Krasnodar, 1 August – Yug Times. The year 2018 began with the questions: what will happen when shared high-rise construction projects will be banned; how will the construction industry continue to develop. what will the customers be paying main attention at?
Today Sergei Razuvaev, director of the Marketing Consultant Group of Companies, answers these and other questions. “In order to understand what driving force will be setting the pace in the housing market in the nearest future, it would be useful to recall the drivers that had let the developers been successful starting from 2005.
“The first driver, consecutive marketing communications, was in the lead in 2005-2007, It was twelve years ago when the logically constructed promo campaign and systemic approach to various marketing communications gave rise to a sales boom.
“As soon as the promo tools were used by 100%, there appeared a necessity to integrate two sales channels - the realtors’ and the direct developers’. “A new driver appeared in 2011 and lasted until 2014. It meant improvement of the product itself. Following the crisis of 2008, the developers got additional resources, and they set about dealing with landscaping and beautification of courtyards. “But in 2015 the dollar soared up, and as a result the people’s paying capacity fell down. Then it was governmental backup of mortgage loans and marketing rates that became the drivers that let the market survive. In my opinion, state support of mortgages was one of the most efficient market support tools that had ever been used in this country. “I think that the ‘old new customer’ may become a new driver [in the housing market these days].
Lately, some big Moscow-based companies announced their ambitions to expand to regions. Local developers are much worried, fearing the endless financial, administrative and technical resources of the metropolitan companies.
“This is why, all the regional developers have are their old customers. They are the only and, by the way, not the weakest tool that may be used right now.”
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