Influence of Marketing Strategies on the Valuation of Residential Properties in Real Estate Development

The magnitude of Indian Residential Real Estate Market has progressed rapidly which has obligated the Residential Real Estate Sector to become extremely competitive. The high returns and profits in the real estate industry and due to the cutthroat competition in current real estate market the operational environment has changed significantly from the developer oriented monopolized Seller's Market to the Buyer's Market. This intensive competition has propelled the developers to implement significant Marketing Strategies to sell their Projects. Real Estate Marketing and Real Estate Valuation are two diverse concepts and arenas nonetheless they are integral part of any Real Estate Project and Play a vital role in the development of any Real Estate Project. To understand the magnitude of Influence on the Property Valuation due to Significant Marketing Strategies a comprehensive Research Methodology is instigated wherein Literature Review is done on the Marketing Management, Consumer Behaviour and Real Estate Valuation Approaches. Various Case Studies are carried out on Real Estate Projects where the Marketing Strategies are implemented to sell the Residential Real Estate Projects. Through this analysis, it was instituted that – “There is an affirmative correlation between the use of Substantial Marketing Strategies and Enhanced Property Valuations.