Marketing unique properties worldwide

London – The LuxuryProperty Show – 29th October 2013

Alberto Guglielmone – Marketing Director

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Agenda

• Intro

• Ingredients

• Targeting

• Buying process

• Project plan examples

• Channels

• Case history

• Contacts

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Intro – Who We are

Héra is an Italian boutique consultancy real estate company, privately owned, working mainly in the corporate market on a global scale. It was founded in 1999 with HQ in Milan has costantly built an international network, directly and with partners all over the world. The company activity include development in touristic areas of Italy, traditional agency activity (luxury/HNWI) and corporate operations (banks, RE funds, Hotel and Leisure companies).

40 Wall Street

96, Kensington High Street

Gostiny Dvor - via Iliinka, 4

Citic Building , 19 Jianguomenwai Avenue

Via Marina 6

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Intro : Our positioning on the market

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Intro : Our positioning on the market

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Ingredients

• Things to know

• Product and its current/potential features

• Consumers worldwide (insights and behaviours)

• Buying process

• Market trends in the RE market

• Media habits and consumptions

• Things to do

• Position and brand the product

• Craft a story angle for PR

• Define mktg budget (based on B.Plan sustainability)

• Make a project plan with focused mktg channels

• Action Test with constant ROI evaluation

• Spread successful activities on a larger scale

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Targeting

Medium Families, HNWI

Hotels, Development, Great Estates, entire buildings, RE funds shares, NPL

Residential ;

Villas, penthouse, luxury apts, holiday homes (aprox

value from 2-30 mln €)

Residential

Villas, penthouse, luxury apts, holiday homes (aprox value from 0,5 to 3 mln €)

Residential

Apartments, holiday homes (value from 0,1- 0,5 K €)

Corporate

Luxury

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Targeting (mktg and communication) example

Communication

Objectives

Action

Awareness

Reputation

Shopping list

Contacts

Corporate

Luxury

Affluent (medium/luxury)

Medium

Given product features, geographical location and consumers’ insights/interests, market trends, we have assumed to focus these 2 target categories B2B Corporate and B2C Luxury

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Targeting distribution (example)

ITALIA (affluent) - SWITZERLAND (corporate + affluent) HNWI italians and foreigners, residets or managers, brokers, (private bankers , lawyers, attorneys, fiscal consultants, concierge services etc). Switzerland as hub vs potential investitors worldwide (clients of private bankers).

RUSSIA (corporate + affluent) HNWI (direct clients), brokers, agencies, family trust , buying agents.

U.S.A. (corporate) HNWI (direct clients) agencies, family trust, buying agents.

UK – North Europe – Germany (corporate + affluent) HNWI (direct clients), agencies, family trust, buying agents, London as hub vs potential investors arabic and indians.

QATAR/UAE (corporate) Ultraluxury HNWI (direct clients), family trust, buying agents.

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Buying Process vs mktg channels

Awareness / Reputation

Engagement INFO Contact

- Acquisitions ITALY - Sales RUSSIA, CHINA , UK, USA

PR Media Rel, ADV (online and offline)

Eventi, Hospitality, Web Social

media

Google, Websites, BTL

materials

Phone call, emails, one to

one presentations

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Project Plan - Executive summary (example)

Jan-March 2013 Apr-June 2013 July-Sept. 2013 Oct.-Dec 2013 Jan-March 2014 Apr-june 2014 Totale

USA

€ 00000

€ 00.000

€ 00.000

CHINA

€ 00.000

RUSSIA

€ 00.000

€ 00.000

pro-quota general

expenses (travels

/accomodation)

€ 00.000

Total

€ 000.000

partnership Robb Report

ADV DuPont Registry

Adv+Advertorial WSJ

partnership TATLER magazine

adv sponsorship (sport magazine ,sovsport , golf, yachting)

Pro quota exhibition in Moscow;

Domexpo or Crocus

general expenses

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Mktg budget split (example)

Country

Budget %

Value Rationale

USA 42 %

- Partnership with Robb report (adv + advertorials)

