In the crisis, developers have increased investments in innovative marketing to 15%

The crisis in the real estate market has become an inevitable driver of investment growth in innovation marketing: if prosperous 2007, spending on promotion of the project amounted to an average of 5% of the investment cost in 2015, in a number of projects had increased to 15%.

Apartments had long been flying like hot cakes, the demand decreased from 20% to 40% depending on the segment, and the remaining buyers are becoming more discerning and demanding. To maintain its leadership position in the face of falling demand and rising competition, key market players increasingly invest in innovative technology and new marketing tools.

The result is logical: Russian development is experiencing a major structural and ideological changes, the industry is approaching European standards, where significant investment is earmarked for the research of customers ' behavior and preferences. In developed countries, developers are willing to pay for the loyalty of buyers to their projects to 20% of the investment cost. They use all the features of the latest innovative solutions. For example, in approaching the construction site, people get the message on phone: how many floors have been built over the last week, how many units sold and how many are left, what kind of actions and surprises await buyers today and the coming days. Russian construction companies have not yet emerged to the forefront for harnessing the potential of innovative marketing, however, the gap between domestic and foreign developers is reduced.

In particular, FGC "Leader" and branding Agency SmartHeart joined forces for the most effective promotion of a residential complex of premium class "Breath". To fully immerse customers in the atmosphere of "Breathing" SmartHeart turned to cinemagraphic innovative technique that turns static photos into animated images. On the website of the project frames "glued" so it's impossible to see where they end and begin anew.

"The crisis has launched on the Russian real estate market this innovative marketing tool as the design of experiences, says creative Director of branding Agency SmartHeart Stanislav of Okrug. – Cinemagraphic is one of the most promising directions in this field. Now projects such as domdyhanie.ru using to promote cinemagraphic, single, but I'm sure in the next 3-5 years this direction expects rapid growth."

"Series "busy" photo adds to the impression of the project and reveals the power of the brand "Breathing" – says the head of marketing and advertising FGC "Leader" Elena Paul. We are confident that the synergy of years of experience of FGC "Leader" and cinemagraphic from SmartHeart is committed to ensuring that the "Breath" one of the most interesting and sought after residential complexes in the primary market of the capital".

"In recent years we are working successfully on the faces of premium real estate concludes the fourth Okrug. - Offering solution for a site of residential complex "Breath," we were inspired by the name, which symbolizes both the vitality, the naturalness and lightness of being. In addition to the name, we were guided by a brand platform and strategy of the whole project, the cornerstone of which are the high status, exquisite architecture and stylish interiors by Philippe Starck".