Gender Roles in Marketing Communications in Real Estate Markets

Beata Zatwarnicka-Madura ()
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Beata Zatwarnicka-Madura: Rzeszow University of Technology, Poland

No 145/2017, Working Papers from Institute of Economic Research

Abstract: The real estate market has attracted a lot of public interest due to its significant economic role. Changes are, however, going to abound in the nearest future as a result difficulties in accessing housing loans and amendments to the building construction laws, amongst others. This will call for even greater involvements of tenderers in the marketing communication process. Gender-related differences in the purchasing decision making process is growing in significance and should be reflected in marketing communications. The aim of the article is identify contemporary activities undertaken in marketing communications in the real estate market. The specific objective is to analyse the use of one of the most significant tools of marketing communications namely, the internet in the real estate market. The specific objective also includes seeking answers to the question if the sex of recipients of marketing messages concerning the real estate market is taken into consideration by their broadcasters. The study involved the use of literature analysis and criticism, analysis of web contents provided by tenderers of real estate as well as telephone interviews with representatives of both property developers and real estate agencies. Online marketing communications are the most important in real estate markets. Websites of real estate agencies and property developers vary a lot. Real estate tenderers, very often, make use of social media in marketing communications undertaken by them. One of the most common trend is to the use of images and not texts in marketing communications, thus creating new possibilities for communication. Very few property developers and real estate agencies exploit the knowledge of gender-related differences in the reception of marketing messages. Only few communication activities take cognisance of sex. The need for marketing communications in real estate to be directed at young customers has necessitated the engagement of new media sources in such activities.

Keywords: marketing communications; real estate market; gender roles (search for similar items in EconPapers)
JEL-codes: M21 M31 (search for similar items in EconPapers)
Date: 2017-05, Revised 2017-05
New Economics Papers: this item is included in nep-dcm, nep-mkt and nep-ure
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