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Apartment sales strategy for Meira Garden project

At Meira Garden, the final preparations before construction are now underway – which also means that apartment sales have already begun! Since we’ve received a number of questions about how the sales process is going, we’d love to share a bit more detail on how the apartments in this project will be sold.

The sales process for residential development projects in Latvia is usually time-consuming and often begins with pre-sales activities well before construction starts.

With this in mind, the Meira Garden (36 apartments) sales strategy is structured into several stages — each with a clearly defined focus, tailored marketing activities, and a carefully selected mix of communication channels. This structured approach allows us to effectively reach different client segments, maintain long-term interest, and ensure steady sales momentum throughout the entire project lifecycle.

1. Early Reservation Campaign

(September 2025)

Objective: Generate initial interest and establish a qualified client database.

Focus: Early reservation prices - the lowest price point offered during the entire project.

Activities:

• Digital marketing campaigns across social media platforms, highlighting special early-bird pricing.
• Targeted email campaigns to the first group of interested clients.

Result: Establishment of an initial client base of 30+ potential buyers, serving as the foundation for subsequent sales communication.

2. Reservation Campaign

(October - December 2025)

Objective: Activate the sales process and drive reservations before the start of construction.Focus: Attractive pricing valid until construction begins, incentivising faster decision-making.Activities:

• Digital advertising featuring 3D project visualisation videos.
• Segmented email campaigns directed at the client database.
• Emphasis on project quality - highlighting the selected construction materials, architectural solutions, and the long-term durability of the project.
• Location communication - describing the advantages of the site, including proximity to the city centre and surrounding infrastructure.

Result: Growth in reservation numbers and the conclusion of the first official transactions, with buyers motivated by pre-construction price advantages and confidence in project quality.

3. Construction Phase Campaign

(December 2025 - June 2026)

Objective: Sustain interest and attract new clients throughout the construction phase.Focus: Segmentation by apartment typology and communication of added value (kitchens included in the purchase price).Activities:

• Social media campaigns showcasing construction progress, including time-lapse video content.
• Outdoor advertising in key city locations, along with scale models exhibited in shopping centres.
• Content marketing in cooperation with Luminor bank experts - interviews and video materials explaining various purchasing scenarios, ALTUM support programs for young families, creditworthiness aspects, and other relevant topics.
• Apartment typology communication:
  • 2-bedroom units - targeting couples;
  • 3-bedroom units - targeting families;
  • Ground-floor units feature spacious green areas, making them ideal for outdoor living and households with pets.
• Project quality focus - communicating the choice of premium building materials, finishes, and energy-efficient solutions to reinforce the value proposition.
• Location promotion - reinforcing the advantages of the development’s location and its accessibility to the city centre.

Additional Activity:

• Collaboration with real estate agents by providing them with project data, visualisations, layouts, and price lists. This enables agents to prepare in advance, work with their client bases, and share project information via their own channels. However, the core sales focus remains on direct marketing activities.

Result: Diversified client acquisition, informative content on financing opportunities, and segmented communication that builds stronger buyer trust and accelerates transactions.

4. Post-Construction / Operational Campaign

(June 2026 - until complete project sell-out)

Focus: Special offers and customer loyalty incentives through added-value elements.Activities:

• On-site open house events designed to be welcoming for families and pet owners.
• Digital advertising and targeted email marketing.
• Promotional activities in shopping centres and city events.
• Participation in housing fairs.

Planned Offers:

• Gift cards for interior or furniture purchases.
• Robotic lawnmowers for ground-floor apartment buyers with extensive green areas.
• Discounts on parking spaces.

Result: Effective completion of apartment sales and reinforcement of the project’s market reputation through differentiated value propositions.