- Mansion (WSJ) adv+advertorials

- Du Pont registry adv

Russia 33 %

- Domexpo or Crocus Exhibition in Moscow (April 2013)

- ADV/sponsorship on magazines close to tgt, advertorials/ tbd

(Sovsport.ru / Yachting & Sail / Golf house etc)

China 27 % - Partnership with Tatler magazine online and offline

General

expenses 8%

- Pro-Quota part of general expenses like travels,

accomodations,

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Details: USA – Robb Report Media partnership

• 1° US magazine over 133 pubblications among top

property and second houses owners or among reader

scouting travel destinations

• Cross platform visibility

We will place three full page, full color ads in Robb Report in the

following issues:

Robb Report Exceptional Properties:

Jan/Feb Issue = Premium full-page

Robb Report: “Travel” issue:

Feb Issue = Premium full-page

Robb Report Home & Style (formerly Robb Report Exceptional

Properties):

Mar/Apr Issue = Premium full-page

Note: Add full-page advertorial for additional $6,000

Value Added:

-Exceptional Properties Dedicated Email – date to be determined

-300x250 banner advertisement on Exceptional properties E-

Newsletter – date to be determined

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Russia – Exhibitions (Domexpo + Property worldwide)

Property WorldWide” will take place

in “Crocus Expo” exhibition center ,

on April 19-21- 2013.

“Domexpo” will take place

on April 11- 14 /2013 in central Gostiny Dvor

Moscow

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Details: China – Tatler magazine online

Asia Tatler – The Spirit of High Society

China • Hong Kong • Singapore • Malaysia • Taiwan •

Macau • Thailand • Indonesia • Philippines

The essential guide to the very best in life, the Asia

Tatler group of publications

taps into the lifestyles of the region’s most affluent and

influential

Regional customized newsletter (up to 3 stories,

production and translation by Tatler)

Contacts total database: 66,000

Coverage: Hong Kong, Singapore, China

Price List: US$27,500

Special Discount: 20%

Final price : US$22,000

China customized newsletter

Contacts totali database: 11,000

Coverage: China

Price List: US$11,000

Special Discount: 10%

Final price: US$9,900

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Case Histories : 3 examples

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Palazzo Orlandi – Busseto (Parma)

Giuseppe Verdi’s House

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Target details

Luxury HNWI, private collectors, Trust,

Professionals (law firms, attroneys, brokers i), Private Bankers.

China - Russia – UK-

NW Europe - Switzerland

Corporate Bank Foundations , Institutions , International Opera clubs, Companies

N.W. Europe - Russia –

UK - Switzerland- China- Japan

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Palazzo Orlandi – Giuseppe Verdi’s house

• Product: Historycal Building (mid 800’) in the centre of Busseto (Giuseppe Verdi’s hometown in the Appenines of central Italy). Neoclassical style, 2 floors, courtyard, woodden floors and pictorial ceilings.

• Activities/Focus: Media Relations in Italy and worldwide during Maestro’s Bicentennial (from 3rd October onwards) in most interested countries for Opera Music.

• Results : 2 proposals of Interest (an italian one + one from an international Institution)

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Cappuccini Island

• In between Italy and Corse

French Island.

• 2 miles from famous Porto

Cervo-Costa Smeralda

harbor and facing Liscia di

Vacca stunning beach.

• Olbia International Airport at

20 Km.

• Very close to «Pevero»

worldwide renowned golf

course.

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Target and Communication Obiectives

Obiettivi di

comunicazione

Azione

Conoscenza

Reputazione

Accreditamento

Contatto

Corporate

Luxury

Affluent (medium/luxury)

Medium

Given product features, location, price and attractivity focus target could be Luxury e Ultra luxury to be considered in marketing development.

