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EVALUATION OF REAL ESTATE MARKETING ACTIVITIES AND ARTIFICAL INTELLIGENCE APPLICATIONS

Year 2025, Volume: 8 Issue: 1, 185 - 200, 26.08.2025
https://doi.org/10.56809/icujtas.1671847

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.

References

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GAYRİMENKUL PAZARLAMA FAALİYETLERİNİN VE YAPAY ZEKA UYGULAMALARININ DEĞERLENDİRMESİ

Year 2025, Volume: 8 Issue: 1, 185 - 200, 26.08.2025
https://doi.org/10.56809/icujtas.1671847

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.

References

  • An, Z., Cheng, P., Lin, Z. and Liu, Y. (2013). How Do Market Conditions Impact Price-TOM Relationship? Evidence From Real Estate Owned (REO) Sales. Journal of Housing Economics, 22, 250-263.
  • Basmacı, U., Çengel, Ö. (2018). Gayrimenkul Sektöründe Dijital Pazarlamada Arama Motorları Reklamları. İstanbul Ticaret Üniversitesi Teknoloji ve Uygulamalı Bilimler Dergisi, 1(1), 29-36.
  • Benefield, J.D., Rutherford, R.C., Allen, M.T. (2012). The Effects of Estate Sales of Residential Real Estate on Price and Marketing Time. J Real Estate Finan Econ, 45, 965-981. DOI 10.1007/s11146-011-9301-8
  • Bhasin, H. (2024). What is Place Marketing? Definition, Meaning and Variables. URL: https://www.marketing91.com/place-marketing/
  • Bich, H.N.T., Trong, H.N. and Thanh, H.T. (2020). The Role of Listing Price Strategies on The Probability of Selling A House: Evidence From Vietnam. Real Estate Management and Valuation, Sciendo, 28(2), 63-75.
  • Bond, M., Seiler, M., Seiler, V., Blake, B. (2000). Uses of Websites for Effective Real Estate Marketing, Journal of Real Estate Portfolio Management, 6(2), 203-211. DOI: 10.1080/10835547.2000.12089601
  • Brann, J. (2021). Predictive Modeling for Real Estate Days on Market. Utah State University, Merrill-Cazier Library, 5, 1-20.
  • Bulai, C. (2024). The Future of AVMs (The Development and Integration of Artificial Intelligence and Novel Visual Technologies in Automated Valuation Models for Residentıal Properties). Quantarium.
  • Cabı, M.O. (2018). İnternette Pazarlama ve Gayrimenkul Sektöründe Kullanılmasına Yönelik Tüketici Algısı. Yüksek Lisans Tezi. Altınbaş Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı İşletme Bilim Dalı, İstanbul. Campbell, S. (1996). Green Cities, Growing Cities, Just Cities? Urban Planning and the Contradictions of Sustainable Development. Journal of the American Planning Association, 62(3), 296-312.
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  • CREA (The Canadian Real Estate Association) (2025). URL: https://creastats.crea.ca/mls/treb-market-conditions
  • Çavda, V. (2024). How AI in Real Estate Is Transforming the Modern Property Market? URL: https://radixweb.com/blog/ai-in-real-estate-industry
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  • Demirtaş, M.C. (2022). Gayrimenkul Danışmanlarının Konut Pazarlama Sürecinde Yaşadığı Problemlerin Belirlenmesine Yönelik Bir Araştırma. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 12(1), 104-126. Deniz, S., Kamer, H. (2013). İlişkisel Pazarlama Kavramı. ABMYO Dergisi. 29-30, 3-16.
  • Echtner, C.M., Ritchie, J. B. (1993). The Measurement of Destination İmage: An Empirical Assessment. Journal of Travel Research, 31(4), 3-13.
  • Erkan, B. (2019). Türkiye’de Gayrimenkul Pazarlamasında Elektronik Pazaryeri Modeli Kullanımı ve Sanal Mağaza Hizmet Kalitesinin Tüketicinin Satın Alma Sürecine Etkisi. Yüksek Lisans Tezi. İstanbul Altınbaş Üniversitesi Sosyal Bilimler Enstitüsü İşletme Ana Bilim Dalı, İstanbul.
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  • Feroz, A.K., Khan, G.F., Sponder, M. (2024). Digital Analytics for Marketing, 2e. Routledge.
  • Fiest, T., Niday, R. (2015). Marketing and Leasing: Apartments, Institute of Real Estate Management of The National Association of Realtors.
  • FRED (Federal Reserve Bank of St. Louis) (2025). URL: https://fred.stlouisfed.org/series/MEDDAYON MARUS#
  • Gibler, K.M., Nelson, S.L. (2003). Consumer Behavior Applications to Real Estate Education. Journal of Real Estate Practice and Education, 6(1).
  • Gowri, P.D. (2024). Marketing 6.0: Captivating The Future. URL: https://www.onlinemanipal.com/blogs/ marketing-6-0-captivating-the-future
  • Gravatt, D.H. 2018. The Impact of Digital Marketing Decisions on Market Outcomes in Residential Real Estate. Degree of Doctor of Business Administration, Department of Business, University of South Florida, Florida.
  • Hanna, S., Rowley, J. (2011). Towards a Strategic Place Brand-Management Model. Journal of Marketing Management, 27(5-6), 458-476.
  • Hayal, M.M. (2024). Online Gayrimenkul Satışında Müşteri Deneyimi: Pazaryeri İncelemesi. İstanbul Ticaret Üniversitesi Dış Ticaret Dergisi, 2(1), 1-22. DOI: 10.62101/iticudisticaretdergisi.136870
  • Hillier, J. (2003). Shadows of Power: An Allegory of Prudence in Land-Use Planning. Routledge.
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There are 78 citations in total.

Details

Primary Language Turkish
Subjects Information Systems Development Methodologies and Practice
Journal Section Research Articles
Authors

Yunus Emre Kapusuz 0000-0002-6527-7049

Publication Date August 26, 2025
Submission Date April 8, 2025
Acceptance Date June 3, 2025
Published in Issue Year 2025 Volume: 8 Issue: 1

Cite

APA Kapusuz, Y. E. (2025). GAYRİMENKUL PAZARLAMA FAALİYETLERİNİN VE YAPAY ZEKA UYGULAMALARININ DEĞERLENDİRMESİ. İstanbul Ticaret Üniversitesi Teknoloji Ve Uygulamalı Bilimler Dergisi, 8(1), 185-200. https://doi.org/10.56809/icujtas.1671847