

The corresponding structure of proposals for country houses was as follows (Table 2).

table 2

Structure of proposals for country houses

We looked at houses, but other types of real estate may have other characteristics. So, for example, when selling large objects, you can focus on the following list:

address;

telephone;

object parameters;

date of construction;

date of reconstruction;

date of major repair;

number of floors;

total area;

building density;

availability of parking;

type of construction;

components of the structure (facade, roof, floor, floors, elevators);

safety;

location area;

area demographics;

transport interchanges;

social infrastructure of the area;

market infrastructure of the area;

ecology;

development trends in the area;

employment of the local population;

local authorities.

When advertising apartments, it is necessary to indicate the presence of a concierge, floor number, etc. Speaking about offices and industrial premises, you should definitely pay attention to the voltage and power of the electrical network for connecting equipment; in suburban areas - to the slope, soil composition, etc.

Of course, not all of the listed product characteristics will be used in advertising. But, firstly, you never know in advance what exactly will be useful in future work. Secondly, comprehensive knowledge of the product will give the advertiser a sense of confidence, which will certainly leave an imprint on the persuasiveness of the future message.

The target audience

One of the most common mistakes in advertising is when advertisers project their psychological attitudes, tastes, and values onto the target audience. But what one person likes may repel another. People differ in many ways. In advertising, you need to have a very good idea of the potential buyer, take into account the tastes and habits of the person you are addressing. Only a message whose creator puts himself in the consumer’s shoes and speaks to him in his language will be effective. The copywriter must imagine a portrait of the relevant audience.

Smart advertisers identify consumer groups with the most promising potential buyers and, accordingly, focus their efforts on them. The target audience thus defined is thoroughly studied. It is for her that specific advertising messages are developed, appropriate illustrations are selected, and texts are written.

If the target audience of buyers of a product or service is not defined, then you will have to influence a very wide range of people. And this, on the one hand, increases the cost of the campaign, on the other, creates the risk of not reaching the target audience or part of it. Therefore, when solving the problem of reaching the target audience, it is necessary, first of all, to have a good idea of the group of future influence.

In the process of identifying your target buyer, you should try to understand the needs and desires of the different groups purchasing real estate, dictated by housing style, number of rooms, lot size and other various factors. For example, some home buyers strive to be closer to the center, others - to new buildings, some are attracted by the ecological cleanliness of the area, others - by proximity to their place of work, cultural and sports facilities.

One of the most effective approaches to drawing up a portrait of a potential buyer is the use of a set of interrelated characteristics: demographic, social, psychographic, and purchasing behavior. The group of demographic characteristics includes: age, gender, place of residence, nationality, religion, family life cycle.

Middle-aged people usually have money that they actively spend on themselves and their family. They are usually interested in real estate, cars, and financial services. Women are more discerning when it comes to shopping than men. Before buying anything, they research many products and take several factors into consideration. In most cases, the “weaker” sex “controls” family income and expenses. Women are more often guided by emotions, men - by rational motives. Despite enormous changes in social life, for the most part, men and women still “play” their behavioral roles. A man is a breadwinner, a protector. A woman is a keeper of the hearth, a teacher of children.

“Our motivation for buying a home also depends very much on what gender we belong to. Several years ago, a construction company near Chicago was faced with the problem of selling 1,000 homes in a short time. To solve this difficult problem, she hired a Chicago advertising agency whose employees used an in-depth approach. The agency, in turn, in consultation with psychiatrists, conducted a study to discover what exactly could motivate potential buyers to purchase a home.

The task of selling houses was quite difficult, the researchers found, due to the fact that men and women perceive such a purchase differently. For a man, home is a symbolic image of the Mother, a calm, secluded place where he can relax after a hard day of work, during which he did nothing but carry out various assignments for his boss. He timidly hopes to find in his home the solace, coziness and comfort of childhood, when he sat on his mother’s lap.

After women became mothers, they began to perceive the home completely differently from men. A woman sees the home as an expression of herself and often views what happens in it as the development of her own personality. In a new home, she plants herself, as it were, like a flower, and then grows, reveals and expresses herself in it. The agency took these discoveries into account and designed the advertising campaign to simultaneously appeal to the interests of both women and men. One advertisement, aimed primarily at men, showed a small house with two women's arms reaching out, apparently trying to pull the hapless male reader to her heart. Mom will take care of him!”

When addressing a male buyer, it is worth playing on certain strings of his soul. For example: “This house already has an antenna installed that receives three sports channels...” When addressing a female buyer, you can touch on something else. Let’s say: “Cooking in this kitchen is a pleasure...”

The specifics of the climate and the general nature of the area in which people live can develop certain real estate needs. The characteristics of the local market also determine the solvency of the population.

People can be classified not only by their calendar age, but also by a more significant indicator - the life cycle of the family. It is also called the sequence of important stages in the life of an adult. The family life cycle allows for more homogeneous segments of the consumer market. This concept includes marital status, age and presence of children. Based on their life cycle, people are usually classified as follows:

a single young person (man or woman) living separately from his parents;

young family without children;

a young family with children, the youngest of whom is less than 6 years old;

a young family with children, the youngest of whom is over 6 years old;

elderly spouses (over 45 years old) with children;

elderly spouses whose children have already left home;

a single elderly person (male or female), often a widower or widower.

Accordingly, purchasing behavior at different stages of a family’s life cycle is determined by its immediate needs. First, fashion items, accessories for work are purchased, then medicines and supplies for children, real estate, furniture, household appliances, cars, etc. “Between 1981 and 1991, there was a trend toward an increase in the number of one-person households... These groups have their own specific needs. For example, they need smaller apartments, inexpensive furniture that can accommodate fewer people, household supplies and appliances, and food in smaller packages.”

A person’s goals, his relationships with other people, his value system, taste criteria and behavior largely depend on the social environment in which he was born, raised and lives at a given time. Therefore, the study of the social characteristics of the buyer turns out to be very useful in the study of consumer motivation.

Typically, consumers follow the norms and customs of their environment or strive to imitate those who are at a higher social level. Thus, the area of residence, home, furniture, household supplies, choice of food and entertainment, as a rule, correspond to what is generally accepted in the social circle of a particular person.

Educated people are often picky and picky. They are also very rational buyers. An educated person is less suggestible. He is less susceptible to the influence of irrational motivations and less responsive to exhortations. Uneducated people are more suggestible. They are more likely to be emotionally influenced. It is worth keeping in mind that education as a characteristic is interconnected with age, income level and occupation.

Profession and craft, of course, leave their mark on purchasing behavior. A person follows the habits of his work environment and strives to imitate more successful colleagues and management. Occupation often serves as an indication of a person’s income—his ability to pay.

