# 22 119-123 View full article

УДК 339.138:69:005.332.4

DOI: https://doi.org/10.36887/2415-8453-2026-1-22

Kononova Iryna,
Dr. Sc. (Econ.), Professor, Professor of the Department of Real Estate Development, Finance, Accounting and Marketing
Ukrainian State University of Science and Technology,
https://orcid.org/0000-0003-3132-0851
Baranov Anton,
PhD in Economics, Associate Professor, Associate Professor of the Department of Real Estate Development, Finance, Accounting and Marketing
Ukrainian State University of Science and Technology,
http://orcid.org/0000-0003-0810-4165
Marharian Marina,
Assistant Department of Real Estate Development, Finance, Accounting and Marketing
Ukrainian State University of Science and Technology,
https://orcid.org/0000-0003-1301-4404

JEL classification: M31, L74, L21

Published: 25.02.2026

The article analyzes the role of marketing communications for Ukrainian real estate development companies in securing a competitive advantage amid military challenges, post-war recovery, and the digital transformation of the construction sector. It is substantiated that digital tools integration, personalization, content marketing strategies, and PropTech solutions are critical factors in preserving market share, enhancing brand value, and attracting domestic and international investments. The evolution of marketing communications approaches in the functioning of development companies is investigated, including the implementation of CRM systems, social media presence, AI-based targeting, immersive visualization tools, and strategies for engaging local communities. It is proven that effective digital marketing ecosystems, hyperlocal storytelling, and authentic community engagement demonstrate significant potential for differentiation, cost optimization, and sustainable sales growth despite wartime constraints. The specifics of implementing digital, content, and direct sales communication strategies are analyzed: SEO optimization, PPC campaigns, influencer collaborations, experiential marketing, AR/VR technologies, interactive tools, and corporate social responsibility initiatives aligned with national recovery efforts. The effectiveness of marketing communications practices in key development segments (residential, commercial, logistics, reconstruction projects) and the impact of military restrictions on operational activities are assessed. The impact of operational constraints on marketing efficiency is determined by analyzing reduced advertising budgets, shifting consumer preferences toward safety and energy efficiency, government-backed financing programs, and adaptation to international market expansion. The diversification of communication channels through social media platforms, educational content, loyalty programs, and partnerships with local organizations is presented as an adaptive response to market disruptions. The strategic need to strengthen digital infrastructure, AI-powered personalization, virtual tours, and transparent financial reporting in the context of European integration and reconstruction challenges is substantiated. It is concluded that a comprehensive approach to marketing communications optimization, integrating digital transformation, authentic storytelling, and stakeholder engagement, is a determining factor in competitive positioning and sector recovery. Growth prospects are associated with PropTech 2.0 integration, international market expansion, and transforming military challenges into opportunities for the sustainable development of Ukrainian real estate developers.

Keywords: marketing communications, real estate development, digital marketing, PropTech, competitive advantages, brand value, post-war recovery, European integration, CRM systems, innovative ecosystems.

