Real Estate Marketing with the emphasis on communication politics as an instrument of sales with applicable suggestions for the Entwicklungsgesellschaft Cité in Baden-Baden

Federal Republic of Germany is steadily increasing, and this group has a very good base of financial resources built up. Customised products adjusted specifically to their needs might open a niche! In addition Baden-Baden has a very good reputation, due to the thermal springs, which work like an magnet to older people. Investors: Since the Media-Academy and other businesses have settled down in the Cité area, more commitment would be necessary, since prices for rents are likely to go up, as students and also employees will try to find something. Families: Young families offer the most attractive segment to aim at. The reasons here are the proximity to the forest, various educational institutions (playground), the infrastructure, proximity to the autobahn,etc. Singles: Also mobile, better earning individuals can be attracted to the Cité area. The already mentioned closeness to the autobahn and the prestige by living in BadenBaden are motivating factors for singles. Foreigners: Due to the history of the Cité area as a French military base und due to the fact that Baden-Baden has a high percentage of wealthy foreign individuals as guest or residents these groups could also be of interest. A multi cultural housing area could emerge on the lot of the Cité. This step towards further defining the target group may in some eyes still be too broad and might look as not being possible to be applied in practice. From my point of view I think it would be possible and very interesting, since under such circumstances the opportunity would arise to bring various cultures and age structures together, which could make the project in Germany famous for the structure of the resident body. This segmentation would also change the image of the Cité area, which was already mentioned and referred to under point 4.3.2. The segmentation also serves to further break down the usage of the communication medias. Task here is to specifically aim at the chosen target group with the right media. A bad example, for not using the segmentation also for choosing the right media vehicles would be, the usage of the internet to address and get in contact with senior citizens. Since the internet hardly finds usage in this segment is would be wise to [...]

4.3. Steps in the Communication Plan 4.3.1. Formulation of the Communication Goals In the formulation of the communication goals, one must distinguish between economical and psychological goals. To the economical communication goals belong for example, revenue-, turnover-, market share- or rate of return goals.23 Those factors are measurable, but cannot be assigned, however, to the respective communicational tool, since this area also is under the influence of the other marketing mix instruments. For the psychological communication goals however, direct connections can be proved and can be directly related to the communication measures. To the tasks in the area of the psychological communication goals belong on one hand, the cognitive-oriented goals (increase of recognition, increase of the informational transfer), the affective-oriented goals (create interest for the product) and on the other hand the conativ-oriented goals (purchase of the product). A project (building of a shopping centre) by Castor Pollux in Frankfurt serves as an example of the implementation of psychological communication goals. Since an old, existing building had to be destroyed by explosion the count down for the event was published each day in the newspaper (create awareness/ interest – cognitive/). The future visitor of the shopping centre, who was addressed by the event, was the conative target of the communication politics. In the formulation process of the aims of the advertising in real estate, the adviser has to be clear about an important fact. The demand for private real estate cannot be increased, nor created, as it is for example done in the consumer article sector. The major aim in real estate advertising should be to awaken the interest in the potential target group, which in the end might lead to the first contact. Desirable communication goals for the Cité should be: Unconditional increase of the recognition of the project The project of the Cité should not only be recognised in the closer proximity of Baden-Baden, but also in the surrounding districts. [...]

4.2. Principles and Goals of Communication Politics The tasks which have to be engaged with communication politics are, to establish, maintain and deepen the contact to the market and the environment, to inform and advise potential customers about existing real estate products, to represent products and the organisation, in order to animate potential customers to buy the products. This identifies two major operational areas of communication politics, “advertising and public relations.” The process of the contacts between seller and buyer is based on the principles of the communicational process (Illustration 7). In this context the seller uses various media vehicles (e.g. a newspaper advertisement) in order to communicate his sales message to his potential buyer. The forms of advertising are being used to directly transfer the goals of the corporate policies to the market and addresses directly potential customers. This is the reason, why advertising in the real estate market is used to market and acquire real estate products. The overall way on how to achieve this is put into practice by the application of the AIDA-formula.22Even though the formula only actually addressed advertising, the goals can and should be applied to the other tools and options of communication politics. A = Awareness I = Interest D = Desire A = Action The various media vehicles to spread the messages by organisations are: „The classical advertising, direct-marketing, event-marketing, the personal sales, the internet, the relationship-marketing, the corporate identity, the construction-/ point of sales marketing and public relations.“ [...]