Specifics of marking communications in the primary residential real estate market

The key tenets of marketing communicative actions of subjects in the primary residential real estate market are maximum compliance of the offered real estate property to the client's needs and the creation of long-term relationships with the target audiences using continued communicative interaction, not just during the purchase, but directly before and after the purchase or sale of the primary residential real estate property. Execution of these conditions, in large part, depends on the correct choice instruments and means of marketing communication which is determined by the specifics of the primary residential real estate market. In the article, the authors take a detailed look at marketing communications which are applied by subjects of the primary residential real estate market in terms of communicative interaction with a potential client. Based on analysis of advertising companies, the typical instruments and forms of marketing communications specific to the analyzed market are identified and classified. The identified instruments and forms of marketing communications are divided by the authors into aggregate groups: main and synthetic. The authors suggest a new characteristic for grouping which allowing for the division of marketing communications into groups according to the goal of the interaction with client: establishing familiarity; discouragement or encouragement to purchase; image formation. Based on the executed analysis, the authors developed a refined classification of marketing communications for use in the primary residential real estate market. The classification proposed by the authors is one of the main classifications for the formation of complex client-oriented marketing interaction in the primary residential real estate market and allows for a unified choice of instruments and forms of communication taking defined goals into account, which in turn enables reduced time and resource consumption for subjects of the market of primary residential real estate.