Irina Kaneva is the new Sales and Marketing Director of BLD. She joined the company in May 2019 and has been responsible for developing the overall sales and marketing strategy, as well as managing all processes in the Sales and Marketing departments at BLD. She has over 18 years of experience in marketing and sales, holding senior positions in the structures of various domestic and international companies in the retail and real estate sector. Among them are Bella Bulgaria, VP MARKET, PIKADILI and Ceres Management Services.
Read the full interview with Irina Kaneva here.
How do you feel being part of the BLD team?
Over the last 6 years I have been involved in the management of a shopping centre and business park, a very dynamic environment, so my expectation was that at BLD the turnover would be a bit slower and the projects would not provoke my creativity to such an extent. However, my surprise was great because it turned out that each project in BLD's portfolio is different and requires a differentiated plan and approach. Working here is challenging and gives me the opportunity to both lean on my years of experience but also learn new things about the industry every day. An even bigger surprise, however, has been the company's team and office microclimate. I have to admit that this is the first time I have been around people who truly share the same values and are united by the idea of continuously adding value to the company's image. My first introduction to the team was at one of the company's regular brand meetings, during which all employees participated in a discussion about how to improve the environment around the office and BLD 's projects. There was also work being done to improve the working atmosphere within the team. It was then that I realized the huge difference between all the places I have worked for before and BLD. Without exaggerating, I can say that it is an honor and a pleasure to be a part of this team and this company. I felt at home here within the first few weeks. It's hard to believe, but at BLD we paint fences, climb peaks together, build sandcastles, organize barbecues, support noble causes, have a shared library in the kitchen and a kind words box in the office. Few companies can boast such a close-knit community.
What are the goals and priorities set for the BLD team?
The company's strategic focus for 2019 is to maintain a volume of 300 apartments per year and launch 4 new projects, including phases two of MENA and Sofia Slow Life District.we are in the preparation stage of a maintenance concept for the BLD buildings for at least 3 years, as well as a Build to Rent concept - retaining ownership of some of the completed apartments in our projects for the purpose of renting them out.
The company's results are impressive. According to last year's data, BLD is the leader in terms of projects under construction among the companies in the industry (4 projects, with 556 apartments - GFA 89 982 sq. m.) and the second in terms of the number of completed projects in general. In 2018, BLD completed 282 apartments sold worth EUR 39 million, one project completed - KRISTA, 4 new projects launched - MONA, Secret Gardens, Sonata, Sofia Slow Life District and 5 land plots acquired, which will ensure the company's operations for the next 4 years.
When we talk about priorities, it is important to note that they are not only related to financial results, market shares and figures. The brand holds values that we have set out in our objectives that will differentiate us from competitors in the sector and add value to the company's reputation in the market in the long term. At BLD we don't just build buildings, we aim to build homes. We dream of transforming every neighbourhood we enter and creating the conditions for a peaceful and good life. It's our attention to detail that sets the stage for our clients to invest in a home they can leave to their grandchildren. It is the security that the company offers that earns the respect of partners and customers. We believe that sustainable business is based on openness and honesty, and when we are honest, we grow not only our business, but the whole sector. No compromises are acceptable here, which is why we stand behind quality at every stage of our projects. In this regard, our company and brand priorities are to make BLD synonymous with a good investment in one's own future and to shape a community of people who care about improving their environment.
What defines a property as "luxury" today? Is it difficult to meet the high demands of the solvent buyer in our country?
Luxury real estate looks different in every market, as its valuation is directly dependent on a number of criteria - the specific area, the key infrastructure, the amenities the properties offer, and the environment they can provide. But the main difference is that truly luxury properties are designed for a certain set of people who maintain a high standard of living, and with that comes their desire for a more secure, privacy-protecting property that meets that standard. Finding such a place in Sofia is becoming increasingly challenging.
That's why the Secret Gadrens project is a lesson in luxury construction for us. At BLD, we believe that successful people pay more attention to detail and don't compromise on the sense of discreet security, the right to privacy and the communal experience their home will give them.
What sets Secret Gardens apart from other new developments in the city?
There are many things that set Secret Gardens apart from other projects on the market. First of all - the location. "33 Gallichitsa is an excellent address in the most aristocratic and quiet part of Lozenets. The total green area, including the gardens and private courtyards is over 3500 sq. m., which makes Secret Gardens the complex with the largest garden in Old Sofia. The project embodies the dream of an ideal home, where modern solutions have been applied, such as: spacious hotel lobby, solar panels for power supply in common areas and gardens, underground garages, natural stone facade and filters for drinking water purification. The complex has restricted access and a 24-hour reception, and the apartments are bright and spacious, with French windows and separate kitchens. The heating and air conditioning of each apartment is solved with individual heat pumps, and electric external blinds and mosquito nets will be installed to the windows. I could go on listing the advantages of Secret Gardens, but if I have to sum it up in one sentence - with this project we are selling a different way of living and a feeling of comfort, tranquility and refined luxury.