This is already the second conference by Nowy Adres in
recent weeks that was held in the classic, stationary formula. The organizer not
only met all the conditions imposed by the Council of Ministers, but also
applied several in-house solutions to increase the safety of participants, such
as transparent screens to separate the panelists on stage. Marketing
specialists from all the sectors of the real estate industry were convinced
that the event was safe – a total of more than 120 people took part in F!RE
2020!
– The high attendance at our stationary conferences
proves that we were right to insist from the beginning of the pandemic that not
everything can be done online. People want to meet, discuss face to face, make
new acquaintances. By tying up the loose ends on the organizational matters, we
can make it possible for them while maintaining 100 percent safety and comfort
– says Bartosz Zeidler, chairman of the board at Nowy Adres.
Not every company has to survive
The undisputed star of this year’s edition
of F!RE was Zuza Skalska. Her professional career has spanned 20 years, including
spells at Philips Design and VanBerlo design studio. Since 2007, she has been
the owner of 360Inspiration, a brand specializing in trend analysis in the area
of broadly understood innovation, design and business development. Skalska drew
the attention of the conference participants to the fact that the coronavirus
pandemic will be a catalyst for major changes in global marketing – in her view,
many companies will not survive the looming economic downturn. – The
greatest danger in times of turbulence is not the turbulence itself, but acting
according to yesterday’s logic – she quoted Peter Drucker. – Not every
company has to survive. If you want to build a shopping centre, forget it – no
one will come there, just like no one did even before the pandemic. Everyone is
already here – said Skalska, pointing to her smartphone. In her view, the
needs of the so-called Z generation, or people born in the second half of the
1990s and after 2000, will be radically different from those of the older
generations, which will have a big impact on the real estate market – the
possibility of sharing will continue to displace the need for ownership, more
people will prefer to rent than buy. The entire generation will strive for even
greater mobility, supported by further development of mobile applications, paid
use (e.g. furniture rentals introduced by IKEA) and… the coronavirus which has necessitated
work in the home office in many sectors of the economy.
We buy together, but women decide as usual
Great interest was also generated
by a lecture delivered by dr Joanna Heidtman titled „A new apartment – who
buys and who decides, or who are we really talking to in a housing project
campaign?” This renowned psychologist and sociologist gained her knowledge and experience
at the University of South Carolina and Cornell University in the U.S., and
she conducted research on group and network dynamics at the Jagiellonian
University. She is a co-manager at the Heidtman & Piasecki consultancy
and a co-founder of the Fund for Intellectual Capital. – Apartment dreams and visions are
more often conjured up by women – they can imagine much better how a particular
place can ultimately look when it’s finished. They communicate these visions to
their partners and give impetus to action, whether by searching through
advertising portals or heading to a real estate agency. – said dr Heidtman.
– It is usually women who dot the i’s and cross the t’s in this decision-making
process, but at the same time they can talk to their partners in such a way
that they consider it to be a joint decision. According to the research she
cited, women attach more importance to the quality of the bathroom and kitchen
- if these rooms in their proposed shape find appreciation in the eyes of the
woman, the halo of a positive evaluation is extended to the entire apartment. Green properties are not just a marketing
trick
Environmental issues will play an increasingly important role in real
estate marketing. As the state of the environment deteriorates and public
awareness of the issue increases, buyers, tenants and users will attach greater
importance to the application of environmentally-friendly solutions in their
buildings and demand more green spaces in their surroundings. This is what
Rafał Kus, Vice General Director of the Polish Association of Developers, and
others talked about. Green solutions not only affect user comfort, but
also their wallets. It is estimated that 90 percent of rainwater is
irretrievably lost. Green and retention roofs retain 70-90 percent of rainwater
while a single green wall can cool an entire wall of a building by between 4 and
12 degrees Celsius. Photovoltaic panels – while expensive to install - produce
completely clean energy and the installation cost pays for itself in five years
on average.
A new feature of this year's edition of the
F!RE Real Estate Marketing Forum were closed special lectures where, in an
intimate, workshop-like atmosphere, discussions were held on narrow topics and
specific, primarily online marketing tools. Holding them in the chillout zone
of direct talks, with comfortable sofas and designer armchairs, was a bell
ringer. The opportunity to directly exchange experiences with the speakers in
an informal atmosphere was much to the liking of the F!RE participants - many
of such closed lectures were short of seats (signing up in advance was required).
You can be certain this formula will be back next year as well!
