«Keys in Hand» is a free media outlet on Dzen featuring long-form articles for new construction sales managers: analyses of live deals, scripts, objection handling techniques, and mortgage strategies. Amidst the useful content is industry humor to make it enjoyable to read between showings and calls.
Media Goal Description
The goal is to transform the reader into a job-ready tool for new development managers within six months: after reading every piece of material, they conduct the next call or presentation better than they did before.
This goal is broken down into three levels: what the reader gains, what the media gains, and what the business gains.
1. Reader Level — To acquire a finished technique or script in 3–5 minutes and apply it the same day. We measure saves and forwarding to colleagues, and the percentage of readers who complete the longread.
2. Media Level — Become a recognizable authority in the primary real estate sales niche. Success Metrics — 1,000 subscribers on Dzen within 6 months; month-over-month increase in views.
3. Community — Gather a channel of managers who share situations and questions. Measurement metric — Comments on materials; topics suggested by readers.
The main metric is forwarding: the material is valuable to the manager when they share it in the department’s working chat.
Themes
The segment is professional training in real estate; the niche is the practical sales of new-construction apartments for sales managers at developers and agencies. The media isn’t about «motivating sales» or about market news—it’s about what the manager actually does: what to say when faced with the objection «it’s too expensive, ” how to explain mortgages and trade-ins in two minutes, and how to retain a client between the showing and the reservation.
The main section—“Script for the Exit”—answers the most frequent question a manager has during the workday.
Competitors and Their Analysis
Competitors to «Keys in Hand» are media channels, not courses—they are channels vying for the same manager’s attention. Among the channels reviewed, none teach a line manager how to sell new construction properties every day. The closest ones speak with executives and owners of development companies.The analysis covered three platforms. Dzen: we searched for channels about new construction and real estate sales, utilizing open data from dzen.guru—subscriber count, views over 30 days, post reach, engagement, and cadence (metrics provided by a third-party service, not the Studio’s data). Telegram: we reviewed the feeds of the channels in public web view, examining the 7–17 most recent posts. Rutube: we reviewed the channel page.
Six Criteria for Competition
1. Platforms — where content on the same topic is published.
2. Duplication or Adaptation — one piece of material across all platforms or one reworked for each.
3. Visual Style — photos, videos, cards, files.
4. Tone of Voice — how the channel speaks to the reader.
5. Audience Reaction — which posts garner views and engagement, and which do not.
6. Tools — sections with hashtags, pinned posts, podcasts and videos, PDFs, reposts, and publishing rhythm.
Direct Competitors: Top 3
Direct competitors are channels that teach real estate sales. All three engage with managers, agents, and developers—not line managers—and their primary platform is not Dzen.
Roman Pavlovsky
(Rutube). Training sessions for realtors and developer sales departments. One video is published across four platforms: Rutube, MAX, VK, and Zen. The tone is coaching, with humor. Viewed videos gather 7–159 views.PS: Pinigina on Sales Development
(Telegram, MAX; 2,388 subscribers). Sales systems in development. The channel is mirrored on MAX; posts feature hashtags as categories, cards, PDFs, and webinars. The tone is personal, written in the first person. Personal and «book-related» posts gather 532–793 views, while service announcements receive 169–368 views.Ostanin Group
(Telegram, YouTube, VK Video, Rutube; 2,507 subscribers). Corporate training for sales teams. The podcast is released on three video platforms, with announcements on Telegram; there are also short videos and case studies. The tone is corporate, and the posts drive traffic to programs. 85–496 views, often between 225–300.Indirect Competitors: Top 3
Indirect competitors are Zen channels for potential buyers—they don’t teach sales, but they vie for the same topics and the same audience attention.
New Construction in St. Petersburg: An Insider’s Look
(Zen; 823 subscribers). Three primary market brokers help you choose a new building; available on YouTube, VK, and Telegram. 4–5 posts per week, post reach of 245, 4,650 views over 30 days, 0,6% engagement. Tone is from the perspective of the broker team.EVO
(Zen; 1,103 subscribers). St. Petersburg real estate agency: sales, purchases, and rentals; available on VK and Telegram. 6–7 posts per week, post reach of 1,103, 30,892 views over 30 days, 16,5% monthly growth. Tone is business-like.Larisa Matveenko Real Estate
(Zen; 6,428 subscribers). Buying, mortgages, taxes, and deal consultations; available on Telegram, VK, and YouTube (donations accepted). Less than one post per week, 214 views over 30 days, 13,1% engagement (high due to low view count). Tone is expert and informational.For context: in Telegram, channels focusing on new construction developments are led by market-focused channels—Novostroyman (48,482 subscribers, up to 9.9k views per post), «Ili ili» (30,910), and «Pulse of New Construction Sales» (18,084, up to 11.4k views per PDF report). They report on the market and data, not sales skills.
Potential Competitors: Top 3
Potential—these are entities where entry into the niche is relatively easy (this is the author’s hypothesis, not company planning data).
Zhuchkov: Business Humor
(Telegram, Zen; 2,422 subscribers). Humor about business, marketing, and sales: full articles on Zen, and announcements and memes on Telegram. 172–742 views, up to 14 reactions on jokes. The tone is ironic and stand-up.PIK Broker
(Zen). A channel from a development broker providing information for those preparing to purchase housing.Developer School
(Website, Telegram, VK, Rutube). Webinars, modular programs, video courses; webinar «New Construction Sales» September 17, 2026. Tone: professional and expert.Insights: What to Borrow
• The niche is open. Dzen lacks a channel aimed at managers; the existing ones are targeted toward consumers. Take: the language of calls, presentations, and bookings.
• Rhythm matters more than subscribers. EVO gets 30,892 views with seven posts a week, while Matveenko receives less than one—214. Take: five pieces of content per week.
• Video tutorials are watched sparingly. Pavlovsky’s clips receive 7–159 views. Take: short articles and cards as the foundation.
• Self-promotion loses to utility. Pinigina achieves 169–368 views versus 532–793. Take: a free-format approach without selling services.
• Mortgage and statistics gather the most attention. Novostroyman garners 8.7 thousand views, while «Pulse» reports draw 11.3–11.4 thousand. Take: content like «Mortgages Without Stress, ” with a clear date of relevance.
• Humor in the niche—about the market and marketing. Take: „From the Department’s Life,“ featuring self-deprecating humor about sales.
• Dzen channels are duplicated on Telegram, VK, and YouTube. Take: Dzen as the core platform, and Telegram for announcements and memes.
Distribution Channel