Income level is perhaps one of the most important factors. It can be used to determine the consumer's solvency. High-income families buy expensive, high-quality products. Buyers with low purchasing power accordingly purchase inexpensive goods. Interestingly, when consumers move from low-income groups to higher-income groups, the desires and lifestyle of the new environment are not automatically accepted. Due to habits and inertia, buyers will gravitate towards maintaining the old way of life. Someone very correctly noted: “If a person grew up in a barn, then, having become rich, he builds himself a huge barn...”

People can be united not only by demographic and social characteristics, but also by more subtle psychological differences in consumer behavior. Among the psychographic features they note: lifestyle, character traits, life position, motives of behavior and self-image, habits, hobbies, inclinations, etc.

Buying behavior can also serve as a basis for segmentation. Thus, consumers are usually classified by consumption activity, brand loyalty, degree of product use, and consumption experience.

Interestingly, “in one study aimed at studying the process of purchasing real estate in New London, Connecticut, experimenters obtained surprising results. It turns out that even when buying houses - one of the most important purchases of the year or even a decade - people often act haphazardly, especially without planning ahead. On average, people look at at least 6 options before purchasing a home; but 10% of buyers looked at only one house, 19% only two houses, before choosing one of them.”

First-time buyers and experience buyers typically have different priorities in product features. They can be divided into two groups: those who do it for the first time, and those who buy based on previous experience. Even when purchasing the same type of property, representatives of these groups will behave differently because they have different priorities in purchasing characteristics.

Such differences are quite clearly illustrated by a study conducted in one of the American regions, presented below (Table 3).

Table 3

Parameters that are primarily of interest to home buyers (first-time buyers and those already with purchasing experience)

Unfortunately, it is not possible to judge the different priorities of the same groups of our compatriots due to the lack of such studies. But, in our opinion, the basic needs of domestic buyers are becoming more and more similar every year to the needs of buyers in highly developed countries. And therefore, to a certain extent, the above data can be a kind of guide. They are indirectly confirmed by various fragmentary information, such as, for example, the Novy Mir company’s own survey of clients. According to this company, about 40% of those surveyed in the 90s ranked first in the parameters of the property they purchased as the location of the house.

Some love nature and look for tree-filled gardens, access to parks and plenty of space between them and other neighbors. Others think about children first. For them, the main thing is proximity to schools. They are also looking for neighborhoods with playgrounds, sports and medical facilities. Some buyers are convenience-oriented. They want everything in their home to be modern, with the latest technology.

Thus, based on the relevant demographic, social, psychographic and consumer-behavioral characteristics, a recognizable portrait of a potential consumer of certain goods or services is compiled. The advertising impact of the real estate seller will be targeted at this target audience. The more accurately the portrait of potential buyers is compiled, the easier it is to determine the range of media and the main parameters of the campaign, with the help of which you can achieve maximum results at minimum costs. Preparing an effective real estate message means matching the home's features to the buyer's needs. Therefore, you need to not appeal to all of humanity, but aim your message at the clients most interested in the specific advertised property.

For example, the real estate company “New World” in the mid-90s had two main categories of people: 35 and 50 years old. These clients typically purchased small apartments for themselves or their parents, as well as large apartments or several apartments on the same floor for a family with young children.

The specialists of this company have especially identified a clear group of buyers - enterprise managers. And as its potential buyer, this company identified “Muscovites over 25 years old”, “who have certain personal characteristics to buy an apartment on the market of housing under construction, with a higher risk - the time interval between paying for an apartment and moving into it can be more than six months.”

Illustration 1 shows an ad aimed at a clear target group of buyers - connoisseurs of fishing, ecology, and nature.

Illustration 2 shows an ad for those who, to a certain extent, would like to feel European.

Market data helps you see not only your own supply, but also many others that have their own advantages, influencing the price and terms of sale of the goods sold. It is worth paying special attention to both the general product market and the competitive one.

For the general market, it is primarily useful to have the following data:

number of potential and actual buyers (past, present and future);

trends in demand (local, national and global);

government regulation of this market (licenses, taxes, restrictions or preferences);

business regulation (associations and other associations).

Competitor market research should provide the following information:

strengths;

weak sides;

differences;

market share of competitors;

prices;

It is foolish to enter the market with your offer without knowing it. You should know by sight your customers, your competitors, and those who regulate business relations in the world, country, and in a specific regional market. In order to sufficiently study your market, you can “work through” newspapers, magazines, and newsletters with real estate advertising. For example, the “House for sale” heading will give a certain idea of the sellers’ market – what, in what quantity, at what price is currently offered for sale. The section “Buying a house” will allow you to see the demand of buyers - what, in what quantity, at what price they would like to buy today. The section “Changing a House” and others will be useful - all together they will help to form a partial picture of the modern real estate market.

However, you should not rely only on the analysis of newspaper and magazine advertisements. It may turn out to be biased and one-sided. Asking friends, reading specialized publications, and seeking advice from professional realtors will help you get the most complete picture of the real estate market.

As a result, based on all the information received, the real estate seller should be able to independently answer, for example, such questions.

What is the real estate market like in general?

For example, in Moscow in the 90s the total housing stock was about 3.4 million apartments. They were located in 39,300 residential buildings with a total area of 176.2 million square meters. m. Some of the buildings in the residential sector had non-residential premises with a total area of more than 14 million square meters. m. During 1997, 3.34 million square meters were put into operation in Moscow. m of housing, or about 55 thousand apartments. The annual number of registered apartment sales transactions was about 70 thousand.

During the development of the market, average prices for apartments increased almost seventeen times: from 80 dollars per sq. m. m in June 1991 to $1,356 in April 1995. Then there was a significant decrease in prices (about 20%). In 1997–1998, the market was subject to only smooth fluctuations - minor periodic decreases and increases in prices.

In Moscow at the end of 1997, the structure of purchase and sale of apartments looked like this:

46% – one-room apartments,

39% – two-room,

10% – three-room apartments,

5% – multi-room.

Under the influence of various reasons, real estate prices can change significantly within a fairly short period of time. For example, in Moscow during 1997, experts noted three price fluctuations. The first change occurred between January and September. Home prices during this time fell at an average monthly rate of 0.5–1.2%, depending on the type and location of the house. The second change in pricing was in September-October. At this time, prices stabilized, followed by an increase in the number of transactions. The third – from November to December – was already characterized by a price increase of 4–8%, depending on the type and location of the house.

The reasons for the price drop were:

a sharply increased gap between the number of potential sellers and solvent buyers;

reduction in prices for some types of housing on the primary market;

awareness of the population about the downward trend in prices and the corresponding formation of pent-up demand.

