Here are the key points about the target group of young married couples: - They are looking for a 2-3 bedroom apartment of 65-80m2 to accommodate their growing family - Having a young child makes a higher standard apartment and good localization a priority - Purchasing a larger, higher quality apartment represents achieving the next stage of life and stability as a family - The apartment should meet their current and future family needs - A focus should be on dual income professional couples looking to upgrade from their current home

1. Supremum Real Estate Marketing
Lato 2011, Kraków

2. ABOUT SUPREMUM GROUP
Located in Kraków (Cracow, Poland) Supremum is a full-service agency, specializing in integrated
marketing for real estate sector. Apart from traditional
communication channels we offer cost-effective, interactive
Offices in Warsaw and London (08.2011) and PR support.
Local and International Clients
Stable growth and development
11 years of experience
35 employees
95 partners
100 campaigns per year
4.02.13 2

3. International Design Alliance
We have partners and affiliates in:
Warsaw, Brussels, Berlin, Moscow, Montreal (IDA),
London (Business Development) and planning to open office by the end of summer 2011) .
Supremum Group is also a corporate member of Icograda /
International Design Alliance , a world body for professional
visual communication design and a network of design agencies
and organizations from 65 countries.
Our work applies international best design practices and
standards set by IDA.
Our staff attends IDA World Design Congress and other design
seminars to stay up to date with latest developments in visual
design worldwide.
3
05/15/11

4. WHY US?
EXPERIENCE
26 real estates investments for 19 developers
16 commercial properties for 4 developers
Marketing operations for over 500 000 m2 areas
Experienced team (architects, 3D designers, strategy planners)
In business since 2001
COMPETITIVENESS
Merging inter-branch budgets for bigger discounts in media buying
Network of proven subcontractors
INNOVATIVENESS
We provide technological solutions designed for real estate
3D flat charts
Virtual tours
Media Plan and Procedures system for home and commercial properties
4.02.13 4

5. OUR SERVICES
CORPORATE WEBSITES DESIGN
MICROSITES ATL / BTL CAMPAIGNS
SOCIAL MEDIA BRANDING
ONLINE CAMPAIGNS COPYWRITING
ADVERGAMES STRATEGY
SEO & SEM PRINT
E-COMMERCE PLATFORMS CORPORATE IDENTITY
INTERACTIVE VIDEO PRODUCTIONS POS / PACKAGING
ILLUSTRATION / ANIMATION
3D MODELLING & RENDERING
USER EXPERIENCE & EYE TRACKING
4.02.13 5

6. OUR CLIENTS - REAL ESTATE
4.02.13 6

7. OUR CLIENTS - ADVERTISING
4.02.13 7

8. HOW WE WORK
I – Workshops II – Strategy and planning
Knowledge and experience exchange. Strategy is based on the workshop report.
Client vs. Agency brainstorm resulting Next we design the timeline and budget.
in a detailed report.
III – Project managament IV– Implementation and raporting
Project Manager is in charge of all the tasks and All tasks and projects are processed through a CRM
operations included in the Media Plan. They he system online – each Client has their own dedicated
designates agency employees for other tasks account. We usually report weekly and monthly.
accordingly and stays in touch with the Client.
4.02.13 8

9. Portfolio
REAL ESTATE

10. ADVERTISING CAMPAIGNS
4.02.13 10

11. PORTFOLIO – REAL ESTATE
4.02.13 11

12. PORTFOLIO – REAL ESTATE
4.02.13 12

13. OUTDOOR RENDERS
4.02.13 13

14. PORTFOLIO - WIZUALIZACJERENDERS
INDOOR wnętrza
4.02.13 14

15. BUILDING MODELS
4.02.13 15

16. BUILIDING PRESTIGE
We invited Edward Dwurnik to cooperate with Polnord.
We organized a grand opening of the new art gallery in the the sales located in the
real estate (called “Sopocka Rezydencja”). The Gallery only held exhibition depicting
Sopot, including “Sopocka Rezydencja” a work of art created by the Artist for this sole
event.
4.02.13 16

