Kiinteistömaailma: Big help in a huge decisions.

Kiinteistömaailma is one of the biggest real estate chains in Finland, including over 120 real-estate shops and 900 employees. When I worked as a CMO, Danske Bank owned the brand and Kiinteistömaailma Oy. The franchisees own the shops.

I worked as a Head of Marketing and Communications, belonged to the chain’s leadership team, led a professional team, managed the marketing, and communication budget, and reported to the CEO.

I was responsible for Kiinteistömaailma brand development, including all marketing, communication, PR, service concept, and customer relations activities. Online and offline. B-to-C and B-to-B. External and internal.

When I started my job in 2008, the financial crisis crushed the real estate markets. I had to develop a new brand strategy and new marketing and communication concepts from scratch, together with my team and partners. We did that well: All brand meters (consumer preference, awareness, brand image, assignments, and sales) started to rise and that led to a remarkable market share growth of Kiinteistömaailma-chain – even the competitors were suffering from the crisis.
One crucial part of my job was to develop and launch the new service and marketing concepts, like “Offer the Price” and “HomeVisit” and “98 percent right price valuation”. They helped the Kiinteistömaailma to differentiate positively at the real estate markets. They still seem to be the main competitive advantages of the Kiinteistömaailma-chain.

I also developed a chain’s digital strategy and worked as a responsible project owner when we developed and launched our new digital platform, Kiinteistomaailma.fi, with Futurice. The launch was successful: The number of monthly visitors increased by 50-70% after launch.

The results from the year 2009 were so good, that my team won both appreciated AdProfit and Effie Awards in 2010. Both competitions measure the business results and effectiveness of marketing and communications. My team used the 10 000 euros award to go to Cannes Advertising Festivals.

ClientKiinteistömaailma Real Estate ChainTeamMarketing team: Katja Änkilä, Kaisa Peltola, Ritva Summanen and Tiina KorhonenMy roleHead of Marketing and Communications (CMO), Member of Leadership TeamResults- Over two percent rise in market share during the financial crisis annual sales records, amount of web visitors grew 50-70 % after web platform renovationYear2019