Prices as lever

Sales strategy, which selects the developer, first of all depends on whether he needs the speed or the maximum capitalization of the project. As explained by Oksana Kaarma, managing partner of the new construction management company Miel-Real Estate ", the first option assumes that the developer should be for a limited period of time to sell a certain amount of shelter and receive scheduled cash earnings. In this case, the market exhibits, as a rule, the whole range of objects at current market prices, which are dynamically adjusted in accordance with the pace of sales. For example, a developer has 10 000 square meters. m, which he must sell it for 10 months. Business plans, according to which you want to sell a monthly average of 1000 m. As the implementation of the plan prices are raised so that the pace of sales are not violated and did not stop. "The main thing - do not make any sudden movements: not to raise prices sharply by 10-15%, whereas in today's market deficit necessary rhythm of sales will be provided," - she said.

If, before the developer did not challenge back into circulation embedded in the object must be strictly within certain time limits, he can afford to sell the space without time constraints, increasing prices as much as the market, and ensuring the highest degree of capitalization. The object is displayed for sale at the notoriously high prices, which tend to outperform the market for 2-3 months. Such a strategy also allows the planning of sales quotas.

Miel brought the realization of the objects 2-nd stage of the project "Grand Park" by deliberately high price - says Oksana Kaarma. - It is our deliberate step, we have no desire to sell it as quickly as possible, we want to get maximum yield. On the other hand, the residential complex "Volga-Oka," where we have funded the construction of over 100 000 square meters. m, we need momentum. So there we are selling a large amount of apartments, rhythmically pushing prices to ensure the sale of 10 000 square meters. m per month. "

According to Roman Kostin, head of sales department of the Civil Code "Conti", there is now a practice of appointing "barrage" of prices for the most successful apartment. Regardless of the term of sales when you use such a mechanism, the developer would not miss its profit. Sometimes, through the appointment of known high prices the developer regulates the flow of funds to finance subsequent phases of the project.

"We do not need to turn our apartments, waiting lists are not entirely correct as to suspend the sale, it raises many questions from customers, - says Dmitry Andreenkov, chairman of the investment and construction company M.O.R.E.` Plaza ` . - A set a limit for market prices to limit demand will ensure flow of funds, but will not create the hype. "

For example, under this scheme in the company built sales in LCD "Ordinary Miracle" (st. Pudovkin, Bldg. 6a, 6b, 6c), where since September, is scheduled to raise the price to $ 6500-7000 per 1 square. m
"The rate of sales, usually governed by price - George agrees Lukyanchikov, deputy head of the analytical department of the company` new 'area. - Effective business developer, building on the construction schedule of financing, determine the monthly volume of sales, providing the necessary amount of monthly income funds. Based on these assumptions are determined by a pool of real estate agencies, promotional strategy and the cost of an advertising campaign.

'The successful sale of apartments is based on painstaking preparations, - says Alexander Ilyukhin, Managing Partner, Head of the Department of elite housing by `new money'. - First we make an individual assessment of each apartment and get a balanced pool of all feasible housing. Ordinary apartments are par for the market, good - in excess of the market. And then it's up to the buyer.

In the name of the main goal - to earn as much as possible - developers sometimes point in advertising that appears before the opening of sales, the approximate value of the object. According to Lyudmila Kostyaykinoy, Director of Sales Department of elite real estate Santa Real Estate, this technology makes it possible to assess how accurately the developer, fell in price.

"After each period of sales is evaluating how demand corresponds to the offered price - said Valery Aristarkhov, leading specialist of newly RK` Russian House Property '. - For example, if you plan to implement an object for a year and a half, then in a month to sell 5,5% of apartments. If the developer sells in a month, say, 6-7% or, conversely, 2-3%, it is necessary to adjust prices. " Typically, prices vary on the bestseller and low-liquid apartment, in a manner aligning the situation at the facility as a whole.

Timur Batkin, Deputy General Director of company "Don-Story", has confirmed that, within the overall sales strategy, the company conducts constant monitoring of the situation with sales and prices for each facility. And if necessary, on-line mode to adjust.

