The authors substantiate the need for managing the interaction of a real estate company with target audiences in the Russian market. An analysis of the relationship of real estate companies in the business environment from the perspective of marketing is presented, on the basis of which groups of relationships (primary relationships, secondary relationships and strategic relationships) are identified and marketing goals and objectives for each group are identified. The conducted marketing analysis allows to streamline the marketing and communication interaction of a real estate company based on priority and thereby increase the effectiveness of communications.