DIRECTIONS FOR FORMING A STRATEGY FOR THE DEVELOPMENT OF THE REAL ESTATE RENTAL MARKET IN UKRAINE

Abstract

The real estate rental market in Ukraine plays a crucial role in ensuring the mobility of the population, supporting small and medium-sized enterprises, and maintaining socio-economic stability during periods of demographic and economic turbulence. It acts not only as a mechanism for the efficient allocation of housing and commercial premises but also as an important stabilizing factor in the national economy. Since the beginning of the large-scale Russian aggression in 2022, the Ukrainian rental market has undergone profound structural transformations. The geographical redistribution of demand and supply between regions, the emergence of new centers of rental activity, and the transformation of pricing models have significantly altered the traditional configuration of the market. At the same time, the role of both short-term and long-term rentals has strengthened, reflecting changes in household preferences, business relocation trends, and the temporary housing needs of internally displaced persons (IDPs). The article explores methodological approaches to forming a comprehensive strategy for the development of Ukraine’s real estate rental market under conditions of heightened economic and political uncertainty. The analysis encompasses both residential and commercial rental segments, considering structural differences in supply, demand, and pricing dynamics. Internal factors such as macroeconomic instability, limited access to financing, digitalization of rental processes, and institutional inefficiencies are examined alongside external influences including ongoing military actions, population displacement, and the inflow of international assistance. Particular emphasis is placed on the application of scenario planning, financial modeling, and digital tools to enhance the adaptability and sustainability of market management strategies. The study highlights the potential of digital platforms, big data analytics, and proptech innovations in improving market transparency, optimizing rental operations, and forecasting demand. Moreover, the integration of ESG (Environmental, Social, and Governance) principles and corporate social responsibility (CSR) practices into the real estate rental sector is emphasized as a key prerequisite for long-term stability and social inclusiveness. This includes addressing the urgent issue of housing accessibility and affordability for internally displaced persons, as well as promoting energy efficiency and compliance with environmental standards in rental housing.