a weak spot that's actually strong
continental is one building with two sections in the centre of chernivtsi. no kindergarten of its own, no school, no big sports ground. at first glance there's nothing to show on the site. but the developer simply didn't build what already stands around it.
there were two ways: say nothing about it and blend in with every other complex, or make it the main advantage. we chose the second.
a message that links the name and the location
that's how the headline «live on the central continent» appeared. it ties in with both the name of the complex and its location in the centre. people get the main point right away: this is about living where everything already exists.
how to turn location into the main advantage of a small residential complex
honest about the alternative
we spelled out an advantage buyers often forget: when buying an apartment in a large new project, people may spend years watching concrete trucks outside the window and taking their kids to a school several kilometres away while the project's own infrastructure gets built. in the centre it already works.
a map instead of «developed infrastructure»
the phrase «developed infrastructure» convinces nobody. an interactive map that shows how many minutes and metres it takes to get to a school, kindergarten, shop or park does. the map uses real places from google, not drawn icons, so people can judge the area themselves. according to an olx real estate survey, 75% of potential buyers are looking for an apartment specifically, and for them the map answers one of the main questions: what daily life is like here.
how to find your «weak» advantage
- write down what you lack compared to large competitors.
- for each point ask: what do i or my surroundings have instead?
- check whether it matters to your buyers (ask the sales team).
- show it specifically: a map, minutes, metres, photos.
- turn it into the message on the first screen, not a line in a list of advantages.
feel like your complex has nothing to brag about? write to me, we'll find the strength you don't see.
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how can a small residential complex compete with large ones?
not by competing on the amount of infrastructure, but by showing what's already around it: existing schools, kindergartens, shops, parks with distances on a map, and honestly comparing that with the long wait in large projects.
how do you show infrastructure on a residential complex website?
with an interactive map of real places and distances in minutes and metres, not with the phrase «developed infrastructure».