The reasons for the rise in prices were the anticipation of the adoption of the law “On state control over the compliance of large expenses with the income actually received by individuals” (the desire to make large purchases before the adoption of the law), as well as denomination (the desire to protect one’s funds).

Thus, a combination of many factors influences housing prices in general and the prices of a specific property. The cost depends on supply and demand, location and distance from transport stops, type and material of the house, layout and condition of the apartment, floor, availability of a balcony, telephone, additional rooms and amenities. For example, in the 90s in Moscow one could observe the following spread of average prices depending on the location of the apartment relative to a particular metro station (in US dollars per sq. m) (Table 4).

Table 4

Average price of apartments in Moscow in the 1990s (USD/sq.m)

In August 1998, the country was hit by an economic crisis. There was a short-term drop in prices. At the beginning of the 21st century, prices began to rise again. At the end of 2005, “the number of offers on the secondary real estate market in the capital sharply decreased - if the normal volume of offers in Moscow is 35-40 thousand units, today it does not exceed 20-23 thousand. Compared to last fall, the number of offers has decreased by 40% . That is, there are few apartments, but demand is growing…” (Table 5).

Average cost of housing in Moscow in 2005 (USD/sq.m)

Table 5 Average cost of housing in Moscow in 2005 (dollars/sq. m)

P/B – panel/block houses.

K/M/S – brick/monolithic/Stalinist houses.

In general, similar processes were taking place throughout the country. For example, at the end of the 90s in different cities of Russia the following housing prices developed (in US dollars per sq. m) (Tables 6–7).

Table 6

Housing prices in the late 90s in different cities of Russia (USD / sq. m)

Table 7

Average price of apartments on the secondary market of Russian cities at the end of 2005 (USD / sq. m)

The real estate markets of different cities differ significantly from each other. For example, in 2005, “The housing stock of Novosibirsk is panel (brick and panel), nine-story (brick Stalin and panel), as well as modern nine-story buildings with an improved layout. As a rule, the lowest prices are for apartments in the so-called Khrushchev buildings, the highest are for apartments with an improved layout. The cost of housing is also affected by the location of the house, distance from the center, transport routes, and social facilities.

The city is divided into 10 administrative districts: Dzerzhinsky, Zheleznodorozhny, Zaeltsovsky, Kalininsky, Kirovsky, Leninsky, Oktyabrsky, Pervomaisky, Sovetsky and Central. Currently, the Central and Zheleznodorozhny districts are considered prestigious, as well as the upper part of Akademgorodok (Soviet district) and part of the Left Bank, where the party and scientific elite and heads of large industrial enterprises once lived.

According to Irina Zharova-Wright, on the primary market, luxury apartments cost on average about $1,034–$1,200 per sq. m. m, in promising areas of medium distance and close to the center – $800–900 per sq. m. m, on the outskirts – $550–750 per sq. m. m.

At the same time, the ratio of supply and demand in different parts of the city is very heterogeneous. For example, in Akademgorodok, where the need for housing many times exceeds its availability, transactions took place at a record price for the city per square meter of $2,000.”

Interesting processes are also taking place on the house market in the Moscow region, where “almost every month three or four new cottage villages of various price categories are introduced to the market. It seems that these are the volumes of new supply that allow us to fully satisfy existing demand. The only change in the construction of cottage villages affected the concept of new facilities. Thus, elite villages are no longer intimate, designed for no more than 20–30 houses. Nowadays, huge, including 200-300 objects, villages in the style of the American “Beverly Hills” with the maximum range of infrastructural elements are in fashion. However, it is not yet possible to say that wealthy buyers have accepted the developers’ innovations with a bang: sales are going on, but they are not causing a rush of demand. Business-class villages, on the contrary, are losing in the number of houses under construction and in the range of additional options: today, at best, a small sports complex, a store, a cafe and a children's playground are being built on their territory. Buyers are happy - this “minimalist” approach means for them a serious reduction in monthly payments for using the infrastructure.

The situation has also changed in the sector of economy class cottage villages. Firstly, they began to build more of them. Secondly, they appear not only in the cheapest southern destinations, but also in the north and in the expensive, prestigious west of the region. This could not but affect the increase in demand, which already almost doubled the supply of cheap cottages and townhouses.”

Which houses sell quickly? Which ones are slow? Why?

For example, houses in some eastern districts of Moscow are selling slowly because the environmental situation there is complicated by frequent westerly winds, carrying harmful substances from all over the city.

Apartments and houses are selling slowly in areas with low purchasing power. On the one hand, today about 85% of the country’s total population have an extremely low purchasing level. On the other hand, this situation is most typical for regions with high unemployment levels.

Thus, at the end of the 90s, the level of registered unemployment in Russia was:

short, up to 1.5%– in Moscow, St. Petersburg, Lipetsk, Smolensk, Orenburg, Rostov, Belgorod, Kursk, Volgograd regions; 1,5–3 % – in Tatarstan, Stavropol and Krasnodar territories, in Sverdlovsk, Tula, Omsk, Kaluga, Orel, Ulyanovsk, Ryazan, Nizhny Novgorod, Voronezh, Tver, Novosibirsk regions;

average, 3–4,5 % – in Bashkortostan, Chuvashia, Samara, Vologda, Irkutsk, Yaroslavl, Kaliningrad, Kostroma, Moscow, Astrakhan regions;

high, 4,5–6 % – in Udmurtia, Mordovia, Murmansk, Leningrad, Bryansk, Tambov, Penza regions;

over 6%– in Karelia, Komi, Kirov, Ivanovo, Arkhangelsk, Pskov, Vladimir regions.

In the 21st century, due to the increasing solvency of buyers, there is a widespread increase in prices.

Who is moving? Why? From where and where?

For example, low-income people move from larger apartments to smaller ones, thus reducing their maintenance costs. People move to Moscow to do business. People move from one area of the city to another because of prestige, ecology, proximity to work or relatives, etc. For example, a significant portion of buyers of elite Moscow real estate are oil industry workers.

What are the demographics?

Low birth rates and high mortality rates increase the average level of housing provision. More precisely, given the unfavorable demographic situation in the country, the demand for housing is less than it would be with a growing population.

For example, in the mid-90s, scientists assumed that, based on the current demographic situation in the capital, the average housing supply in Moscow would increase by 0.2 square meters annually. m without new construction.

What affects the value of real estate on the market?

The final price of a house can be significantly influenced by the type of project or development, the type of construction and finishing materials, the availability and capacity of transport routes, the environment, and neighbors. Also, when determining the price, planning for the construction of new enterprises, transport lines, cultural, sports and entertainment complexes in the area can be taken into account. Unemployment, crime situation in the area, incidents, etc. are taken into account.

