Split as urban zones satisfies the need for housing, since its founding 1700 years ago. Over time, the need for housing grew from the needs of the residential property and support structures to the administrative and business center of Croatian. The industrial revolution and new technologies satisfies the need for housing and related infrastructure, which resulted in the population growth in the period from 1880. to 1990. The original entrepreneurial structure in housing in the period from 1945. to 1990. was replaced by a planned housing construction. After 1990. private initiative begins to rise and there is a need to create a clear marketing strategy. During the real estate bubble (1999.-2008.) comes to profiling market, clear leaders, challengers, followers and tampers with associated marketing campaigns. After 2008. there is a consolidation of the market in which market leaders and tampers survive while challengers and followers are trying to compete with location and price. Sales are conducted directly or through a real estate agency, and administrative price competition becomes a basic form of confrontation for companies in the market. Crisis and reduced demand conditions is also affected by limitations of financing (interest, Swiss franc) as well as depopulation of Split and migration towards the suburbs. Properties of material goods become a combination of goods and services and require the application of new strategies in marketing.