Propuesta estratégica para incrementar las ventas de las empresas del sector inmobiliario de Guayaquil y su zona de influencia.

Abstract

Currently, Ecuador is going through an economic crisis caused by the appearance of the disease called Covid - 19. Consequently, a large part of the economic sectors have been seriously damaged, this being the case of the real estate market. This sector aims to promote housing construction projects, and due to the drop in income that the population has had in recent years, there has been a considerable decrease in the sales of companies belonging to this market. For this reason, this research aims to develop a strategic commercial proposal to increase sales of companies in the real estate sector in Guayaquil and its areas of influence. Through a review of the literature, definitions about the real estate sector in Ecuador, sales strategies, promotion and marketing strategies have been addressed. A descriptive and explanatory design was followed, under a non-experimental qualitative approach, to know the current situation in depth. Surveys were arried out to find out the tastes and preferences of the market, and interviews with experts in the area. Resulting in 11 strategiecs, defined by an Importance and Governance Matrix, so that companies in the real estate sector can apply to possibly boost their future sales.