A COMPARATIVE ANALYSIS OF THE MARKETING TECHNIQUES OF BAYSHORE PARK AND MANDARIN GARDENS

Abstract

Marketing is one of the most important fields in the real estate sector. The success of any developments is ultimately gauged by its sales performance and the level of satisfaction it gives to purchasers. Despites its importance, marketing is one of the most neglected fields in the real estate sector. The marketing of consumers products averages approximately three per cent of the total costs. The marketing of real estate is usually less than one per cent of the project cost. Also, good marketing techniques are rarely shared among private enterprises. Many developers embark on projects without proper planning. Whenever an oversupply situation arises, developments are left unoccupied and developers incur heavy losses. In view of the above, this dissertation seeks to study the marketing techniques adopted for two relatively successful condominium developments. It is hoped that with this study, more effective marketing techniques can be developed and be used for future condominum developments.