The challenge
ARED is part of Alber Holding, which has been operating in Romania’s real estate market since 2005 and is the most important company within the group in terms of residential project development.
To differentiate itself from competitors and capture an increasingly larger market segment, we developed suitable marketing and communication strategies together, which we adopted alongside a refreshed visual identity.
ARED apartments are symbols of belonging to a different lifestyle. Their owners prioritize family safety, membership in an active and modern community, as well as advantageous purchase prices and low maintenance costs.
Strategy
Starting from this premise, our mission was to increase brand awareness among the target audience, attract new clients to join the created community, and create a stronger connection with existing customers through an accessible positioning “in the heart of the people.”
Social media played an important role in the relationship with the public, as social networks were the predominant communication medium. The adopted style is relaxed and friendly, yet educational and attentive to consumers’ real issues. Offline, we periodically used promotional materials (banners, posters, flyers, brochures, invitations) to keep the public informed about new projects or activities.
A significant difference in the communication process is the brand’s involvement in numerous social campaigns, cultural events, sports activities, creative events for children, and events dedicated exclusively to ARED clients.
On the online front, we provided a new interface for the website, making it more attractive, practical, and easy to use. Available apartments are strategically highlighted, along with recent events or the main advantages for clients. A well-structured website with a fresh image is essential for a premium, dynamic, and modern brand, serving as the bridge between the developer and its customers.
All these measures, together with constant analysis of client requirements and anticipation of their desires, maintain the brand’s positive image and contribute to its growth.
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Outcomes
Currently, the company develops industrial and residential projects in Arad and Oradea, with plans to expand to the markets in Timisoara and Budapest. It is one of the leaders in the real estate sector, with a continuously growing community.
