PERSONAGE Club Residence, Konyskoho St., Kyiv — we have finalized the Marketing Strategy

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:

• 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.