Sales value of residential and office premises of the Moscow Region

Such factor, as remoteness from Moscow, is of great importance when defining sales value of premises. Towns of Moscow vicinity are extensively overbuild with the residential buildings ground floor of which is registered as non-residential properties.

Rate levels are closely connected with a class of a building which, in its turn, depends on a number of components:

- Location;

- Equipment;

- Operational capabilities;

- A management company, etc.

Cost of a square meter of a non-residential premise in Pushkino has grown twice for the last two years. The selling price there amounts to 2200–2900 Euros for 1 sq. m. depending on a building phase and furnish stage. Rental rate in the centers of the towns of Noginsk, Electrostal, Pavlovskiy Posad amounts to 2500 Euro for 1 sq. m and exceeds even prices in towns of Moscow vicinity.

Rates in Reutov and in Zheleznodorozhnyi are at level of 2500–3000 Euros.

5. Marketing strategy.

Potential customers

At present time deficiency of residential and retail and office areas is observed in towns of the Moscow Region and particularly in Balashikha, where deficiency of spaces is obvious.

Besides it should be noted that high prices for lodging in Moscow make many metropolitans search for accommodation located in Moscow vicinity, not far from the Moscow Ring Road.

Building of a residential and retail and office complex in the east part of Balashikha, in close proximity to the Moscow Ring Road, will help to solve the problem of lack of residential and office premises at least partially.

The Project provides for carrying out a flexible pricing policy. Selling price for the spaces of the complex will be lower than sales value of real estate in the capital.Tthe average value of residential and office premises in the complex will be 1900-2250 Euros for sq.m.

Marketing plan of the retail and office center

The basic phases of the given Plan:

1. Recruitment of the qualified staff;

2. Carrying out of an advertizing company;

3. Presentations of complexes and carrying out opening ceremonies;

4. Sale of services with simultaneous development of a customer base;

5. Strategy of being first in the market of office real estate of the Moscow Region during the planned period.

Tactical marketing plan

Taking into consideration the specific character of residential and office real estate market, we intend to carry out the search for potential customers at the building stage of the complex. By the opening time we plan to "load" about 90 % of the space.

Advertisement

For canvassing of customers, special priority should be given to complex advertizing.

The advertizing campaign of the complex consists of the following arrangements:

• mass media advertizing;

• outdoor advertizing;

• preparing advertizing material;

• development and promotion of website;

• direct mail advertising to potential tenants.

The stake will be placed on outdoor advertizing (billboards, banners, guide-boards), located in nearby areas and on highways.

Mass media advertizing will also be one of the basic directions of an advertizing campaign of the complex, in this regard publications will be printed not only in specialized magazines (such as «Real Estate and Prices», «Real Estate Gallery»), but also in such newspapers, as «M2 = Square Meter», «Flat Dacha Office».