Marketing strategy for constructing and promoting low-rise buildings

Applying the principles of Universal Design to architecture therefore means ensuring equal and accessible use, flexibility of use, ease and intuitiveness of use and how information is perceived. In this way, it is ensured that architectural structures are suitable for use by all categories of the population, regardless of their characteristics and needs. This approach contributes to the creation of an environment that meets the needs of different social groups. It promotes their equal participation in everyday life.

2. Modern technologies and engineering solutions: the use of energy-efficient heating, ventilation and airconditioning systems, solar panels for electricity saving, home automation and security systems. Because they do not harm the environment, eco-materials are becoming increasingly popular. They leave the smallest carbon footprint in their production. At the same time, the environmentally friendly processing of these materials does not harm the atmosphere compared to other materials. Stone, wood, clay, etc. are versatile and focus on the saving of land and the cost of construction.

It should be noted that the paradigm of sustainable development, which covers three aspects of the functioning of business entities: economic, environmental and social, should be the basis for the concept of environmental and economic project management. We believe that in order for businesses to grow while preserving natural ecosystems, all three aspects should be developed simultaneously and continuously. Stakeholder theory states that since all stakeholders are legitimate partners in business, a company should have regard to the impact of its actions on all stakeholder groups. The company should be responsible for the damage it causes to the environment if it considers the planet to be the ultimate stakeholder within this concept [7, p. 108]. In other words, the aspect of the environment is important to all the parties involved in the process.

3. Accessibility and comfort: the construction of houses with a well-designed layout and an optimal area, with green areas and playgrounds for children, with parking facilities and other amenities. This can help to improve the quality of life and comfort of residents by providing them with comfortable places to relax and entertain, opportunities for outdoor activities, and the necessary infrastructure such as parking and other amenities. By creating more green spaces and helping to reduce air pollution, the development of such complexes can also have a positive impact on the city's environment. The quality of life of residents can be improved, their comfort increased and a more attractive living environment created by planning and building housing units that meet modern requirements.

Special attention should be paid to the recreational areas of the country. Considering such an important indicator as natural and leisure potential, which is determined by territorial, temporal, technical, scientific and financial possibilities of development and exploitation, ability to meet the leisure needs of society, and therefore is subject to economic assessment of the state and efficiency of its use [8, p. 6].

We agree with many scientists who consider the concept of sustainable socio-economic development to be fundamental and underlying. This concept is regarded as a strategic direction for ensuring the material, social and spiritual progress of society and is recognised by the international community as the dominant ideology of human civilisation in the 21st century. The transition to a sustainable development model should be based on the principles of integrity, interdependence and interrelatedness of tasks related to ensuring socio-economic development of society and protecting the environment [14, p. 12]. In this concept, local interests and internal factors that contribute to the development of local communities are given special attention, rather than external economic incentives. Furthermore, this approach considers the deeper relationships between the past and the future [15, p. 33]. The construction of low-rise buildings should take this into account.

4. Marketing communication: the development of an effective promotion plan, the use of internet marketing, social media, visuals and presentations, the organisation of exhibitions and events to attract the attention of potential customers.

Social media can take many different forms and each one has its own specific characteristics. They include the following types: 1. Blogs (LiveJournal, Blogger, Flickr) are websites that publish articles and notes. 2. Microblogs (Twitter, Juick) are platforms where users can share their status. However, the amount of text is limited compared to blogs. 3. Social networks are designed for communication between users (Facebook, LinkedIn). 4. YouTube, Flickr, Pinterest: photo and video services. Together with social networking sites, they allow users to share their photos and videos with the rest of the world. 5. More recently, geo-social networks have become popular, allowing users to `check in' and comment on where they're located.

For social media activities, marketing has a wide range of tools. There are many classifications of these tools, but a distinction can be made between the most important and the most relevant ones. The first group of such tools are brand building and brand promotion methods. This group includes the creation and promotion of social media pages and communities, the organisation of events, the creation and maintenance of employee communities, as well as communities for individual products or services.

This group of tools allows you to attract Internet users who are interested in the products or services of a particular company, and to disseminate information directly to the end user. Another group of tools is promoting on specialised social networks such as Habrahabr and DOU, as well as using geoservices (Swarm, GoogleMaps, etc.) to associate a brand with specific locations [9].

Maintaining a corporate blog, integrating the website with social networking sites, designing communities and blogs in your own corporate style, using a Twitter account, developing your own hashtag, publishing statuses on Facebook, organising promotions through social networking sites, etc. [10, p. 163] are particularly worthy of mention. This set of tools allows you to widen the channel for disseminating information about your product, service or brand, maximising and retaining the audience of Internet users.

In our opinion, the use of Internet marketing and social media can be very effective in promoting a low-rise building project. The following template can be used for this purpose:

1) Creating a website: creating a professional and informative website for the house project will allow potential buyers to get detailed information about the house, its layout, functionality and benefits.

2) Targeted advertising: the use of advertising campaigns on search engines such as Google can help drive targeted traffic to the project website. To attract the right audience, it is important to set up the right keywords and targeting.

