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Homes exhibitions grow as new players seek entry

HOME & AWAY
By Ferdinand Mwongela | March 5th 2015

Kenya: The busiest expo season of the year is just around the corner. There are usually two expos seasons per year - the first happening from March to May and the second in September and October.

Today, the focus is not only on the major exhibitions but also on a bunch of smaller expos trying to find a footing in the market. Homes exhibitions are gravitating towards offering specialised events to cater for highly defined segments.

This growth has been made possible by a dynamic real estate sector that continues to demand better products and experience. It, however, remains to be seen whether these emerging expos will be able to compete with the big boys.

Alternatively, they could create their own niche. One organiser argues: “The real estate landscape in Kenya is highly segmented; we have clear-cut areas for high-end properties, middle-class and lower-middle class developments. This calls for different marketing strategies targeting different markets.”

About seven years ago, when Home & Away was in its infancy, the roost was ruled by two players, namely the Kenya Homes Expo and the Property and Home Living Expo. The 14th edition of the latter was held two weeks ago at the Sarit Centre in Westlands, Nairobi.

The 21st edition of the Kenya Homes Expo on the other hand is scheduled for April 16 to 19.

To round off the big three is the Mombasa Homes expo with its 13th edition scheduled for May 29 to 31.

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