17. Stage I
PREPARATION OF MARKETING AND SALES TOOLS

18. INVESTMENT DESTINANTIONS ANALYSIS
Important Places
Field Research New Commercial Displays
Competition Map
4.02.13 18

19. WORKSHOPS
Real Estate (Garden Residence) Workshops, KR 16-X-2008
There are agency employees dedicated to the workshops, cooperating with the Client.
Agency: Client:
Strategic Planner We encourage the Client to designate at least 2-3 employees to take part in the
Media Planner brainstorming process as it facilitates the process and results in better ideas.
Account Director
PR Manager
R&D Specialist
4.02.13 19

20. WHAT WE HAVE TO OFFER
Products:
Apartments up to 350 000 PLN
Who wants to have it:
Target group:
Apartments up to 450 000 PLN
•Young married couples
Apartments up to 800 000 PLN
• Wealthy and pampering parents
•30-40 year old DINKs
What’s important to them:
•Investment Funds Hierarchy of needs:
• Private Investors
• Price and the form of payment
• Buyers Intending to Rent
• Localization and surroundings
• Neighbours
• Standard
• Returning Immigrants • Quality of service
• Value added
• Decorating service
• School / Kindergarten within zip code
4.02.13 20

21. TARGET GROUP – FINANCIAL ANALYSIS
PRODUCTS CREDIT CAPACITY TARGET GROUP
• Young married couples
Apartments up to 350 000 PLN Min. 4500 PLN
• Wealthy and pampering parents
• 30-40 year old DINKs
Apartments up to 450 000 PLN Min. 7000 PLN • Investment Funds
• Private Investors
Apartments up to 800 000 PLN Min. 12 000 PLN • Buyers Intending to Rent
• Neighbours
• Returning Immigrants
• „Bold & beautiful”
• Single corporation employyes
4.02.13 21

22. FINANCIAL ANALYSIS
PRODUCTS APARTMENTS TARGET GROUP
Apartments to 350 000 PLN • Young married couples
Type Quantity
Studio • Wealthy and pampering parents
apartment 15
• 30-40 y/o DINKs
Apartments to 450 000 PLN 2 bedroom 64
3 bedroom 71 • Buyers intending to rent
Apartments to 800 000 PLN 4 bedroom 5 • Investment funds
• Private investors
Apartments above 1 000 000 PLN • Neighbours
• Returning immigrants
•„Bold & beautiful”
• Single, corporation employyes
Based on the analysis we recommend focusing on 2 types of apartments.
4.02.13 22

23. YOUNG MARRIED COUPLE
(CORPORATION EMPLOYEES)
Needs:
• Ana and Antonio want to move to a bigger apartment (65-60m2)
• They have a 1 year old son – Juan
• Their son’s birth made them realize they need something bigger – higher standard and
better localization
• This purchase means coming to the next level – stabilization, family – they think it’s
their target apartment
• The apartment matches all their present needs and past aspirations
• Antonio and Ana research the prices and locations, comfort level and analyze future
(kindergarten and school for Juan)
• They’ve had some previous experiences with developer and they don’t believe them
anymore.
• They want to negotiate the contract and use all their previous purchase experiences.
• Ana and Antonio want the apartment to be brand new and ready
Present housing situation:
•They’ve already managed to pay off the credit for their first apartment – now it’s
worth much more on the market
Credit capacity over
•Antonio recently got promoted and now he can afford a credit for a bigger, better 1 000 000 PLN
apartment and selling the former one.
Name: Ana and Antonio Ocupation: Senior Management (both)
Age: 36 and 37years old Car: Mitsubishi Outlander
City: Sopot Income: 8 500 PLN/month Ana, 12 500 PLN/month Antonio
Family situation: marriage Credit capacity: Over 1 000 000 PLN
4.02.13 23

24. WEALTHY AND PAMPERING PARENTS
Needs:
• Michael and Agness – high earnings in finance, used to the high standard of living
• Their adolescent children go to the best schools, spend their holidays abroad learning
new languages. They dream of Harvard or at least studying in Brussels - fulfilling their
parents’ ambitions.
• They have been together for 15 years – now they want a secure start for their children.
• After the last crisis they are cautious about financial investments. They lost a lot in
funds and nothing new came along from the market.
• This purchase will be a form of a capital investment as they wait through the uncertain
times
• They chose Sopot because they spend all their holidays in tropical environment, so they
want to have their own “spot” to visit for the weekend – without a need for booking
and arrangements.
• They know the market – they are confident but cautious. They ask a lot of questions.
They Negotiate.
• Michael and Agness are looking for a small apartment in a prestigious localization that
will boost their self esteem and will also be a good investment for the time being.
Present housing situation:
Credit capacity over
•They own 3 apartments (they rent 2 of them)
•They think this purchase is their last chance for this kind of investment. 1 000 000 PLN
Name: Michael and Agness Ocupation: Senior Management (both)
Age: 40 and 42years old Car: Subaru Forester and Volvo XC 90
City: Warszawa Income: 20 000 PLN/month Michael, 14 000 PLN/month
Family situation: marriage Agness
Credit capacity: Over 1 000 000 PLN
4.02.13 24

