MAIN ASPECTS OF THE DEVELOPMENT OF AN ADVERTISING PROGRAMME AS A MEANS OF PROMOTING AN ESTATE AGENCY

Abstract

The paper substantiates the use of promotional activities to promote services in the real estate market. The purpose of the article is to substantiate the use of advertising measures to promote an enterprise in the real estate market and their effectiveness. To identify the main trends in the development of advertising services in the real estate market. To provide practical recommendations for developing a programme of advertising activities in the real estate sector as a means of promotion in the target market. In preparing the study, a systematic approach to the study of economic processes and phenomena was used, as well as empirical (observation, description, comparison, content analysis) and theoretical (analysis, synthesis) methods of scientific knowledge. The paper studies the peculiarities of the real estate market and relevant trends in the development of advertising. The study showed that the real estate market is a structure with imperfect competition, which determines the leading role of advertising among the elements of marketing technologies. Based on the analysis of the methods of distribution of real estate advertising, it was found that online promotion tools have recently played a leading role. The marketing activities of the enterprise, its main economic indicators and the situation in the real estate market are analysed. An advertising programme was proposed for the agency. The budget of the advertising programme is calculated and the target audience is identified. It is determined that one of the most promising areas for promoting services is the social networks Facebook, Instagram. Recommendations for setting up targeted advertising are given. A visual design of banners for Facebook Ads advertising campaigns was developed. The proposed advertising programme in social networks can be considered effective and recommended for implementation by real estate agencies.