Exploring sales advertising in the housing market in Jordan
International Journal of Housing Markets and Analysis
ISSN: 1753-8270
Article publication date: 6 March 2009
Abstract
Purpose
In the housing sector in Jordan, sales advertisings are rarely used, though they, potentially, increase profits and sales and expand development geographically. The purpose of this paper is to investigate the use of sales advertising in the emerging housing market in the city of Irbid, Jordan. The aim is to reveal the effect of the use of advertising on sales and production of housing, and the obstacles that developers may face when advertising.
Design/methodology/approach
The study elicited data through long, face‐to‐face interviews using semi‐structured and open‐ended questionnaires with 25 private sector developers. The data collected included companies' profiles; housing annual production; geographical location; sales and prices; and marketing and advertising.
Findings
The major finding of the study is that the use of sales advertising in the housing market in Irbid is low. The major advertising methods include public relations and word of mouth along with a limited use of newspaper and on‐site advertising. The obstacles developers face include lack of conviction, unawareness about advertising effect, lack of advertising professionals, lack of skills in advertisement designs and inability to afford it.
Research limitations/implications
Future research is needed to undertake statistical references through a comprehensive survey of a large sample of developers from different geographical areas around Jordan.
Practical implications
The study recommends finding means to encourage developers to use advertising and to introduce new media such as the internet.
Originality/value
As the first of its kind, the research pinpoints to developers the value of sales advertising, as marketing concepts, to attract buyers, increase sales and profit and to expand geographically around Jordan.
Keywords
Citation
Al‐Homoud, M., Al‐Oun, S., Smadi, A. and Al‐Hindawi, A. (2009), "Exploring sales advertising in the housing market in Jordan", International Journal of Housing Markets and Analysis, Vol. 2 No. 1, pp. 39-56. https://doi.org/10.1108/17538270910939556
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited