Supremum REM

Supremum Real Estate Marketing

Lato 2011, Kraków

113595

100

years of experience

employees

partners

campaigns per year

Supremum is a full-service agency, specializing in integrated marketing for real estate sector. Apart from traditional communication channels we offer cost-effective, interactive and PR support.

Located in Kraków (Cracow, Poland)

Offices in Warsaw and London (08.2011)

Local and International Clients

Stable growth and development

ABOUT SUPREMUM GROUP

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305/15/11

International Design Alliance

We have partners and affiliates in:

Warsaw, Brussels, Berlin, Moscow, Montreal (IDA),

London (Business Development) and planning to open office by the end of

summer 2011).

Supremum Group is also a corporate member of Icograda / International Design Alliance , a world body for professional visual communication design and a network of design agencies and organizations from 65 countries.

Our work applies international best design practices and standards set by IDA.

Our staff attends IDA World Design Congress and other design seminars to stay up to date with latest developments in visual design worldwide.

EXPERIENCE26 real estates investments for 19 developers16 commercial properties for 4 developersMarketing operations for over 500 000 m2 areasExperienced team (architects, 3D designers, strategy planners)In business since 2001

COMPETITIVENESSMerging inter-branch budgets for bigger discounts in media buyingNetwork of proven subcontractors

INNOVATIVENESSWe provide technological solutions designed for real estate 3D flat charts Virtual tours Media Plan and Procedures system for home and commercial properties

WHY US?

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OUR SERVICES

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CORPORATE WEBSITES

MICROSITES

SOCIAL MEDIA

ONLINE CAMPAIGNS

ADVERGAMES

SEO & SEM

E-COMMERCE PLATFORMS

INTERACTIVE VIDEO PRODUCTIONS

ILLUSTRATION / ANIMATION

3D MODELLING & RENDERING

USER EXPERIENCE & EYE TRACKING

DESIGN

ATL / BTL CAMPAIGNS

BRANDING

COPYWRITING

STRATEGY

PRINT

CORPORATE IDENTITY

POS / PACKAGING

OUR CLIENTS - REAL ESTATE

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OUR CLIENTS - ADVERTISING

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I – Workshops

Knowledge and experience exchange. Client vs. Agency brainstorm resulting in a detailed report.

II – Strategy and planning

Strategy is based on the workshop report. Next we design the timeline and budget.

III – Project managament IV– Implementation and raporting

Project Manager is in charge of all the tasks and operations included in the Media Plan. They he designates agency employees for other tasks accordingly and stays in touch with the Client.

All tasks and projects are processed through a CRM system online – each Client has their own dedicated account. We usually report weekly and monthly.

HOW WE WORK

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REAL ESTATE

Portfolio

ADVERTISING CAMPAIGNS

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PORTFOLIO – REAL ESTATE

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PORTFOLIO – REAL ESTATE

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OUTDOOR RENDERS

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PORTFOLIO - WIZUALIZACJE wnętrzaINDOOR RENDERS

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BUILDING MODELS

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We organized a grand opening of the new art gallery in the the sales located in the real estate (called “Sopocka Rezydencja”). The Gallery only held exhibition depicting Sopot, including “Sopocka Rezydencja” a work of art created by the Artist for this sole event.

We invited Edward Dwurnik to cooperate with Polnord.

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BUILIDING PRESTIGE

PREPARATION OF MARKETING AND SALES TOOLS

Stage I

Field Research

Important Places

Competition Map

New Commercial Displays

INVESTMENT DESTINANTIONS ANALYSIS

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Agency: Strategic Planner Media Planner Account Director PR Manager R&D Specialist

Client: We encourage the Client to designate at least 2-3 employees to take part in the brainstorming process as it facilitates the process and results in better ideas.

Real Estate (Garden Residence) Workshops, KR 16-X-2008Real Estate (Garden Residence) Workshops, KR 16-X-2008

There are agency employees dedicated to the workshops, cooperating with the Client.

