Interview with Selcuk Ulu

Selcuk Ulu is a civil engineer and real estate economist who has been a board member of Bülow AG since 2012. In his role as Chief Operating Officer, he is responsible for project development. His duties include overseeing acquisitions, procurement, planning, implementation, and the strategic alignment of the company’s key projects.

Branding is not yet a prominent factor in the real estate and construction sectors. How can branding increase the value of a property?

Branding enhances the value of real estate by evoking emotions and creating a distinct identity. It differentiates projects from competitors and increases price acceptance. Strong branding can emphasize sustainability and innovation, appealing to modern buyers. Additionally, it ensures long-term value retention by turning properties into recognizable brands that build trust—both in marketing and for future use.

Who in the real estate value chain should focus more on branding, and why?

Branding should play a role throughout the entire real estate and construction value chain because it increases property value. Developers, architects, construction firms, investors, property managers, and real estate agents all benefit. Branding promotes differentiation, fosters trust, and strengthens market positioning. It enhances marketing, attracts investor interest, supports long-term tenant retention, and helps sustain the property’s value over time.

A notable example of branded buildings is the Porsche Design Tower in Stuttgart. What role do branded assets currently play at Bülow AG?

Branded assets are becoming increasingly important for our company as they strengthen our position as a quality leader in premium real estate and reflect our core values. They help us establish a clear and consistent brand identity that highlights both our expertise in superior architecture and our focus on unique design. Visually, they underscore our commitment to the highest quality standards. These assets not only make our properties stand out but also build trust and foster an emotional connection with our target audience.