On the Internet and in the House there are heated discussions about the fair price of Kiev real estate. Proponents of the "bottom yet to come" version refer to the devaluation of the hryvnia, impoverishment of the population, growth of utility bills, the introduction of real estate tax, the absence of a hippoteka, etc. Their opponents with the slogan "the bottom has already been passed" refer to the presence of demand for Kiev real estate from "those who come in large numbers", the "bottom" of the cost of new construction and the moral unwillingness of sellers to lower prices.
However, in order to understand where the notorious "bottom" is located, in my opinion, you should make a portrait of the Ukrainian real estate buyer. It is clear that neither "before the crisis" nor "after" housing was bought by people with low incomes. Let's try to determine the portrait of the buyer at course 8 and course 25.
I will highlight several categories of potential buyers:
1. Highly paid professionals (white collar). Here I will take various top managers, programmers, chief accountants of financial institutions, etc. For example, many programmers work "for uncle" over the hill and get paid in $. With a course of 8, accountants in large companies received $ 2,000 or more. Some of them have their salaries raised after the devaluation, although the income in $ is not the same. I know people who received $ 2,000 at the rate of 8 were able to save a 50% deposit and took out a loan in hryvnias for the remaining 50%. Now these people could not take such a loan, because at the rate of 25 incomes do not allow.
2. People working for themselves in the field of trade and services. For example, friends hold several pavilions selling a dignity. technical parts. At course 8, their income was about $ 5,000 per month. In the family, two cars, accumulated on a new three-piece, bought a year ago in the new system for $ 100,000. Another example is relatives who own an accounting / auditing office. Before the crisis, they earned very good $$$$, but even now they feel good, even earning two times less in $.
3. People working "over the hill". It is no secret that our compatriots send billions of dollars to Ukraine every year. Many bend back to buy a house / apartment in their homeland.
4. All sorts of officials and servants of the people who launder their overworked incomes.
If you are among those who bought an apartment over the past 5 years or know someone who bought an apartment, let's make a portrait of a modern buyer:
1. Field of activity
2. Monthly income in $ with course 8 and 25
3. Did they take a bank loan?
4. The amount of investment in real estate.
If you are only going to buy a house:
1. Field of activity
2. Monthly income in $
3. What kind of property do you want to buy and how much do you expect to spend?
Let's start the segmentation.
Segmentation by new housing:
- prefer new building;
- preferring secondary housing;
- undecided and tossing: new building or secondary housing.
By the way, the new system is too generalized concept. I have long wanted to write about new buildings in detail.
Why should this be taken into account? Because people who clearly prefer the new building, do not even look in the direction of secondary housing. People who prefer secondary housing, just spit in the direction of new buildings. Never try to persuade people from these defined categories. Make your enemies.
Segmentation by type of living space:
- definitely prefer houses;
- definitely prefer townhouses;
- definitely prefer apartments;
- undecided.
There is segmentation by category of housing.
There is a price segmentation. Price segmentation, probably within each individual category of housing?
There is a segmentation by districts of the city.
There is a segmentation by the number of rooms in the facility or by area. You can conditionally combine them.
There is segmentation by number of storeys.
In reality, there are people confused on exactly which floor to live on and how many floors should be in the house.
There is a segmentation on gadgets. They each have their own. These include the material of the walls, the height of the ceiling, gas stove or electric, on which side of the world windows go. This segmentation, despite its seeming absurdity, cannot be neglected. The object will be ideally suited for all other parameters, but there will be no window in the bathroom and the transaction will not take place.
Segmentation with respect to sellers:
- I like these people, I'll buy from them;
- I do not like these people, I will not buy anything from them.
Segmentation by source of money to purchase real estate. It is this segmentation that determines the behavior of buyers in the market.
1) People who took the loan deliberately.
They took a loan from a bank, at work or from relatives, it does not matter. Thoughtfully, it means that they are aware that they will be able to repay a loan even under the most force majeure circumstances: a rise in the rate, a job loss, an unexpected increase in the family, a disease or the death of relatives. Honestly plan to pay the entire loan and do not plan to throw and deceive anyone.
2) People who took the loan thoughtlessly.
These are all those who are on strike now for revising credit conditions. In this category of people it is worthwhile to include those who took the loan deliberately, without knowingly planning to return it.
I heard, for example, about such a case. A man took two credits, bought two apartments and decided to take them. I managed to repay one loan and sell one apartment before the crisis. The second is now rents. Loan payments are currently suspended. He has money to pay the entire debt to the bank. This is money from the sale of the first apartment. But he does not. What for? If you can cheat. Now suing the bank. It convinces the bank that it is bankrupt.
