Marketing Strategies in the Sale of Gated Residential Communities: Digital Tools and Market Trends

Pepi Georgieva () and Ivo Kostov ()
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Pepi Georgieva: Revista Ltd., Plovdiv
Ivo Kostov: University of Economics – Varna

Stroitelno predpriemachestvo i nedvizhima sobstvenost = Construction Entrepreneurship and Real Property, 2025, issue 2, 66-82

Abstract: Gated residential communities (GRCs) have become a key element in the development of modern urban housing markets. They combine the functions of a housing unit, social infrastructure, service and identity. In parallel, digital transformation is changing business models in the real estate sector and the ways buyers evaluate, search for, and purchase housing. This article analyses the marketing strategies for the sale of GRCs during 2020-2025, emphasising digital tools, market trends, and specific consumer behaviour, and focusing on applying modern digital marketing methods and leveraging marketing tools to achieve sustainable market positions. The analysis is based on both theoretical developments in marketing and practical experience from the construction industry and the real estate market. The main research tasks include: analysis of the marketing positions of business organisations in the sector; consideration of the theoretical aspects of GRCs; determination of the role of marketing in the construction industry; tracking the marketing tools used; and identification of weaknesses and challenges in the marketing strategy. Based on the identified priorities and problem areas, a model for an effective marketing strategy is proposed to ensure a sustainable presence and market competitiveness. The article contributes to a deeper understanding of marketing's role in the real estate sector by offering practical guidelines to enhance the effectiveness of marketing approaches and improve GRCs' market position.

Keywords: Marketing strategy; gated residential communities; digital marketing; marketing tools; market segments (search for similar items in EconPapers)
JEL-codes: M31 M37 R30 (search for similar items in EconPapers)
Date: 2025
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