WORKSHOPS

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Products:

Target group:

•30-40 year old DINKs

• Wealthy and pampering parents

•Young married couples

•Investment Funds

• Private Investors

• Buyers Intending to Rent

• Neighbours

• Returning Immigrants

Hierarchy of needs:

• Price and the form of payment

• Localization and surroundings

• Standard

• Quality of service

• Value added

• Decorating service

• School / Kindergarten within zip code

Who wants to have it:

What’s important to them:

WHAT WE HAVE TO OFFER

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Apartments up to 350 000 PLN






PRODUCTS CREDIT CAPACITY TARGET GROUP

Min. 4500 PLN

Min. 7000 PLN

Min. 12 000 PLN

• Wealthy and pampering parents

• Young married couples

• „Bold & beautiful”

• Single corporation employyes

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TARGET GROUP – FINANCIAL ANALYSIS

• 30-40 year old DINKs

• Investment Funds

• Private Investors

• Buyers Intending to Rent

• Neighbours

• Returning Immigrants

Apartments to 350 000 PLN



Apartments above 1 000 000 PLN

PRODUCTS APARTMENTS TARGET GROUP

• Young married couples

• Wealthy and pampering

parents

• 30-40 y/o DINKs

• Buyers intending to rent

• Investment funds

• Private investors

• Neighbours

• Returning immigrants

•„Bold & beautiful”

• Single, corporation

employyes

Type QuantityStudio

apartment 152 bedroom 643 bedroom 714 bedroom 5

Based on the analysis we recommend focusing on 2 types of apartments.

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FINANCIAL ANALYSIS

Needs:

• Ana and Antonio want to move to a bigger apartment (65-60m2)• They have a 1 year old son – Juan• Their son’s birth made them realize they need something bigger – higher standard and

better localization• This purchase means coming to the next level – stabilization, family – they think it’s

their target apartment• The apartment matches all their present needs and past aspirations• Antonio and Ana research the prices and locations, comfort level and analyze future

(kindergarten and school for Juan)• They’ve had some previous experiences with developer and they don’t believe them

anymore.• They want to negotiate the contract and use all their previous purchase experiences.• Ana and Antonio want the apartment to be brand new and ready

Present housing situation:

•They’ve already managed to pay off the credit for their first apartment – now it’s worth much more on the market•Antonio recently got promoted and now he can afford a credit for a bigger, better apartment and selling the former one.

Credit capacity over1 000 000 PLN

YOUNG MARRIED COUPLE (CORPORATION EMPLOYEES)

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Name:Age:City:Family situation:

Ana and Antonio36 and 37years oldSopotmarriage

Ocupation:Car:Income:Credit capacity:

Senior Management (both)Mitsubishi Outlander8 500 PLN/month Ana, 12 500 PLN/month AntonioOver 1 000 000 PLN

Needs:

• Michael and Agness – high earnings in finance, used to the high standard of living• Their adolescent children go to the best schools, spend their holidays abroad learning

new languages. They dream of Harvard or at least studying in Brussels - fulfilling their parents’ ambitions.• They have been together for 15 years – now they want a secure start for their children.• After the last crisis they are cautious about financial investments. They lost a lot in

funds and nothing new came along from the market.• This purchase will be a form of a capital investment as they wait through the uncertain

times• They chose Sopot because they spend all their holidays in tropical environment, so they

want to have their own “spot” to visit for the weekend – without a need for booking and arrangements.• They know the market – they are confident but cautious. They ask a lot of questions.

They Negotiate.• Michael and Agness are looking for a small apartment in a prestigious localization that

will boost their self esteem and will also be a good investment for the time being.


•They own 3 apartments (they rent 2 of them)•They think this purchase is their last chance for this kind of investment.

WEALTHY AND PAMPERING PARENTS

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Credit capacity over1 000 000 PLN


Michael and Agness40 and 42years oldWarszawamarriage

Ocupation:Car:Income:

Credit capacity:

Senior Management (both)Subaru Forester and Volvo XC 9020 000 PLN/month Michael, 14 000 PLN/month AgnessOver 1 000 000 PLN

Needs:

• Derek and Isabel. It’s going to be their first apartment (48m2)• They find it a temporary solutions – they are in the middle of building their career and

they care about prestige• Not only do they want to have a first shared apartment, they also care about

everyone to see that it’s high-class.• Luxury and high-class location is supposed to help them grow on the job market (“We

start high).• Derek and Isabel analyze prices of all luxury locations in town. They don’t have

favorites – they will choose whatever will have the highest value added (something distinguishing) to the market price. An apartment is more than an engagement ring to them. It needs to shine and legitimize their future life.

• They don’t have any previous experience with any kind of a developer. Their knowledge is based on their friends’ experiences and breaking news about developers’ fraud they find online.

• They will be looking for an offer online – digging through internet forums.


•They don’t own their own apartment. They rent modern flats in the city center.•New apartment is supposed to be the beginning of their future together even though they don’t think about .

