Makarova Viktoriia, Doctor of sciences (Economics), Professor of the Marketing and logistics Department, Sumy National Agrarian University, Sumy, Ukraine

ORCID ID: 0000-0003-1076-9246
e-mail: victoria.makarova24@ukr.net

Mushtai Valentyna, PhD, Associate professor of the Marketing and logistics Department, Sumy National Agrarian University, Sumy, Ukraine

ORCID ID: 0000-0001-9042-0241
e-mail: vamushtai@gmail.com

Marketing Research of Digital Infrastructure of the Real Estate Market of Sumy Oblast

Abstract. Introduction. The real estate market of the Sumy region in 2024 exhibits specific features shaped by the impact of martial law, economic instability and social challenges. These factors define both general trends and regional characteristics that distinguish the market of the region from other areas of Ukraine. Digital technologies and online platforms are becoming increasingly important for conducting transactions in the real estate market. Agencies are actively using digital tools for property presentation, transaction processing and communication with clients.

Purpose. The purpose of the article is to provide an analytical overview of the real estate market in the Sumy region, identify the challenges faced by real estate agencies, and justify the use of digital infrastructure in the professional activities of real estate agencies.

Results. The article analyzes the current trends and state of the real estate market in the Sumy region with the aim of identifying the key conditions for its functioning. Attention is drawn to the relevance of studying the real estate market, as well as the need for analytical assessment of supply and demand in the context of martial law, significant destruction of property, and the frontline status of the Sumy region. The motivational field of consumers, which influences the choice of clients when approaching real estate agencies, is outlined. It is emphasized that the use of digital tools is essential for carrying out marketing activities of real estate agencies. The article proves that online digital platforms (marketplaces) serve as intermediaries between market participants and outlines their advantages and disadvantages. The components of the real estate market infrastructure were analyzed, focusing on the necessary development of technological and legal aspects to increase market transparency and accessibility. A PEST analysis of the real estate market in the Sumy region is carried out, and the simultaneous use of traditional and digital strategies for the development of real estate agencies is substantiated.

Conclusions.  The implementation of online platforms for buying, selling and renting real estate significantly reduces bureaucratic barriers and increases the efficiency of interaction between buyers, sellers and agencies. In addition, digital tools contribute to the development of the commercial real estate market and facilitate the analysis of price trends and demand. In the future, the active use of digital technologies will become an important factor for the continued growth and modernization of the real estate market in the Sumy Oblast.

Keywords: real estate market, marketing activities, digital infrastructure, real estate marketing, digitalization, information technologies, real estate agencies.

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