Kirill Mozheykin has built his career by developing innovative digital products for the proptech industry, driving transformative change in the high-end real estate sector. With a strong background in building and scaling key digital platforms and proptech solutions, Kirill has led Kalinka Group, a prominent Russian real estate development and investment company, to win top industry awards at the International Property Awards in 2019, 2021, and 2022. In this conversation, Kirill shares his approach to developing a comprehensive product strategy, the critical components of building a digital ecosystem, and how technologies like AI and data analytics are revolutionizing the luxury real estate market.
Сan you walk us through your approach to building a product strategy from start to finish? What are the key steps you take in aligning the product roadmap, team goals, and market demands?
Kirill Mozheykin: When building a product strategy, I start by deeply understanding the market and customer needs through data and insights. This means analyzing trends, customer behaviors, and competitor offerings to identify gaps or opportunities. With that information, I align the product vision with the company’s strategic goals, ensuring everything fits into the broader business objectives. From there, I set clear priorities and a roadmap, while making sure all teams are aligned on the mission and goals. It’s crucial that everyone—whether in product development, marketing, or sales—understands how their work contributes to the overall strategy.
Once the strategy is in place, the focus shifts to execution. This means continuously optimizing everything: refining marketing channels, tweaking product features, and adjusting based on real-time data and performance metrics. For example, if a marketing campaign isn’t performing as expected, I adjust targeting or messaging. I also ensure that the right tools—like CRM systems, AI, and data analytics—are in place to track performance and improve customer interactions. The goal is to stay agile, make data-driven decisions, and keep improving the product and experience based on ongoing feedback and market shifts.
With your extensive experience in product strategy, could you describe your experience in creating a digital ecosystem for comprehensive product development? What are the most critical components of an ecosystem that can effectively promote products?
Kirill Mozheykin: When I worked on Kalinka Group, the goal was to build a real estate ecosystem that was more than just a bunch of disconnected products—it needed to be seamless. We didn’t just launch products and forget about them. We created an entire digital framework around them. This included building platforms like dacyprus.com and Kalinka Investors Club, and integrating CRM systems like Microsoft Dynamics to track and nurture customer relationships. But what really made the difference was using data and AI. These tools helped us predict market trends and set more accurate pricing for properties. It was about making sure the entire system was connected, so customers had a smooth experience, from browsing to buying. And behind the scenes, we were optimizing everything to make sure the business ran efficiently.
What technologies currently define product development and delivery to market? How does digital transformation play a role in this process?
Kirill Mozheykin: Right now, it’s all about data and AI. In the real estate space, you can’t move forward without using data to make decisions—whether it’s to price a property accurately or predict where the market is headed. AI’s also playing a huge role in automating processes, whether that’s through chatbots, personalized property recommendations, or even optimizing how we handle client interactions.
A significant innovation we implemented was an AI-powered Copilot tool for the sales and call center teams. This system transformed how we managed primary client inquiries. For instance, when a customer submitted an initial request, the Copilot would immediately analyze the database and suggest available properties that matched the inquiry’s parameters. It also assisted brokers and call center staff in real time by providing tailored property recommendations and key details, enabling faster and more precise responses to customer needs.
Digital transformation is everything, especially when you’re working in markets that are becoming more digital-first, like luxury real estate. At Barnes International Moscow, we took this further by introducing an intelligent partner dashboard system. This system streamlined the process of managing client requests, particularly those originating from partner banks. It ensured that inquiries were automatically routed to the appropriate sales department and assigned to the most suitable broker. This approach significantly improved the speed and accuracy of client request handling, enhancing both efficiency and customer satisfaction.
Platforms, CRM systems, AI, and analytics all work together to make sure we’re not just delivering a product, but delivering the right product to the right person at the right time. Without this transformation, you’d be working with outdated processes that just don’t cut it anymore.
How is AI transforming the customer experience in the premium real estate market? Can you provide examples?
Kirill Mozheykin: AI is definitely reshaping how we engage with customers, especially in premium real estate. A great example is using AI for virtual property tours. With 3D technology and AI, you can showcase a property online without a broker needing to be physically present, allowing clients to explore properties in incredible detail from the comfort of their own homes.
Another innovation we introduced was Kalinka Design and Home Staging, a service tailored to properties that are either unfinished or in a whitebox state. This solution allows clients to visualize their future interiors or add design elements directly to the digital model of the property. Using AI-powered tools and computer vision, we could also pre-assess the condition of a property and estimate its potential added value after renovations. This combination of visualization and predictive analytics provided clients with a clear picture of both the aesthetic and financial potential of a property.
AI also plays a critical role in property validation. It automates tedious processes like verifying property details and conducting document checks, ensuring accuracy and saving time. Additionally, AI-powered recommendation engines suggest properties based on individual client preferences, offering a personalized experience.
These technologies make the entire process smoother and more efficient. For premium real estate buyers, it not only simplifies decision-making but also adds a layer of convenience and exclusivity that aligns perfectly with their expectations.
Looking ahead, what emerging technologies do you believe will have the most significant impact on product strategies, particularly in real estate, and how will they shape the way products are developed, marketed, and delivered to consumers?
Kirill Mozheykin: Looking forward, AI will continue to dominate. But it’s not just about automation—it’s about predictive analytics. For example, AI will be used more for property valuations and forecasting market trends with more precision. It’ll make things like investment decisions faster and more accurate, which is huge for real estate. We’re also going to see a lot more integration of big data to help with personalized experiences, whether that’s through tailored recommendations or custom marketing strategies. In terms of product development, this will mean more dynamic products that adapt to customer needs and market shifts in real-time. For marketers, AI and machine learning will help deliver highly-targeted ads, streamline customer service, and even forecast which properties are likely to be popular. Ultimately, everything’s moving towards a more intelligent, personalized, and data-driven approach, and real estate will be no different.
