Extraordinary urban housing sought
The journalist Rebeca Pérez talks about Monapart in Api Noticias, the news channel associated with the real estate portal Api.cat. In the article she defines Monapart as much more than a real estate agency.
API.cat | 27.11.2013 | REBECA PÉREZ
We confess, they have stolen our hearts. And no chocolates, no jewellery. Simply with a great idea. If a few days ago we told you that the perfect estate agent should seek to differentiate itself from other professionals, today we offer you a good example.
Since its inception, explains one of the founding partners, API José Luis Echeverría, Monapart understands the real estate business "as a reality to transcend". And we can vouch for the fact that they succeed. Because Monapart is a real estate agency, but it is also much more than that..
It is a "provider of content, products and services in the field of extraordinary (out-of-the-ordinary) urban housing", according to its website. What does this mean? Monapart is positioned in the real estate market by lifestyle, that is to say, they capture the product with a specific type of customer in mind, a cosmopolitan customer looking for what they have called "extraordinary urban housing", with very specific tastes and consumer habits..
The Monapart customer is not satisfied with four walls and a ceiling in Mataró or in Hospitalet. No, the Monapart customer is looking for something more. To reach this customer ("a niche market which, although small, is homogeneous in all the major cities of the world"), speak to you in your own languageThey dress the way he dresses, think the way he thinks, feel the way he feels and frequent the same places he frequents, sharing experiences and stories with him, and creating a unique collective imagination that is fed by the contributions of all the members of the community.
Monapart does not have an office on the street, nor does it need one. It interacts with its customers via the Internet. "Social media provides us with a multi-channel platform to engage with both our customers and potential customers.. Conversations on social networks are managed immediately and through a friendly and casual language that is a trademark of the company.
There are two members of the team who dedicate part of their efforts to it, although the use of social networks is intensive for the entire Monapart team," says José Luis. "Online support is our main communication tool. Keeping the conversation alive by sharing quality content with our customers allows us to get to know them better and create certain bonds.. Maybe they don't have a real estate need at the moment, but when they do or know someone who does, they will think of Monapart.
In our segment, we want to position ourselves as the leading real estate agency. Does such a novel approach work in the national real estate market? "Of course they do. We have absolutely proven that our competitive strategy, based on differentiation and focus, generates more and better sales than the industry average.". In fact, since the start of their activity in April 2010, they have grown steadily in turnover, staff and offices. Being different works. Change and short!
We have been saying this for some time now, actively, passively, and wherever we are allowed to: the real estate market is changing and it's time to think about what your little corner will be. It is not so difficult, if you think about it. In our sector there is still a lot to develop and a lot of ground to plough, let's not fool ourselves. Just go to a niche market must be found. Somrie, with its real estate personal shopperMonapart is positioned by customer type, and Monapart is positioned by lifestyle.
