FEATURES OF CONSUMER BEHAVIOR IN THE REAL ESTATE MARKET

Abstract

Introduction. This article is devoted to the study of the specifics of consumer behavior in the decision-making process in the real estate market, taking into account the com-plex system of perception, evaluation and reaction of the client. The importance of analyzing consumer behavior is emphasized in order to increase the effectiveness of real estate agencies' marketing programs and create a positive customer experience. Materials and methods. The main materials for this article are the works of Russian scientists and practitioners in the field of assessing consumer preferences and user behavior in the real estate market. The work uses methods of system and logical-semantic analysis, methods of interpretation and generalization of secondary information. Research results. The specific characteristics and distinctive features of the real estate market that directly shape consumer behavior are analyzed. Customer Journey Map is considered and the key stages, points of contact with the real estate agency, emotional reactions of the consumer and possible barriers are highlighted. The conclusion is made about the need to adapt the marketing programs of the real estate agency, taking into account the pecu-liarities of the market: emphasis on transparency, reliability, professionalism, emotional in-volvement and individual approach. Discussion and conclusion. The factors influencing motiva-tion, preferences, decision-making methods and consumer reaction to marketing incentives in the real estate sector are considered. The article provides a justification for the need to manage these factors, which is possible only with a deep understanding of the motivation, expectations and limitations of the target audience. Knowledge of the purchase decision-making process is a priority of the marketing policy of a company operating in the real estate market.