Analysis of Marketing Tools Used by Real Estate Development Companies Using Secret Client Research – a Case Study From Krakow

Abstract The aim of the paper is to find out what marketing tools are used by development companies operating in Poland attract customers and whether impact Fourth Industrial Revolution on can be observed. secondary determine developers building investments area restricted use (O.O.U.) more convince potential buy. For this purpose, a secret client survey was research sample consists four their Kraków. conducted led disclosure developers. shows that some elements home branding, storytelling banner ads, social media ads websites portals information brochures being used. Through virtual walks, housing visualization advertising, industry seen. analysis creating developments not using tricks customers. All selected for study similar number tools.