Analysis of Marketing Tools Used by Real Estate Development Companies Using Secret Client Research – a Case Study From Krakow

Tomasik Klaudia () and Marona Bartłomiej ()
Additional contact information
Tomasik Klaudia: Departament of Real Estate and Investment Process, Cracow University of Economics, ul. Rakowicka 27, 31–510 Kraków, Poland
Marona Bartłomiej: Departament of Real Estate and Investment Process, Cracow University of Economics, ul. Rakowicka 27, 31–510 Kraków, Poland

Real Estate Management and Valuation, 2023, vol. 31, issue 2, 29-38

Abstract: The aim of the paper is to find out what marketing tools are used by development companies operating in Poland to attract customers and whether the impact of the Fourth Industrial Revolution on marketing can be observed. The secondary aim of the paper is to determine whether developers building investments in the area of the restricted use area (O.O.U.) use more marketing tools to convince potential customers to buy. For this purpose, a secret client survey was used and the research sample consists of four development companies and four of their investments in Kraków. The research conducted led to the disclosure of marketing tools used by developers. The survey shows that some elements of home branding, storytelling and banner ads, social media ads, ads on websites and portals and information brochures are being used. Through the use of virtual walks, housing visualization and the use of social media in advertising, the impact of the Fourth Industrial Revolution on marketing in the industry can be seen. The analysis shows that companies creating developments in the restricted use area are not using more tricks to attract customers. All developers selected for the study use a similar number of marketing tools.

Keywords: property development company; secret client; marketing; marketing tools; Fourth Industrial Revolution (search for similar items in EconPapers)
JEL-codes: L20 L85 M20 O20 (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/remav-2023-0011 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:remava:v:31:y:2023:i:2:p:29-38:n:1

DOI: 10.2478/remav-2023-0011

Access Statistics for this article

Real Estate Management and Valuation is currently edited by Sabina Zrobek

More articles in Real Estate Management and Valuation from Sciendo
Bibliographic data for series maintained by Peter Golla ().