THE ROLE OF MARKETING IN THE DYNAMICS OF REAL ESTATE LEASING IN PERU: FINDINGS, CHALLENGES AND SOLUTIONS

Vasquez J.A.F.; Muñoz M.A.H.; Rodriguez V.H.P.; López Cuadra Y.M.; Vega Y.L.C.; Rodríguez M.Y.C.; Del Carmen Suárez Santa Cruz L.; Delgado F.M.C. · Revista de Gestao Social e Ambiental (2024) · DOI: 10.24857/rgsa.v18n1-080

Resumen

Purpose: The main objective of this study is to quantify the impact of marketing strategies on real estate leasing in the Peruvian context. Theoretical framework: An exhaustive review of the academic literature was carried out to gain an in-depth knowledge of the existing paradigms related to real estate marketing and the leasing phenomenon. Design/Methodology/Approach: A quantitative, descriptive-explanatory methodology was chosen. A structured questionnaire was administered to a representative sample of 30 tenants. Results: The data collected evidenced a notable correlation between marketing tactics and lease rates, with a significant p-value (less than 0.05). Also, Spearman's Rho and Kendall's Tau_b correlation coefficients of 0.678 and 0.632, respectively, were found. It was observed that approximately half of the contracts analyzed are not duly registered with SUNARP, and there was a lack of detailed information on the tenant profile in about one third of the real estate developments. Practical and social implications: The lack of registration of contracts generates an environment of legal vulnerability, increasing the risk of legal conflicts between the parties involved. The absence of information on the tenant's profile may hinder the proper selection of tenants. Emphasis is placed on the proposal to establish effective conflict resolution mechanisms and on the imperative need for transparency in fee structures, seeking to strengthen the fiduciary relationship between landlords and tenants. Originality/value: This study provides an innovative view on the impact of marketing strategies in the Peruvian leasing sector. It provides empirical and quantitative evidence on current contractual practices and the presentation of properties in the market. It highlights the urgent need to refine current strategies to consolidate a transparent and reliable leasing market in Peru.

Instituciones: Universidad Tecnológica del Perú; Universidad Nacional de Cañete; Universidad César Vallejo; Universidad Nacional Intercultural Fabiola Salazar Leguía de Bagua