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...
Casa Serafini, Le Marche
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.
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.
