High Technology Letters ISSN NO : 1006-6748 MARKETING STRATEGIES FOR REAL ESTATE IN NEGLECTED NEIGHBORHOODS - Case Study Saxony-Anhalt - Jörg Petermann#1 #PhD Student at Faculty of Management, Comenius University
[email protected] Supervisor: Assoc. Prof. Ing. Marie Hesková PhD Abstract Peripheral regions of Germany are characterized by vacancy and neglect of real estate. In the face of low market demand, owners find it difficult to find a suitable exploitation option for their property. This article is the author's second article in the thematic series 'Marketing Strategies for Real Estate in Neglected Neighbourhoods'. The first article, which has already been published, deals with the derivation of the marketing concept (Petermann et al., 2020). This article deals with a case study in which the developed marketing concept was applied. Using a holistic marketing approach, the present study, a typical problem property in Saxony-Anhalt (Jeßnitz), shows how systematic market analysis and critical vision of the owner's goal results in a new competitive marketing concept that benefits users, owners and the community. Keywords: 'Marketing Strategy, Real Estate, Neglected Neighbourhood, Case Study Saxony-Anhalt Volume 26, Issue 5, 2020 314 http://www.gjstx-e.cn/ High Technology Letters ISSN NO : 1006-6748 Introduction – a Marketing approach for neglected locations While there is a housing shortage in large cities such as Berlin, Hamburg, and Munich, it is often ignored that large peripheral regions of Germany are affected by housing vacancy due to a sustained decline in population. For example, housing demand in parts of Thuringia and Saxony-Anhalt is expected to fall by up to 23% by 2030.