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• Exclusive Location

• Uniqueness of the asset

• Private dock

• Easy access

• Fit to be adapted to private needs

• Costa Smeralda lifestyle

• Quality of the landscape , Nature, Environment

• Local support for architecture development and construction

Cappuccini Island - Rationale

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Executive summary – Mktg Plan

Ott-dic 2013 Genn-Febb 2014 Marzo-Apr. 2014 Magg-Giu 2014 Lug-Agosto 2014 Sett-Ott 2014 Nov-Dic 2014 Totale

Generale

Qatar/UAE

Svizzera

China-HK-

Singapore)

Londra

RUSSIA

Totale

one to one presentations of the project

Presentation of the project to brokers, intermediaries, and potential investors

Roadshow presentation China (Beijing /Shanghai /HK/Singapore)

Branding and corporate image (offline and online) applied to brochure, leaflets,

landing pages, websites

Hospitality for press or selected customers

Hospitality for press and potential customers

Presentation of the project to brokers, intermediaries, and potential investors

press Trip

Media relations e partnership editoriali Hospitality for press and potential customers

Digital and web mktg activity (dem, seo, sem, visibility etc)

Media relations and editorial partnership

Events and exhibitions Events and exhibitions Events and exhibitions

Web and digital mktg campaign : seo, sem, visibility,, dem)

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Europa 12 – Milan Luxury serviced condo-apartments

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Main shopping street (Corso V

Emanuele)

“Quadrilatero della moda” (Montenapoleone – Manzoni – Spiga – Venezia)

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Ground Floor

First Floor

Second Floor

Third Floor

Fourth Floor

Fifth Floor

Sixth Floor

Seventh Floor

Roof

OFFICE FLOOR SURFACE

A Third 276,98 Sqm

B Third 347,84 Sqm

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Ground Floor

First Floor

Second Floor

Third Floor

Fourth Floor

Fifth Floor

Sixth Floor

Seventh Floor

Roof

UNITS FLOOR SURFACE

A Sixth 250,08 Sqm

B Sixth 74,95 Sqm

C Sixth 147,34 Sqm

D Sixth 265,46 Sqm

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Mktg Target and Objective – Option/Phase 1

1° option is to market as a single investment to be transformed into «Luxury serviced condo apartments» based on a detailed project already existing.

Corporate

Luxury

Affluent (medium/luxury)

Medium

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Mktg Target and Objectives – Option/Phase 2

Communication

Objectives

Action

Awareness

Reputation

Consideration

Contacts

Considering current product features the residential part of the property needs to be marketed to italian and foreign single investors of target Luxury and Affluent. Even considering potential transformation for Phase 2 (market the service of luxury apts rental).

Corporate

Luxury

Affluent (medium/luxury)

Medium

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Europa 12 – Milan - Luxury Serviced Condo-Apartment

• Product – An entire building in downtown Milan close to fashion and financial district currently with offices (3 floors) and 9 luxury apartments (3 floors) from a single room size to penthouse on 2 levels with terrace. Existing project to trasform it into a Luxury condo apartment building for renting.

• Activities/Focus – exhibitions (London, Moscow), digital activity (seo, sem, dem, visibility, social media), one to one presentations, distribution partnerships with intermediaries.

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Thank you

Alberto Guglielmone

marketing@heraimmobili.com

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Contacts

ITALIA MILANO Via Marina 6, 20121 Milano Managing Director - Carlo Pisani T +39 02 780 604 F. +39 02 76 022 970 pisani.carlo@heraimmobili.com

RUSSIA MOSCA Gostinyj Dvor, via Ilinka 4 109012 Mosca, Russia Sales Manager Olesya Belova T. +7 (495) 97 12 478 sales@heraimmobili.com

CINA

PECHINO Office 22-1C, CITIC Building Tower A, 19 Jianguomenwai Avenue, Chaoyang District Beijing 100022 Sales Manager Filippo Leddi T. +86 186 004 116 30 leddi.filippo@heraimmobili.com

U.S.A.

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UK

NEW YORK 40 Wall Street, 30th Floor New York City T. +1 646 7835541 nyc@heraimmobili.com

LONDRA 96 Kensington High Street - W8 4SG London Interim Sales Manager - Carlo Pisani T. +39 338 322 6085 pisani.carlo@heraimmobili.com