25. DINKs – DOUBLE INCOME NO KIDS
Needs:
• Derek and Isabel. It’s going to be their first apartment (48m2)
• They find it a temporary solutions – they are in the middle of building their career and
they care about prestige
• Not only do they want to have a first shared apartment, they also care about
everyone to see that it’s high-class.
• Luxury and high-class location is supposed to help them grow on the job market (“We
start high).
• Derek and Isabel analyze prices of all luxury locations in town. They don’t have
favorites – they will choose whatever will have the highest value added (something
distinguishing) to the market price. An apartment is more than an engagement ring to
them. It needs to shine and legitimize their future life.
• They don’t have any previous experience with any kind of a developer. Their
knowledge is based on their friends’ experiences and breaking news about
developers’ fraud they find online.
• They will be looking for an offer online – digging through internet forums.
Present housing situation:
•They don’t own their own apartment. They rent modern flats in the city center.
Credit capacity over
•New apartment is supposed to be the beginning of their future together even though 500 000 PLN
they don’t think about .
Name: Derek and Isabel. Ocupation: Senior Management (both)
Age: 30 and 28 years old Car: Skoda Octavia, Ford Focus company car
City: Sopot Income: 5 000PLN/month Isabel, 7 000 PLN/month Daeek
Family situation: Civil Union Credit capacity: Over 500 000 PLN
4.02.13 25

26. BUYERS INTENDING TO RENT
Needs
• Thomas. Buying apartments is his way of making money.
• He’s got some friends in real estate and is acquainted with a lot of developers
• After a couple of successful deals (mostly students accommodations and flats in
the city centers) he decided to explore new market.
• By buying an apartment in Sopot he wants to invest in a prestigious location.
It’s his third investment of this kind – not meant for students.
• He is well oriented in the prices. When offered a good price he is willing to buy
more than one apartment to be able to negotiate.
• He will be looking for an offer online and in press. He is too busy to attend real
estate trade fairs. He gets hints from realtors and developers.
Present housing situation:
•Perfect situation: over a dozen apartments in different parts of the country.
•Next purchase will be treated as yet another ‘hotel’ on his Monopoly board – a source of income.
Name: Thomas Ocupation: Company owner
Age: 48lyears old Car: Subaru Forester
City: Kraków
Family situation: Committed relationship
4.02.13 26

27. STRATEGY
Report and Strategy
After the workshops the Agency prepares and presents
a Final Report which is a basis for further proceedings.
The Report includes previously prepared analysis
extended to include the results of the Workshops,
suggestions for the channels of communications,
consumer insight, and preliminary proposals of the
direction of marketing actions, which are later opinioned
by the Client. The whole is presented as a complex
marketing strategy.
The report includes previously collected information
on the market, competition and
investment, expanded on the conclusions of
Real Estate = sculpture staged the Workshop;
in the physical public domain - recommendation of communication channels;
-consumer insight;
- areas for Big Idea;
- preliminary proposals for action advertising.
4.02.13 27

28. PLANNING
We provide creative ideas and strategy for clear goals,
to be able to answer the following questions:
•What is our long-term goal?
•What image of the brand do we expect to achieve?
•What short-term goals do we want to achieve on the
way?
•What values does our image pertain to? What values
do we still have to achieve?
•Which distinguishable features of our brand should
we focus on?
•Which are the most promising and guarantee that we
stand out from the crowd?
•Which of the features spontaneously associated with
our brand should we try and eliminate?
We define the most desirable situation for our brand
to be in in a year and we provide the tools to achieve
it.
4.02.13 28

