Marketing in real estate should be considered as an essential of the project development at its first stages – opinion of the experts

09 April 2014 | Wednesday

URE Club

Right marketing shouldn’t deal with ready-made product but be involved in the process at the first stages of the real estate project development together with architects, developers and leasing department. Such a conclusion was made by participants of the round table on marketing as an important aspect of property management. The discussion was held in the context of the UREC Property Management Forum 2014, which took place on March 26 in Kiev. According to the experts, marketing in this segment is the main principle of the business – marketing should be an essential in all stages of project development: starting from the concept to project launch. Neglect of marketing conclusions will have a negative impact on projects soon or late.

Moderators of the round table were Daria Kukharenko, UDP and Olesia Nazarenko, IQ Business Center.

According to the specialists of the segment, in spite of the fast development of the marketing market, many Ukrainian companies still believe that marketing is equivalent to advertisement. Nina Saad, deputy marketing director at Arricano Real Estate says, «it is an absolute mistake as the main objective of marketing is not mainly to promote the product but to explore its target audience, market, demand and changes. Right marketing should deal not with ready-made product but be involved in the process at the first stage of project development together with architects, developers, leasing department». Just in this case, according to the expert, the project will function right and advertising and promotion actions will give an intended effect: attract buyers, promote products etc. «When you regard marketing as service function handling with ready-made project, marketing become «half measure» and give «half result», - Nina Saad underlines.

In addition participants of the round table turned attention to the fact that the marketing in real estate differs from marketing in other areas of business radically. According to Maksim Bilous, marketing director at EASTGATE DEVELOPMENT, «marketing in real estate is an essential of all stages of the project development and all levels of the company’s activity: starting from making a strategy of the company, concept of the certain project and to owner’s withdrawal from the project or company.

Actually, marketing should determine the worthwhileness of the involvement in one or another project, in what segment this project should be developed, what format is the best for this object, its scale, location and many other aspects.

The project development process is long enough and if they make a wrong decision by neglecting marketing aspects at the initial stages, as a result the project will have problems or even be put on hold, it’s about timing.

Especially it is typical for stagnating market where all drawbacks of the project arise immediately – because of inability to attract investor, lack of project funding, buyer, qualified international tenants and other factors».

Talking about efficient communication channels of B2B segment, experts determine the importance of participation in various special events.

According to the specialists, the most efficient channel for B2B segment, first of all, are events as professional real estate players cover small group of proprietaries, executives and top-managers.

The UREC Property Management Forum 2014 was dedicated to the actual issues of property management field in Ukraine. The Forum was consisted of two sessions: discussion panel and specialized round table meetings. Speakers of the first session were Aleksandr Rotov, GERC, Andrei Malafeyev, UrbanCivilDesign, Valerii Kirilko, EASTGATE DEVELOPMENT, Elena Shulyak, Midland Development and Sergey Gaydaychuk, Ukrainian Real Estate Club.

Among the moderators of the tables were Aleksei Feliv, GIDE Loyrette Nouel (Table#1. Legal), Tatiana Burkatskaya, Arricano Real Estate and Tatiana Sanchenko, ESTA Property Management (Table#3. In-house property management structures), Anna Chubotina, Jones Lang LaSalle (Table#4. Tenant relations), Daria Kukharenko, UDP, Olesia Nazarenko, IQ Business Center (Table#5. Marketing and management), Elena Sharova, Spider Ukraine (Table#6. Project Management), Taras Shelemekh, Rustler Property Services, Vitalii Opanasiuk, Impel Griffin (Table#7. Facility Management), Elena Derevianko, PR-Services (Table #8. Anti-crisis management), David Maor, Comfort House, (Table#9. Residential Property Management).

Photo-report from the event

Company profile

Ukrainian Real Estate Club is a highly professional branch organization on the Ukrainian real estate market, contributing to its development and improvement. We are a unique platform for cooperation and communication between members of the Ukrainian and foreign real estate markets, as well as various related segments.

Speakers and participants of our events are leading experts of the real estate market, as well as other areas (information technologies, economics, law, banking, trade, investment, development and many others).

Among our activities are forums, conferences and summits. In addition, thematic business breakfasts, roundtable meetings and sessions of the UREC Legal Committee are held regularly.