THE JOURNAL OF REAL ESTATE OFFERS MARINGÁ-PR: REAL ESTATE STRATEGIC TOOL

Abstract

The following article aims to discuss one of the tools used by the real estate sector of Maringá –PR, known as Journal of Real Estate Offers. The material uses 90 thousand copies every month and is one of the strategies used by real estate marketing to reach more publicity with lower costs. Because of this, the newspaper lies distributed all over the central region of Maringá and in the main neighborhoods, to reach the public interested in buying, selling or renting any property. In the newspaper can be found that exists a distance discrepancy in monetary terms of the property’s value, making some offers not accessible for less prosperous classes. Therefore, this study aims to make a theoretical reflection, analyzing and identifying the strategies and actions used by the real estate market for the (re) production of Maringá urban space from the analysis of a newspaper of a real estate fair held in Maringa. In this context, the role of real estate marketing is emphasized, changing the city into a business site. This way, this material strengthens the real estate sector, being one more strategy of the developers.