The round-the-clock efforts of the sales team made The One consider his first project in Region 5 as the beginning of different successes.
Bam Niayesh project belongs to Bam Construction Group, one of the famous and successful builders in Iran’s construction industry. It was defined by the design of Farzad Deliri in the 5th area of Tehran Municipality, Shahin Shamli Street.
Since this project could not be defined as a premium project due to its location, it was handed over to Iran Insurance Investment Group in the final stages of construction. Due to the very positive features of the project in construction and design, the managers of this group considered the sale very easy and designed their sales plan based on the sales advertisement in the newspaper, which unfortunately was not well received.
At that time, The One Iranian managers had presented their plans and ideas regarding “premium creation in the construction industry” in many scientific circles and considered the Bam Niayesh project as a great opportunity to implement these plans.
It is important to mention this point, that unfortunately, in many construction projects, owners or investors consider sales very simple, due to the positive features of the product, and think that the sales philosophy is based on “the need of the customer to the seller” While in today’s world, the competition is on timely and efficient sales of “flawless products” and “being good” in the market is a “necessary” thing, not a competitive feature!) After facing the lack of project sales, the capital company The housing development invited sales consultants to cooperate, and our company was able to start working as an exclusive sales agent in this project by stating the proposed marketing and sales cooperation plans.
about Bam Nyayesh
Bam Niayesh project is designed by engineer Farzad Deliri, with a substructure area of 11300 square meters and useful residential infrastructure of 6761 square meters. This tower has 12 floors including 9 residential floors (64 residential units), 3 parking floors and 1 storage floor and has swimming pool facilities, dry and steam sauna, jacuzzi, gym and lobby with an area of 150 square meters equipped with furniture. The prayer roof was built and completed in 18 months.
The activities of The One Iranians in the prayer roof project
At that time, The One Iranian managers had presented their plans and ideas regarding “premium creation in the construction industry” in many scientific circles and considered the Bam Niayesh project as a great opportunity to implement these plans.
After starting to work on Bam Niayesh project, like all projects, market research was our first operational step. The incompatibility of its premium and luxury identity with the geographical location of the building was considered the most important challenge of this project.
After researching the market, we realized that the pricing close to the average of the average projects in the region was one of the reasons for not attracting specific contacts outside the region to the project. On the other hand, the brilliant history of Bam Group and the famous name of the architect of this project made the potential buyers of the western area of Tehran, considering their budget, unwilling to buy or even get information about the project.
The One Company set its strategy in the Bam Niayesh project to address the “target group outside Zone 5 to shop in Zone 5”.
More specifically, the target audience of the project for us were those who live in areas with higher average housing prices, live in apartments and residential towers with facilities and understand the concept of buildings with amenities. With facilities and comfort spaces such as sports club, swimming pool and sauna in the building, with this point of view, our proposal was to build and equip a magnificent lobby, take advantage of our experienced and professional building manager and equip a luxury sample unit on the first floor of the tower. These facilities, along with the quality of construction and architectural plans, turned the Bam Niayesh project into one of the unique projects in the 5th district of Tehran, which after 8 years is still considered among the top 5 projects in this district.
The sales plans of the The One team in this project were accompanied by a high-risk plan for determining the sales ceiling. After 10 days of working in the project, we were able to sell 10% of Bam Niayesh units. After this short period of time, our plan was to determine the sales ceiling of ten percent of the project for every ten days of activity in the project.
We decided after 20 days, 20% of the project; After 30 days, we will sell 30% of the project and after 100 days, we will sell 100% of the project. This decision came from knowing the audience and the market, using reliable advertising tools and a professional sales team.
After the sale of 10% of the project, the first advertising campaign of the project was implemented in the newspaper with the theme “Sales of Bam Niayesh residential units”. The strong belief of the marketing and sales team led to the sale of 100% of the units of the Bam Niayesh project in a period of 92 days.
The psychological operation program was a complement to the advertising campaign of this project, which led to the creation of queues of buyers. The program of the information and sales office was very limited and hosted customers only in certain hours. Sometimes this issue led to the creation of a very crowded line of buyers. On one of the sales days, the information office extended its working hours from 6:00 p.m. six times for one hour, and on the same day, many people made reservations. Our audience was grouped and project introduction meetings were held in certain groups. The selection of the target market was very successful, and different strata from the northern areas of Tehran came to Bam Niayesh for shopping, so that they could buy in a well-equipped building with good access and excellent management. Become a “homemaker”.
The Bam Niayesh project is the first project in which The One’s ideas regarding the operation management of an operational residential tower were implemented and the building manager was installed before the tenants and owners settled in. Bam Niayesh is still considered a popular project in the region, and sales transfers are easily done in it.
