On October 7, Marta Gerus, Avalon’s Director of Marketing and Sales, spoke at DIM.RIA’s Insight Day—a professional event that brought together approximately 130 real estate industry representatives to discuss current marketing and sales challenges in real estate development.

How is buyer behavior changing? Why don’t traditional marketing tools always deliver the expected results anymore? And how can marketing and sales be transformed into a unified system that drives business growth?

These questions were central to Marta Gerus’s presentation.

“The market hasn’t collapsed—it has simply changed. Today, clients come to a developer much better prepared. They’ve already researched the company, checked out its social media, familiarized themselves with its projects, and formed a first impression. That’s why the journey with the brand begins long before a visit to the sales center. And the sales center itself should no longer be just a place for consultations, but a space for inspiration and dialogue. “A place where we can envision a future home together, discuss individual needs, and take the first step toward making them a reality,” noted Marta Gerus.

Special attention was paid to aligning marketing and sales. After all, from the customer’s perspective, there aren’t two separate departments—there is one brand, one customer experience, and one promise that the company must fulfill.

Three more speakers joined the discussion, each sharing their own experiences and approaches to building an effective marketing strategy in 2026. The conversation covered not only customer acquisition tools but also strategic decisions that help businesses adapt to market changes.

The event concluded with a networking session, during which participants had the opportunity to continue professional discussions, exchange experiences, and discuss current work challenges in an informal setting.

For Avalon, participating in such events is an opportunity not only to share its own expertise but also to work with the professional community to shape new standards for Ukrainian real estate development.

After all, effective marketing today is no longer just about how to attract attention. It’s about the ability to understand people, build trust, and turn every touchpoint into a valuable experience.