Found a unique way to stand out in an overheated real estate market
Client:
Western Ray District
Country:
RussiaProfessional field:
Real estate
About the client
- The client is a well-known developer in the city
- The work was carried out in a premium-class neighborhood in the city center
- The planned dates for the sale of apartments were disrupted
Tasks:
- Ensuring the property sale in buildings of the second and third development stages
- Finding a fresh and effective approach to advertising in an overheated market
- Connecting all points of contact and creating a common image of the project
Solution
The initial market research clarified the situation and showed in which direction we should move
We included the values that are important for the target audience in the brand for significant coverage
Based on the study, we determined what to focus on in advertising campaigns: ambition, romanticism, playfulness, humor
We have developed a brand platform based on the analysis of three components: product, target audience, competitors
Results
- The internal marketing department adopted our best practices and continued to work independently. Marketing managers followed our recommendations until the end of construction
- Thanks to our recommendations, they managed to restructure the policy of advertising campaigns and create a strong brand that represents a worthy alternative to competitors
- The client successfully sold apartments in the third development stage and launched the fourth one