Análise do mercado imobiliário a partir do geomarketing

Abstract

Many scholars of the real state market determine the necessity of an accurate analysis of the market, whereupon is the desire to enter, to obtain competitive advantages. It is determined the necessity to select certain segments of the market in contrast to the usual multifamily offers from the residential developments, as a result, attending better the needs of the population. Therefore, after the acquisition of a terrain located in the city of Fortaleza, the study area of the project is defined. Then, using geomarketing techniques, many analysis are made of the real state market of this area, aiming the formulation of an ideal residential development. The family life cycle, the income distribution, the characteristics of the property surroundings and the characteristics of the competing properties are obtained to the study area. From all the data obtained, the consumer profile to be attended in this area is defined. Then, all the characteristics that the residential development must have to attend the needs of the consumer profile defined and, at the same time, differentiate from the competing properties, are determined. The regions of Fortaleza that must be considered for specific marketing actions are identified. In conclusion, the proposed development attends the needs of the consumer profile obtained in the area and differentiates from the competition by offering more attractive values. Finally, the defined product presents competitive advantages in the real state market of the study area.