One United Properties (BVB: ONE) is Romania’s leading green investor and developer of residential, mixed-use, and office real estate.
Beatrice Dumitrașcu, CEO Residential Division One United Properties – a short interview on adapting to changes, integrating innovation and team development
1. What is the #1 change that ONE applied following BRAND MINDS?
In line with the insights gained from BRAND MINDS, One United Properties is intensifying its digitalization strategy to embrace the transformative power of advanced technologies and data-driven approaches. This strategic shift underscores the company’s commitment to staying ahead of the curve in the rapidly evolving real estate landscape. By embracing digitalization, One United Properties aims to expand its reach, engage with customers more effectively, and drive operational efficiency across the organization.
By leveraging cutting-edge technologies such as AI or and predictive analytics, One United Properties aims to update its marketing efforts and enhance customer experience operations. These technologies enable our team to gather and analyse vast amounts of data, allowing for more targeted and personalized marketing campaigns tailored to the preferences and behaviours of individual customers.
The digitalization strategy also encompasses various aspects of the customer journey, including sales, leasing, and after-sales services. Through the implementation of digital tools and platforms, such as virtual property tours, online reservation systems, and customer relationship management, we seek to streamline processes and deliver seamless and memorable experiences to our customers.
2. What is ONE’s key business insight that the company learned about at BRAND MINDS?
Attending BRAND MINDS provided our team with a crucial business growth insight: the paramount importance of integrating innovation and technology into daily operations to remain competitive and address the ever-changing demands of customers in the real estate market. The realization emerged from the diverse array of speakers, workshops, and discussions at BRAND MINDS, which highlighted how leading companies across industries are leveraging innovation and technology to drive growth and adapt to the rapidly evolving business landscape.
3. How important is team development for ONE?
Team development is crucial for One United Properties. Our success is built upon the collective efforts, skills, and dedication of our team members. We strongly believe that investing in the growth and development of our team not only enhances individual capabilities but also strengthens our overall performance as an organization.
We have a decentralized management model, in which people are encouraged to bring up ideas, to handle projects, to be creative and responsible for their own tasks. We value talented people, and our strategy is to attract competitive specialists and offer them a growth working experience. Therefore, we prioritize team development through various initiatives such as training programs, mentorship opportunities, and continuous learning. By fostering a culture of collaboration, innovation, and personal growth, we empower our team members to reach their full potential and contribute meaningfully to our projects and objectives.
As a leading developer in Romania, we understand that our team is our most valuable asset. In this respect, we are committed to providing a supportive and inclusive work environment where every team member feels valued, motivated, and inspired to grow and reach his or her own best potential.
4. How do you engage and motivate your team?
I believe clear communication of our vision and goals, open dialogue, recognition of achievements, investment in professional development, empowerment, and team-building activities are key to building strong teams. Our company encourages a feeling of respect, communication, and support, and one of our constant objectives is to maintain a motivated, high-performing team.
5. What are your recommendations for leaders struggling with low team engagement?
In the first place, they should identify the root causes of low engagement through direct talks, feedback, surveys. It is important to hear the voice of your team, to learn their challenges, their needs, their motifs of satisfaction or dissatisfaction. From my experience, when communication channels are improved, more transparency and clarity are obtained.
In close collaboration with communication and transparency there are collaboration and teamwork. Both create a sense of belonging and should be encouraged. In my experience, success is never the result of one person, but of a team. Recognizing and appreciating the contributions of team members regularly, paired with investing in their development, training and mentoring is part of creating a highly engaging work environment.
As pointed earlier, we also encourage responsibility and follow a decentralized model at One United Properties, as delegating tasks and providing autonomy truly empowers team members. Last but not least, leading by example and demonstrating strong leadership qualities and genuine care for team members ensures success and well-being for all people.
6. What is the latest news about ONE?
One United Properties is constantly focusing on a growth strategy, capitalizing on market opportunities. As the leading green developer of high-end real estate in Romania, we are well known and appreciated of our exceptional standards in sustainable housing, office spaces and commercial compounds. We have recently announced the expansion into affordable premium housing with a new strategic acquisition of a 21-hectare plot of land located within minutes of driving to Tineretului and Carol Parks and within walking distance to Eroii Revoluției subway station. One United Properties has experienced remarkable growth, driven by strong demand for our premium residential offerings, as evidenced by the success of developments like One Cotroceni Park and One Lake District. Recognizing the need for high-quality, yet affordable housing in Bucharest, we have decided to take the opportunity to expand into the upper sub-segment of the mass market. The new development targets approximately 5,000 units, master-planned as a small, self-sustainable neighbourhood. Aimed at the upper tier of Bucharest’s residential mass market, the development will combine affordability with quality, offering high-quality living conditions and a distinctive choice within the city’s housing landscape.
Our strategy for sustainable growth goes beyond just building homes and aims to create vibrant communities, thus making a lasting impact on Bucharest’s urban development. We are pleased with the rapid progression of currently under development One Lake District and One Lake Club, which present a high interest from clients. We focus on delivering new vibrant communities that have access to modern housing and a wide range of amenities, from shops and restaurants to educational and leisure units.
In the office segment we have concluded in 2023 a record transaction of 57 million euros with Infineon Technologies under which One United Properties will develop a sustainable turnkey office building, One Technology District, for the German tech giant. At the end of the last year One United Properties has expanded its commercial portfolio by entering the hospitality market, announcing the opening of the first Mondrian hotel in Romania near the Romanian Athenaeum.
7. What is ONE’s vision for the next 3 years?
We anticipate strong growth for the real estate sector, particularly in Bucharest, where we will continue to concentrate our efforts. Romania’s GDP is estimated to hit EUR 350 billion by 2024. With Bucharest historically contributing over 28% to the national GDP, we expect the capital’s economic output to be approximately EUR 98 billion in the same year. This projection underscores the exceptional growth potential of our city – a potential that aligns with our business objectives.
We aim to double our business by 2030 and quadruple it by 2035, capitalizing on Bucharest’s favourable evolution and our commitment to delivering high-quality, sustainable housing. We have presented the ONE 2030 strategy during our capital markets day event, a strategy ambitiously set to further expand our footprint in the Bucharest residential market, consolidate our position in the office sector, and venture into the hospitality industry.
____________________
ONE UNITED PROPERTIES (BVB: ONE) is the leading green investor and developer of residential, mixed-use, and commercial real estate in Bucharest, Romania. One United Properties is an innovative company dedicated to accelerating the adoption of construction practices for safe, energy-efficient, sustainable, and healthy buildings, and has received numerous awards and recognitions for its superior sustainability, energy efficiency, and wellness. The company is publicly traded on the Bucharest Stock Exchange, and its shares are included in multiple indices such as BET, STOXX, MSCI, FTSE, ROTX and CEEplus.