DINKs – DOUBLE INCOME NO KIDS

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Derek and Isabel.30 and 28 years oldSopotCivil Union

Ocupation:Car:Income:Credit capacity:

Senior Management (both)Skoda Octavia, Ford Focus company car5 000PLN/month Isabel, 7 000 PLN/month DaeekOver 500 000 PLN

Credit capacity over500 000 PLN

Needs

• Thomas. Buying apartments is his way of making money.

• He’s got some friends in real estate and is acquainted with a lot of developers

• After a couple of successful deals (mostly students accommodations and flats in

the city centers) he decided to explore new market.

• By buying an apartment in Sopot he wants to invest in a prestigious location.

It’s his third investment of this kind – not meant for students.

• He is well oriented in the prices. When offered a good price he is willing to buy

more than one apartment to be able to negotiate.

• He will be looking for an offer online and in press. He is too busy to attend real

estate trade fairs. He gets hints from realtors and developers.


•Perfect situation: over a dozen apartments in different parts of the country.•Next purchase will be treated as yet another ‘hotel’ on his Monopoly board – a source of income.


Thomas48lyears oldKrakówCommitted relationship

Ocupation:Car:

Company ownerSubaru Forester

BUYERS INTENDING TO RENT

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Report and Strategy

After the workshops the Agency prepares and presents

a Final Report which is a basis for further proceedings.

The Report includes previously prepared analysis

extended to include the results of the Workshops,

suggestions for the channels of communications,

consumer insight, and preliminary proposals of the

direction of marketing actions, which are later opinioned

by the Client. The whole is presented as a complex

marketing strategy.

The report includes previously collected information on the market, competition and investment, expanded on the conclusions of the Workshop;

- recommendation of communication channels; -consumer insight; - areas for Big Idea; - preliminary proposals for action advertising.

STRATEGY

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Real Estate = Real Estate = sculpture staged sculpture staged in the physical public domainin the physical public domain

We provide creative ideas and strategy for clear goals, to be able to answer the following questions:

•What is our long-term goal?•What image of the brand do we expect to achieve?•What short-term goals do we want to achieve on the way?•What values does our image pertain to? What values do we still have to achieve?•Which distinguishable features of our brand should we focus on?•Which are the most promising and guarantee that we stand out from the crowd?•Which of the features spontaneously associated with our brand should we try and eliminate?

We define the most desirable situation for our brand to be in in a year and we provide the tools to achieve it.

PLANNING

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GRAPHIC MATERIALS

Stage II

1. Building renders 2. Floor plans

5. Surroundings4. Model apartments renders

3. Flat plans

PREPARATION OF GRAPHIC MATERIALS

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• Website with CMS

• CRM system

• 3D architectural models

• Reservation – Selling system

• Apartment management system

• Maintenance system

SUPERDEVELOPER

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IMAGE BUILDING

Stage III

Name – „Where will I live”?

Forrest…?

Park…?Meadow…?

Glade…?Hill…?

Sunny…?

Name of the real estate is only worth a dime, when it becomes natural for the future owners. Thus what we offer is a list of names that easily enter the common parlance.

INVESTMENT NAME

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1.

2.

Claim – „Why would I want to live there”?

Beauty…?

Safety…?

Family…?

Comfort…?

Nature…?

Good claim is more than words.

It provides strong association with the name and is the essence of all advantages of the apartment. It also distinguishes the real estate from the others.

FINDING ARGUMENTS

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3.

CI Manual

Information and Advertising materials is what makes corporations special and distinguishable. Once you see a good quality material, you will always recognize it.

Providing Real Estate with the corporate form of CI Manual makes it more recognizable and trustworthy.

IDENTITY CREATION

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4.

Ambassador – putting human face of the real estate

This is a character through which we communicate emotions we want to share with the Clients and characteristics of the garget group or a developer.

Buildings give us purely esthetic experience so only an emotional message sent by the ambassador will be well remembered. This is an important choice, because consistency pays off.

FINDING HUMAN AMBASSADOR

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PHOTO SHOOT

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MODELLING

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RENDERING

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FINAL RENDERING

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IMPLEMENTATION

5.

Key Visual – all information in one place

Providing ideal exhibition of the real estate is the foundation of a coherent, consistentand most successful promotional activities.

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KEY VISUAL

OBLIGATORY MARKETING

Stage IV

Internet – catalogues and directories


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1.

Internet – Search Engine Optimalization (SEO)

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SEARCH ENGINE OPTIMIZATION

Currently we are positioning 150 websites, in the TOP 10are 94% of our customers. We offer a service positioning and advertising on

search engines at the highest level. The main

advantage of these services is the payment for the

effect of position in search results and the

quantities to enter the site, which provides an easy

way to verify the effectiveness of the campaign.

