Marseilia Group for actual property improvement was one of many first firms to put money into Egypt’s North Coast, offering a robust imaginative and prescient on this promising space. At present, Marseilia is increasing to new and untapped areas, particularly in New Alamein.
The COVID-19 pandemic has been a troublesome time for a lot of actual property builders, however they’ve confirmed their means to adapt and develop their merchandise to satisfy new buyer necessities.
In an interview with Each day Information Egypt, Marseilia Group Chairperson Sherif Heliw outlined the corporate’s success, notably by means of its actual property improvement arm, in overcoming the present challenges. Heliw mentioned the group has already began delivering new phases in its initiatives in keeping with schedule.
What modern mechanisms has your organization initiated to beat the present disaster?
The previous interval represented a troublesome problem for the true state sector, as there was a pause in virtually all initiatives and a slowdown of gross sales on account of the uncertainty associated to the pandemic. The true property sector has proven unprecedented resilience to get well and even count on a increase within the second half of the present yr. This has been supported by the federal government’s efforts and plans to take care of the present scenario.
At Marseilia, we have now centered on two issues, specifically our advertising and marketing plans and sustaining our model by means of sustaining our gross sales which have reached EGP 0.5bn within the first half (H1) of the yr.
Moreover, we’re dedicated to our ongoing initiatives, as we pumped extra investments into them to ship on time and keep on with the schedules. This was witnessed in delivering the second section of the Marseilia Seashore Four challenge amidst the pandemic.
What new cost strategies are you providing to encourage gross sales?
We’re engaged on quite a lot of methods aimed toward together with new pricing insurance policies, in keeping with the developments in the true property market. That is additionally primarily based on the buying energy of shoppers, the amount of demand, and the equalisation of the gross sales ratios ready earlier than the disaster.
As well as, we’re engaged on reaching extra flexibility within the cost programs and intervals of the group’s varied initiatives. This offers the client the flexibility to plan his funds in proportion to his monetary suitability and buying capabilities.
What’s the standing of ongoing initiatives, and what are your future plans?
We’ve been capable of overcome the present problem posed by COVID-19 to ship 850 items within the second section of our main challenge, Marseilia Seashore 4. This supply comes below the slogan of “Delivering Happiness”, as a mirrored image of the happiness of the purchasers that acquired their items on time and on the highest high quality.
Our future is extra centered on supporting and contributing to the event of sensible cities and Egypt’s fourth technology cities, resembling New Alamein which is internet hosting our not too long ago launched Cascadia challenge. This challenge extends over 40 feddan, and has seen investments of EGP 5bn.
Furthermore, we’re aiming to launch a brand new touristic challenge on the North Coast, below the title Marseilia Seashore 5, which shall be added to the most important portfolio of built-in tourism initiatives on this space. Moreover, we’re planning to launch the agenda for future initiatives, which incorporates an Egyptian-Emirati partnership within the Nasr Metropolis challenge, with investments exceeding EGP 10bn with Amlak.
Are you able to inform us extra concerning the firm’s advertising and marketing plan in the course of the second quarter (Q2) of 2020?
COVID-19 has led everybody to think about totally different modes of promoting, in addition to gross sales plans and strategies. Know-how was the important thing to overcoming these challenges, providing a digital and extra handy mode the place everyone seems to be protected and work remains to be flowing.
At Marseilia, we have now been reliant on expertise even earlier than this disaster, and we have now been growing our digital advertising and marketing channels to assist our groups’ on-ground efforts. This has facilitated shifting to digital advertising and marketing strategies in the course of the pandemic, defending our workers. It has additionally helped us obtain our gross sales goal, which has reached EGP 0.5bn throughout H1 of 2020, and we’re anticipated to attain EGP 1.5bn by the top of this yr.
What are a very powerful alternatives the well being disaster has offered?
The true property market will stay a protected haven for funding, and the sector that pushes the nationwide financial system ahead, regardless of the challenges it faces. It’s, nevertheless, one of the vital essential sectors in Egypt which has achieved reasonable progress charges in comparison with varied different financial sectors.
What are essentially the most outstanding shopper wants following the pandemic?
Whereas we have been adapting to the disaster, the true property market has modified drastically and can carry on altering within the coming few years after COVID-19 is over. This variation is just not solely as a result of disaster, but in addition as a result of change within the wants of the customers and what they’re in search of.
The lockdown has made it extra vital than ever to discover a unit that may have a number of functions, and may be versatile to function residence and typically a spot for distant staff. Subsequently, we are going to witness extra numerous merchandise of all sizes to satisfy the wants of the purchasers and matches inside an even bigger phase of house owners.
We additionally consider within the significance of variety supplied by the true property developer. Specialisation is an efficient factor and introduces merchandise of top quality, however the interval we’re witnessing now additionally requires numerous merchandise and versatile items that serve all functions.
Do you intend to make adjustments to your merchandise to satisfy these new wants?
As beforehand talked about, we’re among the many few actual property builders that consider within the significance of variety in the true property product. Therefore, we already labored on providing items of various sizes, representing totally different kinds and assembly the myriads of wants of the shoppers.
We’re additionally eager on all the time growing a greater imaginative and prescient of the true property market, which is altering now at a sooner tempo than ever. Subsequently, we’re engaged on enhancing our market analysis instruments to satisfy this finish.
What new sorts of actual property does the Egyptian market urgently want in mild of the pandemic?
Regardless of the worldwide pattern of distant working, bodily workplaces will stay a robust product, however actual property builders might want to look into modern methods to create areas which can be adaptable while enabling social distancing as a brand new mode of dwelling.
Actual property builders urgently have to deal with the event of smarter items and sustainable initiatives with the tech infrastructure to have the ability to stand up to crises or non-traditional modes of dwelling which can be the results of uncommon circumstances.