Volovatova M. V., Desyatov L. V., SHvetc A. V.

MARKETING IMAGE AND REALITY IN ARCHITECTURE OF MODERN RESIDENTIAL COMPLEXES OF YEKATERINBURG

Today Yekaterinburg is one of the fastest growing cities. Construction of residential complexes in it, as in the country as a whole, is a leading focus of the majority of construction companies. Every year hundreds of thousands of square meters of residential real estate are putting into explotation. In this regard, this article focuses on topical issues of the formation and evolution of the concepts of modern residential complexes. It examines changes in consumer representation on housing due to the emergence of the real estate market and the commercialization of mass construction, studied is consumer classification of property existed before the emergence of commoditymoney relations and the existing right now. One of the factors influencing on this change is marketing methods actively used by developers in the real estate market. Due to the fact that the main source of information on modern residential complexes is advertising that does not allow collecting complete, accurate information about the objects and creating an adequate idea of housing. This article discusses two main marketing strategies: Unique Selling Proposition (USP) and the theory of brand image. To study this process,
including a comparative analysis of the architectural and planning solutions for modern residential complexes and houses built before the real estate market. The study discussed in the article, advertising strategies and planning decisions are conducted using specific techniques in Yekaterinburg.

Keywords: modern residential complexes; commercial residential complexes; marketing strategy; advertising in building consumer., потребитель., современные жилые комплексы; маркетинговые стратегии; реклама в строительстве