29. Stage II
GRAPHIC MATERIALS

30. PREPARATION OF GRAPHIC MATERIALS
1. Building renders 2. Floor plans 3. Flat plans
4. Model apartments renders 5. Surroundings
4.02.13 30

31. SUPERDEVELOPER
• Website with CMS
• CRM system
• 3D architectural models
• Reservation – Selling system
• Apartment management system
• Maintenance system
4.02.13 31

32. Stage III
IMAGE BUILDING

33. INVESTMENT NAME
1.
Name – „Where will I live”?
Forrest…?
Sunny…?
Meadow…?
Park…?
Hill…? Glade…?
Name of the real estate is only worth a dime, when it becomes natural for the
future owners. Thus what we offer is a list of names that easily enter the common
parlance.
4.02.13 33

34. FINDING ARGUMENTS
2.
Claim – „Why would I want to live there”?
Nature…?
Beauty…? Family…?
Comfort…?
Safety…?
Good claim is more than words.
It provides strong association with the name and is the essence of all advantages of
the apartment. It also distinguishes the real estate from the others.
4.02.13 34

35. IDENTITY CREATION
3.
CI Manual
Information and Advertising materials is what makes corporations special and distinguishable.
Once you see a good quality material, you will always recognize it.
Providing Real Estate with the corporate form of CI Manual makes it more recognizable and
trustworthy.
4.02.13 35

36. FINDING HUMAN AMBASSADOR
4.
Ambassador – putting human face of the real estate
This is a character through which we communicate emotions we want to share with the
Clients and characteristics of the garget group or a developer.
Buildings give us purely esthetic experience so only an emotional message sent by the
ambassador will be well remembered. This is an important choice, because consistency pays
off.
4.02.13 36

37. PHOTO SHOOT
4.02.13 37

38. MODELLING
4.02.13 38

39. RENDERING
4.02.13 39

40. FINAL RENDERING
4.02.13 40

41. IMPLEMENTATION
4.02.13 41

42. KEY VISUAL
5.
Key Visual – all information in one place
Providing ideal exhibition of the real estate is the foundation of a coherent, consistent
and most successful promotional activities.
4.02.13 42

43. Stage IV
OBLIGATORY MARKETING

44. OBLIGATORY MARKETING
1. Internet – catalogues and directories
4.02.13 44

45. OBLIGATORY MARKETING
Internet – Search Engine Optimalization (SEO)
4.02.13 45

46. SEARCH ENGINE OPTIMIZATION
Currently we are positioning
.
150 websites, in the TOP 10
are 94% of our customers.
We offer a service positioning and advertising on
search engines at the highest level. The main
advantage of these services is the payment for the
effect of position in search results and the
quantities to enter the site, which provides an easy
way to verify the effectiveness of the campaign.
Check our site: www.supremumseo.com
4.02.13 46

47. OBLIGATORY MARKETING
Internet – Search Engine Marketing (SEM)
4.02.13 47

48. SOCIAL MEDIA CAMPAIGNS
“We can embed
social media tools into
your website or help
you design and build
your own branded
online community.”
4.02.13 48

49. OBLIGATORY MARKETING
2. Real Estate press
Ads
Media relations
4.02.13 49

50. OBLIGATORY MARKETING
3. Real estate surroundings
Billboards, banners
Flags
Signposts
4.02.13 50

51. OBLIGATORY MARKETING
4. Printing
4.02.13 51

52. OBLIGATORY MARKETING
5. Presentations
Presentations
Agency Brochure
Client Brochure
PPT presentation
3D – Animation
4.02.13 52

53. IMAGE MARKETING
3. Advertising Campaign
4.02.13 53

54. Stage V
ADDED VALUE

55. ADDED VALUE
1. Promise
Before the building will grow in the
neighborhood, among prospective
customers runs a rumor – what to expect?
What’s important is that these spontaneous
speculation are provided with appropriately
selected guidance. The elements, based on
which the prospective Clients conjecture,
combined together they create THE
PROMISE.
Both ads on the site, as well as media
advertising, press releases, etc. should be
subordinated to a clearly defined promise
that we want to make.
The promise should increase interest in the
mall and find fulfillment on the opening
day. A key element of the image is, after
all, credibility.
4.02.13 55