For example, in Moscow in the late 90s, after one of the sections under construction collapsed near one of the houses on Michurinsky Prospekt, the effective demand for apartments in panel buildings decreased by 13–15%.

The impact of the program for relocating dilapidated housing in Moscow can be judged from an interview with the city mayor: “We ourselves have set a serious restriction on the relocation of residents within the district,” noted Yuri Luzhkov. “This was done in order to avoid conflicts with residents. This dramatically complicated the work of the housing department and the process of relocating Muscovites.

On average, throughout the city, the program for resettling dilapidated buildings is proceeding at a good pace: in 2004, 19,600 families were resettled and received new apartments, as well as 8,700 families on the waiting list. During the year, 227 residential buildings with a total area of 625 thousand square meters were completely occupied. m. According to the mayor, ideally the resettlement could be completed even in 2007.

“Already in 2007, we must demolish five-story buildings in most districts, and call it a day in 2008,” he said. “With this we can set an example to all subjects of the Federation in this matter.”

How the law “On participation in shared-equity construction of apartment buildings”, which came into force on April 1, 2005, affected the situation on the housing market can be judged from an interview with G. Kulikov, Chairman of the Board of Directors of the MIEL-Real Estate company:

“I am not aware of any objects being sold in accordance with this law entering the capital market. Most of Moscow's largest developers work with permits received before April 1. Others circumvent the law using different schemes. We have held back, that is, removed from sale until the end of the year, about 20% of our volume of proposals, which, according to formal criteria, fall under the scope of this law, because we can afford it - we have a sufficient volume of invested housing with a permit issued before March 31. There are other companies that have taken a wait-and-see approach - they are waiting for legislators to make changes and appropriate amendments to the law.

- What if they don’t bring it in?

– No normal entrepreneur will simply work within the existing framework of the “equity” law, especially since there are relatively legitimate options for circumventing it. If legislators insist on their way, the situation may develop along Western or Eastern European lines, when a sufficient volume of new buildings are sold at the ready stage. But this is fraught with failure in the volume of new housing commissioned. And the most significant threat here is not for Moscow, but for the all-Russian real estate market, especially for cities with a population of 200–300 thousand people, where one or two construction companies operate, the population is less solvent, and mortgages really don’t work yet. The “perseverance” of legislators will inevitably lead to the bankruptcy of relatively small construction companies that will not have time to get their feet off the new buildings market. The Moscow region is a vivid example of this.”

What is the impact of social programs?

Free housing for citizens is increasingly becoming an unrealistic phenomenon. And it is being replaced by repayable or non-repayable subsidy programs. For example, in Moscow, on February 1, 1998, the “Procedure for registering citizens in need of improved housing conditions and providing them with housing in Moscow” was introduced. From now on, those in need of housing can receive free subsidies for the purchase of housing up to 70% of the construction cost of the apartment. It is also common practice to provide significant discounts to officially registered residents of the city when purchasing housing.

The Moscow government, in particular, is trying to sell municipal housing using housing bonds. However, in total, no more than one panel house was sold in this way during the year. That is, the impact of this program on the real estate market was practically absent.

In the 21st century, the first social program “Affordable housing for young families” was launched in Moscow, which returns funds invested by the city to the capital’s treasury. N. Fedoseev, deputy head of the Department of Housing Policy and Housing Fund of the city, spoke about this at a press conference dedicated to the results of its first stage.

Now young families are buying apartments at cost - approximately $800–850 per sq. m. m. Maintenance fees average 13 rubles per square meter (for comparison: in Moscow, the usual rent does not exceed 4 rubles). Commercial rentals are also incredibly cheap for Moscow. For example, program participants can rent a one-room apartment for 70 dollars, a two-room apartment for a hundred, and a three-room mansion for 150 (and this amount also includes utility bills).

In the northern capital, “the Governor of the Leningrad Region V. Serdyukov signed a decree on the provision of free subsidies for the construction of housing and its purchase by participants in the regional target program “Housing for Youth” for 2002–2011. By decision of the special commission for the implementation of housing programs in Leningrad. region, 42 residents of the region who passed a competitive selection received the right to receive a subsidy. Among them are school teachers and educators, workers in medical institutions, law enforcement agencies, engineers, and students. In total, more than 13.3 million rubles were allocated from the regional budget to future owners of new housing. Each program participant will receive his own amount depending on the number of his family members, as well as the area where he lives and plans to buy an apartment or build a house.”

What are the home loan rates?

For example, with a sufficient number of mortgage organizations and low interest rates on loans, you can count on a wide group of potential buyers. If loans are expensive, then you should rely only on buyers who have their own available funds.

In Russia, unfortunately, mortgages are just getting started. At the end of the 90s, the creation of the country's first Federal Agency for Mortgage Lending was registered. At first, the rates for such loans were so high that only those who could buy a home without resorting to lending could afford this method of acquisition.

In the 21st century, the situation began to change: “the issue of “uncomfortable” housing, relevant for all of Russia, was discussed in the Kremlin, at a meeting of the State Council. According to statistics, more than 40 million Russians live in unfavorable conditions: more than 60% of the population lives in one-room apartments, and the average density is 1.3 people per room. At the same time, 4.5 million families are in queues to receive apartments, and they have to wait an average of 20 years for the desired housing.

According to the presidential plan, the pace of housing construction will double by 2010, and after 5 years, a third of the country's population should be able to purchase apartments using savings and mortgage loans. So far, only 10–12% of the population can take advantage of a mortgage in Russia – the high cost (up to 15% per annum) and the size of the down payment (30–50%) make mortgage loans the preserve of wealthy Russians. According to the government's plan, the state Agency for Mortgage and Housing Lending (AHML) should make mortgage loans more accessible. However, as Deputy Prime Minister A. Zhukov admitted at a meeting of the State Council, for now AHML is able to allocate financial resources only at the same 15% per annum. Many believe that the White House itself is to blame for the mortgage slippage - the package of new housing laws does not have an enforcement mechanism. Of the 79 housing regulations that should have been adopted before April 1 of this year, the government has so far approved only 17.”

“At the expanded board of the Ministry of Regional Development, Prime Minister of the Russian Federation M. Fradkov said that the implementation of the national project “Affordable and comfortable housing for Russian citizens” should be subject to daily control both in the government and by the presidential administration. The head of the Ministry of Regional Development, V. Yakovlev, who spoke at the board, said that it is planned to allocate almost 213 billion rubles over two years to finance the “Affordable and Comfortable Housing” program. “This is an unprecedented, huge amount. It will allow us to solve strategic government tasks in housing construction,” the minister noted. According to him, the Program involves increasing the volume of housing construction from 40 million square meters. m in 2004 to 80 million sq. m in 2010. Based on the results of the Program, by 2010 it is planned to increase the volume of issued mortgage loans from 20 billion rubles. in 2004 to 415 billion rubles. in 2010, and the rate on them will be reduced from 15 to 8%.”