Rеferences

  1. Fisunenko, P.A., Podriez, V.S., Spyrydonenkov, V.A. (2024). «Peculiarities of marketing in development in modern conditions». Ukrains’kyj ekonomichnyj chasopys. № 6. рр. 167–173. DOI: https://doi.org/10.32782/2786-8273/2024-6-27.
  2. (2022). Stratehichni priorytety sotsial’no-ekonomichnoho rozvytku v umovakh instytutsijnykh peretvoren’ hlobal’noho seredovyscha. [Strategic priorities of socio-economic development in the context of institutional transformations of the global environment]. Proceeding of the Materials of the Kh Mizhnarodnoi naukovo-praktychnoi konferentsii. Liha-Pres. L’viv-Torun’. Ukraine. DOI: https://doi.org/10.36059/978-966-397-254-1-2.
  3. Fisunenko, P.A., Kuz’min, V.V. (2024). «Management of marketing communications of companies in the real estate market during a full-scale military invasion: theoretical and methodological aspects». Tsyfrova ekonomika ta ekonomichna bezpeka. № 2(11). рр. 198–201. DOI: https://doi.org/10.32782/dees.11-31.
  4. Shevchenko, V. (2021). «Directions for improving the management of marketing activities of a construction enterprise». Ekonomika ta suspil’stvo. № 32. DOI: https://doi.org/10.32782/2524-0072/2021-32-103.
  5. Hryn’ko, T.V., Hviniashvili, T.Z., Kyrychenko, A.S. (2021). «Strategic approaches to marketing communications management at the enterprise». Efektyvna ekonomika. № 12. DOI: https://doi.org/10.32702/2307-2105-2021.12.4.
  6. Fisunenko, P.A., Anferov, A.A. (2025). «Formation of marketing communications tools for a development project». Kyivs’kyj ekonomichnyj naukovyj zhurnal. № 8. рр. 142–149. DOI: https://doi.org/10.32782/2786-765x/2025-8-19.
  7. Nitsenko, V.S., Tsukanov, O.Yu. (2014). «Marketing growth strategies of vertically integrated structures». Marketynh i tsyfrovi tekhnolohii. [Marketynhovi stratehii rostu vertykal’no-intehrovanykh struktur]. Proceeding of the Materials of the I Mizhnar. nauk.-prakt. konf. Odes’k. nats-nyj politekhnichnyj un-t. TES, Odesa.
  8. Nitsenko, V.S. (2016). «WEB-site as a marketing tool and a source of information about the company in the agricultural market». Marketynhove zabezpechennia produktovoho rynku. [WEB-sajt iak instrument marketynhu ta dzherelo informatsii pro kompaniiu na ahrarnomu rynku]. Proceeding of the Materials of the VIII Mizhnarodnoi naukovo-praktychnoi konferentsii. PDAA. Poltava.
  9. Nitsenko, V.S., Tsukanov, O.Yu. (2016). «WEB-site as a source of information about the company». Marketynh i tsyfrovi tekhnolohii. [WEB-sajt iak dzherelo informatsii pro kompaniiu]. Proceeding of the Materials of the II Mizhnar. nauk.-prakt. konf. Odes’k. nats-nyj politekhnichnyj un-t. TES. Odesa.
  10. Nitsenko, V.S., Mykhajlova, M.V. (2018). «Marketing planning in industrial enterprises». Aktual’ni problemy ta perspektyvy rozvytku Ukrainy v haluzi upravlinnia ta administruvannia: initsiatyvy molodi. [Marketynhove planuvannia v promyslovykh pidpryiemstvakh]. Proceeding of the Materials of the Mizhnar. nauk.-prakt. internet-konf. Kharkivs’kyj derzh. un-t kharch. ta torh. Kharkiv. Available at: http://www.hduht.edu.ua/index.php/uk/nauka/conf/1635-conf-17-5-18.
  11. Nehovs’ka, Yu.M., Nitsenko, V.S., Ponomar’ova, M.S. (2023). Formuvannia osnovnykh zasad bezpeky marketynhovoi diial’nosti mizhnarodnykh ahroekolohichnykh pidpryiemstv Marketynh u pidpryiemnytstvi, birzhovij diial’nosti ta torhivli v smart-suspil’stvi: upravlins’kyj, innovatsijnyj ta metodychnyj vymiry. [Formation of the basic principles of security of marketing activities of international agroecological enterprises Marketing in entrepreneurship, stock exchange activity and trade in a smart society: managerial, innovative and methodological dimensions]. Vydavets’ Koshovyj B.-P.O. L’viv. Ukraine. DOI: http://dx.doi.org/10.5281/zenodo.7855219.
  12. (2024). Mastering Construction Marketing: A Complete Guide. TrebleHook. Available at: https://treblehook.com/blog/comprehensive-guide-to-marketing-in-the-construction-industry/.
  13. (2026). Software Development Company | Digisoft Solution – Trusted IT Partner. Outsourcing Software Development Company | Digisoft Solution. Available at: https://www.digisoftsolution.com/blog/5-best-digital-marketing-agencies-in-ukraine.
  14. (2023). Navigating Ukraine’s marketing and communications dynamics: an insider’s perspective. Action Global Communications. Available at: https://actionprgroup.com/navigating-ukraines-marketing-and-communications-dynamics-an-insiders-perspective/.
  15. (2025). Improve & Grow. Content Marketing for Builders: Top 5 Proven Strategies for 2025. Available at: https://improveandgrow.com/contractors-and-trades/content-marketing-for-builders/.
  16. (2026). InVenture. Trends in the Business Sales Market in Ukraine in 2025: Demand, Deals, Investors. InVenture. Available at: https://inventure.com.ua/en/analytics/articles/trends-in-the-business-sales-market-in-ukraine-in-2025:-demand-deals-investors.
  17. (2026). European Real Estate. Top 10 European Real Estate Trends Shaping 2026. Available at: https://european.realestate/top-10-european-real-estate-trends-shaping-2026/.
  18. (2025). What’s next for Ukrainian real estate in 2025? Property Forum. Available at: https://www.property-forum.eu/news/whats-next-for-ukrainian-real-estate-in-2025/19476.

Quote article, APA style

Kononova I. , Baranov A. , Marharian M. Marketing communications in the construction industry as a factor in increasing the competitiveness of development companies. West Ukrainian National University. 2026. №1. 119-123 pp. https://doi.org/10.36887/2415-8453-2026-1-22

Quote article, MLA style

Kononova I. , Baranov A. , Marharian M. Marketing communications in the construction industry as a factor in increasing the competitiveness of development companies. West Ukrainian National University. https://doi.org/10.36887/2415-8453-2026-1-22