An innovative approach to real estate transactions using digital technology

Introduction. Today, digitalization and innovation have penetrated into all areas of business, spheres of life and are broadcast at government levels in all countries of the world as an advantage and simplification of existing classical algorithms in obtaining all kinds of services. The development of digital technology in banking began even before the COVID-19 epidemic: electronic banking, cashless transfers, card orders, later — receiving credit and signing electronic documents. In the realities of today’s economy, the real estate market has also undergone mass digitalization, which is an innovative trend. Collaboration of bank digital technologies and online signing of real estate purchase agreements by developers has created a seamless digital process, which consists of several stages involving three parties: the bank, the developer and the client. The main advantages of this process is the reduction of a large amount of paper documents due to the transfer of the document flow into the online format and reducing the time spent on the execution and transaction for all participants by more than 2 times. Materials and methods. The research uses open statistical data from the websites of DOM.RF, Central Bank of Russia, Sberbank PJSC, DomKlik, PIK-specialized developer PJSC for 2022. The following research methods are used: comparison and synthesis analysis of the studied and model data. Results. The review article considered the main marketing trends in the real estate market in the introduction of innovative services in the process of processing real estate transactions. Also, a comparative analysis of the conditions of mortgage lending with regard to the impact of different programs on the cost of selling apartments was carried out. A new mortgage program has been offered which allows to retain potential clients by attracting them with an innovative mortgage product. Conclusions. Electronic services for real estate transactions are an innovative product in the digital format, which develops and attracts the mass consumer. In turn, customers appreciate the individual approach, significant cost savings and reduced time when processing the transaction.