"Earlier in the course was to give customers discounts, bonuses and gifts, now so common was this method of sales promotion, as the announcement of an impending price increases, - said Sergei Liadov, spokesman for the investment and construction company` City - XXI Century '. - It is used by many large developers, such as `Don Story ', for example.

In a difficult situation are companies that sell over-priced apartment or living space in homes whose construction the developer used the more expensive equipment and construction materials than its competitors. Promotion of the facility, the proof of its benefits not only require high skills brokers, and creative thinking.

In "new quality" was told that in order to realize an apartment in one of the elite houses in the Arbat, the investor was building for himself and put the price at the time of the implementation of sales 60% higher than in similar houses, brokers had to go a trick - to announce that all apartments in the house sold. Just at the time of stopping sales of the developer completing the planned improvement works, and the house looked very attractive. According to Alexander Ilyukhin, the dramatic disappearance from the market led to increased interest in him, and brokers are companies that pulled out of the apartments in this house, very surprised that someone managed to solve this complex problem. After some time, the company resumed its sales and successfully completed them in a short time at a price the builder.

Ability to place accents

According to Sergei Liadov, good positioning must contain a unique selling proposition, corresponding to many factors: the nature of the target audience, location, consumer characteristics of housing, unlike competitors. The uniqueness of the proposal may be associated with the best form of its submission. Competitors who have a product with similar properties, may not bring them to the consumer or inform later, losing thus its advantages. "In this context the essential role played by communication complex, involving the development of marketing and advertising decisions in accordance with the concept of positioning," - emphasizes the expert.

When positioning the residential complex "House on Begovaya", the object of "DON-Story", it was decided to bet on young people - prospective managers with high levels of business activity. According to Timur Batkin, for this audience at home location in the central part of the city, close to the workplace, is an important factor, while at the same time, they do not have sufficient funds to buy an apartment in, say, Ostozhenka. The vicinity of the Third Ring, proximity to other highways and to downtown in this filing become the dignity of the project.

Another example - "House on Mosfilmovskaya", which was originally positioned as a project of the premium and sold well. But at some point the company decided to improve the project, add new features and as a result of reposition it as a skyscraper class de luxe ". "We're guessing people's expectations, and sales have gone better," - says Batkin.

In the practice of "new money" was an example, when the chosen method of positioning the sold object raise the costs and other houses of the whole region. History occurred in 2003 while in the area Zamoskvorechie elite construction had just begun, which affected the prices. If Ostozhenka flat was sold for $ 6000 for 1 square. m, now serving only reached $ 3500 for 1 square. m. The developer that is building a house in Lavrushinsky street, ow. 7-9, set the task to sell the flat at the price prevailing in the "golden mile", but the market did not react to the daring at the time the proposal. The strategy of "New Quality" was to position the house now serving as home and on Ostozhenka. Successful decision allowed to sell the dwelling at the price proposed by the developer, and, as noted by Alexander Ilyukhin, in general, raise the prices of luxury properties in the area.

Natalia Balashov, manager of the investment and strategic consulting Aga Management, said: residential areas receive extra points if they are positioned as a residential complex with a romantic name. For example, "Magnolia Park," "Scarlet sails", "Seagull", "Azure Blues", etc.

Alexander Skobkin, a leading analyst of marketing real estate agency Doki, believes that one of the tasks performed by a competent positioning an object - getting a clear answer to the question of who the target object and it's better than the others. According to the expert, a good example of a residential complex economy class "Solntsegrad", which is positioned as an area where "the sun rises to Moscow." The main advantages - it is the location of the complex near the capital (to the east of Moscow in Balashikha), clean area and its design features: stated the most comfortable space allocation and location of apartments on the sunny side.

