Marketing Research of the Real Estate Market in Kyiv

Research Objectives

1. Analysis of the supply structure in the local residential complex market by price ranges, considering objects, readiness stages, and apartment types.
2. Comparative analysis of projects' qualitative indicators based on positioning, quality characteristics, and accompanying services.
3. Formation of value chains and price development plan for the client's complex.
4. Review of competitors' advertising and marketing activities at the time of the marketing research.

To obtain information, the following methods were used during the research:

• analysis of secondary information sources, positioning analysis.
• monitoring of objects, sales departments (telephone survey).
• involvement of a construction expert to assess the qualitative indicators of housing ("mystery shopper").
• monitoring of competitors' advertising and marketing activities at the time of the marketing research.

Research Results

• Identification of the most commonly used positioning elements among the studied objects and development of advantageous positioning points for the client.
• Assessment of the service level, quality, and attractiveness of offers in the primary housing market, development of recommendations for the client.
• Complete analysis of price indicators in the local market, assessment of the competitive environment density by the cost per square meter, as well as analysis of payment options to developers. Based on the obtained data, a price development plan was formulated for the client's construction project.