When deciding to purchase a property, investors consider various aspects

Before finalizing the transaction, they carefully examine the elements that influence the value of the apartment, such as its location, the quality of the materials used, and the developer’s reputation. Let’s consider which elements are key in a marketing strategy when offering investments.

Location and Property Value

Undoubtedly, the main determinants of property choice for customers are its location and price. These criteria have long been a priority for many buyers. Financial considerations, especially borrowing possibilities, often play a decisive role in choosing an apartment. Due to attractive loan conditions and the stability of the real estate market, many Poles opt to buy increasingly larger and thus more expensive apartments. In a 2017 study titled “Real Estate Marketing – Is It Necessary?”, as many as 46% of respondents indicated location as a key aspect when purchasing property.

Design and Interior Layout

Another significant factor is the way the interior of the property is designed. From a marketing perspective, it’s essential that the offer meets the needs of a specific target group. For instance, young families with children will have different expectations regarding the layout of an apartment than a single thirty-year-old valuing space. Although financial capabilities influence the choice of apartment size, a developer who can best adapt to the needs of the client usually stands out from the competition.

Reputation of the Contractor and the Project

From the conducted study titled “Real Estate Sales Strategy – How Does It Work?”, it is clear that one of the key factors in choosing a property is trust in the contractor. After a wave of unethically operating development companies that occurred a few years ago, many clients are cautious and skeptical towards the industry.

Nowadays, before making a purchase decision, potential buyers want to be sure that the agreement will be diligently fulfilled and that the project will be realized. Creating a positive company image through social media is crucial, especially when a client considers a purchase at a stage when the property is in the initial construction phase or even before it begins.

Buyers most often choose contractors with documented experience, who have successful projects in their history, and online reviews present them in a good light.

From the data of the mentioned studies, it appears that the image of the project itself, shaped primarily by marketing activities, also plays a significant role. 28% of the study participants admitted that the way the project is presented and its main assumptions are significant when deciding to buy.

Modernism, Sustainable Development, and Innovation

When we talk about the image of the project, it’s important to associate it with today’s significant topics such as sustainable development and innovation. As Business Source reports, these aspects are particularly important for clients looking for properties in the premium segment. Many of them are willing to pay more for an apartment that has advanced quality certifications, eco-innovations ensuring a higher living standard, and innovative technologies, e.g., intelligent property management systems.

Other important issues to consider in the marketing strategy include: functionality of common spaces and amenities such as playgrounds, underground parking lots, rooftop gardens, spaces for children, or areas for animals.

An additional advantage that can attract customers is promotions and discounts. These can be offers such as “turnkey finish” included in the price, free consultations with a financial expert, or interior design services.