In 1998, the Law “On Mortgage” was adopted, in 2003 – the Law “On Mortgage Securities”, supplemented by amendments in 2004. “As noted by O. Ivanov, expert of the Committee on Credit Institutions and Financial Markets of the State Duma of the Russian Federation, the laws have a delayed effect and will certainly affect the development of the mortgage market. Not even ten years have passed since the adoption of the first mortgage law, and mortgages have become a powerful factor in Russia influencing the cost of housing. “When we talk about mortgage-backed securities, we add “so-called” because in essence these are ordinary classic securities of those companies that position themselves in the mortgage market,” notes Deputy General Director of the MICEX M. Medvedeva. According to the data she provided, 16 banks, 4 mortgage agencies, 8 construction companies and 200 management companies, those same real estate mutual funds, now specialize in issuing mortgage loans.”

In 2005, 200 banks were engaged in mortgages in Russia. In addition to them, there are mortgage brokers, insurers, and appraisers on the market. “In the regions, mortgages are more in demand than in Moscow, and as it becomes more accessible, housing becomes more expensive. Thus, in economically successful regions, according to the head of the analytical center irn.ru O. Repchenko, housing prices are growing from 10 to 30% per year, their level is about 700–1000 dollars / sq. m. m. In Sochi, for example, by the end of the year the cost of new buildings will increase by 10%, and in Vladivostok it has already increased 1.5 times. In economically depressed areas, prices remain at the level of construction costs, that is, 300–400 dollars / sq. m. m. But they also have the potential for development given a generally favorable environment, growing incomes and, accordingly, demand for housing.”

For example, in Novosibirsk, “local realtors note that the number of transactions using credit is growing every year, and today about 5% of apartments are purchased with a mortgage... Mortgage loans are issued for a period of up to 27 years at 15% per annum in rubles. The down payment is 30% of the cost of the apartment, the minimum amount sold is 150 thousand rubles. The average loan size is 500–600 thousand rubles. In Novosibirsk, the cost of a square meter of housing at the beginning of September ranged from 15 to 60 thousand rubles. on the outskirts, 14–23 thousand rubles. in areas of average remoteness, 25–30 thousand rubles. in the center. In luxury apartments it reaches $1,500–2,000.”

The number of people wishing to take out a mortgage loan is constantly growing. However, mortgages in Russia are hampered by the persistence of high interest rates on loans. Currently, they average 15% per annum for mortgage loans in rubles, 10–11% for loans in foreign currency. And these are the so-called declared rates, since real rates due to various additional payments can reach 18–19% per annum. In 2005, on average, a family in Moscow with a total monthly income of $750 could count on a mortgage.

As E. Panova, director of the Center for Mortgage Programs of the MIEL-Real Estate company, notes: “The main obstacle to the development of mortgages in Russia is the mentality of the population. Former Soviet citizens are not used to living on borrowed time; they are afraid to take loans. However, recently there has been a tendency to destroy this stereotype. The younger generation has grown up and is actively using consumer loans and car loans, which are a kind of “training” before getting a mortgage.”

How many similar properties are there on the market? What is the impact of this quantity on sales?

At the end of the 90s, the number of unfinished cottages around Moscow significantly exceeded the number of people willing to buy them. There has been a sharp decline in prices for this type of real estate. There are a small number of one-room apartments of decent quality on the Moscow market. In this regard, both demand and prices for this type of real estate remain stable. In the northern regions, sometimes the cost of apartments was less than the cost of a plane ticket.

It is important to answer other questions, for example: What is the national composition of a particular market? What are interethnic relations like? What is the political situation in the region? Are there any territorial disputes between state entities and private individuals?

All this information will save sellers from many tactical and pricing mistakes, and will help them see on the market not only their own offer, but also many others that have their own advantages, influencing the price and conditions of other real estate being sold.

Studying the basic characteristics of the product, its consumer and the market will lay the foundation for creating and disseminating an advertising message. Against the background of the collected information, the property itself, its buyers, and position among competitors will be clearly visible. The weaknesses of the property will be revealed. The strong characteristics that can be used in preparing effective competitive advertising will also become clear.

The more accurately and in detail the initial data is presented, the easier it is to select effective solutions that meet them.

The effectiveness of advertising is directly related to the time of its release. The closer to the expected moment of purchase an advertisement reaches the buyer's eyes, the greater its impact. Although the popular saying says “get your sleigh ready in the summer,” the vast majority of consumers think about buying only when they feel the need (or inevitability) of it.

Seasonal goods are usually sold the day before or during their active use. Therefore, their advertising is temporary. There are seasons and periods of time when people generally prefer not to think about any purchases other than the most necessary (food, drinks, etc.). Usually this time of year is summer, when people go on vacation, relax, and unwind. In real estate, the general downturn often occurs in the summer.

The best days for advertising can be determined using marketing research. They don't have to be expensive. For example, in some cases it is enough to interview real estate sellers in the areas of interest. They will tell you exactly on which day in which area which property is bought the most.

From an advertising point of view, dates are not only “positive”, but also “negative”: a day of national or local mourning. It also matters what day it is: holiday, pre-holiday or post-holiday. For example, the vast majority of advertisers refrain from advertising for several days after January 1, when people are relaxing and not thinking about shopping.

One of the simple methods for choosing the time for advertising is to analyze the real estate sales schedule for a certain period. If the advertiser is interested in the month, then he analyzes the distribution of annual sales. If it’s a week – monthly sales. Day - weekly.

January – 4%,

February – 8%,

March – 10%,

April – 12%,

May – 12%,

June – 3%,

July – 2%,

August – 3%,

September – 8%,

October – 10%,

November – 13%,

December – 15%.

Accordingly, he selects the months for the most intensive advertising:

January – 4%,

February - 8 %,

March - 10 %,

April – 12 %,

May - 12 %,

June – 3%,

July – 2%,

August – 3%,

September – 8 %,

October - 10 %,

november – 13 %,

December – 15 %.

It is important for advertisers not only to convey their message to potential buyers, but also to effectively influence them. To do this, advertising usually has to be repeated. How many times? This is one of the main issues in advertising. It is impossible to answer this unequivocally. Since the number of necessary repetitions in different market situations will be required differently. The frequency of advertising is influenced by factors such as: cumulative effect, advertising goals, audience specifics, advertising content, its size, type of advertising medium, advertising noise, competition, placement time.

