Teknolojik Olarak Gelişen Kentsel Alanlarda Emlak Sektöründeki Pazarlama Stratejileri ve Avantajları

Yıl 2024, Cilt: 17 Sayı: 2, 606 - 625, 17.03.2024

Kemal Gökhan Nalbant , Sevgi Aydın

https://doi.org/10.35674/kent.1368683

Cited By: 2

Öz

Tarih boyunca arazi ve binaların değerli varlıklar, otorite kaynakları ve ekonomik refahın itici güçleri olarak önemi, eski uygarlıklardan çağdaş toplumlara kadar geniş çapta kabul görmüştür. Şehirler, bireyler arasında iyi etkileşimi kolaylaştırma yeteneklerinden dolayı doğal bir öneme sahiptir. Gayrimenkul sektörünün bir yatırım aracı olarak önemi artıyor. Özellikle ticari gayrimenkul sektöründe yeni yatırım yapmak isteyen şirketler, girişimleri için yüksek derecede potansiyel elde etmekle özellikle ilgileniyorlar. Türkiye bu sektörde önemli konuma sahip bir millettir. Bu araştırmada şehir yönetimi, emlak piyasası, COVID-19'un bu pazarlar üzerindeki etkisi, pazarlama stratejileri ve emlak sektöründeki teknolojik gelişmelerin yanı sıra emlak sektörünün kullanımıyla ilgili faydalar ve dezavantajlar da dahil olmak üzere çeşitli konular incelenmiştir. Ayrıca Türkiye'deki konut işlemlerine ilişkin veriler, satış türüne ve mülklerin durumuna göre sınıflandırılarak analiz edilmiştir.

Anahtar Kelimeler

Yapay Zeka, Artırılmış Gerçeklik, Dijital Pazarlama, Şehir Yönetimi, Gayrimenkul Pazarlama

Marketing Strategies and Benefits in the Real Estate Industry in Technologically Advancing Urban Areas

Öz

Throughout history, the significance of land and buildings as valuable assets, sources of authority, and drivers of economic prosperity has been widely recognized, spanning from ancient civilizations to contemporary societies. Cities have inherent value due to their ability to facilitate good interactions among individuals. The significance of the real estate sector as an investment vehicle has been growing. Companies, particularly those seeking to make new investments in the commercial real estate sector, are particularly interested in achieving a high degree of potential for their ventures. Turkey is a nation that has a significant position in this industry. This research examined several aspects, including the city management, the real estate market, the impact of COVID-19 on these markets, marketing strategies, and technological advancements in the real estate industry, as well as the benefits and drawbacks associated with the utilization of technology in this sector. Furthermore, an analysis was conducted on the data pertaining to housing transactions in Turkey, categorizing them based on the kind of sale and the condition of the properties.

Anahtar Kelimeler

Artificial Intelligence, Augmented Reality, Digital Marketing, City Management, Real Estate Marketing