3) People who have earned money.
Whether they paid taxes from this money or not, we will leave it on their conscience.
4) People who received money easily and legally.
Inheritance. Presents. Property division. Lottery.
5) People who received money illegally.
Gangsters, embezzlers, unscrupulous law enforcement and regulatory agencies, corrupt officials from private companies and government agencies.
The list can continue by yourself.
And now let's make a horoscope.
Category 1 - will be a long and carefully choose real estate. Will bargain hard. Will pay attention to details and details. Will carefully study the paper, but often will agree on the "acceptable" fraud. Poorly subject to advertising, deliberately weighing all the pros and cons.
Category 2 - will make a purchase quickly enough. Not much bargaining or not bargaining at all. Can not pay attention to the paper and design. This category is subject to advertising and influence during the selection of the object of purchase.
Category 3 - it will be very long and carefully choose real estate. Will bargain hard. Will pay attention to details and details. Will try to legalize all the papers as legally as possible. Most often, they will not agree to the “permissible” frauds adopted in the real estate market. Practically not subject to advertising, as they clearly know what they want to buy.
Category 4 - will make a purchase quickly. Not much bargaining or not bargaining at all. Can not pay attention to the paper and design. This category is subject to advertising and influence during the selection of the object of purchase. Often will agree to "permissible" fraud.
Category 5 - will make a purchase extremely quickly. Often not bargaining at all. Can not pay attention to the paper and design. This category is subject to advertising and influence during the selection of the object of purchase. This category is important status and fashionable property, if the purchase is for themselves. Can independently offer the seller to go on "permissible" fraud.
Who inflated the real estate market to transcendental heights? Citizens from 2 and 5 categories.
Why is the market worth? Because those who bought quickly and without looking at the price, it was not enough.
Easy credit money ran out.
The most successful citizens, from the 5th category, are trying with all their might to get rid of the real estate acquired earlier, and leave Ukraine. The most arrogant continue to behave, as if nothing had happened. Unsuccessful citizens of 5 categories are caught from time to time, what other citizens are reported in the news.
By the way, in the Ukrainian realities, the price level for Moscow real estate is a good indicator of the effectiveness of the fight against corruption. ;-)
I think that the above segmentation can be clarified. I do not claim that all consumer troubles are listed.
After reading the first part you will learn:
1. Who is our consumer?
2. What does the consumer want, his dreams?
3. Why does he need it?
4. Where he will take the money to buy.
5. How much money does he plan to spend?
Look at the simple diagram, litter for the quality of the picture, I compensate for my comments.
The plate shows that the most popular buyer is a woman of 26-34 years, a middle manager or a state employee. A man, rather a business owner, is about the same age category. First of all, such data are valid for the sale of economy housing.
As for the comfort of a class or luxury, then attention should be focused on a group of 34-44 and 45-54 years old, mostly male civil servants or top managers.
We found out where people want to live, to the question:
- "What would you prefer: an apartment in the city or a house in the nearest suburb, provided that their cost is approximately equal?"
As can be seen, a large proportion of consumers lie in the urban real estate sector, although it is important to note that 1/4 of respondents choose life outside the city.
Next slide, extra help for audience segmentation -
Use this knowledge when forming the advertising message. In view of the “not interesting” apartments for their own residence, for example, under a gas boiler, it is better to sell for renting out or resale.
Then the most interesting, from where and how much money you can bring.
The share of respondents considering a mortgage as the source of funds is the largest. It is understandable, the amount of the transaction is quite large, the numbers look easier in monthly payments of 18-20 tr. When choosing a bank, 45% prefer the State institution, 31% of respondents are willing to trust the bank at a lower interest rate, 22% make a choice on the advice of friends.
The segment of people relying on their own funds is slightly inferior to mortgage holders - 30% of all respondents believe in their strength.
There are many places where you can invest your money, of course, each has its own characteristics, profitability, risks, and so on. Let's see what respondents think when answering the question:
- "Where, in your opinion, would be the most profitable to invest in 2013?"
Since we conducted a survey among potential property buyers, it was expected to get such results. But it is important to note that the conviction in the profitability and safety of investing in real estate plays into the hands of advertisers.
Finish the first part of the post, a slide with interesting figures about the amount of the transaction
It can be concluded that 44% of respondents are considering buying a studio, 1k.kv or 2k.kv of a small footage. This also includes the purchase of an apartment at the beginning of construction, which is undoubtedly attractive in price.
This concludes the first part of the study.
Use the information correctly and sales will start to amaze.
