The United Kingdom Property Market

Paper Summary:

This paper discusses the current trends in the British property market. The paper examines the possible contributors to the problems evident in the market, including governmental, business and even societal factors. It does this by searching the business and consumer press to elicit insights into the operative factors affecting the property market in the U.K. at present. The paper then assesses the marketing strategies used or proposed for property or other similar service industries to arrive at two conclusions: The probable shape of the property market vis-a-vis letting agents in the near and medium terms and the probable best marketing strategies for success in those markets.

Outline
Abstract
Introduction
Current Influences on UK Property Market
The State of Commercial Properties
Possible Aftermath of Government Actions
Causes of Boom, Bust and Static Property Markets
Approaching Marketing from the Product Development Level
Literature Review
Housing Per Se
Property Marketing
Interviews
Conclusion
Recommendations

From the Paper:

"The past several years have seen a booming property market in the UK, with some interesting effects on the rental market. An unusually large number of upscale young people comprised a new segment of the rental market as they found themselves priced out of ownership. These would-be UK buyers have tended to buy where it was affordable to do so, and rent back home. It is possible, however, that in the predicted near-term economic correction, a sort of entry to a new level of stasis, that this trend may also level off, or even disappear. However, that is not certain: it may be that the correction, due to other market forces either cultural or generational, will help things remain, in rental housing, much as they were in 2001 through 2004. On the other hand, virtually all economists predict a trend change in 2005, so it would be wise for rental agents to be aware of the shape of that trend change, and to have at hand the tools and skills needed to surmount whatever changes occur."

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