The traditional paradigm of real estate development, historically focused primarily on the construction cycle and the management of tangible assets, exhibits limited effectiveness under the conditions of pronounced market turbulence in 2024–2025 and the simultaneous strengthening of consumer demand for integrated, service-rich solutions. The institutionally entrenched fragmentation between the stages of design, marketing positioning, and subsequent asset management leads to the creation of assets that do not provide sustainable long-term value for the end user and do not contribute to the formation of resilient urban communities. In this context, the main objective of the study is the conceptualization and systematization of an integrated product-oriented approach to development, formalized in the form of the Product–Positioning–Promotion (PPP) model, understood as a holistic framework for strategic decision-making. The methodological basis of the study consists of a systematic review of peer-reviewed publications indexed in the international bibliographic databases Scopus and Web of Science, content analysis of analytical reports of leading consulting companies (McKinsey, Houlihan Lokey), as well as comparative analysis of empirical cases, which taken together makes it possible to consider the transformation of a real estate asset into a product-service system in its dynamics and practical dimension. The data presented in the paper demonstrate a direct increase in net operating income (NOI) by 2–4% through the monetization of additional services and the formation of consumer loyalty, as well as the achievement of a price premium of up to 50% in the segment of branded residences, which empirically confirms the economic viability of the product-oriented approach. It is substantiated that the PPP system acts as a strategic response to current market challenges, shifting development from the logic of one-off capital investments to a format of managing a service platform that ensures the stability and predictability of cash flows throughout the life cycle of the asset. The results obtained are oriented toward practical use by investors, top management of real estate development companies and urban planning specialists, and are also of interest to the academic community engaged in the development of methodologies for evaluating intangible assets and tools for managing the real estate life cycle.