Innovative Strategies in the Field of Primary Real Estate in Ukraine

This paper discusses the importance of long-term business model planning for the management of large construction companies, using the example of development and innovation opportunities in the construction sector. Particular attention is paid to the transition of construction companies to the concept of sustainable construction and increasing media transparency of communications. The importance and benefits of the transition of construction companies to the concept of green construction are considered. The modern world requires enterprises not only to achieve financial performance, but also to take into account environmental, social and ethical requirements. The transition to sustainable construction allows companies to reduce their negative impact on the environment, use resources more efficiently and increase their competitiveness in the international market. The article also provides examples of government programmes that can help develop the green concept. The European experience of eco-activity and its impact on the global level are explored. European countries play a key role in the development of green building and energy efficient technologies. The legal norms of the European Union help to stimulate innovations in the construction sector aimed at reducing the carbon footprint and increasing the energy efficiency of buildings. Modern marketing strategies that focus on the importance of the personal media presence of company executives and their ability to promote the idea of sustainable construction are considered. In the digital era, when consumers are increasingly paying attention to brand personality and values, it is important that business leaders can be closer to their customers and be able to showcase their work processes in a regular format. This not only builds trust, but also creates a platform for interaction and feedback from the audience. As a result, it is hypothesised that the implementation of a strategy of broadcasting the stages of construction processes and company life in the form of a blog can help to increase the level of transparency and brand trust, especially when combined with the organisation of construction according to the green building concept, which still has insufficient media coverage. This approach allows potential buyers not only to view the construction stages in real time, but also to understand the principles and values that guide the company. The blog becomes a platform for consumer education and interaction, which helps to increase awareness and reduce uncertainty in the decision-making process of cooperation with a construction company.