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06.11.2011Immovable propertiesOccupation is often an indication of the amount of income a person - his ability to pay. Income level, perhaps one of the most important factors. As it is possible to determine the solvency of the consumer. Families with higher incomes buy expensive high quality products. Buyers with low paying accordingly acquire cheap goods. It is interesting that the transition of consumers from low-income groups in the group with the higher desires and lifestyle of the new environment are not perceived automatically. By habit, inertia, consumers will gravitate to preserve the old system. Somebody very rightly said: "If a person grew up in a barn, then, becoming rich, he builds himself a huge barn ..." People can be united not only by demographic and social characteristics, but also more subtle psychological differences in consumer behavior. Among the psychographic characteristics of note: the way of life, character traits, life position, motives and perceptions of themselves, habits, hobbies, inclinations, etc. Purchase behavior may also serve as a basis for segmentation. Thus, consumers are generally classified by the activity of consumption, brand commitment, usage of the goods, consumer experience. Interestingly, the "one study aimed at learning the process of purchasing property in New London, Conn., experimenters have amazing results. It turned out that even when buying a house - one of the most important purchases for the year or decade - people often act at random, especially not planning ahead. On average, people are browsing at home before you buy at least 6 options, but 10% of buyers look only one house, 19% - only two at home before you choose a one of them "[7]. Buying for the first time and buying based on previous experience tend to have different priorities in the characteristics of the goods. They can be divided into two groups: those who do it for the first time, and those who buy on the basis of previous experience. Even when buying the same type of real estate representatives of these groups will behave differently because they have different priorities in the characteristics of the purchase. Quite clearly these differences is a study in a U.S. Table 3 Parameters that are of interest primarily home buyers (buying for the first time and already have experience of purchase) Unfortunately, to judge the different priorities of the same group of our countrymen is not possible due to the lack of such research. But, in our opinion, the basic needs of domestic customers is getting more and more similar to the needs of buyers of developed countries. And so to some extent, the above data can be a kind of benchmark. Indirectly confirmed by their various scraps of information, such as your own customer survey of "New World". According to this firm, about 40% of respondents in the 90's first place in the parameters of the acquired real estate has taken the location of the house. Some love nature and seek trees filled gardens, parks and access to sufficient space between them and other neighbors. Others in the first place people think of the children. For them the main thing - the proximity to schools. They are also looking for neighborhood with playgrounds, sports and medical institutions. They want their house was modern, with the latest technology. Thus, based on relevant demographic, social, psychographic and behavioral characteristics of consumer-recognizable portrait drawn of the potential consumer of certain goods or services. At this audience, and will be calculated from exposure seller of real estate. The more accurately drawn portrait of potential buyers, the easier it is to define the terms of the media and the main parameters of the campaign, to help you achieve maximum results at minimum cost. Preparation of effective advertising messages about the property means the selection of characteristics to the needs of home buyers. Therefore, we should not treat all mankind, and to target their message to customers who are most interested in a specific property advertised. For example, a realtor of "New World" in the mid-90's main buyers were two categories of people: 35 and 50 years. These customers tend to acquire a small apartment for himself or his parents, as well as large apartment or several apartments on one floor for families with young children. Specialists of the company highlighted for a precise group of customers - business leaders. And as a potential buyer, the company identified "Muscovites aged over 25," "having certain personality characteristics, to buy an apartment is on the market of housing under construction, with a higher risk - the time interval between pay flat and the universe as it may be more than six months." Presented in Figure 1 ad, aimed at a clear target group of customers - fans of fishing, ecology, nature. Advertising for fishermen and nature lovers In Figure 2 - The announcement for those who are to some extent, I would like to feel European. Advertising to consumers, "Europeans" Market Market data can help to see not only its own proposal, but also many others who have their dignity, affecting the price and terms of realization of goods sold. Pay special attention to both the common market of goods and the competitive. According to the general market in the first place is useful to have the following data: • The number of potential and actual customers (past, present and future); • trends in demand (local, national and global); • State regulation of the market (licensing, taxes, restrictions or preferences); • Business regulation (association and other associations). The study of market competition should provide the following information: • strengths; • weaknesses; • differences; • The charles burt realty proportion of competitors in the market; • prices; • the main trends in the advertising of competitors; • advertising costs; • advertising policy in general; • Special promotional programs; • advertising slogans, arguments. It is foolish to go out with his proposal to the market without knowing it. You should know "in the face" and its customers and its competitors, and those who regulate the business relationship in the world, and the country at a particular regional market. To adequately study its market, you can "work through" newspapers, magazines, newsletters, advertising real estate. For example, the heading "House for sale" will give some idea of ??the market sellers - that, in what quantity, at what price, for the moment put up for sale. Category "Buy House" will see the demand of buyers - what, how much, at what price they would like to buy today. There will be a useful rubric "my house" and others - together they help to make a partial view of the current real estate market. But you should not rely solely on the analysis of newspaper and magazine ads. Get the most complete picture of the real estate market will help to survey friends, reading trade publications, seeking advice from a professional realtor. As a result, based on all information received estate salesperson must be able to respond independently, for example, to such questions. For example, in Moscow in the 90's overall housing stock stood at about 3.4 million apartments. They were located in the 39 300 residential buildings with a total area of ??176.2 million square meters. of residential buildings were residential premises with total area of ??more than 14 million square feet. During 1997, in Moscow was commissioned 3.34 million square meters. meters of housing, or about 55 thousand apartments. The annual number of registered transactions of sales of apartments was about 70 thousand During the formation of the market average prices for apartments rose nearly seventeen times: from $ 80 per square. In 1997-1998, the market was subject to only smooth variations - small periodic low and high prices. In Moscow, at the end of 1997 the structure of sales of apartments as follows: 46% - one-bedroom apartments, 39% - two-room, 10% - three-, 5% - Multi. Under the influence of various causes real estate prices can vary considerably, and within a short period of time. For example, in Moscow, in 1997, experts said three price fluctuations. The first change occurred in the period from January to September. House prices fell at this time with an average rate of 0.5-1.2%, depending on the type and location of the house. The second change in pricing was in September or October. At this time there was a stabilization of prices, followed by her increasing number of transactions. The third - from November to December - is already characterized by rising prices by 4-8% depending on the type and location of the house. The reasons for the fall in prices of steel: • dramatically increased the gap between the number of potential sellers and buyers of solvent; • lower prices for some types of housing in the primary market; • awareness of the downward trend in prices and the corresponding formation of pent-up demand. The reasons for price increases were to pending adoption of the Law "On State Control of the conformity of the major expenses actually received by individuals income" (the desire to make a major purchase before the law), as well as in the denomination (the desire to protect their money.) Thus, the aggregate number of factors affect the price of housing in general and in particular the price of the object. The price depends on supply and demand, location and distance from transport links, the type and material of the house, layout and condition of the apartment, ground floor, having a balcony, telephone, additional rooms and facilities. For example, in the 90s in Moscow, it was possible to observe the following variation in average prices, depending on the location of the apartment with respect to a metro station (in U.S. Table 4 The average price of apartments in Moscow in 1990 (USD / sq. M) In August 1998, the country covered the economic crisis. At the beginning of the XXI century prices went up again. In late 2005, "dramatically reduced the number of proposals on the secondary market of the capital property - if a normal amount of proposals in Moscow is 35-40 thousand units, but now it does not exceed 20-23 thousand compared to last fall, the number of proposals has decreased by 40% . The average cost of housing in Moscow in 2005 (USD / sq.Property ladder Maryland department assessments taxation Immovable bbs Robert defalco realty Real property defined
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