Casa Serafini, Le Marche

Casa Serafini, Le Marche

Casa Serafini

A stunning hamlet with just 37 unique historic refubished apartments with truly rustic Italian character.

Casa Serafini

Kenetic International created the sales and marketing initiative for the Colliers disposal of the Casa Serafini project. This small and unique project provided a unique and appealing opportunity for investors looking for a true taste of the Italian lifestyle.

The Casa Serafini project comprised a combination of refurbishment and new build. The original building was home to the Serafini family meaning that each of the refurbished 1 – 3 bedroom apartments has its own distinct features, some dating back as far as the 15th Century, which have been retained during the works. A large swimming pool is shared between all of the residences and tennis courts are also within the project. The olive grove which belongs to the property provides freshly pressed olive oil as well as a beautiful and lush environment surrounding the premises.

 

Residential Project  Swimming Pool  Tennis Facilities

Client
  • Casa Serafini
Project Location
  • Borgio, Le Marche, Italy
Key Facts
  • Restoration of historic property
  • 5 ha self enclosed estate
  • Just 39 apartment residences
  • Project started 2006

 

How did we make Casa Serafini a success?

Keeping it Simple

A key decision for the promotion of the Casa Serafini project was to keep the promotion and sales strategy very simple, without bells and whistles to distract from the fantastic properties on offer and their benefits. Rather the focus was on the portrayal of the quality of the finishing and the Italian lifestyle and culture that buying a property in the project would provide access to.

Selling the Lifestyle

Given the charm and history of the project, an understated marketing approach was adopted. The focus was placed on the Italian lifestyle and the history of the project giving purchasers the opportunity to be a part of a rich cultural aristocratic history. The estate itself dates back to the 15th Century providing a truly unique heritage which has been retained throughout the refurbishment efforts. The marketing was focused around the Serafini family heritage and the charms of the region itself.

Developing Agent Based Branding

The developer appointed Colliers as an exclusive agency for the disposal of the project. This meant that the marketing could draw on the strength and exposure of the agency brand. We determined that the project needed its own identity to work in parallel to this brand and to allow for future segregation if necessary.

What’s going on at Casa Serafini?

Casa Serafini Phase 1 Completes

Casa Serafini Phase 1 Completes

The first phases of the Casa Serafini project was completed last year and the next buildings refurbishment will start soon. This exciting project was one of the first to be marketed to the international marketplace in a region which is considered touristically...

Severn Quay, Chepstow

Severn Quay, Chepstow

Marketing Implementation

We worked alongside a heavy hitting London based property marketing agency to conceive and develop a marketing plan for the promotion of the Severn Quay development in Chepstow, Wales.

Strategic Partnerships

Working closely with the developer, Wynndel Property Management, we supported in the establishment of strategic partnerships with real estate agents, mortgage brokers and other parties.

Creating Unique Selling Points

Working together with the developer and marketing agencies, we came up with a range of product enhancements to position the product in the market place as the “Best Address in the West”, the only place to buy for luxury living in the region.

Severn Quay, Chepstow

The Severn Quay development in Chepstow, designed by Rio Architects, is a unique proposition, providing something completely new for the region, with a development of luxury specification designed around quality of life, relaxation and yet functionality and access. Just a stones throw from the Severn bridge, providing excellent links throughout Wales and the South of England.

Working alongside Wynndel’s selected marketing agency, Kenetic International conceived product enhancement strategy as well as marketing strategy, budgets and planning and finally the implementation of the marketing work.

 

Residential Project     Food & Beverage Outlets   Retail Outlets

Client
  • Wynndel Property Management
Project Location
  • Chepstow, South Wales, United Kingdom
Key Facts
  • River front development
  • Apartments, townhouses and single family accommodation
  • Over 200 residential resort properties
  • Project started 2011 to date

How we made this project a success

Product Incentives

Kenetic International conceived product incentives to support the sales effort and providing unique selling points to encourage investment in the project.

Our marketing input

What’s going on at Severn Quay

New Home for Slow Worms

New Home for Slow Worms

With help from Ecology Solutions Ltd, the property developer Wynndel Property Management has secured a new home for the existing slow worm population located on its development site along Chepstow’s waterfront.

Chepstow Regeneration Planning Granted

Chepstow Regeneration Planning Granted

Planning authorities have granted planning permission for the regeneration of the historic waterfront in Chepstow, South Wales this month. Wynndel Property Management, a London and Wales based property services firm, are the developers behind this mixed-use project.

Beroun Hills, Czech Republic

Beroun Hills, Czech Republic

Agent Networks

Kenetic put together a network of agents throughout Europe to sell the investment proposition of Beroun Hills and then managed this network during the early promotion stages.

Creating the Investment Story

Kenetic International configured the investment proposition presenting it in a clear and concise manner to ensure it provided an attractive opportunity for potential investors.

Beroun Hills, Czech Republic

Kenetic International started working on the Beroun Hills project in 2012 after its initial launch to the market. This town development on a site of 77,000 square meters, meets a growing demand for accommodation in the Beroun area which is on the commuter belt of Prague.

We put together an agent network to dispose of the properties to foreign investors who would capitalise on the high rental demand in the region spurred on by the low percentage of Czech national homeowners (just 4% of Czech’s own their own home as opposed to renting). As a low cost investment with available mortgage finance, we pitched this to the first time European buyer, looking for a mid-term investment to generate sufficient deposit to buy a home in their own country. We configured the opportunity to suit this market, preparing materials and developing product incentives, including a rental guarantee for the initial period and pre-delivery interest payments based on the invested capital. This proved popular both with agents and the target market.

Residential Project    Kids Club  Food & Beverage Outlets   Retail Outlets

Client
  • The MET Group
Project Location
  • Beroun, Czech Republic
Key Facts
  • 77,000 sqm site
  • 2.5 Billion Crown project cost
  • 650 residential properties
  • Phase 1 of 12 delivered in 2014

 

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