Serve competition imposes flexible, innovative marketing strategy on real estate companies

Ali Gaber, chief commercial officer at Gates Developments, stated that real estate companies should adopt marketing and sales strategies based on identifying customers’ needs and working to meet them, in parallel with companies’ investment and expansion plans in the market.

Gaber elaborated that strength of competition in Egypt’s real estate market, especially in New Administrative Capital, imposes on companies innovation and flexibility in all projects elements, including marketing component.

He added that this is done by identifying needs of customers in properties and providing what suits these needs, in addition to determining payment plans that suit company, client and project.

He further pointed out that customer has become able to choose despite multiplicity of supply and serve competition. Moreover, customer can determine payment plans that suits his capabilities, which is one of the mechanisms that customer relies on to choose where to buy.

Gaber stressed that the presence of a marketing and sales strategy is one of the mechanisms supporting investment plan of real estate companies.

“The execution of this strategy is carried out in cooperation between all departments within company, and in cooperation with success partners who specialize in their fields and have experience and previous business and continuous renewal. This enhances marketing strategy, as customer’s needs are constantly changing and require flexibility to accommodate this change,” he explained. “Additionally, successful company is the one that determines its strengths and challenges at the beginning of each year, linking these elements with the company’s investment plan, and announcing it in front of all company’s departments so that there is consistency and combined work to achieve a unified goal for the company.”

The chief commercial officer explained that COVID-19 crisis and the transformation of many businesses to perform from home, is one of the most prominent examples that indicate change in needs of customers according to changing surrounding conditions, hence the importance of marketing and sales department at companies appears in following up on these changes in customer’s choices to meet them.

Furthermore, COVID-19 crisis led to rapid adoption of new measures, the most important of which is digital transformation, which represents an important turning point that will provide ease of communication between company and potential customers.