“Black Friday” has actually divided the developers into two camps: some of them opposed the action, evaluating it as an attempt of dumping with than disagreed the participants.
photo: Gennady Cherkasov
Association of real estate professionals (REPA) held the second online sale Black Friday Real Estate (the first took place a year ago). From 19 to 21 August 2016 on the site refriday.ru there were not only residential real estate (apartments and cottages), but also Parking spaces, land plots and commercial spaces. More than 40 developers of Moscow and Moscow region has provided tangible discounts at dozens of facilities in the capital and the region. In addition, partners of the action were several banks offering these days spetsusloviya on the mortgage.
Some developers, however, deliberately did not participate in Black Friday. Its position they explain the fact that on the market though it is noted seasonal summer lull, demand is still significantly higher than last year, sales are going well and there is no discount. In turn, the participants stated that associate Black Friday with the level of demand in the market of housing under construction is categorically wrong. “Black Friday” is just one of the sales tools and striking marketing campaign – and not an occasion for speculation, said one of the participants – the building company “don-Stroy”. “The statement “we do not need to sell more” for any business looks strange: if there is an opportunity to sell more, a good seller will always use it, ” explains a company representative. Just, some developers, especially in the economy segment, do not work on the margin and on the back, so they have no margin of safety for participation in promotions such as Black Friday”.
“The volume of discounts for the shares are not critical, a flexible marketing strategy allows us to successfully sell the apartments as standard conditions, price lists and discounts in the single stock. The system of discounts the company does not practice. The effectiveness of this strategy is confirmed by the results: over the last three months the growth in sales was 47.7% compared to the same period last year. For seven months of 2016, the total revenue made up of 15.74 billion, also well above last year”, – said the representative of the developer.
You can come to the conclusion that the objects of the company provided good customer demand, so their participation in the action the company considers solely as a way for more expansion of the target audience.
After last year’s “black Friday,” the company recorded a large number of new customers, attracted by the loud action, but subsequently purchased the apartment on ordinary conditions, without any discounts.
Repeating the “black Friday” real estate market participants decided after the success of last year. Then sale of apartments was held from 17 to 19 July – three days the participants have Black Friday deals more than 1 billion rubles, said the head of the Association REPA Yulia Solodovnikova. Sold 196 lots, despite the fact that on average in Moscow over the same period sold about 150 apartments. In addition, the participants received the effect of pent-up demand for the sum more than 600 million rubles”, – she says. The total amount of the discounts amounted to 2.9 billion rubles, and the largest discount of 37%.