56. BIG IDEA - ESTIMATED EARNINGS
2. Publicity - The developer has launched the most interesting artistic project in Poland!
Interest – The developer builds and estate and invites artists!
Prestige – The Developer receives prestige by investing in art!
Awareness and prices acceptance - Its Clients appreciate the uniqueness of the real estate
Awareness of the distinctions and attractiveness of the product
Creating values for the distinctive features
PR ADS BUZZ MARKETING RECOMMENDATIONS
SALES
4.02.13 56

57. IMAGE MARKETING
4. PR
1. Mapping and Media Lists
2. Target Groups
3. PR Tools:
• Press releases
• Interviews
• Articles
• Advertorial
4. E- PR:
• Newsletter
• Blogs, Forums, Social Networks
• Specialist On-line Services
• Net PR Synergy – using interactive tools
for PR management online (including
SEO copywriting)
5. CSR – Corporate Social
Responsibility
6. Press Office
7. Special Events
8. Media Monitoring
9. Reporting
4.02.13 57

58. IMAGE MARKETING
5. Cooperation with partners
Based on a common budget, in which all
tenants have their share, you should take
steps to promote the mall as a whole and an
offer from each tenant individually.
One such measure is a regular newsletter
offer, which makes a valuable source of
information for a customer and is facilitates
shopping in the mall.
Principles of cooperation with the tenants
may be based on fixed contributions, or stay
in the flexible form which promotes only
particular tenants, and the tenants change.
4.02.13 58

59. Stage VI
SALES MARKETING

60. SALES MARKETING
1. Media planning and buying
Client Deweloper
Brand Apartamenty
MEDIA PLAN
Timetable sep– oct 2010
Title Size Issue Date Issues Discount
Wprost 1/3 poziom Fcprawa red. 2008-10-09 2 65%
Newsweek 1/3 poziom FCprawa red. 2008-10-12 2 50%
Manager 1/3 poziom FCprawa red. 2008-10-12 2 58%
Forbes 1/3 poziom FCprawa red. 2008-10-14 2 70%
Polityka 1/3 poziom FCprawa red. 2008-11-01 2 45%
Gazeta 1/3 poziom FCprawa red. 2008-11-01 2 35%
Wyborcza
In 2010 we negociated over 11m PLN deals for our clients. That allows us to gain more
bonuses and provide better media plans.
4.02.13 60

61. REPORT, REVISING, IMPLEMENTING
Large increase in traffic from refering sites (68,72% of all traffic). 19,40% of all traffic consists of
direct entries – its percentage dicreases which proves onlina campaigns effective. SEO achieves
11,88% of all traffic.
4.02.13 61

62. REPORT, REVISING, IMPLEMENTING
Słowo kluczowe sierpień wrzesień październik listopad grudzień SEO
apartamenty nad morzem 100 100 100 100 100
apartmanety blisko morza 100 100 15 14 100
apartamenty nad bałtykiem 100 30 19 18 16
mieszkania nad bałtykiem
mieszkania nad morzem
100
100
18
100
11
61
9
64
9 CONCLUSIONS:
51
mieszkania blisko morza 100 100 2 3 4
apartamenty pas nadmorski 100 100 100 63 2
mieszkania pad nadmorski 100 100 100 39 3
luksusowe apartamenty nad morzem 100 48 20 22 21
luksusowe mieszkania nad morzem
apartamenty przy plaży
100
100
40
100
6
100
9
100
8
15 The upward trend in most
mieszkania przy plaży 100 100 39 100 3
apartamenty sopot 100 100 50 46 43
apartamenty trójmiasto
mieszkania sopot
100
100
55
100
25
100
26
18
25
14
of the keywords.
mieszkania trójmiasto 100 100 46 42 43
luksusowe apartamenty sopot 100 20 11 11 9
luksusowe apartamenty trójmiasto 100 15 9 7 8
luksusowe mieszkania sopot 100 39 1 3 6
luksusowe mieszkania trójmiasto 100 100 1 4 3
apartamenty z widokiem na morze 100 100 21 67 36
mieszkania z widokiem na morze 100 13 7 4 6
mieszkanie na sprzedaż sopot 100 16 12 13 11
mieszkania na sprzedaż sopot 100 16 14 13 14 14 keywords in TOP 10.
mieszkania w sopocie 100 57 14 10 13
nowe mieszkania w sopocie 100 13 13 10 8
mieszkania na sprzedaż w sopocie 100 12 13 21 18
mieszkania na sprzedaż trójmiasto 100 100 10 23 18
nowe mieszkania trójmiasto 100 100 49 16 20
sprzedaż mieszkań sopot 100 16 13 28 11
sprzedaż mieszkań trójmiasto 100 46 31 20 25
apartmanety na sprzedaż nad morzem 100 42 79 33 20
sprzedaż apartamentów nad morzem 100 31 29 24 17
apartamenty morze 100 30 19 59 23 30 keywords in the most
mieszkania morze 100 41 39 74 8
apartamenty na sprzedaż 100 100 100 100 48
apartamenty sprzedaż
mieszkania na sprzedaż
100
100
100
100
73
100
75
100
33
100
looked-at zone.
apartamenty najbliżej morza 100 100 92 83 2
4.02.13 62

