Regional Sales Network
- 57 cities covered with 14 sales offices in Moscow and St Petersburg and 14 more sales offices nationwide
- Etalon Group’s sales force focuses on regions with the highest per capita income levels
- External professional marketing and sales service agents engaged nationwide
- Key markets: St Petersburg and Moscow
One of our main sales channels is our regional sales network. In 2018, Etalon Group's regional sales network expanded to six more cities, reaching 58 in total by the end of the year. We also continue to implement corporate programmes for leading regional companies: placing ads on corporate websites, sharing special offers for employees and conducting marketing activities in the offices of partner companies. As a result of our work, our share of sales to corporate clients outside Moscow and St Petersburg increased by 11 percentage points year-on-year, reaching 27% in 2018. We are also developing uniform standards for our sales teams in St Petersburg, Moscow and other regions, which involves the introduction of uniform formats and tools for active sales. In 2018, this approach enabled us to reduce unit costs for the sales per apartment outside Moscow or St Petersburg by 16%.
As contract sales volumes increase, regional sales remain around our target level of 35%. In 2018, for example, the number of contracts concluded increased by 24%, while the share of regional sales was 36.3%, which confirms the effectiveness of the measures we are taking and proves that our regional network is capable of supporting a further increase in sales.