A single advertisement placement rarely produces tangible results. Repeating it twice is also unproductive. A person often ignores what appears before him once. The event may be accepted as random and not worthy of attention. However, if something happens repeatedly, it becomes systematic or frequent, something worth thinking about. During repetitions, a process of accumulation of information occurs with its further activation at a certain moment. This is called the cumulative effect of advertising.

According to various observations, in most cases, the consumer perceives advertising qualitatively only after the third meeting with it. Accordingly, the decision to purchase can be made no earlier than after the third reading. Maybe after the fourth, fifth, sixth, etc. It’s hard to say how many repetitions are needed to advertise a particular property. The number of impacts on each person depends on a lot of parameters: on the relevance of the information being communicated, and on the state in which the consumer is currently located, and on the method of presenting information, etc. However, at the same time, at least at least three times the impact on the consumer.

To achieve retention, advertisers make sure to use repetition. After all, new information gradually displaces old information from memory. People forget advertisements until they see them again. It is clear that the more often an advertisement is published, the more people will remember the product and the longer they will remember it. Accordingly, the chances of a future purchase when encountering a familiar product will be high.

Repetition, of course, is related to the composition and level of development of the audience. Thus, more repetitions are required when advertising is aimed at specialists in various fields, as well as at older people. In both cases, the purchase decision takes quite a long time. Both professional buyers and older people, in addition to evaluating the product itself, study the company itself based on advertising. Before making a purchase, they follow the seller’s advertising for a long time and decide whether it is worth doing business with him. The number of repetitions largely depends on the content of the advertisement: its rational or emotional nature, the quality of development, and the specifics of the real estate itself. A major announcement in media such as the press, transit advertising and the Internet increases the positivity of the image and attracts a lot of attention. A small ad attracts little attention. However, you can increase the effectiveness of small advertisements by repeating them.

With the same budget, by reducing or increasing the size of the ad, you can reduce or increase the number of repetitions. This can achieve different goals: a large ad with minor repetition will attract a lot of attention, while a small ad with significant repetition may have a stronger impact. The number of repetitions is largely determined by the type of advertising medium - the consistency, size and involvement of its audience. Different media have different audience sizes. So, for radio and television it changes all the time, but the press is read mainly by the same people. Accordingly, more repetition is required to influence the ever-changing audience of television and radio than to influence newspaper and magazine readers.

The number of repetitions depends not only on the consistency of the audience, but also on the size of the audience itself. Rotation in media with a large audience is greater, which means that more repetitions are needed to achieve it. With the same budget, you can take an advertising medium with a large audience and publish a certain amount of advertising in it, or an advertising medium with a smaller audience and publish a larger number of advertising in it. In the first case more attention will be attracted, in the second there will be a stronger impact.

The frequency of advertising is also influenced by the degree of human involvement in the process of perceiving information. Thus, the involvement of press and Internet readers is much greater than that of television or radio audiences, whose programs cannot be stopped, slowed down, or watched or listened to again to get more information. In addition, people are annoyed by advertising on television and radio when they are forced to perceive it, interrupting the broadcast. Viewers and listeners avoid “intrusive” contacts by switching channels or being distracted by some business during the commercial break. When reading the traditional or electronic press, a person can calmly turn his gaze from an advertisement that is uninteresting to him to some nearby information material.

Each person is bombarded with thousands of advertising offers every day, and he stops paying attention to this information noise. He picks out only the most impressive things from it, including in terms of repetition. That is, companies that are leaders in repetition have a great chance of standing out from the general background of advertising noise.

To make a direct sale to the advertiser, it is important that his offer reaches the consumer as close as possible to the time of purchase, to the time the final decision is made. Some people make decisions today, others tomorrow, others the day after tomorrow, etc. Therefore, in order to constantly reach people who make purchasing decisions, the advertiser must repeat his advertising again and again.

It should be borne in mind that, in general, repetition, although very effective, is a very expensive way of influencing a person. In this regard, it is necessary to talk specifically about the optimal frequency, when, with a minimum budget, the advertiser receives maximum impact on the target group of buyers. It is important not only to save the budget, but also to convey advertising to the consumer no more than necessary. Frequent repetitions do not always mean high advertising effectiveness. At a certain point, additional repetitions begin to provide a minimal increase in the audience, both quantitatively and qualitatively. That is, there comes a time when a significant part of consumers are already covered by advertising, and most of them - those who could react - have already reacted.

To overcome further ineffectiveness of the impact of advertising, it is necessary to again increase the degree of audience attention to it. The best way to do this is to take a new, creative approach. In this case, the advertising changes completely or partially: the principles of attracting attention and interest, arguments and evidence, a list of facts, illustrations, etc. Thus, new elements are introduced into advertising that can interest the consumer. However, brand details remain recognizable: slogan, format, composition, font, etc.

The influence of repetitions is manifested not only through their number, but also through intensity. Advertising must be placed intensively enough to be remembered by a new wide audience, but not forgotten by the “old” audience.

The advertising audience is rapidly falling even after quite intense exposure. For example, during one experiment, advertising ran in a newspaper once a week for thirteen weeks. After this, 63% of respondents remembered the advertisement. After a month, only 32% remembered it. After another two weeks, only 21% were able to reproduce it. That is, 4/5 of the entire audience practically forgot the advertisement. On average, depending on the situation, memorability decreases by 10–50% per week after the last contact with advertising.

It should be borne in mind that repetitions occurring at smaller intervals are more effective. That is, two ads that catch the buyer’s eye one after another will have a stronger effect than two ads separated by several days or several weeks. For example, an advertisement placed three, four or more times in a row (day after day) is more effective than one placed once a week for several weeks.

The more often the advertisement, the higher the recall rate. At the same time, it is forgotten faster than at lower frequencies. It is believed that in order for an advertisement to truly penetrate the minds of consumers, it must be repeated 3 to 6 times in 4 weeks. However, in practice, this scheme may not work, since the intensity of placement depends on many market factors.

Sequential– provides for the placement of advertising constantly at regular intervals. As a rule, such advertising is used to maintain the level of familiarity with the realtor's name. A consistent campaign is usually only affordable for fairly large advertisers.

Seasonal– one that increases its intensity during high seasonal demand.

Pulse refers to advertising that appears at regular intervals, regardless of the time of year. For example, two weeks of intensive advertising, then a month's break, again two weeks of advertising and a break. The lower the budget, the more appropriate pulse feeding is. After all, in this way, even a small advertiser can reach the same audience as a large one. That is, if your competitors are dominated by cash, you should first of all resort to impulse delivery.

In general, different types of advertising intensity are used by advertisers depending on the goals and objectives facing them in a certain period of time in a certain market.

