MEASURING THE EFFECTS OF MARKETING EXPENSES AND EXTERNAL FACTORS ON HOUSING SALES TRANSACTIONS

Abstract

Purpose- In recent years, with the support of urban regeneration movements, the real estate sector has become one of the locomotive sectors in terms of economic and social development, particularly for the developing countries. When the real estate sector is examined, it is seen that the housing sector, which directly touches to the end user and is considered sometimes for use sometimes for the investment purposes, comes to the forefront. It is observed that the competition among the developer firms also increased in parallel with the investments made. In this study, the 2004-2017 period was examined, the statistical models were created to help the developers in developing the housing marketing strategies, the marketing strategies affecting the house sales trends and the external factors were highlighted. Our paper is the first academic study that identifies this relationship in Turkish housing market.