"You have to offer your customers alternatives"
The Swiss Circle network under the direction of Dr. Roman Bolliger reacted quickly and flexibly to the corona crisis. In the interview, the real estate professional talks about the current situation and looks to the future with optimism.
What exactly does Swiss Circle do?
Swiss Circle is the network for the Swiss real estate industry. We look after our around 250 members, network them with one another and support them with marketing tools. Our members want to get to know each other better, but also want to be more noticed in the industry. We also give them the opportunity to expand their know-how in special disciplines of the real estate industry.
How exactly does that work?
We offer various platforms: We are present at the major international real estate fairs such as MIPIM in Cannes or the Expo Real in Munich. We have been active on international stages for 25 years. At these trade fairs, we present our Swiss companies at a joint Swiss stand. In addition, we regularly organize networking events and various congresses on current real estate topics spread over the year. Online tools such as realestate-experts.ch complete our offer.
Important trade fairs will be canceled this year due to the corona crisis. How does this affect Swiss Circle?
We are creative and have created replacements for unusual activities. Including the online series “Real Estate Brains”. Here we produced a program online every Tuesday morning. This year we implemented the “The Marketing Round” congress entirely digitally via Zoom. We are launching the “Innovation Day” as a hybrid event: using two programs that we stream live and a print product that offers our customers another platform to present themselves. As a replacement for the Expo Real in Munich, which is not taking place, we are organizing the “Swiss Networking Circle” at Zurich Airport in October. Members who would otherwise have gone to Munich are given the opportunity to network and present themselves.
How are registrations for the Swiss Networking Circle going in autumn?
We have already received numerous bookings. However, we do not yet know how many guests we will actually be able to invite – that depends on the federal regulations for events in October. Certainly not everyone can take part. However, partners who are actively involved in the event will definitely receive a quota of invitations for their customers. We at the Swiss Circle will also be inviting a contingent of members. The need of our customers to meet again in person is definitely great.
"Immo21 takes place in a larger hall."
How are the online offers received by the members?
“Real Estate Brains”, for example, is very well received – we have 200 to 300 viewers at a time. The speakers come from Germany, Austria and Switzerland. We usually recruit the Swiss speakers from among our members. After the summer break, we will continue this format on a monthly basis until further notice.
How do you assess the current situation on the real estate markets?
The situation is controversial. The retail market is critical. The corona crisis acted as a fire accelerator, the retail trade had it difficult even before the corona. Hotel properties are another loser. Office buildings are likely to give way only slightly – we have to wait and see whether and how much home office will become established and how digitalization trends will develop. The housing market is stable – at best there are still long-term effects. But of course there are also winners: for example logistics real estate.
What feedback do you get from your members?
Real estate service providers such as facility and property managers are hardly affected. On the other hand, there is a certain reluctance to deal with transactions; trading is currently more defensive than before the crisis. This should be reflected in the sales of marketers or lawyers.
What long-term consequences do you expect due to the corona crisis?
I don't expect a long-term negative effect in the real estate business. However, it is possible that business will be a bit more resinous this year due to the prevailing uncertainty and the lack of personal contact. As far as the Swiss Circle is concerned, however, I am confident that next year events and trade fairs will run almost as usual again. Which changes will remain remains to be seen. The motto of the time is: be flexible and expect different scenarios. We do that too. If you want to get out of the crisis as unscathed as possible, you have to offer your customers alternatives.
Immo21, which is co-organized by Swiss Circle, will take place in January next year. Are there any changes due to the corona?
We have already reacted to the situation and with Hall 550 in Oerlikon we have chosen a larger location than before. In this way, we can offer a possibly still limited number of visitors more space so that the distance rules can be adhered to. This could also prevail in the future: that you have to factor in more square meters per participant.
What is your advice to young entrepreneurs in the real estate sector during this time?
Of course, they very much lack contact with the established industry. Young entrepreneurs are usually looking for investors and platforms to present their new ideas – and are dependent on growing quickly and showing success. The handbrake effect is certainly more serious for start-ups than for an established company. At the Swiss Networking Circle and the Innovation Day we have special offers to involve young entrepreneurs and give them preferential access. Since the exchange between young and established will continue to gain in importance in the future, Swiss Circle and SwissPropTech will increasingly appear together in the future. I would like to extend a warm welcome to all future-oriented real estate decision-makers! ■
