designology

The real estate market of Miami-Dade and Broward counties currently offer endless possibilities and an unparalleled absorption potential thanks to its magnetism on a global platform.

With an authentic European background and solid experience revealing a proven track record in project development and marketing on an international level, Designology is a key consulting partner, a catalyzer for the realization of highly profitable, highly-demanded, unique, signature real estate development projects from infancy until complete sell-out.

Designology is dedicated to co-produce contemporary, minimal yet sophisticated projects that combine design aesthetics with cost-effective, functional and smart solutions in order to meet the exacting requirements of the target market. Followed by creative and relevant marketing strategies that are in line and coherent with the entire project concept, the message will be transmitted to the target clientele effectively by the motivated sales force.

Founder
EZGI FITOS

Ezgi Fitos

I believe it is essential to have a creative fine-tune in the commercial (sales & marketing) works and a commercial fine-tune in the creative (design & architecture) works in order to optimize the development projects for ultimate success.

I am motivated with ‘original ideas’. Only original ideas will supply the fuel to ‘enthusiasm’ that is contagious. I believe that enthusiasm is a key element to excite and inspire the people around you whether they are business partners, associates, co-workers or clients.

An ambitious architect and co-developer with two prestigious real estate awards and 10 years of professional experience in design, development and marketing of multi-family residential and mixed-use buildings and single-family homes.

Ezgi is a hybrid professional who has combined architectural practice with all aspects of project development including international marketing & sales operations and management.

Ezgi was the founding partner of Botam Qualitas, a leading developer on the Mediterranean coast of Turkey. She formed a joint venture with Botam Construction Group and Qualitas was born to develop unique residential and touristic projects along the Mediterranean coast of Turkey for a discerning international, predominantly European clientele. The young company has delivered two award-winning landmark projects and became the market leader in less than 3 years of operation.

CONSULTING SERVICES

Concept development & architectural design

  • Residential real estate industry benchmark research
  • Target markets research
  • Based on above data and targets: Unit mix analysis, unit layout planning, amenity programming, selection of finishes and fixtures

Project branding, marketing and sales

  • Structuring of a solid pricing strategy
  • Preparation of the entire digital and printed marketing package including presentations, websites, brochures coherent with the design concept and the potential target markets
  • Establishing alternative international marketing and sales channels

Catalyzing sales & profitability

  • Gathering collective investor groups with Smart investment Club ®
  • Developing upselling and cross-selling strategies with a view to increase profitability and enhance customer service experience

Having been involved in marketing & sales and being in direct contact with the actual buyers have helped me to build empathy with the buyers and identify their motivations and expectations. This invaluable feedback that came from actual buyers had been worked into furnishing the projects with attractive details whether it is about the practicality of use or the return-on-investment aspects and those fed the salespeople with solid material arguments to be conveyed to prospects effectively, resulting in sold-out developments prior to completion.

Facing first-hand challenges of the competition and the fierce price pressure had motivated me to come up with unique design ideas which were attracting a more affluent clientele and releasing the price pressure on our unique product as it offered an “added value”, a “competitive edge” different to mostly similar projects in the marketplace which had to beat each others’ prices all ending up with limited profit margins.

Once the right product is designed, followed by creative and relevant marketing strategies that are in line and coherent with the entire project concept, the message will be transmitted to the target clientele effectively by the motivated sales force.

Our unique marketing strategies are designed to locate collective investor groups who are motivated to invest in pre-construction projects that we are consulting. This potential bulk sale helps the developments to get a kickstart on the sales platform.

SOME NUMERIC FACTS

Sold-out developments
Properties marketed and sold
Properties developed
Real estate awards

STRATEGIES

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Power of differentiation

Differentiation is the essence of strategy, the prime source of competitive advantage. The sharper your differentiation, the greater your advantage.

In my own development firm, facing first-hand challenges of the competition and the fierce price pressure had motivated us to come up with unique design ideas that were aimed to attract a specific and more affluent clientele. This strategy has proved to release the price pressure on our unique product as it offered an “added value”, a “competitive edge” different to mostly similar projects in the marketplace which had to beat each others’ prices all ending up with limited profit margins.

A case study from packaging industry (we can easily find similarities with real estate industry)

Tetra Pak, a company that in 2010 sold more than 150 billion packages in 170 markets around the world. Tetra Pak’s carton packages extend the shelf life of products and eliminate the need for refrigeration. The shapes they take—squares and pyramids, for example—stack more efficiently in trucks and on shelves than most cans or bottles. The packaging machines that use the company’s unique laminated material lend themselves to high-volume dairy operations. These three features set Tetra Pak well apart from its competitors and allow it to produce a package that more than compensates for its cost.

In studying companies that sustained a high level of performance over many years, it is found that more than 80% of them had this kind of well-defined and easily understood differentiation at the center of their strategy.

Marketing the properties with tags such as “luxury”, “prime location”, “famous architect” is not enough reason for a potential buyer to favor a particular project over others, because these became the market norm and everybody else claims those. We need more specific, tangible aspects, genuine and unique ideas that add value to our product and that no other one has to offer.

Giving the deserved attention and time for concept development phase at the very start of project development is essential. This critical phase will determine the success or failure of the development.

Focusing on the customer

Many companies begin—and many continue—without a clear sense of their target customer. Some resist clarifying the target; they want to appeal to as many buyers as possible, and defining a target implies excluding some customers.

Suppose that, instead of trying to serve everybody, you identify a specific set of customers you can serve better than anyone else—with better product and better service. Companies that take this route set out to learn all they can about these target customers, they investigate the customers’ needs, their habits, their passions, their unmet wants and they determine which customer needs best match their own capabilities. All of these steps lay the foundation for loyalty and enthusiasm among those customers. Focusing on the target customer enables a company to cut through product complexity. If you know exactly what your primary customers most want—if you know what their sweet spot is—you can concentrate on giving them exactly that.

Being in direct contact with the actual buyers and investors help us to build empathy with the buyers and identify their motivations and expectations. This invaluable feedback that comes from actual buyers needs to be worked into the DNA of the projects through attractive details whether it is about the practicality of use or the return-on-investment aspects and all those attributes feed the salespeople with solid material arguments that they effectively convey to prospects, resulting in sold-out developments prior to completion.