Communication Strategy for the Promotion of Deluxe Real Estate on the Example of the OPUS Club House

This work is devoted to the development of a communication content strategy for the promotion of elite real estate on the example of the OPUS Club House. The purpose of the work corresponds to the brief: the formation of a communication concept strategy and the definition of tools and formats for promoting the OPUS clubhouse on social networks and media channels, since there is now a low involvement of the target audience in the content of a high-budget real estate object. As a result of the first chapter, a comprehensive literary review was conducted on the basics of content marketing, the conceptualization of the concept of "real estate" and the concept of "luxury" in the context of real estate, as well as the specifics of implementing digital marketing strategies in the real estate market. In the second chapter, a comprehensive analysis of the luxury real estate market in Moscow, as well as consumer behavior in it, was carried out. The competitors mentioned in the brief were analyzed, including their communication channels. Further, the characteristics of the OPUS Clubhouse and the