For the developer “Stroitel-P”, we have developed a Marketing Strategy for the PERSONAGE club residence.
Our work was based on in-depth research of the location and both the primary and secondary real-estate markets, as well as a detailed competitor analysis, including pricing, positioning, and advertising communications.
Key decisions and strategic logic
We moved the project beyond direct comparison with business-class residential complexes and secondary-market offers:
We formed a unique value positioning: a Business+ club residence designed as an urban residence with hotel-level service in Kyiv’s historic center — next to embassies, cultural institutions, and business clusters.
We identified three key customer segments (out of eight developed) and personalized communications for each segment.
We proposed a marketing mix for project promotion: CRM marketing, targeted performance marketing, and reputation-building PR.
We designed a sales strategy unique to Ukraine that includes: closed sales to partners and key investors; drop-based releases; and partner sales.
For us, it’s important not just to sell properties, but to help developers create next-level residential products — aligned with context, market demand, and the expectations of future residents.
We are open to collaborating with teams that aim to build not only buildings, but lasting value.
Our work was based on in-depth research of the location and both the primary and secondary real-estate markets, as well as a detailed competitor analysis, including pricing, positioning, and advertising communications.
Key decisions and strategic logic
We moved the project beyond direct comparison with business-class residential complexes and secondary-market offers:
- not a typical residential complex, but a club residence;
- not apartments, but private residences;
- not business class, but Business+ with hotel-style service.
We formed a unique value positioning: a Business+ club residence designed as an urban residence with hotel-level service in Kyiv’s historic center — next to embassies, cultural institutions, and business clusters.
We identified three key customer segments (out of eight developed) and personalized communications for each segment.
We proposed a marketing mix for project promotion: CRM marketing, targeted performance marketing, and reputation-building PR.
We designed a sales strategy unique to Ukraine that includes: closed sales to partners and key investors; drop-based releases; and partner sales.
For us, it’s important not just to sell properties, but to help developers create next-level residential products — aligned with context, market demand, and the expectations of future residents.
We are open to collaborating with teams that aim to build not only buildings, but lasting value.