THE EVALUATION OF MARKETING STRATEGIES BY REAL ESTATE DEVELOPERS FOR PRIVATE RESIDENTIAL PROPERTIES IN SINGAPORE

Abstract

Over the past few years, a variety of marketing strategies have been adopted to achieve the business objectives which includes the mission and vision of private real estate developers in Singapore. Factors affecting marketing strategies and its effectiveness include the type of strategic orientation and marketing model chosen by developers, government policies, buyers’ sentiments, current market conditions and future outlook. With the alleged increasing presence of foreign developers in the private housing market, the importance of marketing strategies to achieve the business objectives for developers cannot be furthered emphasized, especially in this age where competitions among developers are becoming more intensive. For this dissertation, the marketing strategies examined are those that are adopted by Singapore’s real estate developers, both private and publicly listed. Interviews with marketing personnel were conducted to understand more about the process and difficulties in planning and organizing, to identify the most significant marketing strategies and the current trends from the real estate developers’ perspectives. Subsequently, based on the results and findings of both the qualitative and quantitative research, recommendations for the current and future marketing strategies are made.