| Sumario: | As society and business sectors modernize, modern communication is inseparable from various business processes, and real estate sales and the creation of added value to real estate are no exception, using different modern communication tools, methods, and strategies. The impact of modern communication on the added value of real estate is obvious, as only effective communication can help increase the attractiveness of real estate properties to potential buyers. This article aims to assess the possibilities of using modern communication in order to increase the added value of real estate. Modern communication is an important tool in the real estate market that can be used to increase the added value of real estate properties. Modern communication increases potential customer satisfaction, helps to quickly resolve emerging problems, ensures asset maintenance, and facilitates legal compliance. The purpose of the article. To assess the possibilities of using modern communication in order to increase the added value of real estate. Research objectives. Discuss the characteristics of modern communication and real estate; identify the possibilities of applying modern communication tools, the benefits provided, and the reasons for their application, in increasing the added value of real estate; identify the challenges faced by real estate professionals when applying modern communication tools in their work. Methodology of investigation. In order to properly reveal the topic of the thesis and achieve the set goal and tasks, the following research methods were used: analysis, comparison, structuring of scientific literature, qualitative research method (remote interview), content analysis. The modern communication process is inseparable from digital technologies, and digital channels and tools are most often chosen in business sectors to communicate with consumers. The value of real estate is defined as the value of future benefits derived from ownership of the property. The value of real estate is determined by location, demographics, real estate characteristics, market trends, infrastructure, supply and demand, economic indicators, interest rates and government policies. The value of real estate can be increased by using high-quality photos, preparing virtual tours, providing networked and detailed information, choosing an appropriate pricing strategy, and applying effective marketing strategies.
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