People who have had the challenges and strategies opportunity to leave their homes in recent months may have noticed unexpected behavior during a pandemic: new buildings are being built day after day. This is because the pandemic has caused changes in several areas, including people’s behavior and the way we view our homes. Advised to stay at home, people have had to reflect on their comfort, the needs of their new routine, and also on their own housing.
When PRC Empreendimentos approached Amblard, it had the desire to launch its new product and also the challenge of dealing with the new pandemic reality, in addition to the need to differentiate its building from other launches in the same period.
In this way, Amblard acted by positioning the project by changing its name, creating a creative concept for a campaign that would attract attention and create desire based on the building’s attributes combined with the symbolic value it conferred.
Below, you can follow the strategies and challenges adopted and faced by the agency together with the construction company. Beforehand, it is important to contextualize yourself and follow our first step: studying the national and regional market to understand how to act. After all, we were and still are living in an atypical scenario due to the pandemic.
EXTERNAL CONTEXT
Social isolation has changed people’s relationship job function email list with their homes, as shown by data collected by research by QuintoAndar, a digital platform for buying and selling real estate, carried out in partnership with the Offerwise Institute and published by Forbes (2021), which indicates that 73% of those interviewed, the majority, are individuals who have started to look at their homes in a new way and 16.5% decided to move in the midst of the pandemic crisis.
Account Director stated
According to the survey, the main factors what is an seo report cited for this change are related to the need to have a home office (31.8%), the desire for more green areas around the property (28.4%) and the increased importance of a leisure space at home or in the condominium (24.8%). Reasons also cited were the need for a more spacious property (22.4%), greater independence (22.4%), adaptation to the new financial reality (22.2%), greater importance of balconies and terraces (21.7%), the possibility of living far from large centers (21.1%) and the need to live in a place with broad coverage of delivery apps (12%).
Furthermore, Offerwise’s Account Director uab directory stated to Forbes (2021) that the effects highlighted in the research are the same throughout Brazil, which suggests that these changes will not be temporary and will influence the real estate market for a long time.
THE ENTERPRISE
With the booming scenario, PRC Empreendimentos has also prepared. To ride the wave of the real estate market and launch its project. The Maringá-based construction company has focused on the state of Paraná. Since 2012 and has already delivered more than 2,500 properties. Among them, residential subdivisions, business and leisure condominiums, prioritizing projects that combine modernity and quality.