TY - JOUR
T1 - PROMOTION INVESTMENT EVOLUTION OF CONSTRUCTION REAL ESTATE PROJECTS
AU - Hidalgo, Steban
AU - Miño, Freddy
AU - Yanouch, Cristian
AU - Calahorrano, Steve
AU - Rodriguez, Giovanna
AU - Guerra, Miguel Andrés
N1 - Publisher Copyright:
© 2024 ISEC Press.
PY - 2024
Y1 - 2024
N2 - The success of real estate projects is not only related to the quality of the product but also to the commercial strategy and understanding how to manage resources and distribute them properly such that the information arrives to the interested audience. The purpose of this study is to determine the evolution of the promotion investment for real estate projects located in Quito, Ecuador throughout the last 20 years. For this, researchers collected commercial and general variables for 339 real estate business plans for projects that were built between 2005 and 2021. The information was recorded in a matrix and then analyzed to identify correlations and trends between the variables. Projects were classified by their type of construction, size, and socioeconomic level, and the percentage of investment in advertising for each of them was identified. The paper shows the evolution of the investment distribution according to different types of advertising avenues and projects. Practitioners can use the results as a guide to develop promotion strategy in order to invest promotion resources in a real estate project and predict its commercial performance.
AB - The success of real estate projects is not only related to the quality of the product but also to the commercial strategy and understanding how to manage resources and distribute them properly such that the information arrives to the interested audience. The purpose of this study is to determine the evolution of the promotion investment for real estate projects located in Quito, Ecuador throughout the last 20 years. For this, researchers collected commercial and general variables for 339 real estate business plans for projects that were built between 2005 and 2021. The information was recorded in a matrix and then analyzed to identify correlations and trends between the variables. Projects were classified by their type of construction, size, and socioeconomic level, and the percentage of investment in advertising for each of them was identified. The paper shows the evolution of the investment distribution according to different types of advertising avenues and projects. Practitioners can use the results as a guide to develop promotion strategy in order to invest promotion resources in a real estate project and predict its commercial performance.
KW - Commercial variables
KW - Construction advertisement evolution
KW - Construction promotion
KW - Investment in construction
UR - http://www.scopus.com/inward/record.url?scp=85192697143&partnerID=8YFLogxK
U2 - 10.14455/ISEC.2024.11(1).CPM-03
DO - 10.14455/ISEC.2024.11(1).CPM-03
M3 - Artículo de la conferencia
AN - SCOPUS:85192697143
SN - 2644-108X
VL - 11
JO - Proceedings of International Structural Engineering and Construction
JF - Proceedings of International Structural Engineering and Construction
IS - 1
T2 - 1st Latin American Conference in Structural Engineering and Construction, LATAM-SEC 2024
Y2 - 4 March 2024 through 8 March 2024
ER -