Kaynakça

• Alhodiry, A., Rjoub, H., & Samour, A. (2021). Impact of oil prices, the US interest rates on Turkey’s real estate market. New evidence from combined co-integration and bootstrap ARDL tests. Plos One, 16(1), e0242672.
• Aydin, S., & Nalbant, K. G. (2023). The significance of artificial intelligence in the realms of marketing, advertising, and branding inside the metaverse. JOEEP: Journal of Emerging Economies and Policy, 8(2), 301-316.
• Aydin, S., Nalbant, K. G., & Altuntas, C. (2023). Dijital dönüşümde yapay zekâ ve Avrupa yeşil mutabakatı sürecinde sürdürülebilir yeşil pazarlama stratejileri. İmgelem, 8(13), 467-492.
• Aytekin, Ç., & Demirli, S. M. K. (2017). The role of social media in real estate marketing: A research on the transformation of real estate marketing in Turkey. Öneri Dergisi, 12(48), 17-36.
• Azmi, A., Ibrahim, R., Abdul Ghafar, M., & Rashidi, A. (2022). Smarter real estate marketing using virtual reality to influence potential homebuyers' emotions and purchase intention. Smart and Sustainable Built Environment, 11(4), 870-890.
• Balemi, N., Fuss, R., & Weigand, A. (2021). COVID-19’s impact on real estate markets: review and outlook. Financial Markets and Portfolio Management, 1-19.
• Barkham, R., Bokhari, S., & Saiz, A. (2022). Urban big data: city management and real estate markets. Artificial Intelligence, Machine Learning, and Optimization Tools for Smart Cities: Designing for Sustainability, 177-209.
• 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.
• Broxterman, D., & Zhou, T. (2023). Information frictions in real estate markets: recent evidence and ıssues. The Journal of Real Estate Finance and Economics, 66(2), 203-298.
• Brzezicka, J., & Wisniewski, R. (2023). The applicability of the speculative frame method for detecting disturbances on the real estate market: evidence from Poland. Journal of Housing and the Built Environment, 38(1), 467-495.
• Button, K. (2002). City management and urban environmental indicators. Ecological Economics, 40(2), 217-233.
• Cagli, E. C. (2019). Explosive behavior in the real estate market of Turkey. Borsa Istanbul Review, 19(3), 258-263.
• Chong, J., & Phillips, G. M. (2022). COVID-19 losses to the real estate market: an equity analysis. Finance Research Letters, 45, 102131.
• De Toro, P., Nocca, F., & Buglione, F. (2021). Real estate market responses to the COVID-19 crisis: which prospects for the metropolitan area of Naples (Italy)?. Urban Science, 5(1), 23.
• Dell’Anna, F., & Bottero, M. (2021). Green premium in buildings: Evidence from the real estate market of Singapore. Journal of Cleaner Production, 286, 125327.
• Florek, M. (2011). No place like home: Perspectives on place attachment and impacts on city management. Journal of Town & City Management, 1(4), 346-354.
• Ford, J. S., Rutherford, R. C., & Yavas, A. (2005). The effects of the internet on marketing residential real estate. Journal of Housing Economics, 14(2), 92-108.
• Ganapathy, A. (2016). Virtual reality and augmented reality driven real estate world to buy properties. Asian Journal of Humanity, Art and Literature, 3(2), 137-146.
• Gornostaeva, Z., Alekhina, E., & Lazareva, N. (2017). Quality of service as a vector of development of real estate industry. Indian Journal of Science and Technology, 10(25), 8.
• Grybauskas, A., Pilinkienė, V., & Stundžienė, A. (2021). Predictive analytics using Big Data for the real estate market during the COVID-19 pandemic. Journal of Big Data, 8(1), 1-20.
• Gummerus, J. (2010). E‐services as resources in customer value creation: A service logic approach. Managing Service Quality: An International Journal, 20(5), 425-439.
• Hiep, P. M., Tien, N. H., Dana, L. P., Kuc, B. R., Van Tien, N., & Ha, V. X. (2021). Enhancing social responsibility and sustainability in real estate industry. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(14), 4999-5013.
• Hutson, J., Banerjee, G., Kshetri, N., Odenwald, K., & Ratican, J. (2023). Architecting the metaverse: blockchain and the financial and legal regulatory challenges of virtual real estate. Journal of Intelligent Learning Systems and Applications, 15.
• Krupa, K. S., & Akhil, M. S. (2019). Reshaping the real estate industry using blockchain. In Emerging Research in Electronics, Computer Science and Technology: Proceedings of International Conference, ICERECT 2018 (pp. 255-263). Springer Singapore.
• Lang, V., & Sittler, P. (2013). Augmented reality apps for real estate. Proceedings Real Corp, 109-118.
• Liu, C., & Xiong, W. (2018). China's real estate market.
• Lucius, D. I. (2001). Real options in real estate development. Journal of Property Investment & Finance, 19(1), 73-78.
• Maier, G., & Herath, S. (2009). Real estate market efficiency. A survey of literature. Institut für Regional- und Umweltwirtschaft, WU Vienna University of Economics and Business. SRE - Discussion Papers No. 2009/07
• Miljkovic, I., Shlyakhetko, O., & Fedushko, S. (2023). Real estate app development based on AI/VR technologies. Electronics, 12(3), 707.
• Nalbant, K. G., & Aydin, S. (2023). Development and transformation in digital marketing and branding with artificial ıntelligence and digital technologies dynamics in the Metaverse Universe. Journal of Metaverse, 3(1), 9-18.
• Nalbant, K. G., Aydin, S., & Uyanik, Ş. (2023). Generative adversarial network and digital art interactions with Metaverse marketing. Trakya Üniversitesi Sosyal Bilimler Dergisi, 25(2), 375-396.
• Qashou, Y., Samour, A., & Abumunshar, M. (2022). Does the real estate market and renewable energy induce carbon dioxide emissions? Novel evidence from Turkey. Energies, 15(3), 763.
• Rogmans, T., & Ghunaim, M. (2016). A framework for evaluating sustainability indicators in the real estate industry. Ecological Indicators, 66, 603-611.
• Salzman, D., & Zwinkels, R. C. (2017). Behavioral real estate. Journal of Real Estate Literature, 25(1), 77-106.
• Sanchaniya, R. J., Sanchaniya, J. V., & Bhalodi, P. P. (2023). Comparative analysis of the Indian and canadian real estate markets. Baltic Journal of Real Estate Economics and Construction Management, 11(1), 1-13.
• Siniak, N., Kauko, T., Shavrov, S., & Marina, N. (2020). The impact of proptech on real estate industry growth. In IOP Conference Series: Materials Science and Engineering (Vol. 869, No. 6, p. 062041). IOP Publishing.
• TUIK (2023, 20 July). Konut Satış İstatistikleri 2023, https://data.tuik.gov.tr/Bulten/Index?p=Konut-Satis-Istatistikleri-Ocak-2023-49519
• TUIK (2024, 22 February). Konut Satış İstatistikleri 2024, https://data.tuik.gov.tr/Bulten/Index?p=Konut-Satis-Istatistikleri-Ocak-2024-53766
• Ullah, F., Sepasgozar, S. M., & Wang, C. (2018). A systematic review of smart real estate technology: Drivers of, and barriers to, the use of digital disruptive technologies and online platforms. Sustainability, 10(9), 3142.
• Warburton, D. (2016). The role of technology in the real estate industry (Master's thesis, University of Cape Town).
• Zhang, X., Zhang, Y., & Lin, Z. (2023). Online advertising and real estate sales: Evidence from the housing market. Electronic Commerce Research, 23(1), 605.622.