Flabellum is a new residential development by FSK in Blagoveshchensk, a city of around 260,000 people. The project is located on the first waterfront line of the Zeya River, close to the city centre and key infrastructure. At the same time, its price per square metre was approximately 20% higher than that of its closest competitors. The launch therefore required not only awareness, but sufficient demand within a limited local market.
Problem
The main challenge was selling a product priced above the market in a relatively small city. Competing through lower prices was not an option. We needed to identify genuine product advantages, turn them into clear customer value, and build a marketing system that could consistently move audiences from first contact with the project to a sales enquiry and purchase.
Solution
We began by analysing the closest competitors and identifying Flabellum’s key product advantages: European-style layouts, walk-in wardrobes, functional spaces and more efficient use of every square metre. Based on these insights, we built a full-funnel campaign architecture. Search, social media, outdoor advertising, CTV and radio generated awareness and demand, while the website, lead forms, geo-services and real-estate platforms converted interest into sales enquiries. Communication was continuously refreshed, with more than 10 creative and offer rotations per month, including entry prices, specific layouts, “apartment of the week” offers, discounts and product benefits.
Results
In 6 months of integrated marketing, the campaign generated 500 qualified leads, resulted in 100 apartment sales, and delivered more than RUB 850 million in total sales value. The project successfully generated demand and sales despite being priced approximately 20% above its closest competitors.
