Comparative analysis of the international and Russian experience of the value stimulation of sales on the primary real estate market

This article deals with the peculiarities of consumer value formation from the point of view of social construction of reality and the marketing approach formed in accordance with the research of the Plekhanov School of Marketing in the field of building and offer to potential buyers of primary residential real estate by developers. Theoretical studies are based on the works of the classics of world and national scientific literature in the field of research of the category of value and value proposition. A comparative review of the concept's application in the primary real estate market was carried out, including examples from both Russian and foreign practice, with the presentation of specific practical cases, as well as analytical materials of international research companies. On the basis of the analysis of the real estate market as a whole, the factors influencing the formation of value-based sales stimulation in the primary real estate market, applicable not only to the domestic market, but also to the notorious market due to their similarity and absence of significant national differences in relation to this aspect of residential real estate development, as well as possible sales techniques applicable to the offer of an object of real estate that meets the criteria of root value supply to consumers.

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