Abstract

Today’s rising housing prices in most countries worldwide have caused increasable attention to the problem of affordable housing. It is a social or ethical issue and an essential economic direction. Thus, affordable housing has great potential, influencing economic growth, labor forces, innovation, sustainable development, and an inclusive economy. Systematization of informational sources, theoretical and practical approaches for providing affordable housing, and assessing social housing needs indicated many views on this problem among scholars and policymakers. That is why marketing, management, and financial providing of affordable housing are significant mainstreams. The research aims to investigate marketing and management fundamentals of providing affordable housing in connection with funding aspects based on cross-country analysis. For achieving this target, key trends of housing market segmentation were analyzed, considering the distribution of the population by tenure status and analytical house price indicators using the data of the statistical office of the EU, the World Bank, and the OECD. The ways to promote more affordable housing by public and local authorities, private investors in affordable housing, and specific social and affordable housing market organizations were described. Main organizational forms of providing affordable and social housing were also characterized. Particular attention was paid to strategic planning for affordable and social housing, especially housing business plans or affordable housing strategy development as a priority step in marketing, management, and financial providing affordable housing. A SWOT analysis for affordable housing developments was used to show strengths, weaknesses, opportunities, and threats to the affordable housing market. To empirically confirm some relevant strengths, the impact of indicators of financial providing of affordable housing was formalized based on correlation analysis (calculating Pearson or Spearman correlation coefficients with time lags based on results of Shapiro-Wilk testing) and construction of Arellano–Bond linear dynamic panel-data regression model with checking the Sargan test of overidentifying restrictions (the sample from 25 EU countries for 2011–2019) using the Excel 2010 and STATA 14.2 software. The dynamic model made it possible to consider the share of affordable housing owners with mortgage or loan or the share of tenants, rent affordable housing at a reduced price or free. The value of GDP of the previous period affects the current situation (due to introducing lag variables and using instrumental variables or the generalized method of moments (GMM) to obtain adequate estimates). The hypothesis that an increase of 1% of the share of affordable housing owners with mortgage or loan causes the rise in GDP per capita of an average of 0.44% with a two-year time lag was empirically confirmed. An increase of 1% of the share of tenants, rent-free housing or affordable housing at the reduced price, causes the decrease of GDP per capita of an average of 0.5% with a two-year time lag. It was substantiated that governments should continue and improve their policies for financing social and affordable housing. At the same time, they should prefer affordable mortgage lending programs over programs of reduced or free rental housing. The results of this research confirm the significant drivers of policies and practices devoted to affordable and social housing, such as marketing, management, and financial providing. The presented recommendations are useful for scholars interested in this scientific field of research, public and local authorities, investors in affordable housing, and specific affordable and social housing organizations.

Keywords: affordable housing developments, affordable housing market, financial providing, market segmentation, marketing, promoting affordable housing, rental housing, social housing, strategic planning, SWOT analysis.

JEL Classification: M31, O18, R2, R3.

Cite as: Ianchuk, S., Garafonova, O., Panimash, Yu. & Pawliszczy, D. (2021). Marketing, management and financial providing of affordable housing. Marketing and Management of Innovations, 2, 213-230. https://doi.org/10.21272/mmi.2021.2-18

This work is licensed under a Creative Commons Attribution 4.0 International License

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