According to Eugene Yura, director of building projects of the Department of elite real estate Paul `s Yard, a good house of de luxe class can be" ruined "by improper positioning, on the contrary, competent re-branding can bring is not very attractive to a buyer subject to an unexpectedly high level of sales. "Their market positioning project must a priori determine that living environment, on which it was designed, - says Alexei Belousov, Commercial Director of Holding Capital Group` `. - This refers to the overall strategy to promote the project. "

An example of a successful positioning experts believe club house "Panorama" ("Capital Group"). Starting from the architecture, the number of apartments in the house and ending with the infrastructure, the price per square meter - everything was focused on a particular buyer, able to assess the merits of the project. Aptly termed the LCD technology is moving "Grand Park" (being built Inteko, IFS-6, Miel), where, according to Sergei Liadov, the key advantages of the property were properly identified and recorded as an emotional and a rational level. Souvenir production, exhibition stands, advertising modules in print, online resources - all aged in the same style.

Price error - the failure of sales and even the failure of the project. Olga Denisova, Deputy Director of Marketing, Academy of Sciences "Domostroy, gave the example of building a house in the neighborhood" Locomotive "pos. Povarovo in Solnechnogorsk district, which the developer - CAV "Design-2" - positioned as a home business class, although the characteristics of a house in this class do not match. Even in the face of shortages offers accommodation in a house for sale with great difficulty. Since opening sales in I quarter of 2005, sold only about 15% of apartments. As the Roman Kostin, the main problem with the erroneous positioning - to attract the customer is not out of the category. "The more the object is tied to reality, the easier it is to sell," - he said.

As one of the levers of sales management experts call a mortgage. According to George Lukyanchikova, opportunity to purchase apartments in new buildings through the mortgage loan increases the sales of economy-class objects. And it ultimately affects the prices and contributes to their growth.

"Currently 15% of the target audience of the company - members of mortgage programs, and the cheaper the item, the better for his share of mortgage sales," - says Oksana Kaarma. Timur Batkin said that "Don Story" mortgage buy about 5-10% of apartments. But the company is sure that soon the mortgage will become more accessible and trigger additional demand. "Despite the fact that your purchase of the mortgage for us means more work, we look at the process positively, because we see it in the future", - said Batkin.

Although the company's City - XXI Century "considers that the failure of mortgage schemes in the sale of expensive objects, you can create a more homogeneous social composition of residential homes and, on the contrary, in the elite segment of the use of mortgages has some negative aspects, because it can reduce the status of the residents of the complex.

Stumbling blocks

"Statistics showed that almost every new house about 5% of housing stock - it is hard to realize the apartment, - says Olga Denisova. - Usually, this corner apartment upper floor or 1 st floor. In addition, the amount of space, difficult to implement, increases due to the large apartment footage and unsuccessful planning. "This living space might be found in the homes of any type, but must be placed in the awkward end-sections" - adds Valery Aristarkhov.

Eugene Ure said that in the elite segment of concern in terms of sales are at home, having a bad location, as well as apartments with a lack of specific characteristics and some options specific to expensive housing. "The second most important parameter, complicating the sale - a bad neighborhood, a negative environment,` the palace among Shanghai ', - says Lyudmila Kostyaykina. - For example, the road reconstructed mansion adjacent wall to wall to the house, which is 70% of nerasselennyh communal.

According to Oksana Kaarma, the main tool when working with such objects - the price. If it is a notoriously unsuccessful flats, they should cost less than similar apartments - cheaper so that people could accept the inconvenience. "All the problems with the sale of the object is solved by installation of adequate market price - agrees Lukyanchikov. - Real estate agencies, but only in rare cases can affect pricing. "

Although there are examples where the resourcefulness of Realtors allow us to find a way out of difficult situation, without dropping the object in the price. The company Paul `s Yard speak about their experience implementing the new elite houses, the apartments which overlooks the brick wall of an adjacent building. Numerous views of those apartments to no avail, and then the brokers advised the developer to hire designers and nice draw a blank wall. "This method proved effective, and in short sentences, all apartments there have been successfully implemented," - says Eugene Jur.

Quality out of competition

'If in the process of creating the property mistakes were made, the developer will have to solve the problem by adjusting prices, - says Alexei Belousov. - We're always selling yourself and communicate daily with our end customers. This is the best way to understand market needs and satisfy them. "

"In order to offer the customer a nice house or apartment, you need a strict selection of objects on stage, bringing to realization, - says Olga Denisova. - Real estate agency must verify the legal purity of the object, to be assured of the completion of the house and much more.

