Irina Caraene, Sales Director at Cordia Romania, and Ana-Maria Cioclei, the company’s Marketing Director, were among the top specialists invited to the panels at SEE Property Forum 2023.
Irina Caraene moderated the panel “Still standing strong – Residential developments under the spotlight”, which brought together representatives of some of the most important real estate development companies in Romania: Bogdan Bălașa, General Manager, HILS Development; Bogdan Iliescu, Commercial Director, Nusco Imobiliara; Bogdan Letca, CEO & Development Manager, Art Property Development; Costin Nistor, Managing Director, Fortim Trusted Advisors; Cosmin Savu-Cristescu, Managing Director, Redport Capital and Adi Steiner, Managing Partner, STC Partners.
The discussions led by Irina Caraene focused on important real estate, legislative, and fiscal issues, such as urban planning regulations and their impact on urban regeneration, the implementation of ESG policies in real estate companies, how the business environment in general and the residential sector, in particular, will be affected by the implementation of tax changes by the Romanian central authorities from 1 January 2024.
Ana-Maria Cioclei participated as a speaker in the “Property Marketing Workshop”, a discussion moderated by Natalia Gross, Head of Marketing and Communications, Knight Frank, which brought together marketing and communication professionals: Alexandra Bucur, Project Marketing & Communication Manager, Skanska; Simona Iordache, Senior Marketing Executive, Bog’Art; Ondina Olariu, Founding Partner, Serban & Musneci Associates and Roberto Musneci, Founding Partner, Serban & Musneci Associates.
In her interventions, Ana-Maria Cioclei talked about how marketing communication has changed in the context of the last three years, affected by the pandemic, the war in Ukraine, the difficult macroeconomic context, and the lack of fiscal and legislative predictability.
„In the last three years, we went through a pandemic, and the difficulties created by the war at our border. From the bigger demand for larger apartments, needed in the new „work-from-home” environment to the troubled times we are crossing, with fiscal and legislative changes being implemented every year, the demand changes a lot so you, as a marketing professional, must adapt”, said Ana-Maria Cioclei.
One of the greatest achievements in terms of marketing for Parcului20 was represented this year by the activities destined for the community of residents in the project, alongside the development of own content distributed via own channels, explained Cordia Romania’s Marketing Director.
„We have identified one thing that all our buyers have in common, whether they are families with children or young couples starting a family, two categories that represent 80% of the residents in Parcului20. They all have a passion for sport”, explained Ana-Maria Cioclei. „That’s why we have created a calisthenics exercise area in the project and we adapted our marketing communication and CTA (call to action) around children and sports activities. We chose biking, basketball, and swimming as sports disciplines and we have built beautiful, long-term partnerships. We want to develop this direction so these sports can find a special place in the hearts of adults and children alike”, added Ana-Maria Cioclei.
Asked by the moderator what will be the next buzzword in residential marketing in 2024, Ana-Maria Cioclei said, “Since in this type of business-to-consumer communication truth is paramount, I think the next buzzword in real estate marketing will be ‘Authenticity’ or, if you want a phrase, ‘What you see is EXACTLY what you get’.”