September 19, 2025
RIEL Marketing Director Borys Tsomaia took part in the panel discussion: How Demand for New Buildings Has Changed: What Buyers Really Want Today and How Developers Can Avoid Losing Sales. The event was held as part of September Fest, the main urban festival of this autumn, in the open space of A-STATION in the capital. During the discussion, he shared his insights on the ongoing transformations in the real estate market and highlighted the evolving role of marketing under current conditions.
According to Borys Tsomaia, despite today’s numerous challenges, the fundamental principles of dealing with real estate remain unchanged.
‘I constantly hear the phrase: “the market has changed.” But in reality, the market hasn’t disappeared — it’s transforming. We live in conditions influenced by external factors every day, but the fundamental principles of working with real estate remain unchanged’.
Today, the key criterion for clients is confidence in the developer and their ability to deliver projects on time.
‘People are looking for a glimmer of hope. For them, the reliability of the developer, a proven portfolio of completed projects, and strict adherence to deadlines are the most important factors. In times of turbulence, trust becomes the decisive element,’ RIEL Marketing Director emphasised.
To strengthen trust with clients, RIEL emphasised the importance of understanding the needs and expectations of the audience in detail.
‘We divided the target audience into sub-segments and identified the specific concerns of each potential buyer. This allows us to tailor messages and choose channels more effectively, so we can communicate with clients in their own language,’ explained Borys Tsomaia.
He also highlighted the shift from traditional advertising to digital channels: ‘I am fully digital in my approach. It is important for me to track the journey of each lead — from the first contact to closing the deal. Today, digital channels have already surpassed television in terms of reach. This represents a true revolution in communications.’
Borys Tsomaia also noted the significance of new strategies for young companies and specialists:
‘Young professionals need to build their reputation. We live in a time when it’s no longer necessary to invest heavily in mainstream media PR. Platforms like YouTube, collaborations, bloggers, and influencers offer powerful alternatives. However, the priority should be developing the uniqueness of your product first, and only then pursuing collaborations.’
The discussion was moderated by Kseniia Batyshcheva, CEO and Founder of AS Architecture & Design Building. Panel participants included Olena Ryzhova, Commercial Director of Intergal-Bud; Maksym Odintsov, Business Development Manager of Dva Akademika; Nataliia Didkivska, Commercial Director of VIYAR; and Dmytro Struk, Development Director of Kreator-Bud.
RIEL is a developer with over 22 years of experience, having completed more than 100 projects with a total area exceeding 1 million square metres. The company is ranked among the top three largest developers in Ukraine by LUN and Forbes Ukraine. All projects initiated prior to 2022 in Kyiv have been successfully completed, and RIEL continues to maintain its leadership position in Lviv.
In early summer 2025, RIEL announced the launch of sales for six ambitious projects across two major Ukrainian cities. In Lviv, these include Hyde Park Residence, exemplifying the concept of wellness living; the Harry Club House, featuring restored historic façades; and the large-scale Big Ben complex, situated within a modern business cluster. Additionally, the company introduced new-format comfort-class projects under the RIEL Family Style concept: Father in Lviv, and Brother and Sister in Kyiv, designed for family life with thoughtfully planned infrastructure and engaging play scenarios. Today, RIEL continues to set trends in the real estate market, combining modern architectural design, high-quality construction, and a focus on the lifestyle of its residents.