As noted by Olga Pobedinsky, marketing director at the Bureau of Real Estate Agent 002 ", slowing down sales term construction. "Whatever may have been a wonderful house project in the picture, the apartments will be sold only if the buyers are assured that the construction is active and will be completed more or less on time" - she said.

According to Olga Denisova, a consumer should be able to receive comprehensive advice of lawyers to travel to the inspection of the object at a convenient time. It is important to offer additional services. It may be, for example, after-sales service: design agency of property rights, are regularly informed on the progress of the facility and so on. Can play a positive role to various discounts, providing Hire, Mortgages, etc. Quality customer service impact on the number of hits in the real estate agency, which ultimately positive effect on sales.

Special Secrets

Unlike the primary market, where the result of successful implementation of the object depends on the coordinated work of many service companies in the secondary market, the main protagonist - a realtor. Says Daniel Razdolsky, department Arbatskaya Corporation Incom Properties, honest realtor, not only to advertise an apartment in specialized newspapers, and distribute ads, send faxes to an organization or company, where certainly there are people who are interested in buying real estate.

Every realtor has their sales techniques. In announcing the sale of apartments is not specifically stated price, which increases the number of calls and extends the zone suggests the presence in different price segments. The offer appears at a price lower than apartment for sale, which also contributes to a greater number of hits and the time of sale. Apartment description biased, which also can cause high interest, etc. Daniel Razdolsky opened another professional secret: the apartment makes a much better impression when it smell of freshly brewed coffee and fried bread. Therefore, knowing about realtors use this technique in their practice.

Brokers do not deny that many deals with elite apartments on the secondary market were the result of complex combinations, custom solutions, and sometimes good luck. Irina Zharova-Wright, CEO Nordblom Group, is confident that the sale of luxury real estate is important to find a buyer for each individual approach, to catch his mood.

The expert gave the example of selling apartments with designer renovation in one of the club houses in the "golden mile". The object is on display for six months, but customers have not been that very frustrated brokers. One customer had to look at the apartment on Saturday morning. On the meeting agreed, through his assistant, from a conversation with which it became clear that on Friday night boss invited to the anniversary, so on Saturday he would not be in a better mood. And here was saved intuition. On viewing the client met with a good cognac, as the most honored guest. "A month later, our company is a transaction of sale of the apartment, where buyers acted this couple," - said Zharova Wright.

Another example from the practice of selling Nordblom Group: client wanted to sell not a good apartment in downtown Moscow in a new elite house at an inflated price, but a deal could not manage to reach. The broker persuaded the customer to make a small cosmetic repairs, and furniture showroom, which has worked a real estate agency on a consignment basis, provided the expensive furniture, curtains and other accessories. Two months later the apartment was sold 30% more expensive from the previously announced price. The buyer has got not only property but also the individual interior elements.

As described in the "Incom", the company sold an apartment to a fashionable Russian artist, located on Strastnoy Boulevard. The apartment is in general quite good, but the owner wanted to get for her money more than she really stands. Therefore, forecasts of its sales were pessimistic. At the next show, watching the indifferent reaction of the client, a wealthy oilman (unfamiliar with the work of genius), Realtor casually noted that his painting to the artist gave to the mayor of the capital at the 850 anniversary of Moscow and has its rightful place in his collection. The buyer immediately perked up, looked all the rooms and said that he was ready to conclude a deal. "Let Luzhkov is a picture, but my - Apartment" - he joked.

In the current situation of the capital market for real estate remains a seller's market, but in future the situation may change, demonstrating optimism experts. Therefore, the winner will be those companies that have managed to hone their craft. Valery Aristarkhov guarantee successful sales thinks marketing, advertising literate object, adequate price, Alexey Belousov - a quality product, Eugene Ure - literate architectural design. Alexander Skobkin suggests that you need to follow not only formal logic, and intuition, as Timur Batkin recommends curtly: "Do not sleep!