RQ Index rating results in the Real Estate segment

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RQ and AMDG agencies have presented for the first time an industry rating for reputation in the Real Estate segment

The RQ Index rating evaluates how effectively developers work with their reputation online. It includes 50 of the largest companies with properties in Moscow and the Moscow region.


The results of the study show how exactly the developer's image is formed on the Internet, which brands pay close attention to customer feedback. Analysis of approaches to reputation management allows us to identify the strengths and weaknesses of the communication policy.


RQ Index experts have developed an integral indicator that will allow brands to easily compare themselves with competitors. This value is made up of developers' assessments of specific areas of work with online reputation.



When developing the methodology, RQ Index analysts consulted with industry representatives: developers and industry platforms. They helped take into account the specifics bahamas phone data of the real estate market and select the most suitable criteria for assessing the quality of developers' reputational work.


Albina Khairetdinova, head of the marketing department of the online platform "Metr Kvadratny", noted:
"Reputation research has the potential to change the real estate market. Understanding public opinion about companies and their projects not only builds trust among clients, but also influences decisions about professional partnerships. Companies with a high reputation gain a competitive advantage, which, in turn, affects the improvement of the quality of services in the market as a whole. I am confident that this rating will become an important tool for all market participants."


The rating specialists studied the activities of 50 developers in Moscow and the Moscow region. They examined 2,000 search results pages, 1,000 YouTube results pages, and 456,359 user mentions on the Internet.
They analyzed data from January 1 to June 30, 2024.


The following companies emerged as leaders:


Osnova Group of Companies;
development company FORMA;
MR Group company.

The first place was taken by the company "Osnova". The developer demonstrated high results in all analyzed indicators.


Igor Sibrenkov, Commercial Director of GC Osnova, shared the secret of success:
“Reputation is one of the most important factors for potential buyers when choosing a particular property. And this is not only about good reviews on the Internet, but also about timely provision of information on the progress of construction, openness to the media, and most importantly - about the quality of the product. All this together affects the image, trust and loyalty of buyers. All these components are important for us. Not only are we always open to the media and our customers, provide regular reports on the dynamics of construction of objects, but we also carefully approach the implementation of our projects. And this approach begins with the selection of a site in an attractive location, the development of a bright concept of the project and ending with a scrupulous approach to monitoring all construction processes, including the choice of finishing materials, furniture, etc. We strive to implement each of our projects at the highest level.”



The second place is occupied by the development company FORMA, which has a high loyalty index based on user comments on the network. The third place is MR Group with confident indicators in search results and on key sites, including geoservices.



Anna Stadolnik-Boguminskaya, Head of Reputation Marketing at RQ agency, commented on the results of the pilot rating:
“In the real estate sector, one lost client costs a lot. They are often “lost” precisely because of the developer’s reputation on the Internet. That is why we dedicated our pilot project to the reputation of developers, rather than individual residential complexes or business centers.
As we prepared the rating, we noted that most developers care about their reputation on the Internet, since the average indicators for the industry were very high. For example, the average percentage of positive feedback in the top 10 search results of Yandex and Google was 80%, and ratings on specialized sites below 4 points were very rare. This indicates high competition for the attention and favor of users on the Internet.”

The full version of the rating can be found on the RQ Index website.