Authors: E.D. Nedobitkova, M.V. Ryzhkova, D.M. Khloptsov

Title of the article: How key regional developer reacts to the crisis of primary housing market

Year: 2018, Issue: 3, Pages: 40-50

Branch of knowledge: Economics and innovation management

Index UDK: 332.832.22

DOI: 10.26730/2587-5574-2018-3-40-50

Abstract: The article provides some results of the analysis of the primary residential real es-tate market in Russia after the financial crisis of 2014. In 2014-2016 on Russian primary residential real estate market there were signs of a crisis of overproduction, such as a reduction in housing construction, a reduction in the number of employ-ees and bankruptcy of enterprises in the construction sector. In this period the state played an important role in maintaining the stability of the Russian primary residen-tial real estate market due to increasing the availability of mortgages. It has been revealed that a similar situation occurs for the key regional developer in the Tomsk region. The analysis of actions of OJSC "TDSC" which was directed on the demand stimulation is made. Along with wide-spread for Russian companies demand stim-ulating methods such as provision of preferential terms for mortgage lending and the sale of housing under state programs, a number of specific ways of real estate selling have been identified ("buy-now" and " impressions selling"). The article sug-gests additional steps in the context of demand simulations, such as attracting at-tention to the goods through non-standard sales methods and using digital technol-ogies. As a conclusion it states that there is necessary to anticipate the need for various classes of housing, build the city's ecosystem as proactive measures to prevent disparity on the primary residential real estate market in the region.

Key words: residential real estate primary resi-dential real estate market financial crisis overproduction key devel-oper

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