Research on the Real Estate Market in Kyiv's Dniprovskyi District
Client: Kovalska
Marketing Consulting Group analyzed the primary real estate market of Kyiv's Dniprovskyi District.
Research Objectives
- Analysis of the supply structure in the local residential complex market by price ranges, considering objects, readiness stages, and apartment types.
- Comparative analysis of projects' qualitative indicators based on positioning, quality characteristics, and accompanying services.
- Formation of value chains and a price development plan for the client's complex.
- Review of competitors' advertising and marketing activities at the time of the marketing research.
The following information gathering methods were used in the research process:
- 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, conducting mystery visits.
- Monitoring of competitors' advertising and marketing activities at the time of the marketing research.
Results
- The most commonly used positioning elements among the studied objects were identified, and advantageous positioning points were developed for the client.
- The service level, quality, and attractiveness of offers in the primary housing market were assessed, and based on the findings, recommendations were proposed to the client.
- Price indicators of the local market were analyzed, and the density of the competitive environment by the cost per square meter was assessed.
- Recommendations were developed for the positioning and promotion of the residential complex for the company "Real Estate by Kovalska".