Babolsar’s swallow taught The One how to manage the distance dimension in teamwork.

After the successful experience of cooperation with the Housing Investment Company in the Drak Shiraz project, the Housing Investment Company invited The One Iranians to cooperate in the two projects under construction, Parastoo Babolsar and Bam Chalus. After the successful experience of cooperation with the Housing Investment Company in the Drak Shiraz project, the Housing Investment Company invited The One Iranians to cooperate in the two projects under construction, Parastoo Babolsar and Bam Chalus.

About Babolsar Swallow:

Prestoo Babolsar residential complex is one of the unique projects of Maskan Shomal Investment Company, which is located on Primevaziri Street and is the closest project to the Caspian Sea coast. This project is built on a land area of 12495 square meters and has a substructure of 32000 square meters and includes 5 buildings with 8 floors and a total of 190 residential units with 1, 2, 3 bedrooms.
The north view of all the units faces the Caspian Sea and their south view faces the paddy field and the city of Babolsar. The way the buildings are placed and their combination with each other is designed in such a way that there is no obstacle to the view of the sea and the green fields. The design of the units is very principled, standard and according to the climate of the north of the country.

The challenge of running Iranians upon arrival:

As a result of the government’s policies in the housing market, during this period this industry faced a very severe recession and the prices had dropped sharply. On the other hand, due to the policies of the construction investment company, which always puts quality at the top of its work, the total costs of the Prasto Babolsar project were very high compared to the selling prices close to the buyers’ mentality.
Therefore, the main challenge in designing a campaign and determining sales and pricing strategies can be considered the huge distance between the pricing range and the mentality of buyers.

The One’s performance in Babolsar Swallow project:

The first step of The One’s marketing team in this project was to identify the target market or the potential audience of this project so that it can define and implement more effective advertising campaigns. Considering the conditions of the real estate market, one of the best audience groups to buy from Prestoo Babolsar were those who had mortgage points and were looking to invest in the real estate market. Therefore, the innovative idea of building trust in the audience through information in housing banks was proposed, and considering the position of the housing investment company, entering this project was proposed as a solution to create a sense of security in investment.
Upon entering the project, The One’s team changed the strategy of assigning residential units. Until now, according to the common process of handing over construction projects, blocks that are ready to be handed over are prioritized for handing over, and blocks with less popular features (for example, blocks that do not have a direct view of the sea) and blocks with progress Physically less were placed at the end of the sales program. The One made his first sales pitch in block 3 of the complex, the building with the weakest sea view and should have been offered as the last sale package.
On the other hand, supply prices could be adjusted in the minds of the specific target audience of this project through the definition of appropriate payment conditions. For example, according to the strategies defined in the pricing and payment conditions, the mortgage was placed in the cash payment section of the applicants, and this facilitated the payment. Among the other features of this payment terms, we can mention the good account bonus, which included the payment of bank interest to buyers who settled their installments ahead of time.

Since The One’s team had to limit the target group of the project at that time, so they wisely decided to conduct their marketing activities in a focused and low volume of advertisements.

The first step in this stage, as mentioned earlier, is the identification of the audience group. In addition to the functional segmentation of the market, at this stage Doan’s team identified groups that were interested in having a second home in Babolsar.

From a social point of view, each of the cities in the north of the country can be considered the favorite destination of certain groups of different cities for the purpose of investment. On the other hand, the next item that should be considered in the segmentation of the audience group was having a second home in an apartment project, which caused the audience to be divided into the group interested in buying a villa and the group interested in buying a unit in an apartment. became. Our category included a certain segment of the cities of Mashhad, Arak, Yazd and other cities, and the highest percentage of sales was allocated to contacts from these cities.

With the start of the sale of Block 3 units, the lack of prosperity of the project and its stagnation was broken, and this caused, despite the lack of definition of environmental advertising with a large volume, only with focused advertising, word of mouth news and introduction of the project through buyers to friends and acquaintances; People from Babolsar city and other cities of Mazandaran province like Sari are also eager to buy. In this way and with the smart and step-by-step performance of The One’s team, the Parastoo Babolsar project led to a large number of people who were not able to buy housing in Tehran or other big cities, succeeding in buying a house in this project.

Among the marketing actions of the The One team in Babolsar Prestovi:

Designing and installing creative signs and boards to guide the project, determining the route to visit, preparing sample units, establishing a sales office in Tehran and Babolsar, attending exhibitions and festivals and conducting face-to-face negotiations with potential contacts, including parts of the marketing plan. This project was aimed at preparing the market. Defining a virtual tour for this project at that time was considered one of the creative and innovative measures through which the audience was able to get to know the different parts of the project without having to go to Babolsar. Since online networks were not popular at that time, this virtual tour was sent to potential contacts via CD.

Babolsar Parastoo is one of the honors of The One Iranian in marketing and sales projects. This project has a lot of prosperity, the building management in it is done well and professionally, and it is always mentioned as a successful project in the market.