The automotive world was informed this week that the car manufacturer Mercedes will be the first to market cars with autonomous driving capabilities, level 4 - in which no driver or operation is required, not even remotely.
This is completely computerized driving.
In the future, it is expected, this technology will also be applied to public transportation on a route known in advance.
When Ariel Pinto, co-CEO of Meshgav Residential Complex Marketing, observes what is happening in the automobile market, through the view reflected from the 52nd floor, he plans how to copy the sales and marketing methods from the luxury car manufacturer to the real estate industry.
In the years that Pinto served as the CEO of the luxury group in Kalmomobil, he was troubled by a central issue: how to make luxury vehicles accessible to a wider audience. Sound familiar? There is no doubt that such language can also be suitable for the worlds of real estate, considering that the price of a Mercedes can reach the price of an apartment in the periphery (over a million shekels).
Ariel Pinto (Photo: Public Relations)
How can luxury car marketing models be copied for apartment sales?
Pinto: "Real estate and a car are, as we know, the most important investments for any person, therefore there is a need for an exact match, provision of service and proper guidance of the process.
Especially today, when the real estate market has entered a cloud of uncertainty. I have no intention of making a copy-paste from the automotive and luxury world to real estate, but I do make adjustments, adopt methods and models, work differently from everyone else, and above all, shatter paradigms."
Shattering paradigms is one of the tactics that Ariel used Also in the car market. Let's go back 5 years: at that time, Mercedes Israel recorded one of the best years in its history with an increase of over 400% in sales, and according to the data of those days it also overtook its competitors. How did this happen? The answer: exposure to new audiences and the rejuvenation of the brand. The company began to offer a variety of vehicles at attractive prices and at the same time adapted the brand language to be more innovative, technological, young and dynamic. The result:
Will you use a similar method in the real estate industry?
Pinto: "The real estate industry is one of the most attractive industries that is suitable for the previous positions I held over the years.
As I have developed innovative and unique models and methods that have become benchmarks at Mercedes, I intend to take a similar approach in the field of project marketing.
I built a perfect customer journey, I was able to expand my circle of contacts and create an endless "spider" of customers who fed the brand.
All this, almost without the need for a budget for mass marketing but in a one-on-one relationship.
I knew how to create about 10 more, while cultivating a loyal community of customers.
In the end, the accessibility to customers was not only addressed to luxury customers but to customers with popular vehicles.
We produced the most attractive events in the luxury market that expressed trust, we recruited the best salespeople in the country, we provided them with training and enrichment in every field so that they could deal one on one with a customer.
This is definitely what we are going to implement at Meshgav Marketing Residential Complexes.
The goal is to shatter the traditional method of apartment marketing"
Meshgav Marketing Residential Complexes is one of the leading companies in the marketing of residential projects.
The company was founded about ten years ago by Yoram Bar Shai and Lior Roth who came to the field with over 26 years of experience in the industry.
The company specializes in marketing residential, commercial and long-term rental projects.
These days she established a luxury division specializing mainly in luxury apartments and boutique buildings.
To date, the company has sold thousands of housing units in projects across the country and represents dozens of leading developers - Ashstrom Group, Azorim, Red Sea Real Estate from the Papushdo Group, Enab, Africa Israel, Karso, Golden Art and more.
"Most of the new complexes that are being built these days and will be built in the future are characterized by a mix of uses - residential, commercial and office. Therefore, we have made it our goal to be the experts in marketing such complexes," explains Yehoram Bar Shai, the owner of 'Mashgav Marketing Residential Complexes'.
"On a professional level, we, as a marketing company, lead the entrepreneurial company starting from the initial planning phase, which involves strategic branding thinking when it comes to marketing the project. In addition, the company owns and manages a research and survey department that conducts in-depth market research at each and every stage of
project marketing. In mixed-use complexes, it is very important to build A correct mix of apartments, commerce and public spaces while thinking deeply about the target audience and the market segment - with the aim of creating desirability for the project."
Yohoram Bar Shai (Photo: Rami Zarnagar)
"Another world of marketing"
If you are used to the fact that customers adjust themselves to the working hours of the sales offices, travel by car and drag a lot in the back because of exhausting traffic jams - Pinto is going to lead in 'Mashgav Marketing Residential Complexes', a different method, one that will reach the customer.
"Our marketing method is similar to diving, we dive in and do not take our heads out of the water until we exhaust every hand. We come to shatter the paradigm that has taken root in the real estate world, to offer a change in the opening hours of the sales offices - working in two shifts, and even arriving at the customer's home/workplace.
The telemitting center at 'Mashgav Residential Complex Marketing' is characterized by very high conversion rates and this is due to in-depth preparatory work on the customer's characteristics.
We work very hard to satisfy the needs of the customers, to make the property accessible to them on the one hand and on the other hand to provide them with a purchasing experience for all types of apartments and to create complete trust.
As the former CEO of Mercedes, I developed personal relationships with thousands of customers, including overseas, and this is an excellent platform for entrepreneurs working with us as added value."
In this system and the connections that Pinto brought with him, he intends to use all divisions of the 'Mashgav' company.
There is no doubt that his expertise is in the field of luxury.
Therefore, he initiated the luxury division at Meshgav, whose specialization is the marketing of penthouses and luxury apartments, at every stage, both on paper and luxury apartments that have been 'stuck' by other marketing companies.
In addition, Meshgav established a division that provides advice and support in financing the purchase of the property and is in the process of establishing a 2nd hand apartment division. All this with the goal of helping the customer purchase an apartment, facilitating the decision-making process and allaying as many concerns as possible and acting as a One Stop Shop.
Bar Shai: "Precisely in this period characterized by an environment of rising interest rates and uncertainty, we decided to open professional departments that also deal with financing so that we can help customers, match each one with the financing package that fits their pocket. We recruited Ariel Pinto with the supreme goal of turning Meshav and our sales people into professionals most, among other things through training and the implementation of unique sales
methods
. Our motto is service, service and service, understanding that luxury is quality, both for the real estate company and for the end customer.
"
In order to monitor a variety of clients all over the country. "Over the years, real estate entrepreneurs have built professional, family companies with in-house marketing, which is a successful solution for a market with rigid demands, but does not provide an answer to market volatility. 'Meshgav' knows how to straighten the curve and maximize the entrepreneurs' profits to Against the demand" concludes Pinto.
Real estate
Tags
real estate
