A framework for digital marketing transformation in residential construction

About the author:

Dmitrii S. Gusarov, Senior Lecturer, Department of Construction Management and Housing and Communal Services, Industrial University of Tyumen, Tyumen, Russia
gusarovds@tyuiu.ru, https://orcid.org/0009-0003-6699-7579

Abstract:

Digitalization is becoming a key driver of development in the construction industry, particularly in residential construction, where marketing plays a crucial role in building customer trust and enhancing developer competitiveness. Faced with intensifying competition, rising buyer demands, and the need to comply with regulatory constraints, developers encounter the challenge of integrating digital technologies into their construction product promotion and customer service strategies. This article analyzes international and domestic digital transformation frameworks, including maturity models, Digital Customer Experience approaches, the Lean Digital Transformation concept, and PropTech developments in Russia. It demonstrates that existing models possess high analytical value but poorly account for the specifics of the construction market or fail to detail practical tools for marketing digitalization. In response to this challenge, the author proposes a unique framework encompassing five interconnected blocks: strategy and organization, digital tools, customer experience, data and analytics, and consideration of the construction industry’s specifics. This analysis tool allows companies to assess their level of marketing digital maturity, identify weaknesses, develop a digitalization roadmap, and implement effective solutions. The framework’s application contributes to optimizing sales processes and ensuring sustainable business development in the digital economy.

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