B2C ELECTRONIC COMMERCE USING SOCIAL NETWORKS IN THE REAL ESTATE MARKET
B2C ELECTRONIC COMMERCE USING SOCIAL NETWORKS IN THE REAL ESTATE MARKET

Summary/Abstract: Today's realities are changing the approach to the implementation of the marketingcomplex in the real estate sector. Real estate objects occupy a special place in any economicsystem, because the social interests of people and highly profitable economic activities aredirectly or indirectly connected with them. The Internet is one of the key channels for thepromotion of real estate services and a source of market information anytime, anywhere.In turn, mass marketing ceases to be a successful promotion tool. It is replaced bypersonalized marketing focused on the needs of each individual customer. An effective andconvenient tool for personalized marketing are social networks, which have now completelycovered society, both in the personal dimension and in relation to business processes.The focus of promotion through social networks is audience segments, micro-segments andthe targeting of the commercial offer to each consumer, as well as the possibility of buildingfast online communication. However, these processes also have a number of problematicpoints. The purpose of the article is to consider the problems associated with the promotion ofreal estate through social networks. As a result, ways of solving difficulties are considered,which will help real estate agencies to become more competitive, because not all companiescarry out a detailed analysis of negative factors with their subsequent elimination.

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