Check our site: www.supremumseo.com

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.

Internet – Search Engine Marketing (SEM)

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SOCIAL MEDIA CAMPAIGNS

“We can embed

social media tools

into your website or

help you design and

build your own

branded online

community.”

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2. Real Estate press

AdsMedia relations

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3. Real estate surroundings

Billboards, bannersFlagsSignposts

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4. Printing

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PresentationsAgency BrochureClient BrochurePPT presentation3D – Animation

Presentations5.

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Advertising Campaign3.

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IMAGE MARKETING

ADDED VALUE

Stage V

1. PromiseBefore the building will grow in the

neighborhood, among prospective customers runs a rumor – what to expect?

What’s important is that these spontaneous speculation are provided with appropriately selected guidance. The elements, based on which the prospective Clients conjecture, combined together they create THE PROMISE.

Both ads on the site, as well as media advertising, press releases, etc. should be subordinated to a clearly defined promise that we want to make.

The promise should increase interest in the mall and find fulfillment on the opening day. A key element of the image is, after all, credibility.

ADDED VALUE

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Publicity - The developer has launched the most interesting artistic project in Poland!Interest – The developer builds and estate and invites artists!Prestige – The Developer receives prestige by investing in art!Awareness and prices acceptance - Its Clients appreciate the uniqueness of the real estateAwareness of the distinctions and attractiveness of the product

Creating values for the distinctive features

PR ADS BUZZ MARKETING RECOMMENDATIONS

SALES

2.

BIG IDEA - ESTIMATED EARNINGS

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4. PR1. Mapping and Media Lists2. Target Groups3. PR Tools:• Press releases• Interviews• Articles• Advertorial4. E- PR:• Newsletter• Blogs, Forums, Social Networks• Specialist On-line Services• Net PR Synergy – using interactive

tools for PR management online (including SEO copywriting)

5. CSR – Corporate Social Responsibility

6. Press Office7. Special Events8. Media Monitoring9. Reporting

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IMAGE MARKETING

5. Cooperation with partners

Based on a common budget, in which all tenants have their share, you should take steps to promote the mall as a whole and an offer from each tenant individually.

One such measure is a regular newsletter offer, which makes a valuable source of information for a customer and is facilitates shopping in the mall.

Principles of cooperation with the tenants may be based on fixed contributions, or stay in the flexible form which promotes only particular tenants, and the tenants change.

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IMAGE MARKETING

SALES MARKETING

Stage VI

In 2010 we negociated over 11m PLN deals for our clients. That allows us to gain more bonuses and provide better media plans.

Client Deweloper

MEDIA PLANBrand Apartamenty

Timetable sep– oct 2010

Title Size Issue Date Issues Discount

Wprost 1/3 poziom Fcprawa red. 2008-10-09 2 65%

Newsweek 1/3 poziom FCprawa red. 2008-10-12 2 50%

Manager 1/3 poziom FCprawa red. 2008-10-12 2 58%

Forbes 1/3 poziom FCprawa red. 2008-10-14 2 70%

Polityka 1/3 poziom FCprawa red. 2008-11-01 2 45%

Gazeta Wyborcza

1/3 poziom FCprawa red. 2008-11-01 2 35%

1. Media planning and buying

SALES MARKETING

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Large increase in traffic from refering sites (68,72% of all traffic). 19,40% of all traffic consists of

direct entries – its percentage dicreases which proves onlina campaigns effective. SEO achieves

11,88% of all traffic.

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REPORT, REVISING, IMPLEMENTING

