New impetus for the marketing of new builds

Dear Alex, how well have you settled in at Ginesta?

Excellent. I also have the feeling that I’ve been here longer than the hundred days. Because it was made easy for me to come here and get straight to work. The team is great both personally and professionally, there are exciting projects on the table and I feel a great appreciation for the way I approach things. I already enjoy a lot of freedom to turn my ideas into successes.

Your drive honors you. Is that your nature?

On the one hand, there’s always something going on with me. I am also very active in my private life and do a lot with my family. On the other hand, I was self-employed for many years with a Real Estate marketing agency. And if you have this entrepreneurial gene and this understanding of service, there is only ever one way to go – forwards.

Where does this path lead? What are your tasks?

It’s a colorful bouquet. Firstly, it is important to me that developers are aware of the benefits of working with us and that they contact us as early as possible in order to get the most out of their project from the initial idea to the handover of the last apartment. Secondly, we will push ahead with digitalization to make the best possible use of resources in marketing. And thirdly, we need to optimize our internal organization to ensure that we can handle current and upcoming mandates, even with higher volumes, in an interdisciplinary manner with the resources available within the company at an absolutely top level.

Let’s go into detail: What are the benefits for developers of working with Ginesta?

In a nutshell: In our almost eighty years of market proximity and our understanding of what is desired today and tomorrow. It is therefore more important than ever to develop the architectural vision in line with the market. In terms of the division into units, their size, floor plan, fit-out, ancillary usable space and pricing. With almost 3,400 viewings a year and well over a hundred properties for sale at any one time, we know which apartments will benefit from continued market appeal. Whether it is a small apartment building or a large development with several buildings and many units, we help with the development with a focus on success. This is followed by the precise positioning of the project with a very short time-to-market planning. This is because the time factor has become increasingly important and it is often necessary to sell a certain proportion of the units quickly so that financing can be secured and construction can be completed. Here, too, we benefit from a wealth of experience to ensure that this succeeds. Always tailored to size and optimally adapted to the location, target group and budget. The target process is then the successful sale with the implementation of all discussions and consultations with interested parties or the first letting. Finally, with Ginesta Immobilien Verwaltungen AG, we can even offer professional management of the properties.  

You also mentioned the professionalization of digitalization in the marketing process. What do you mean by that specifically?

Since, as mentioned, the time factor has become increasingly important, it is important to use all the opportunities offered by digitalization to achieve this goal. If possible, without detours and wastage. This starts with creating a living experience that only exists on the plan. To achieve this, we use and develop tools that make it possible for prospective buyers to experience the space on their computers and mobile devices. And not in the shell, but interactively and as close to the future reality as possible. We use all sensible digital channels and possibilities for the tender. And we have made it our mission to enhance the community experience even further. With our search profile, interested parties have the opportunity to enter this circle and gain a time advantage through exclusive advance information on a variety of channels. We create real matches here and set the course from the start of marketing so that the right target groups are served with the right new-build projects. Thanks to the targeted use of resources and measures, this leads not only to a high quality of buyers and tenants but also to the desired speed. Win-win-win.

That all sounds like a lot of work. How do you manage it as a team?

As an internal competence center, we work on an interdisciplinary basis with all Ginesta offices on corresponding new construction projects. We contribute our expertise to these projects, but leave the marketing work to the regionally based specialists on site. On the other hand, we support projects throughout German-speaking Switzerland, currently mainly in the greater Zurich area, from start to finish. As we can also count on support from the offices here when the workload is high, we are able to professionally handle a large number of large projects. This is a process that is fundamentally in place and that I am currently optimizing with the management to ensure scalability and that significantly higher volumes will not cause us to break a sweat. And I can already say that things are looking good, the first collaboratively managed projects are going extremely well. Nicole Stöckli from my team, who has been in charge of new construction projects at Ginesta for some time and has excellent internal and external networks, is of course providing me with important support. Together we are the perfect combination of company experience and a breath of fresh air (laughs).

Thank you very much, Alex, for this informative and exciting interview. We wish you and your team every success – and of course lots of exciting new projects.