Developing the concept of the cottage settlement



- this work includes all stages of the project, from marketing analysis and work on the settlement concept to planning the advertising campaign. One illustration is the concept of the cottage settlement in Priozersk District of the Leningrad Region.

The "Piter Development" employees repeatedly developed marketing conceptions of cottage settlements of different price categories and types (suburban, for permanent living or mixed residence, elite or standard, club and generally available).for investment companies

The development of cottage settlements marketing conception is used for creation of settlement general outlay conception. It gives to the customer (investor) the first comprehension what it will be on a land plot, to define the balance of territories, carry out a feasibility study, bring in adjustments, consult, for example, with a district architect to be determined with the resources.

We unite capabilities of sociology and marketing in our work, forming the conception based on target group sociological preferences or market environment data (quantitative and quality).

On this page we give you the conception example of cottage settlement creation (conception contents) in Priozersk District of the Leningrad Region.

Customers had already the vision of project realization and our specialists were required to check the feasibility of customer plans and produce our own references for project implementation.

As a result of preliminary negotiations, technical specification, which included all interesting questions for the customer, was formed: from the cost of cottage to the ideal scheme of sales.

Piter Development company staff have completed a number of studies and prepared a report based on the results, which contained answers to all the questions of interest to the customers. The main issues included:

  • optimal area of land plots;
  • optimal architectural concept of the cottage, the market niche of the project;
  • what infrastructure elements the cottage settlement must contain;
  • positioning of the object;
  • prices and pricing;
  • everything about the maintenance (rates, composition of payments, who does the maintenance);
  • peculiar issues in promoting cottage settlements

All the aforementioned issues were reflected in the prepared report, the contents page of which is presented below:

Cottage Settlement

(Leningrad Region)
 

1.

REPORT PREPARATION TERMS

4

2.

STATEMENT OF THE PROBLEM

5

3.

 KEY FINDINGS

6

4.

MARKETING ANALYSIS

11

4.1.

 Description of the Site

12

4.1.1.

Location of the Site

12

4.1.2.

 Description of the Site

13

4.1.3.

Territory of the site.

13

4.1.4.

Site Environment

14

4.1.5.

Setting Up Engineering Networks

16

4.1.6.

Legal Status of the Facility

16

4.1.7.

Transport accessibility

16

4.1.8.

Social environment

16

4.1.9.

Natural landscape

16

4.2.

Competitive Analysis

17

4.2.1.

What kinds of settlements there are...

17

4.2.2.

Cottage prices before, during and after the crisis...

18

4.2.3.

Market dynamics

18

4.2.4.

Market volume

19

4.2.5.

Factors contributing to success of cottage settlements:

19

4.2.6.

Common errors in setting up settlements:

21

4.2.7.

Settlements in Vyborg and Priozersk districts.

21

4.2.8.

Cottage settlements near Nadezhda Country House Non-Profit Partnership

22

4.2.9.

Competitors of Nadezhda Country House Non-Profit Partnership in the Business Class Segment

29

4.2.10.

Offer Volume

32

4.2.11.

Price Dynamics for sites less than 25 ares in area

33

4.2.12.

Demand in the area of Nadezhda Country House Non-Profit Partnership

34

4.2.12.1.

Demand before the crisis (graph)

34

4.2.12.2.

Demand during the crisis

35

4.2.12.3.

Demand after the crisis

35

4.2.12.4.

Demand for more expensive cottages (RUR 25 mln+)

35

4.3.

Consumer preferences of buyers of land plots of 15-25 ares in area

36

4.3.1.

Preferred financial schemes

36

4.3.2.

Customer requirements for cottage settlement location

36

4.3.3.

Requirements for the architectural concept of the settlement

37

4.3.4.

Preferences for cottage settlement purchases

39

4.3.5.

Requirements for settlement infrastructure

39

4.3.6.

An example of a cottage settlement layout

40

4.3.7.

Customer preferences in terms of the ratio of the site area to house area

41

4.3.8.

Objects in demand on the site

42

4.3.9.

Preferred type of housing in the cottage settlement.

43

4.3.10.

Requirements for cottages.

43

4.3.11.

Construction peculiarities of the building on the site 15-25 ares in area:

45

4.4.

Consumer preferences of buyers of land plots of 25-70 ares in area

45

4.4.1.

Preferred financial schemes

45

4.4.2.

Customer requirements for cottage settlement location

46

4.4.3.

Requirements for the architectural concept of the settlement

46

4.4.4.

Requirements for settlement infrastructure

47

4.4.5.

Customer preferences for the site

48

4.4.6.

Objects in demand on the site

48

4.4.7.

Requirements for cottages.

49

4.4.8.

Construction peculiarities of the building on the site 25-70 ares in area:

50

4.5.

Justification for optimal use of the site

51

4.5.1.

SWOT analysis of the site

51

SWOT analysis for ELITE SETTLEMENT segment

51

SWOT analysis for BUSINESS CLASS segment

52

SWOT analysis for COMFORT (STANDARD) CLASS segment

53

SWOT analysis for ECONOMY CLASS segment

54

4.5.2.

Determining the best way of using the site

56

4.5.3.

Differentiating properties of the project (USP development)

57

4.5.4.

Project positioning on the market

59

5.

CONCEPT OF A COTTAGE SETTLEMENT

61

5.1.

Architectural concept of the settlement

62

5.1.1.

Concept of the settlement

62

5.1.2.

Logistics of the settlement

65

5.1.3.

Entrance to the settlement

65

5.1.4.

Zoning of the residential area of the settlement

65

5.1.5.

Architectural style of the settlement

66

5.1.6.

Infrastructure of the settlement

67

5.1.7.

Engineering support

67

5.2.

Requirements for the cottage land plot

68

5.2.1.

For land plots up to 25 ares in area

68

5.2.2.

For land plots more than 25 ares in area

70

5.3.

Requirements for cottages

72

5.3.1.

Cottage style

72

5.3.2.

Cottage parameters (4-6 types and sizes)

72

5.3.3.

Constructive peculiarities of the cottage:

74

5.4.

Marketing concept of the construction company

75

5.4.1.

MIX concept

75

5.4.2.

Differentiating qualities of the project

76

5.4.3.

Marketing strategy

76

5.4.4.

Positioning of the settlement

78

5.4.5.

Peculiar features of elite cottages

79

5.5.

Sales Strategy

79

5.5.1.

Pricing policy

79

5.5.2.

Methods of stimulating sales

80

5.5.3.

Sales planning

80

5.5.3.1.

Cottage specifications

81

5.5.4.

Forming comprehensive commercial offers

86

6.

APPENDICES

87

6.1.

APPENDIX 1. Technical specifications

88

6.2.

APPENDIX 2. Expert Survey Questionnaire

89

6.3.

APPENDIX 3 Survey Results Land plots up to 25 ares in area

106

6.4.

APPENDIX 4 Survey Results Land plots from 25 to 70 ares in area

118

6.5.

APPENDIX 5. Surveyed experts

125

Since recently we have completed a whole range of projects:

- Economy class cottage settlement for Severnaya Nedvizhimost Company in Verkhovskoe, Vyborg District

- Business class cottage settlement for Nevskaya Stroitelnaya Kompania in Zabolotye, Vsevolozhsk District;

- Elite class cottage settlement for SevZapNeft Company in Grichukhino, Priozersk District, and a number of other projects

Please see our customers' comments in "REFERENCES".
 
If you would like to start working on a cottage settlement project and would like to know more about this, we will be happy to help you. Call us at our contact numbers or fill out the feedback form and we will get back to you as soon as we can.