House Construction in Poland Report
Based on data from Oferteo.pl, the House Construction in Poland Report has become one of the most frequently cited sources of knowledge about the construction market in both national and industry media.
Challenge?
- Build Oferteo.pl’s image as a knowledgeable and effective intermediary between construction companies and clients
- Select the most media-relevant insights from the available house-building data
- Increase the number of home construction enquiries submitted via Oferteo.pl
Users of Oferteo.pl can search for products and services across 1,063 categories. From a business perspective, categories related to construction projects represent a crucial part of the platform’s operations. As Oferteo.pl’s internal statistics show, as many as 57% of enquiries submitted on the platform in 2016 concerned the construction sector.
In addition, the extensive portfolio of construction companies registered on the platform helps reinforce Oferteo.pl’s image as a place where people planning a construction project or renovation can easily find the right contractor. At the same time, strong demand from users looking for contractors encourages new companies to join Oferteo.pl, which quickly and simply translates into a higher number of project enquiries received by these businesses.
In this context, the key communication challenge was to properly position the narrative, achieving broad media reach by presenting Oferteo.pl as a platform with unique data on the construction market, where both sides of the transaction can easily find the right partner. Addressing this challenge was intended to drive growth in the number of construction-related enquiries submitted via Oferteo.pl.
Solution!
After analysing the quotation requests submitted via the platform, it was concluded that data related to house construction projects would be the most attractive to the media. A key aspect of the platform’s activity was therefore selected, allowing the communication to focus on an engaging market context rather than on the service itself. The choice of these data was supported by three additional arguments:
All insight, no fluff:
- Develop a recurring “House Construction Report” featuring comprehensive data that filled a clear media gap on the topic
- Continuously evolve the report in subsequent editions by expanding its scope and thematic coverage
- Enhance Oferteo.pl’s data analysis with insights collected through survey research
- Time the publication strategically for late winter and early spring, when investors begin searching for contractors to build their homes
- Comprehensiveness
- The topic of home construction is broad and covers multiple aspects of the process, from the price and size of the plot on which the investment is carried out, to the selection of finishing materials such as windows or roofing. Oferteo.pl had access to comprehensive data in this area, enabling the platform to build an expert image and earn the trust of the media.
- Media gap
- There was a lack of in-depth, multi-dimensional coverage of this topic in the media. The data processed by the platform therefore represented a unique informational value.
- Broad relevance
- Home construction is a topic of interest to a wide audience in Poland and can be effectively covered by both construction trade media and general news outlets.
A decision was made to use these data as the basis for creating the “Report on House Construction in Poland”. The first edition of the report was published in 2013. It was based primarily on the results of quotation requests submitted via the Oferteo.pl platform by users planning to build a house, who provided detailed information about their upcoming construction projects.
In subsequent editions, the analysis was expanded to include data collected through in-depth survey interviews conducted among people who had already embarked on building a house. This made it possible to obtain insights such as the average construction time and the extent to which final construction costs differed from initial estimates.
From the outset, the report was conceived as a cyclical publication. With each new edition, its scope gradually evolved. In order to broaden media interest and reach a wider audience, lifestyle-related topics were progressively added to the report. Respondents were asked, among other things, whether their house would be built in a city (and if so, of what size) or in a rural area, at what age they decided to start building, what the main motivation behind the decision was, where they had lived previously, and what they planned to do with their former home after moving.
Timing
An important element of the Report’s communication strategy was its timing. Each edition was released in early spring, a period of increased demand for construction teams among investors.
Distribution of each edition began with outreach to the most important nationwide media outlets, both general-interest and construction-industry titles. The material was then shared with smaller-reach media. Additionally, regional media received dedicated local versions of the report, presenting the construction preferences of Poles in individual regions of the country.
Effects
As a result of these efforts, each subsequent edition of the “Report on House Construction in Poland” became the most comprehensive recurring publication addressing the construction preferences of Poles. During this period, the number of house-building quotation requests submitted via the Oferteo.pl platform more than tripled, from 3,286 in 2012 to 10,285 in 2016.
The Report on House Construction has earned the trust of leading media outlets, which publish content based on its findings every year. The report was cited by national daily newspapers and magazines such as Rzeczpospolita, Gazeta Wyborcza, Polityka, Newsweek, and Puls Biznesu, as well as regional titles from the Polska Press Group, including Dziennik Polski, Gazeta Wrocławska, Głos Wielkopolski, Echo Dnia, Gazeta Pomorska, among others.
As a result, Oferteo.pl achieved regular exposure across leading online media platforms, including Onet.pl, Wirtualna Polska (wp.pl), Interia.pl, Bankier.pl, money.pl, Forsal.pl, Dziennik.pl, Ładnydom.pl, Wyborcza.biz, and Next.gazeta.pl.
Polish Television regional channels, including TVP Kraków and TVP Wrocław, as well as major radio stations such as RMF FM, Radio Zet, Polish Radio, Radio PiN, Eska and Antyradio, also covered the construction preferences of Poles based on the report.
The report was additionally used in news dispatches by the Polish Press Agency (PAP) and in agency materials distributed by Newseria and Newsrm.tv.
In total, over the course of nine editions (2013-2021), the Report generated more than 8,600 publications across online and print media, as well as television and radio coverage.
By consistently addressing construction-related topics, Oferteo.pl established partnerships, among others, with:
- the organiser of the BUDMA International Construction Fair, which included media patronage, Oferteo.pl’s presence in publications dedicated to the event, and publication of the report on the Fair’s official website, providing access to additional potential clients;
- the participation of an Oferteo.pl representative as a speaker presenting the Report findings at the nationwide expert conference for architects, “A Home for the Family”, held under the honorary patronage of the Minister of Infrastructure and Construction.
8,600
media publications across national and regional outlets
3x
increase in enquiries for house construction teams on Oferteo.pl
Expert positioning of the client
The report positioned Oferteo.pl as a knowledgeable intermediary between investors and construction companies, leveraging unique market data on house construction in Poland.
Media appeal of the topic
Data on house construction, such as average floor area, project location, and construction costs, filled a clear media gap and attracted the attention of newspapers, online portals, and radio stations.
Local and nationwide reach
Local versions of the report were prepared for regional media, ensuring that construction-related topics reached broad audiences both locally and nationwide.
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