Marketing mix strategies for housing marketing

While the buildings were produced only to meet the accommodation needs of the human beings in the past, now they became the tools which are also representing the ways of lives of individuals and, even identifying their social statuses and prestige. There are consumers who ask for many requirements like from the price to the location, the social facilities to the security systems before buying a house and, thus there are companies in need of new marketing strategies to increase their profits and reputations on this competitive environment of this growing market. The housing industry in Turkey is now facing the fiercest environment ever due to the integration of the mortgage system, the legal arrangements in the process of adaptation to the integration, giant projects developed by many private companies, especially TOKI and Emlak Konut and, the increasing demand for houses in line with the increasing immigration. This level of competition has caused different sizes of houses from studio-type houses to villas to be offered and, enabled the development of individual oriented marketing and solution strategies. This study is intended to assess the strategies for marketing houses, identifying the behaviors of consumers to purchase houses and, enable the companies engaging in the production, marketing and sales of houses to create their marketing strategies based on the decision criteria adopted by consumers. From this point of view, the thesis introduces the mix strategies for marketing houses and, analyzes the behaviors of 250 consumers with a potential to purchase a house under research carried out in this subject. Keywords: House, housing marketing, marketing mix, buying behaviors.