Actually, we will sort out what questions:
- who is in the family chief? (who in the family is engaged in the purchase of real estate)
- women's approach to purchase
- male approach to purchase
- fears of consumers or what to fear the most?
Answers to these questions will help develop a unique UTP and, as a result, save on advertising.
1. Who in your family is engaged in the purchase of real estate?
Joint decision making stands out strongly - 42%.
A quarter of all respondents make decisions individually (25%).
Approximate equality among married / married customers at 17% and 15%.
There can be many influencing factors, one of which is the age of the respondents, it is known that with age, the time to make a decision on the purchase of real estate increases.
2. Women's approach to buying
Woman nature has awarded more emotion, it is necessary for the full upbringing of children, numerous contacts with people around them, family interaction.
Where emotions are manifested, consciousness is much weaker in filtering incoming information. Messages quickly penetrate the subconscious and help the client to make a decision advantageous for us ..
An important point, the decision to purchase depends on a married woman in 57% of cases.
3. Male approach to purchase
It is worth noting that 22% of men are ready to buy the first suitable object, in order to save time. For us, this means that it makes sense to take care of the specials. offers for such customers. Most, almost 45% are guided by the opinions of market experts and trust them more than friends and acquaintances.
By segments common for men and women can be identified:
(from the greater amount of the transaction to the lesser)
1. Investors are professionals (the motivator is high profitability)
2. Buyers are immigrants (motivator - proximity to work, friends, relatives)
3. Buyers investors (motivator - low risk)
4. Buyers mortgage holders (motivator - improvement of living conditions, changing family composition)
5. Buyers, local residents (motivator - improvement of living conditions, changing family composition)
4. Consumer fears or what to fear the most.
Buying an apartment is quite expensive. Recall yourself, for example when buying gold jewelry (or any other valuable thing), as you look for a sample of gold, ask the seller about the quality, evaluate the store and so on. In the case of the decoration, you take it away immediately, the apartment is already harder to carry. At this place there is not a little fear, here are the most common:
The facts of double sales scare people the most.
Indeed, 61% of those surveyed are afraid of losing their funds not from scratch. Many sad stories deceived shareholders. And no one wants to be in their place.
Having passed fear №1, it is necessary to pay attention of the client to the absence of delays in the delivery of houses (if there are delays, then it is worth mentioning how much they make up and for what reasons, it’s worse if the client finds this information himself).
I will not dwell on the secondary housing. See the schedule.
Today I have given you information that will allow you to more effectively set up communication with a client, on those levels of consciousness where there is less competition.
The first thing to do to increase sales is to make SPIN sales cards. This is a kind of scenario of a conversation with a client - a woman and a client - a man, knowing their insiders (and you now know them) the path to achieving the goal is notably easier.
If someone you know faces a choice of apartment, send him a link to my blog. I can tell you what to look for and how to protect yourself from many problems.
Write your questions in the comments below.
Questions today:
1. What guided when choosing a house and an agent.
2. How necessary is the infrastructure.
3. Where in the city you want to live. (for St. Petersburg)
4. How and what to lure the buyer.
1. What guided when choosing a house and an agent?
The most important criterion when choosing housing is the price. Moreover, do not forget that the price does not have to be low or high, the price must meet the expectations of the buyer. Big discounts, even from a well-known company can scare the customer.
The second, by importance, criterion people called the location of the house.
And only on the third reputation / image of the developer.
The choice of someone to carry their savings most influenced by the advice of friends. The psychological factor of trust to a familiar person is much higher, strive to become a friend to a client. Give free professional advice, it will be on your hands only.
I wrote that people tend to make lists, to organize a kind of “tender”. Often it is 2 levels of verification, about what they are and how to go through them, read here.
2. How necessary is the infrastructure.
Should developers be obliged in building new residential areas in parallel to create a social infrastructure? 
Almost 90% of your potential customers want it. Be sure to mention this, this is especially important for women (more than 50% choose an apartment by infrastructure link).
We are ready to enter the new building even without the availability of infrastructure, but which they promise to build in the future - 51%. It all depends on the purpose of the purchase, for example, the investor is not as important infrastructure as profitability. A young family without children, but with a car, distance from the ring road will be important.
3. In what place do you want to live?
Rating areas of St. Petersburg, in which people would like to live. 
What do you think is the reason for this?
Vyborg and Primorsky leaders in terms of the number of housing commissioned in 2013, new areas, developing infrastructure, the cost of housing, the number of green spaces, etc., are not ignored by consumers.
Great interest in the Moscow area can be explained by a developed infrastructure, proximity to the center and at the same time to the airport.
It remains the most interesting :))
4. How and what to lure the consumer?
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