MARKETING STRATEGIES OF THE REAL ESTATE MARKET

Introduction. The state of the real estate market reflects the economic and social situation in the country. The beginning of a full-scale war on the territory of Ukraine dramatically changed the situation on the real estate market, which was marked by significant destruction of real estate, mass resettlement of refugees from the zone of active hostilities, which led to an increase in the demand for renting housing for their resettlement, as well as an increase in the demand for renting commercial real estate in relatively safe regions of Ukraine. In May 2023, the «There is recovery» program began operating in Ukraine, which provides Ukrainians with the opportunity to receive funds for the reconstruction of their housing, which was damaged during the war. In the post-war period of the country's recovery, it is possible to predict the intensification of the construction industry, which in turn will cause the need to develop new marketing strategies. A marketing strategy can be considered as a set of measures aimed at promoting a product or object on the market. Therefore, the main goal of the marketing strategy of the real estate market can be considered to be the achievement of a high degree of competitiveness of the product or object, ensuring their long-term presence on the market, as well as maximizing the profitability of the product or object. If for trade and some other sectors of the economy, marketing has long been the norm of doing business, then as for the real estate market, the need to develop and implement a marketing strategy was recognized in the last few years, which was due to the increase in the level of competition in this market. The creation of any marketing strategy begins with the analysis of the external and internal environment and the setting of tasks. All factors affecting the formation of marketing strategy are divided into two groups: factors of the external and internal environment. Factors that affect the real estate market can also be divided into internal and external. The real estate market can be considered as a complex, dynamic system, the behavior of which is determined by its properties. Purpose. The purpose of the article is to justify the feasibility of using marketing strategies in the real estate market, to determine the role of marketing strategy for the real estate market, and to develop a methodical approach to the formation of a marketing strategy for the real estate market. Materials and methods. The research materials are: 1) normative and legal support for the functioning of the real estate market; 2) works of domestic and foreign authors conducting research on the formation of marketing strategies and functioning of the real estate market. In the process of carrying out the research, the following scientific methods were used: theoretical generalization and grouping (to improve the classification of marketing strategies regarding the types of marketing strategies according to the relevant features, as well as to characterize the real estate market according to certain criteria), formalization, analysis, diagnosis and synthesis (to build a methodical approach to the formation of a marketing strategy); logical generalization of results (formulation of conclusions). Results. The article analyzes approaches to defining the essence of the concept of «marketing strategy». The classification of marketing strategies was studied and systematized, the goals and main tasks of the marketing strategy, its components were determined. The stages of marketing strategy implementation and sequence have been improved, the principles of marketing strategy have been systematized, and the main characteristics of marketing strategy have been highlighted.