From the beginning, the Grimaldi group advised its affiliates to place the "Meeting Points" in strategic areas of the city, but not on street level, to guarantee customers maximum privacy.
Renzo Cazzin was the first in Italy to break this rule: he moved the office from the second floor of the Europa Skyscraper to the ground floor, occupying a shop of approximately 180 m2 with large windows and strong pedestrian traffic on the ground floor of the same building.
A strategic move that increases the visibility of the agency and immediately multiplies the opportunities for contact with customers.
The evolution of Italian real estate agencies in the 1990s reflects the country's major economic and technological changes: the sector moves from a local dimension to a more industrial structure, with an explosion of franchising agencies, favored by the success of the first Grimaldi franchising in Italy.
If at the beginning of the decade an agency was often an office managed by a single mediator, at the end of the 90s the big brands dominated and structured agencies were born, with increasingly sophisticated organizational processes and promotional tools.
The Grimaldi "Meeting Point" of Padua also exploits this transformation through innovative communication initiatives: advertising spaces in important "Free Press" weeklies and presentations of the properties that are no longer just textual, but accompanied by detailed information sheets and color photos.
At the time, digital color prints were a luxury reserved for large printing centers, making Cazzin's choice particularly advanced and distinctive.
How to get more visibility?
With the aim of differentiating itself from all the other agencies in the area, Renzo Cazzin decides to equip itself with the same tools used in large print shops, purchasing a CANON CLC 700 (Color Laser Copier), a machine that today can be defined as belonging to the 'noble history' of digital printing and which for a long time has been the point of reference for graphic agencies and printing centers thanks to its ability to manage color in a professional way.
The only flaw: the prohibitive cost!
Thanks to the creation of advertising flyers with digital color photos, magazines with advertising and editorial content distributed to each customer selling their property or potential buyers, Renzo Cazzin aims to amortize the cost of the printer in 5 years. He succeeded in just 3 years!
The commercial success of those years was the result of several factors:
- great visibility on the street, with three windows that capture the attention of passers-by;
- the production and distribution of thousands of flyers, brochures and color magazines, a competitive advantage that no competitor can replicate;
- the contribution of Barbara Daniele, who joined Renzo Cazzin's team in 1995, who takes care of the entire graphic part of promotional and advertising activities with great professionalism.
Grimaldi Padua
Padua - 35137 - Via G. Matteotti, 27
e-mail: padovacentro@grimaldifranchising.it
Tel. +39 49 663 033 - VAT number 05301660287
Grimaldi Cadoneghe
Cadoneghe (PD) - 35010 - Via G. Franco, 2/A
e-mail: cadoneghe@grimaldifranchising.it
tel. +39 049 88 736 56 - VAT number 05322440289