The research on consumer preferences, expectations and emotions in the real estate market in 2024

The gap in supply and demand in the real estate market, which is characterized by a significant share of unclaimed finished products, necessitates research on consumer preferences and expectations. To successfully conduct marketing campaigns, developers need to pay attention not only to the unique characteristics of their own product, but also to the emotional background and feelings of the buyer that arise during the process of selection, expectation and operation. The article presents the advantages and disadvantages of purchasing housing in new buildings as perceived by consumers, and also contains an analysis of the satisfaction of residential property owners with the choice they made and the accompanying service they received. There are recommendations, based on the identified expectations, emotions and concerns of consumers, for the formation of effective marketing strategies for product promotion by developers throughout the entire buyer's journey.