Built a system of complex marketing and helped with sales 567 flats in 6 months
Client:
Zalesye District
Country:
RussiaProfessional field:
Real estate
About the client
- A 10-minute drive from the city
- The client has not decided on the number of floors of the building, the class of housing, or any other parameters
- The neighborhood was closer to the center than some remote residential areas
Tasks:
- To help the client determine the main parameters of the building
- To develop an optimal strategy for promoting a new community
- To bring a product to the market and achieve recognition
Solution
We conducted market research to define positioning
Studies have shown that the city lacks budget apartments in ecologically sound areas
The positioning was based on two main benefits of the product: a prosperous place and affordable purchase conditions
We decided to sell not square meters but a way of life in a new thriving neighborhood, close to nature
Results
- The warming ads for the primary campaign had an excellent effect. We managed to create a stir even before the opening of sales. After the start, people signed up for a consultation with the sales department managers two days in advance. Five hundred sixty-seven apartments were sold in the first six months
- After the brand entered the real estate market, prices increased five times, and the product was still in demand. There was a sharp surge in purchases on the eve of each increase wave. In just three years, 2,000 apartments were sold
- The brand's strength and trust in it later allowed the developer to implement the Zalesye-2 project successfully