FEATURES OF THE REAL ESTATE MARKET OF THE EUROPEAN UNION

Abstract

The article provides a comprehensive analysis of the characteristics and structural dynamics of the real estate market in the European Union, paying special attention to real estate management as a strategic component, which together with construction and investment forms the fundamental pillar of the industry. The authors emphasize the importance of real estate management as an integrated process that ensures the optimization of asset operation, increasing their value and maintaining competitiveness in the face of modern economic challenges. The article pays special attention to digitalization as a key trend in the transformation of management practices in the real estate sector. The emphasis is on the implementation of intelligent building systems, customer relationship management (CRM) technologies, big data analytics (Big Data) and ESG frameworks, which contribute to increasing the transparency of operations, optimizing resources and ensuring the sustainable development of the industry. Digital tools are considered as a means of modernizing traditional management models, which opens up new opportunities for increasing market efficiency and flexibility. The study provides a detailed analysis of the management models of leading European real estate companies that demonstrate a high level of adaptation to modern market requirements and the integration of innovative technologies. In particular, it emphasizes the importance of combining economic feasibility with environmental and social aspects, which is consistent with the ESG concept and the European Union's policy goals regarding climate neutrality and social responsibility. The results of the study indicate that the experience of real estate management in the EU can serve as an effective guide for emerging markets, especially in Eastern Europe. It proposes the implementation of integrated strategies based on digitalization, adherence to high standards of environmental and social responsibility, as well as an active exchange of best practices between market participants. Such an approach will contribute to the harmonization of management practices and increase the investment attractiveness of the region.