Improving the Pricing Policy of the Development Company in Order to Increase Its Competitiveness

The article is devoted to the problems of improving the developer’s pricing policy by automating price calculations to increase the developer’s competitiveness. The analysis of demand dynamics in the premium real estate market is presented and the main trends in the development of this sector of the economy are identified. The paper gives the author’s formulation of the concept of “pricing policy” and formulates the key problems that a development company faces when developing its pricing policy in modern conditions. Using the example of Alfa’s research, conclusions are drawn about the need to implement machine learning to optimize pricing for customer groups, prioritize customers and the transaction closing process. Recommendations have been developed to strengthen the developer’s competitive position through the introduction of a hybrid dynamic pricing model within the framework of the applied pricing policy, which will allow adjusting the price of the property depending on demand factors.