Marketing

Marketing strategy determines the speed of implementation and final profitability of the project. ERA CAPITAL has created an integrated approach to promotion: from deep market analytics and brand development to advertising channel management. We believe that systematic positioning creates value added for the asset and provides sustainable demand.

Why an object needs a marketing strategy

Commercial real estate is an investment asset whose value is largely determined by the perception of the market. Positioning affects the rate of filling space, the quality of tenants, the level of rates and the final sale price.

The lack of a clear marketing strategy leads to decreased interest, price competition, and wasted time. Competent support, on the contrary, creates demand, enhances the value of the object and helps to conclude transactions on favorable terms.

ERA CAPITAL develops marketing strategies for commercial real estate in Moscow and the regions: business centers, warehouses, retail, residential, multifunctional facilities and redevelopment projects - from concept to implementation.

What includes marketing support in ERA CAPITAL

Product packaging

Within this direction, ERA CAPITAL develops:

• The concept of the object submission and its key advantages;
• structure and content of marketing materials;
• texts for all communication channels - site, presentations, brochures, advertisements;
• Visual solutions together with partner teams.

Marketing strategy

The company develops a marketing strategy for a particular object, taking into account its stage, type, competitive environment and tasks of the owner. The strategy includes:

• goals and key performance indicators by period;
• description of target audiences and their prioritization;
• selection and justification of promotion channels;
• media plan and budget allocation;
• communication activity plan;
• mechanism of work with brokerage networks;
• monitoring and adjustment system.

Digital promotion

ERA CAPITAL manages the digital promotion of commercial real estate: develops visibility in search engines through SEO and contextual advertising, attracts the target audience through targeting, develops sites and landing pages to convert interest into appeals, provides presence on professional sites and analyzes the effectiveness of advertising channels for constant optimization of strategy.

PR and media work

For large facilities and development projects PR-support includes:

• development of a communication agenda;
• preparation of press releases and expert materials;
• work with industry and business publications;
• Monitoring mentions and reputation management.

Working with brokerage networks

ERA CAPITAL builds systematic work with brokerage networks:

• forms brokerage packages - presentations, conditions, answers to frequently asked questions;
• organizes brokerage tours and presentations of the object;
• maintain the relevance of information across all channels;
• Coordinates communication between the marketing team and brokers.

Marketing materials

The quality of marketing materials affects the perception of the object and the effectiveness of its promotion. ERA CAPITAL develops a full range of tools: presentations, brochures, landing pages, media kits, advertising materials, video content and 3D visualization. All solutions are created in a single system of the object brand and are adapted to the tasks of investors, tenants, brokers and partners.

KPI and performance evaluation

ERA CAPITAL builds a KPI system for each project and tracks their dynamics.

KPIs are formed at the start of the project and revised as it is implemented. The data is used for operational adjustment of the strategy – redistribution of the budget, change of emphasis in communication, change of priority channels.

Positioning and packaging of the object

Positioning and packaging determine how an object is perceived by the market and how it differs from its competitors. ERA CAPITAL first forms a strategic concept based on the analysis of the audience, market and advantages of the object, then implements it in materials and communications. This approach helps to create a clear image of the project and effectively convey its value to tenants, buyers and investors.

For different types of real estate accents are different: business centers - location, class and infrastructure; warehouses - logistics and technical parameters; retail facilities - traffic and concept; residential complexes - environment and lifestyle; MFC and redevelopment - the uniqueness of the concept.

Real estate branding

The brand of the object is a tool for managing perception and increasing the commercial attractiveness of the project. A strong brand helps to stand out from competitors, increase awareness and simplify communication with tenants, buyers, investors and brokers.

Brand development includes several levels: semantic - value proposition, the nature of the object, its concept and mission; verbal - name, slogan, tonality of communication and key messages; visual - corporate style, design system and design of all points of contact.

Order marketing of the property

ERA CAPITAL helps to develop a strategy for promoting a real estate object - from market analysis and positioning to brand creation, marketing materials and launching advertising activities. An integrated approach allows you to create demand, increase the value of the object and increase the efficiency of its implementation.