Each advertising campaign has its own budget. It is quite difficult, one might even say impossible, to accurately calculate the advertising budget required by a company in a given situation. The fact is that advertising is only one of many factors influencing sales volumes. Therefore, it is very difficult to isolate exactly the impact of advertising on the level of real estate sales. For example, a change in prices has a more significant impact on sales than a change in the amount of advertising. Assessing the impact of advertising, among other things, is complicated by the fact that the results of its impact appear over a long period. The advertiser usually keeps a certain period of time in mind.

Nevertheless, it is necessary to draw up at least an approximate advertising budget. On the one hand, to know the total amount allocated for advertising from the company’s entire turnover, on the other hand, to avoid obviously unreasonable expenses.

In order for the budget to be complete and not require significant alterations along the way, it should initially include, as accurately as possible, all the expenses envisaged by the advertising campaign: for conducting market research, producing advertising materials, purchasing advertising space, preliminary and post-testing, etc.

The amount of the advertising budget itself can be determined using many methods, both quite simple (for example, as a percentage of sales volume) and very complex (polynomial mathematical models). Let's look at a few of the most commonly used models. Each of them, naturally, has its own disadvantages and advantages, taking into account which advertisers make their final choice.

As a percentage of sales volume(or fixed percentage method). The method is based on the fact that when planning an advertising budget, the advertiser proceeds from the estimated or actual turnover of his company. This can be either income or profit, data from both the current year and the past. Interest can be either constant from year to year or floating: decreasing when certain indicators are achieved or, conversely, increasing when, for example, profit decreases.

This method in one form or another is used by advertisers quite often. It is most suitable in a fairly stable market situation, when there is no need to change the level of recognition of a product brand, introduce a new product, etc. It is less often used in unstable situations, since in this case advertising costs may exceed the amount of profit. But not every advertiser can afford this.

Compliance with competitor's advertising costs. The method is implemented by tracking the advertising activities of the closest competitors. Based on data on advertising volumes and the size of their budgets, their own budget is calculated, the same or even larger. This approach always risks being drawn into an advertising race to the bottom, and not all companies are able to participate in it. For small advertisers, this approach is often ruinous.

Maximum flow. This method involves the advertiser allocating for advertising the maximum amount of money possible in a particular situation - all that he can afford at the moment.

Small companies use it more often. But sometimes a situation arises when the advertiser thinks about advertising last and “cannot afford anything.” And no advertising, no high sales...

Goals and objectives. Perhaps the most interesting method. Its essence lies in the preliminary formulation of the goals of the advertising campaign and the calculation of all the costs necessary to achieve them. However, for the reasons already indicated in the previous sections, the accuracy of the calculation is very, very relative. Nevertheless, this approach is considered one of the most competent.

Maximum income. A method that is based on comparing advertising costs with the income received as a result of similar campaigns. The ratio at which income is maximum is calculated. As in the previous case, accuracy is relative due to the influence of other factors.

Based on experiments. This method uses data from experiments and tests. First, a small test advertising campaign is carried out in a small market that is similar to the entire market of interest to the advertiser. Based on the data obtained, the most effective approach is calculated, which is then transferred to the calculation of the budget for the main advertising campaign.

The limitations of this method are obvious - even very similar markets are still different. Its disadvantages also include the fact that competitors can observe the trial advertising campaign and get ahead of the advertiser in their actions in the main market. Nevertheless, in conditions of a stable market situation, this approach is often used.

The total number of methods for calculating the advertising budget is quite large. Advertisers use one or another of them depending on their goals and objectives, as well as depending on subjective preferences. Often different methods are used both separately and in mixed form.

Although it is impossible to say the exact impact of advertising costs on sales, the relationship between these quantities is clear. And big companies spend large sums on advertising not just because they are big, but because, as American experts testify, the largest advertisers, compared to all others, receive 50% more readers of their advertising for every advertising dollar spent. They spend 70% more on advertising per unit of sales and sell 170% more of those units. On average, for every $1 in advertising cost, you typically get about $3 in product sold.

In developed countries with a stable market, advertising costs do not change frequently or change dramatically. All fluctuations usually occur around certain average numbers. The foreign experience of the most successful real estate companies indicates that their advertising budget is a number that lies between 6 and 12% from the commissions received.

Such companies purchase a sufficient amount of newspaper space in order to provide high-quality information about the real estate they offer and place their advertisements separately from the rest.

It is still very difficult to focus on domestic experience due to the still emerging market. For many positions, information is simply missing. However, some observations already exist. For example, in the 90s, one of the largest domestic advertisers and real estate agents of the 90s, the Novy Mir company, provided the following data: “The costs of attracting clients to purchase real estate are quite high - when using the media, you need to spend about $1,000 to complete one sale... Our advertising expenses are approximately 5% of the total sales value, that is, about $1 million per year, of which at least 60% comes from advertising in newspapers and magazines..."

There is always an opportunity to save a little when advertising. Thus, an advertiser can agree with a publication or its agency that he will buy at a significant discount a space that, for some reason, remained vacant before the issue was signed for publication. Such cases arise quite often. Of course, it is difficult to foresee them and plan advertising for them, but perhaps the game is still worth the candle. You can also save on new publication projects. If, for example, a newspaper releases a new insert, most advertisers are cautious. However, if advertising in this tab is justified, then it’s worth using it - in the first issues they will definitely give a significant discount.

Purchasing a large area can also be an economical way. If you buy space for the entire campaign at once, then overall it will cost less than buying it in parts at intervals. You can team up with a manufacturer or other companies and buy space together. In the end, it will cost each advertiser less. Selecting truly effective publications will help you avoid unnecessary expenses. Advertising in several newspapers may be cheaper than advertising in one. But advertising in one newspaper can be more effective than advertising in several.

Often good results are achieved by combining large advertisements with small advertisements. This approach can be used when there is no constant need for a large size (image advertising, as we know, cannot be small).

Inline classified advertising also allows you to save significantly. It often turns out to be much cheaper and more efficient than modular. This is especially noticeable during test advertising, when the reaction of consumers to the offer of new products (under new conditions, etc.) is checked.

It would also be wise not to skimp on preparing high-quality promotional materials. A well-made advertisement costs slightly more than a bad one, but a bad one brings less effect, it will have to be repeated more often, and the costs increase disproportionately.

Different companies prepare budgets for different periods and at different times. Often advertising budgets are calculated for a specific advertising campaign and even more often for the entire next year. The timing of budget adoption is usually linked to the end of the company's financial year and the beginning of planning for the next.

A company's fiscal year often differs from the calendar year. Some companies start it in the fall, others in the spring. Most often, the budget is adopted in December-January. But in any case, this happens after the prices of publications for the next year are known. After all, without accurate data on prices, discounts and surcharges, budgeting turns into absurdity.