Słowo kluczowe sierpień wrzesień październik listopad grudzieńapartamenty nad morzem 100 100 100 100 100apartmanety blisko morza 100 100 15 14 100apartamenty nad bałtykiem 100 30 19 18 16mieszkania nad bałtykiem 100 18 11 9 9mieszkania nad morzem 100 100 61 64 51mieszkania blisko morza 100 100 2 3 4apartamenty pas nadmorski 100 100 100 63 2mieszkania pad nadmorski 100 100 100 39 3luksusowe apartamenty nad morzem 100 48 20 22 21luksusowe mieszkania nad morzem 100 40 6 9 8apartamenty przy plaży 100 100 100 100 15mieszkania przy plaży 100 100 39 100 3apartamenty sopot 100 100 50 46 43apartamenty trójmiasto 100 55 25 26 25mieszkania sopot 100 100 100 18 14mieszkania trójmiasto 100 100 46 42 43luksusowe apartamenty sopot 100 20 11 11 9luksusowe apartamenty trójmiasto 100 15 9 7 8luksusowe mieszkania sopot 100 39 1 3 6luksusowe mieszkania trójmiasto 100 100 1 4 3apartamenty z widokiem na morze 100 100 21 67 36mieszkania z widokiem na morze 100 13 7 4 6mieszkanie na sprzedaż sopot 100 16 12 13 11mieszkania na sprzedaż sopot 100 16 14 13 14mieszkania w sopocie 100 57 14 10 13nowe mieszkania w sopocie 100 13 13 10 8mieszkania na sprzedaż w sopocie 100 12 13 21 18mieszkania na sprzedaż trójmiasto 100 100 10 23 18nowe mieszkania trójmiasto 100 100 49 16 20sprzedaż mieszkań sopot 100 16 13 28 11sprzedaż mieszkań trójmiasto 100 46 31 20 25apartmanety na sprzedaż nad morzem 100 42 79 33 20sprzedaż apartamentów nad morzem 100 31 29 24 17 apartamenty morze 100 30 19 59 23mieszkania morze 100 41 39 74 8apartamenty na sprzedaż 100 100 100 100 48apartamenty sprzedaż 100 100 73 75 33mieszkania na sprzedaż 100 100 100 100 100apartamenty najbliżej morza 100 100 92 83 2

SEO

CONCLUSIONS:

The upward trend in most

of the keywords.

14 keywords in TOP 10.

30 keywords in the most

looked-at zone.

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CONCLUSIONS:

www.sopockarezydencja.pl noticed

a significant upard trend over the past 3

months.

Currently we observe a downward trend

due to reduced intensity of advertising -

suggest an absolute increase in

advertising activity on the Internet.

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http://www.sopockarezydencja.pl/

Administration panel provides a comprehensive, current statistics of the most visited apartments, which is helpful for example in a deciding which apartment to promote on the homepage.

Statistics show the most visited sites on the website, which, given the amount of data about the real estate is a very valuable information the developer. It also helps to realistically assess the advantages of investing in the eyes of potential customers. This assessment can be used in other forms of advertising too.

APARTMENT STATISTICS

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Mobile App – Functionalities

Step I – choose the type of an apartment

Step II – choose the living space

Step III – go through

the plans and arrange your

own apartment

Step IV – go through

the pictures / movies /

visualizations

Step V – contact a

sales person

Step VI – login, go through

prices, make a reservation

MOBILE SALES SUPPORT

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Mobile App – augmented reality

The guide of the buildingThe application guides the user through a designated, or any specific path in the building, responding to the essential elements.

On the screen there is information related to these elements in the form of text, pictures or even mini-movies.

Sample elements:Looking at the building – free apartments are presentedWe are in the building lobby – 20 second speech of an architectLet's go by lift – the application which informs about its quality, some technical details.Admiring the view from the window – icons of important sites (eg bank, airport, etc.) appear.

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MOBILE SALES SUPPORT

Information Leaflet

Booklet

Blueprint/3D

PPT presentation

Interactive PDF plan

Sales meeting

PENDRIVE& CLIENT ACCOUNT

Traditional materials

PresentationOnline service (“Realtor Account”)

1. Beginning of the meeting

2. Chat about a particular apartment (“live”)

3. End of the meeting – presentation of materials for further analysis

SALES PROCEDURES

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Sales tool dedicated to the implementation of the presentation, perfectly complements the spatial imagination.

Combined with Superdeveloper will allow the Client to familiarize with the apartments.

PREPARING THE SHOW ROOM

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Offer

EFFICIENT PROJECT MANAGEMENT

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We offer a unique blend of highly efficient project management in Cracow with the convenience of a face-to-face contact in Warsaw.

FAST response time to support client demandsOur Krakow based project managers are all real estate marketing specialists and work with our graphic designers, copywriters and architects to deliver projects on daily basis.

We would supplement this team with Business Director, who will be available to attend status meetings, key briefings and manage our relationship with you.

Updates and status reporting outlining work in progress, issues and next steps. Status updates and communication will be managed by our Sofia based project management team. Our UK Business Director will agree and optimise the format for project reporting and will ultimately be responsible for the quality of our client servicing.

QUALITY ASSURANCE

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We follow a simple yet robust process to ensure that quality assurance is at the heart of every project.

THANK YOU FOR ATTENTIONLOOKING FORWARD TO FUTURE

COOPERATION

Zbigniew Woź[email protected]

Supremum.plPlac Matejki 10/6b

Kraków 31-157

www.supremum.pl