Branding for a developer: how to sell apartments during the excavation stage
Briefly: at the excavation stage, the buyer has no opportunity to see the finished product — the purchase decision is built almost entirely on trust in the developer's brand. The article discusses how a developer's branding reduces the risk of distrust and what is included in the branding of a residential complex.
Why in real estate development, the brand sells instead of the product
A buyer of an apartment during the construction stage cannot directly evaluate the quality of the future house — they rely on the developer's reputation, the quality of promotional materials, and how professionally the website and showroom look. A weak branding intensifies the already high level of distrust in shared construction.
Two levels of branding in real estate development
The brand of the developer (company) — works to build reputation across all projects at once. The brand of a specific residential complex — a separate name, logo, and visual concept tailored for a specific object, aimed at its target audience and positioning (business class, comfort class, etc.).
Branding of one residential complex (name, logo, promotional materials, navigation in the showroom) usually costs from 300 to 800 thousand rubles. Overall developer branding, with a brand book for several future projects — from 700 thousand to 2 million rubles.
How much does branding of a residential complex cost
Level: One residential complex; Price: 300 000 - 800 000 rubles
Level: The developer's brand as a whole; Price: 700 000 - 2 000 000 rubles
Level: The developer's brand as a whole; Price: 700 000 - 2 000 000 rubles
Is it necessary to have a new name for each residential complex of a developer? Not necessarily — many use a unified developer brand with a queue number or location instead of a separate name for each residential complex. Does branding affect the speed of sales during the excavation stage? Yes, a quality presentation and trust in the brand directly reduce the threshold for making a purchase decision without the opportunity to see the finished object. What is included in the promotional materials for the showroom? Layouts, infographics on layouts, branded navigation, and materials for the sales department — brochures and commercial proposals.
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