When allocating your budget, it is always a good idea to keep 10-20% in reserve. Firstly, a previously unknown but very effective advertising medium may appear on the horizon. Secondly, prices in advertising media may change. Thirdly, creative workers can offer options for non-standard, but more effective advertising, and then additional funds will have to be spent on placement.

Alexander Nazaikin

We all live and work on the ground, under a roof, between walls and therefore, whether we think about it or not, we exist in the real estate market. Almost each of us at least once in our lives acted as a seller or buyer of real estate: a house, apartment, land, cottage, garage, office. Someone had to help buy or sell real estate to relatives or friends, and also, being a professional realtor, to complete strangers. Many people buy or sell real estate mentally, as if preparing for their future transaction.

When preparing to buy, everyone tries to learn as much as possible about the situation on the real estate market. Looks through directories, catalogs, newspapers, Internet sites, studies information about offers close to his interests. He scrupulously examines the object of purchase for its shortcomings and advantages, strives to obtain as objective a picture of his purchase as possible, and correlate it with indicators on the modern market. He consults with all his relatives, acquaintances, and colleagues, and often spares no expense in consulting with professional realtors.

The decision to purchase is made after long, sometimes painful deliberation. And, as a rule, satisfaction from the purchase made is directly proportional to the time spent on preliminary preparation for it. A person who has sensibly weighed all the pros and cons will not be disappointed over time either in the price or in the quality of his purchase.

The sales situation is completely different. It seems to a person that all he has to do is put a “For Sale” sign near his house, and buyers will immediately flock to him in droves. They will all beg to sell them his treasure, which he values so highly (after all, during his ownership, the seller has to some extent become close to his house, apartment, office).

And now the sign is there, but the house is not sold. Moreover, the coveted line of people wanting to buy it is not visible. At this moment, the seller begins to suspect: he did not take something into account. He begins to look for what exactly, turning to relatives, acquaintances, colleagues, and professional realtors. And he learns that the science of selling is no simpler than the science of buying.

Helping to master the science of selling real estate through advertising is the goal of the author of this book, which should save property owners from unnecessary losses of time, effort and money at the stage of conveying the necessary information to potential buyers. It collects and summarizes the personal experience of the author, a professional advertiser, and the experience of his acquaintances “amateurs”: real estate sellers, professional brokers and realtors.

The basic principles of real estate advertising are the same (for houses, apartments, offices, lots, etc.), so the book takes a closer look at advertising a home, the most comprehensive example of real estate. After all, the house has a residential area, a land plot, extensions, office premises, business areas, etc.

The stages of working on advertising are considered sequentially: from collecting initial data through media planning to developing an advertising message. Next, we consider issues related to advertising placement, its effectiveness, research, interaction with an advertising agency - all these are components of a single advertising work. If it is done well, it will be much easier to sell the property.

I would like to express special gratitude to Svetlana Kirova for her help in working on this book.

Alexander Nazaikin

Email: [email protected]

Advertising of any type of product or service is multi-component. Its effectiveness depends on many factors: the content and form of the message, its correspondence with the means of distribution (newspaper, magazine, television, radio, etc.), its size, the time and number of publications or broadcasts. In general, advertising achieves the best results when there is a set of positive solutions, and a high-quality advertising message is conveyed to the audience using the most suitable advertising medium. When the required advertising size and the most favorable time for its placement are selected, the optimal frequency of placement is calculated. Each unaccounted factor can affect efficiency in the most negative way. In principle, the better the advertising, the fewer placements in advertising media it requires to effectively influence potential consumers.

Advertising real estate is not an easy task. Newspapers and Internet sites are full of various information about residential properties. It is very difficult for the average buyer to begin to navigate them; it is difficult to understand which companies and sellers can be trusted and which of them are not worth attention. It is very difficult to win the attention of a client in this market, but by adhering to simple recommendations and rules, you can understand how to advertise real estate with maximum efficiency.

Property Buyers

The first thing you need to do is figure out and clearly understand who exactly the advertising is aimed at. And this, in turn, depends on what kind of real estate you are selling. A one-room apartment is more suitable for single people, a cottage outside the city for elderly people or families with children, three-room apartments - for large families with children and pets. Families with children prefer quiet residential areas where they can relax and unwind from the noise of the metropolis. Single young people are more likely to prefer small studio apartments in the city center; they will not be put off by the noisy nightlife of the city. Therefore, you need to clearly understand who the advertising is aimed at.

Methods of advertising specific objects

Next, you need to make a choice: how to advertise the property. This can be done on television, radio, in newspapers and magazines, on the pages of Internet sites, using outdoor advertising. Advertising on radio and television costs a lot, so it is not suitable in every case. Basically, such advertising is used when advertising luxury real estate from large developers. If your advertising is aimed at older people, then online advertising will not be as effective. Advertising in inexpensive newspapers will be much more effective. It is better to advertise expensive real estate on the pages of expensive glossy magazines, supporting it with advertising on the Internet and on outdoor advertising media.

You've hooked your customer, great! What will he see on the site?
The advertising board space is limited, only a slogan, image, 214-FZ marking and telephone number will fit

Features of real estate advertising, rules and restrictions

In real estate advertising, the most important thing is the correct formation of the headline. It should be bright, interesting and concise. The consumer should want to read about the advertised property in more detail. If the headline is written correctly and attracts a potential buyer, then the text should be interesting. Experts in this area of advertising advise writing large and detailed texts in which you describe all the advantages of real estate. If a person is not initially interested, then he simply will not read. And if he is interested, then it is very important to answer all the questions that he may have with your text. You should describe in detail the condition of the apartment, the advantages of the layout, the condition of the plumbing, the advantages of an excellent location, proximity to public transport, clinics, shops, schools and kindergartens. In the description, tell in detail everything that might be of interest to a possible buyer.

The price can be indicated for the entire apartment or only per sq.m. But a prerequisite is the price in Russian currency. You have the right to indicate the dollar equivalent of the price, but only if it is entered to explain the main option.

And the last important point in real estate advertising will be the availability of high-quality photographs. Photos must be in good resolution and fully give an idea of what kind of apartment the person is looking at. It is better if you provide photographs of all premises. You can also photograph the view from the window, the presence of a playground, and even the plan of the apartment itself in the drawing. The accuracy and relevance of the photographs is important here so that the buyer is not disappointed in the end.

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City of publication: Moscow
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ISBN: 5-9626-0166-1
Size: 2 MB

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Business book description:

The book discusses the main points of selling real estate through advertising. The author explains in detail and popularly what and how the seller of an apartment or house needs to do to prepare effective advertising.

The book is intended for a wide range of readers: both for people who are faced with the problem of selling real estate for the first time, and for professional agents, brokers and realtors who solve advertising problems every day.

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