3) Social media: you can attract attention and engage with potential buyers by creating a project page on popular social media platforms such as Facebook, Instagram or LinkedIn. It is important to publish interesting and useful content such as video toured homes, construction photos, customer reviews, etc.

4) Email: you can increase interest in your home by sending emails to potential buyers with information about the project, promotions and special offers.

5) Virtual tours: using virtual reality technology or video tours will allow potential buyers to see the property inside and out without having to leave their homes.

In general, you can significantly increase the visibility of your low-rise development and attract more potential buyers through the effective use of online marketing and social media. Online marketing allows you to use a variety of online platforms such as websites, search engines, social media, blogs and other channels to communicate information about your project to a wide audience. Creating a professional website for a low-rise project with the ability to show design solutions, layouts and photos, as well as providing additional construction information and promoting a good location, helps attract customer attention. Furthermore, social media is a powerful tool for promoting construction. You can create visually appealing content, share photos and videos of the construction process, showcase your professional achievements and receive feedback from clients using platforms such as Instagram, Facebook, LinkedIn, etc. Online marketing and social media thus offer many opportunities to effectively promote construction projects and attract new customers. They are therefore an integral part of a successful marketing strategy for this type of business.

5. Quality control: ensuring high quality construction and customer service after the transaction, including maintaining and resolving any problems that may arise after occupancy. This may include verification that materials and workmanship are in accordance with standards, requirements and building regulations. To ensure high quality construction, methods such as spot checks, technical supervision, laboratory testing, etc. may be used. It is important to provide after-sales service once construction is complete. This can be the maintenance of the house or apartment and the handling of any issues or problems that may arise after occupation. This can include regular maintenance checks, responding quickly and efficiently to customer requests, and the provision of advice and assistance with any problems. Dealing with any problems that may arise after occupation is an important part of post-construction support. This may include rectifying defects, repairing or replacing damaged items. It may also include assisting with any utility or communications problems. In general, building long-term relationships with clients, enhancing the company's reputation in the construction industry, and ensuring customer satisfaction and safety can be achieved by ensuring high quality construction and post-construction support.

It is worth noting that a number of important factors, such as insufficient liquidity, the possibility of unequal distribution, uncertainty about the solvency of customers, as well as shortcomings and imperfections in the system of state control and regulation, have a negative impact on the results of the promotion of low-rise building projects [13, p.36].

It is important that the successful promotion of low-rise housing should focus on the benefits in terms of privacy and comfort. Advertising campaigns can be an effective way of attracting new customers by highlighting the convenience of the building's location and proximity to nature.

Low-rise, high-density development attempts to combine the best elements of both urban and suburban development patterns: a variety of public transport options, access to urban services, a moderate scale, open public spaces and individual housing. In this way, it is possible to reduce growth and make efficient use of limited space in the urban environment, while maintaining a network of streets and pedestrian paths [4, p. 11].

Low-rise development helps to create open public spaces that improve the quality of life for residents and encourage social interaction. Low-rise development tends to be more pedestrian and cyclist-friendly, as the network of streets and footpaths is maintained. This approach to urban development allows us to combine the concepts of a compact city with maintaining comfortable living and recreational conditions. Low-rise, high-density development can be an important element of sustainable urban development in the face of increasing urbanisation and the need for rational use of urban space.

To sum up, a marketing strategy to promote low-rise housing should aim to create a unique offer that meets the needs of the target audience and takes into account current trends in the property market. Success in this area can be achieved through a thorough analysis of the target group, the use of modern marketing tools and cooperation with experts.

CONCLUSIONS FROM THIS STUDY AND PROSPECTS FOR FURTHER RESEARCH IN THIS AREA

For any construction project, including low-rise buildings, marketing is therefore an important part of the process. A marketing strategy is a set of fundamental decisions aimed at achieving the objectives of the company, taking into account its own capabilities and the factors of the environment. A comprehensive approach and a competent marketing strategy are required to build and promote such low-rise complexes. Studying the target audience is the first step in developing a marketing strategy for low-rise buildings. It is necessary to research the market, to identify what the future buyers need and want, and to determine their social and financial characteristics. Identifying a unique proposition is the second important aspect. This could be advanced construction technologies, energy efficiency, innovative design or the convenience of the area. A unique proposition is what makes a project attractive to consumers. It allows you to stand out from the competition. Advertising and promotion is one of the key stages in a marketing strategy. To reach your target audience, it is important to choose the right communication channels. Some of the tools that can be used to promote low-rise buildings are internet marketing, social media, visual advertising materials, participation in exhibitions and presentations. Maintaining interaction with potential clients throughout the construction process is also important. This can include regular site visits, advising on the homebuying process and organising special information events for interested parties.

A successful marketing strategy for low rise buildings should be unique. It should be customer focused and effective in promoting the product. A well-designed strategy will not only help to attract customers, but will also create a positive image of the company. This will help to increase sales and compete successfully in the marketplace. Success in this area can be achieved by analysing the target audience, using modern marketing tools and working with experts.

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