63. REPORT, REVISING, IMPLEMENTING
CONCLUSIONS:
www.sopockarezydencja.pl noticed
a significant upard trend over the past 3
months.
Currently we observe a downward trend
due to reduced intensity of advertising -
suggest an absolute increase in
advertising activity on the Internet.
4.02.13 63

64. APARTMENT STATISTICS
Administration panel provides
a comprehensive,
current statistics of the most
visited apartments, which is
helpful for example in a
deciding which apartment to
promote on the homepage.
Statistics show the most visited sites
on the website, which, given the
amount of data about the real estate
is a very valuable information the
developer. It also helps to
realistically assess the advantages of
investing in the eyes of potential
customers. This assessment can be
used in other forms of advertising
too.
4.02.13 64

65. MOBILE SALES SUPPORT
Mobile App – Functionalities
Step I – Step II – Step III – Step IV – Step V – Step VI –
choose the choose the go through go through contact a login, go
type of an living space the plans and the pictures / sales person through
apartment arrange your movies / prices, make
own visualizations a reservation
apartment
4.02.13 65

66. MOBILE SALES SUPPORT
Mobile App – augmented reality
The guide of the building
The application guides the user through a
designated, or any specific path in the building,
responding to the essential elements.
On the screen there is information related to
these elements in the form of text, pictures or
even mini-movies.
Sample elements:
Looking at the building – free apartments are
presented
We are in the building lobby – 20 second speech
of an architect
Let's go by lift – the application which informs
about its quality, some technical details.
Admiring the view from the window – icons of
important sites (eg bank, airport, etc.) appear.
4.02.13 66

67. SALES PROCEDURES
Sales meeting
Information Leaflet 1. Beginning of the
meeting
Traditional
Booklet materials
Blueprint/3D
2. Chat about a
particular
Online service Presentation
(“Realtor Account”) apartment (“live”)
PPT presentation 3. End of the meeting –
PENDRIVE presentation of
& CLIENT materials for
ACCOUNT
Interactive PDF plan further analysis
4.02.13 67

68. PREPARING THE SHOW ROOM
Sales tool dedicated to the implementation of the presentation,
perfectly complements the spatial imagination.
Combined with Superdeveloper will allow the Client to
familiarize with the apartments.
4.02.13 68

69. Offer

70. EFFICIENT PROJECT MANAGEMENT
We offer a unique blend of highly efficient project management in Cracow
with the convenience of a face-to-face contact in Warsaw.
FAST response time to support client demands
Our Krakow based project managers are all real estate
marketing specialists and work with our graphic
designers, copywriters and architects to deliver projects on
daily basis.
We would supplement this team with Business Director,
who will be available to attend status meetings, key
briefings and manage our relationship with you.
Updates and status reporting outlining work in
progress, issues and next steps. Status updates and
communication will be managed by our Sofia based
project management team. Our UK Business Director will
agree and optimise the format for project reporting and
will ultimately be responsible for the quality of our client
servicing.
4.02.13 70

71. QUALITY ASSURANCE
We follow a simple yet robust process to ensure that quality assurance is at
the heart of every project.
4.02.13 71

72. THANK YOU FOR ATTENTION
LOOKING FORWARD TO FUTURE
COOPERATION
Zbigniew Woźnowski
z.woznowski@supremum.pl
Supremum.pl
Plac Matejki 10/6b
Kraków 31-157
www.supremum.pl