Strategy to Increase Subsidized Housing Sales in Samarinda City

Abstract

Despite the appeal of the subsidized housing program due to its affordable prices and low interest rates, developers in Samarinda still face challenges in optimally selling units. These challenges include a lack of information reaching the target market, negative public perceptions of the quality of subsidized housing, and increasingly fierce competition between developers. In this context, promotions and marketing strategies are crucial for increasing sales and reaching potential customers more effectively. Marketing strategy is a social managerial process in which individuals and groups obtain what they need and want by creating, offering, and exchanging products of value with others. Various types of marketing strategies include: digital marketing (such as SEO, social media, email, and content) and conventional/traditional marketing (print, TV, radio, billboards), as well as direct approaches such as direct selling, telemarketing, and affiliates. Marketing strategies are crucial for increasing subsidized housing sales by building brand awareness, addressing consumer concerns about location/quality, and maximizing reach amidst intense competition. Companies need to formulate appropriate marketing strategies due to the large number of similar competitors offering similar products. With the right marketing strategy, companies can formulate various differentiators to attract potential buyers and achieve maximum profits. Marketing strategies play a crucial role in increasing housing sales volume. The right strategy will enable property companies to attract consumers to purchase homes, and this consumer satisfaction will spread through word of mouth, thereby attracting other consumers. Strategies to increase subsidized housing sales are crucial for accelerating capital turnover, addressing housing backlogs, and enhancing competitiveness amidst intense competition. The phenomenon that occurs in the community in Samarinda is the imbalance between the demand for subsidized housing and the total quota of subsidized housing from developers.