Implementation of the marketing approach in the management of a real estate organization

Modeling trends in the development of the realtor services market in modern conditions requires new approaches and methods that correspond to the changed conditions of economic activity. The author suggests a sequence of actions that allows you to predict the possible market position of a real estate company using a marketing approach. The author presents the results of the analysis of the development of the realtor services market in the Nizhny Novgorod region for the period 2013 - 2018. with the identification of trends in the field under study. The author presents the results of analyzing the structure of supply and demand for real estate services on the example of a participant in the market under study using the XYZ-analysis method. The study identified real estate services that are in stable demand, which can be predicted, and which have a greater impact on the long-term financial stability of the organization. To evaluate the marketing activities of the realtor organization under study, it is proposed to use the system of criteria developed by the author. Each of the criteria is evaluated using the object profile study method. Using the proposed methodology for predicting the company’s market position will allow the head of the real estate organization to make balanced decisions on financial and marketing functions, which will increase the competitiveness of the real estate company in the market.