What strategies are property developers using to inform buyers about available housing? Which marketing methods are currently proving most effective? What types of offers are drawing the most attention from customers? And what promotions are currently available on the new-build market? These questions were the focus of a survey conducted by the real estate portal dompress.pl, which gathered insights from market professionals. The findings and industry comments included in the article provide an overview of how developers are approaching sales and promotion efforts in today’s market. Tomasz Kaleta, Managing Director of Sales and Marketing at Develia There is currently a record high supply of flats available. However, an analysis of individual markets shows that in the largest cities, such as Warsaw, Krakow, Wroclaw and the Tri-City, supply has reached pre-pandemic levels. In recent years, Łódź and Poznań have developed particularly dynamically, and today we are seeing an oversupply of flats there. However, this does not change the fact that a good offer will always be successful, as exemplified by Develia's Królowa Jadwiga 51 investment in Poznań, which found 40 buyers within a month of the start of sales. Our range of properties includes a variety of projects in both attractive locations and affordable price ranges, focusing on the largest markets where the situation remains relatively stable. In addition to a well-thought-out range of properties, the quality of service is also crucial. We offer free credit support, where our experts help you find the best financing offer and take care of all the formalities. Our turnkey finishing package is becoming increasingly popular as a comprehensive solution that allows you to move into a ready-to-live-in flat quickly. In addition, customers buying flats to rent can take advantage of support in finding their first tenant and a six-month professional rental service for 1 PLN, which we offer in cooperation with the flatte platform. As more and more people looking for a flat attach importance to sustainable construction, we include ecological solutions in our projects. We regularly conduct mystery shopping surveys and NPS analyses, the results of which we incorporate into our activities. This is how we build trust. Every third apartment in Develia is bought by a returning customer or a customer referred by a previous customer. Agnieszka Majkusiak, Sales Director at Atal In February this year, we launched two new programmes to help customers buy their own home. They have been very well received and have led to increased interest in our sales offices. In more than 30 developments, we offer to finish the flat for half the price, which is a very favourable and unique proposition on the market. As part of the programme, customers receive a comprehensive service, including specialist advice, a professional design, high-quality materials, and timely execution of work to the highest standards. In addition, we have introduced preferential 10/90 payment schedules for most ongoing projects, with an intermediate instalment for investments that will be completed in 2026. This is our response to the market situation caused by high interest rates on home loans, and for customers, the prospect of financing their purchase on better terms at a later date. We also offer other benefits on some developments, such as price discounts on selected units, reductions on parking spaces or dedicated promotional packages. We also present our developments at real estate fairs in selected cities. In spring, we plan to organise open days at some of our developments, during which customers will be able to take advantage of special offers. The current economic situation and strong competition on the property market, increasing customer demands, as well as dynamically changing media, mean that effective communication requires flexibility and integration of various tools and channels. We implement comprehensive marketing strategies, combining modern digital technologies with traditional forms of promotion in order to effectively reach customers and build their engagement. Mariusz Gajżewski, Head of Sales, Marketing and Communication BPI Real Estate Poland In the face of a large supply of new flats, it is crucial to stand out with both the offer and effective communication. We focus on precisely targeted digital campaigns, content marketing and social media activities that allow us to effectively reach potential buyers. Open days and special offers tailored to customer expectations also work perfectly. We are currently introducing price promotions on the last groups of flats in already completed investments, as an additional incentive for people considering buying a flat in our projects. Zuzanna Należyta, Commercial Director at Eco Classic Price promotions work best. We have attractive promotions on both of our developments. In Warsaw, on the Moja Północna development, a square metre costs PLN 12,900, and in Gdańsk, on the Wolne Miasto development, the price is PLN 10,500/sqm. Anastasia Prusiecka, Sales Department Folwark Jankowice, Konkret Group In the case of investments in non-obvious locations, aimed at customers with strictly defined preferences, AdWords campaigns are undoubtedly the best channel to reach them. As we know very well, they allow us to target the offer to customers very precisely. Folwark Jankowice is also active on social media, attracting customers with attractive content. Of course, we also have our own presentations on real estate portals and we carry out other communication activities, for example on the occasion of vernissages or events on the golf course. Participation in real estate fairs also brings good results. This form of direct contact with the customer allows us to answer any questions that arise and present all the advantages of our location. We also see that personal contact with the customer shortens the decision-making process. An attractive property price is also important when buyers' credit capacity is limited. In Folwark Jankowice, an apartment can be purchased for 8,550 PLN gross per square metre. This is an important element of our communication, which, in addition to the immediate vicinity of the 18-hectare park, is one of the components of the marketing message. We currently do not have any promotions or discounts. We tend to take such steps on the occasion of fairs or open days. We are planning the next one when the surroundings of the housing estate are filled with lush greenery and our plantings show off in all their glory. Katarzyna Mirota, Sales & Marketing Manager, Matexi Polska The basis is to offer buyers an attractive place to live. We offer flats primarily in good locations, with access to public transport or all kinds of services. In line with our motto ‘Welcome to the neighbourhood’, we strive to build spaces that encourage social integration and active leisure activities. Our projects include recreational areas, neighbourhood meeting places and playgrounds. In our communication, we take a holistic approach to the project, starting with branding that reflects the history and character of the place. We use both offline activities, such as site and project signage and printed materials, as well as a wide range of online activities to communicate with customers. On our website, customers will find all the necessary information about projects, visualisations, 3D models, floor plans and virtual tours. We offer discounts on selected apartments in selected developments. We have also recently launched a unique promotion in cooperation with the renowned interior design studio Deer Design. Customers who decide to buy an apartment in selected developments will receive a professional interior design for the price of the property. The promotion is valid for two months and applies to two developments: XYZ Place in Warsaw and Apartamenty Portowa in Krakow. Such an offer not only saves you a lot of money, but also guarantees you a fully functional space with aesthetics tailored to your individual tastes. Taking advantage of the promotion does not exclude the possibility of taking advantage of price discounts. Piotr Zawadowski, Marketing Product Manager, Ronson Development We organise Open Days at our developments every month. During these events, we often have various incentives for customers, such as flexible payment schedules or discounts on apartments. On a daily basis, we invest mainly in online and outdoor media. However, direct contact such as mailings, text messages or phone calls to customers is important to us. In our work, we care about long-term cooperation with people, which is why we keep everyone who is interested in our projects informed and call them. When it comes to marketing activities, the company focuses on multi-channel communication. Starting from a modern website, through social media, and ending with direct contact between the customer and consultants. Currently, we often offer apartments at discounted prices. The key to attracting customers is transparency and putting their needs first. As part of the Expect More strategy, the company has implemented a number of solutions that not only facilitate the purchasing process, but also increase the comfort of cooperation at every stage, from the first contact to after-sales service. The modern sales offices have been designed to foster relationship building in a friendly environment, and the Customer Panel that is being introduced ensures convenient communication. Source: dompress.pl Photo: Piano Forte, BPI Real Estate Poland