EVALUATION OF REAL ESTATE MARKETING ACTIVITIES AND ARTIFICAL INTELLIGENCE APPLICATIONS

Abstract

The construction and housing sectors have an important place among the sectors that provide economic contrubition in Turkey. Although the studies conducted on the housing market such as supply and demand, financing, price dynamics, design and costumer preferences have brought important explanations for real estate markets, it has been determined that insufficient work is being provided for the marketing field. It has been observed that the subject of real estate marketing has been examined within the framework of digital tools, online advertisement sites and factors affecting the purchasing decision in national studies. In this study, the time on the market models of housing advertisements in the literature were evaluated and it was aimed to establish a basis for measuring time on market in Turkey with market data. For this purpose, 573 active housing advertisements belong to neighborhoods of Ankara province of Çankaya district were followed for a period. The sample size was determined according to the convenience sampling method. It was determined that the period between the announcement date and the withdrawal date was 17 and 23 days depending on the restriction status. The focus of the policies to be developed from the study was the computing of the time on market of real estate advertisements to be used in the field of real estate marketing, the quality of advertisements and services and artificial intelligence applications. Consequently, it was underlined that the sector of real estate marketing required more than traditional marketing methods.

Keywords

• Real estate segmentation
• place marketing
• days on market
• big data

GAYRİMENKUL PAZARLAMA FAALİYETLERİNİN VE YAPAY ZEKA UYGULAMALARININ DEĞERLENDİRMESİ

Abstract

Türkiye’nin ekonomik katma değer sağlayan sektörleri arasında inşaat ve konut sektörünün önemli bir yeri bulunmaktadır. Konut piyasalarına yönelik olarak arz ve talep, finansman, fiyat dinamikleri, tasarım ve tüketici tercihleri gibi konularda yapılan araştırmalar gayrimenkul piyasaları için önemli açıklamalar getirmiş olsa da pazarlama alanı için yeterli çalışma bulunmadığı tespit edilmiştir. Ulusal nitelikli araştırmalarda dijital araçlar, online ilan siteleri ve satın alma kararını etkileyen faktörler çerçevesinde gayrimenkul pazarlama konusunun incelendiği görülmüştür. Bu çalışmada, öncelikli olarak literatürde yer alan konut ilanlarının piyasada geçen süre modelleri değerlendirilmiş ve piyasa verileri ile Türkiye’de süre ölçümüne yönelik bir temel oluşturulması hedeflenmiştir. Bu amaç doğrultusunda Ankara ili Çankaya ilçesinin farklı mahallelerine ait aktif durumdaki 573 adet konut ilanı belirli bir süre aralığında takip edilmiştir. Örneklem büyüklüğü kolayda örnekleme yöntemine göre belirlenmiştir. İlan tarihi ve ilandan çekilme tarihi arasında geçen sürelerin kısıtlama durumlarına göre 17 ve 23 gün olduğu tespit edilmiştir. Çalışmadan geliştirilecek politikaların odak noktası, gayrimenkul pazarlama alanında kullanılmak üzere gayrimenkul ilanlarının piyasada geçen süresinin hesaplanması, ilanların ve hizmetlerin kalitesi ile yapay zeka uygulamaları olmuştur. Sonuç olarak, gayrimenkul pazarlama alanında klasik yaklaşımlardan daha fazlasına ihtiyaç duyulduğu vurgulanmıştır.

Keywords

• Gayrimenkul segmentasyonu
• mekân pazarlaması
• pazarda geçen süre
• büyük veri

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