Marketing strategies for finding new directions and development in the real estate market

The Russian real estate market, including residential and commercial, changed dramatically in 2020 because of the pandemic. Home prices in major cities rose 16%, while office and retail prices declined. Many companies went online, and most office workers started working from home, leading to a record increase in subletting. On the other hand, warehouse and industrial properties have become more in demand. In this article, we'll talk about these changes in detail.

Commercial real estate marketing specialist Aleksandr Dubrovin

The Class A warehouse market is in short supply, with only 1% vacancy during the pandemic year, while a balanced industrial real estate market needs about 5% vacancy. Large developers can choose tenants and dictate conditions, which affects the marketing strategy of companies-developers, which previously built their marketing campaigns to attract attention to the brand and increase market share.

With the right approach, this strategy had a significant impact on the results of a particular developer. Different companies used their methods, such as creating banners, TV commercials, and Internet promotions. For example, Aleksandr Dubrovin, a famous marketing expert at PNK Group, oversaw the launch of several promotional videos featuring world-class celebrities, including Samy Naceri, the main character in the movie Taxi, and Jean Renault. The videos used an extreme tour format, where the warehouses offered by the developer were subjected to a crash test initiated by retired superhero tour guides.

Recently, media trends have shown that content quality standards need to be increasingly high. One method that can be used to achieve this goal is the involvement of celebrities. In this case, this strategy proved to be top-notch, and celebrity engagement helped marketing innovator Aleksandr Dubrovin get more than 30 million views, increase brand citations, and attract new customers.

Analysts at major retailers have published data comparing the latest Black Friday results. This year the amount of orders is 2.6 times more than last year, which shows a significant increase in sales compared to last year. Actively buy warehouses of class A for use as their distribution centers, where goods are stored, sorted, and shipped directly to their customers.

For example, a developer plans to build a 50 thousand square meters warehouse. The land lot for such a warehouse is estimated at about 350 million rubles, and the warehouse construction cost is 2 billion rubles. As a result, the developer's total investment will be 2.35 billion rubles. The rental fee will depend on the original concept and may vary, but on average, it will be 7.5 thousand rubles per square meter. Annual rental income will amount to 375 mln. rubles. The payback period of the facility will be 6,3 years, not taking into account the construction period. According to Aleksandr Dubrovin, a commercial real estate marketing specialist, promoting such an object is unnecessary because it will take several years to saturate the market. He notes that, in general, the market is moving towards digitalization, which also applies to the industrial real estate segment. In 10 years, a successful warehouse will be fully automated and have a minimum number of employees. In view of these trends, it is already worthwhile to think through business development strategies and build a marketing strategy on their basis.

Comments

Post a Comment

Popular posts from this blog

Sheldon Haag: Elevating Your Real Estate Experience to Unprecedented Heights

Image
In the bustling real estate markets of New York, New Jersey, and Connecticut, finding a trusted guide to navigate the intricate landscape is paramount. Look no further than Sheldon Haag , a premier licensed professional with a decade-long career and an impressive track record of over 1000 successful sales. More than just a realtor, Sheldon is a distinguished contractor and consultant committed to turning your real estate aspirations into reality. The Master of Real Estate Spectrum Sheldon Haag is not your average real estate professional; he is a master of the entire real estate spectrum. Specializing in buyer and seller representation, foreclosures, notary services, and landlord consultations, Sheldon brings a wealth of knowledge and finesse to each transaction. His expertise extends beyond traditional roles, setting him apart in the competitive real estate landscape. A Name Synonymous with Reliability and Innovation What distinguishes Sheldon Haag is his ability to seamlessly orchest...
Read more

Aleksandr Dubrovin - from radio station director to renowned real estate marketing innovator

Image
Aleksandr Dubrovin , an innovator in marketing, believes that effective marketing in real estate starts with the project, even before the foundation of the future construction site is laid. The industry expert shared his experiences and told how he came into the profession in the first place. "My first serious job was connected with my passion for music. During my university days, I played in a music band and organized student music festivals. In 1995, the first FM radio station opened in my hometown, which quickly became very popular. At that time I was preparing a major urban rock festival for young people, and it was a commercial project for me. I recorded a commercial for the festival in my home studio and offered the radio station as a media sponsor, placing my commercial on their waves for free. At the time, the radio station was just starting out, and they didn't have an advertising production. The management was pleasantly surprised by the quality of the commercial I...
Read more