Without further ado

Large construction companies usually do not indicate specific data in advertising, advertising model only represents a new object to potential buyers. All additional information the customer receives, go directly to the seller. Advertising housing based on the emotional component and shall not be a major information load. It is needed in order to draw the attention of the consumer and to inspire confidence, since the purchase of housing is almost always preceded by long-term decision. `In this approach lies the understanding of the psychology of the buyer, because incentive to buy an expensive apartment is a balanced, well-informed decisions, - the director of marketing and selling of the company` Quarter `Sergey Lushkin. - Accordingly, the advertisement should be associated with the fact that buying a home - a serious and thoughtful move `. The main requirement for commercial property increased comfort (luxury housing and apartments business class) - no outrageous, loud and pretentiousness in the supply of advertising messages. Such advertising - more image than a commodity. It is very important consistency, conservative style and design.

However, it is against the background of the same type of billboards and stretch work perfectly original ideas. The main thing - to have time to `fire 'before anyone else. Surely everyone remembers sensational campaign building corporation `` Barkley with funny and memorable billboards `Etipuk uritravk - buy a flat` and `Buy a flat and get a hat!`. Of course, the developers had hoped that humor will appreciate as potential buyers and media professionals and real estate market.

`On the market there is a rule: the simpler the object, the more creative and more vivid concept of the advertising campaign - says the vice-president of group of companies` Conti `Vyacheslav Timerbulatov. - In the case of an exclusive object of expensive ads, by contrast, is simple, but at the same time - and the quality of `respectability.

With a shield or a shield?

On the effectiveness of distribution channels commercial real estate conditionally distributed as follows: outdoor advertising, press advertising (primarily specialized), the Internet and on radio, as well as direct advertising (direct-mail, participation in exhibitions). Practice shows that the most effective use of outdoor advertising: banners, banners and billboards especially on objects - they are best remembered and associated directly with the location of the house. Advertisers are oriented mainly in the segments of the resettlement task forces, as well as assess the loading of the transport infrastructure. For example, a billboard with the image of the elite mansion is unlikely to appear in maloprestizhnom area.

`About 80% of customers come just for the outdoor advertising - marketing director commented on the group of companies MIAN Michael thin. - Today, for potential buyers is especially important territorial factor, so the facility and grounds are excellent advertising media. An additional plus is that the `real` oudoor place next to object competitors. Perhaps the only drawback of outdoor advertising - the probability of supersaturation. Moscow - a city unique in the number of outdoor advertising billboards `.

Black and white and in color

The second performance took place ads in the press. She, in turn, is divided into a commodity and image.

The first is designed for buyers who are ready to buy an apartment and are looking for a suitable offer. Image advertising is designed to work on maintaining and promoting the company brand.

`The main emphasis should be placed on the print media: business, glossy magazines and specialized publications, - considers N. Solovieva. - They are strategically important to create a favorable image of the company, but at the same time, each of them is able to solve different problems `.

Business publications, according to several experts, are the most important in promoting the objects of the real estate market, as the audience, which are addressed to these publications, is also the target group of construction companies: the business elite, public officials, opinion makers. Interaction with the business press also affects the building's image and stimulate sales. The most fruitful use of strip commercial presence in specialized applications for real estate, various tabs. `However, there is practically branding does not work - said N. Solovieva, - because the audience of business publications rather draw attention to the figures, than a pretty picture '.

Glossy media - the main engine of a fashionable lifestyle, part of which are elite design houses. Interaction with glossy media influences the construction of the image and stimulate sales. Advertising in trade publications, among other things, and helps create the image of the professional community, but the target audience in this case are also experts of the market.

Builders have been slow to `box '

It is noteworthy that the construction and real estate companies rarely used as an advertising media such a powerful resource, such as television. The main reason for this - the volume of expenditures on airtime. Not many construction firms are ready to lay the budget of this magnitude amounts. Moreover, the ratio of advertising costs and the result is they are not too rational.

`On our TV is almost no programs devoted to the construction or real estate, where companies would be interested in sponsorship packages, and place the clips on a television grid is not appropriate - considers the head of the department of advertising and public relations company Blackwood Elena Rozanova. - Advertising on TV is the most expensive compared to other carriers. Great coverage - its main advantage - for real estate has no value, as the target audience considered the market is limited by narrow territorial limits. Why tell the whole of Russia on a new house in South Butovo? `

But the real estate market, some companies still try to win the attention of TV audience. `In addition to the traditional real estate channels, we have begun to use advertising on television, - has told the head of the center of corporate promotion of the company` Miel Real Estate 'Natalia Zavalishina. - Earlier this year, the channel Euronews out our promotional video. This is a new type of promotion for the real estate market in general. Commercials companies are also posted on RBC-TV `.

The easiest way to determine the impact of advertising - to track the number of calls, then hits, and subsequently committed transactions. Calculating the cost of one treatment, there is return of a source. This is a rather primitive method that works exclusively on direct sales. `On the evaluation of the effectiveness of investment in the brand all the more complicated - emphasizes E. Rozanov. - In this case it is necessary to rationally manage brand value, increase its capitalization proschityvaya `.

Shop-freebie, large and small

Construction - a fairly lengthy process, designed for several years. Therefore the main task of advertisers is to not let people forget about the object. `Advertisement estate must go hand in hand with the PR-campaign - says the project manager Vitro` Village `Company` Group `Park Oleg Marinin. - Because the purchase of property - a long process, requiring maximum vzhivaniya `` in the subject. Advertising aimed at recognition of the product, and PR reveal its essence '.

The facility should be at ear: it is desirable to be talked about well, or at least, did not say a bad thing. It is for this and come up with creative PR-campaigns and promotions. But the sense of the real estate market for the shares, drawing and other methods of sales promotion is ambiguous. In real estate slogans `buy an apartment, get a second free` or `20% more space for the money ', of course, is unlikely and ridiculous: neither the developer will not dissipate their precious square meters. And in general, most construction companies see no need for advertising campaigns, given the strong demand for housing.

'Some companies conduct promotions, but consumers do not offer discounts as well, such as baseball caps and other pleasant trifles, - said E. Rozanov. - Advertising campaign with the slogan 'Buy a flat - get a hat! `Had a tremendous success, as Barkley` `- the first among the blue-chip companies has used such an unusual move. But if you repeat such actions, they very quickly cease to work `.

Despite the fact that buyers have considerable sums to buy an apartment, never missing an opportunity to save. It is for them invented various holidays and seasonal discounts. On the other hand, the system of bonuses and discounts more suitable for moving consumer goods, and not for expensive housing. Clients of construction companies coming to the decision about buying an apartment rationally. Therefore, first of all important product itself - the object property.

`At one time in the company` Quarter 'was organized by the bonus program, but it did not produce specific results - explains S. Lushkin. - Among the prizes including exclusive offers, such as a trip to one of the stages of `Formula 1` or fishing of blue marlin. But they did not affect the volume of housing sold. Experience has shown that for the developer far more important to involve the client does not discount, and relationship to it: make it clear that we are willing to work with him not only to buy an apartment, but after helping to solve all problems. This approach creates a result a group of loyal-minded buyers, who then come to us again, or recommend the company as a reliable partner '.