Real Estate

Creating dreams with positive outcomes

By Guido Poli

“Communicating possible dreams” is the mission ofgood marketing.

Each market field has its own rules to show related “dreams”: technological products have storytelling, cars have their technical language, haute couture has its own communications rules and so on.

Anyway, what a good communicator does every time is always the same thing.
To involve the audience, advertisements should always:

  1. Draw attention: stand out from the static background of people’s fast-moving lives and hook the public even just for a second.
  2. Anticipate specific interests: suggest something real for the public, involve them in something relevant for their lives.
  3. Spark a “desire”: speak to people’s emotions (as well as their minds), to the part that motivates them, both consciously and unconsciously.
  4. Call to action: because of the previous points, the listener should feel the urge to act (even for something very small).

Without behavioural influence, communications cannot be considered effective. The process just described may seem complex when talking about Real Estate communication: a highly specialized world in which communication towards clients is generally traditional with (not very evocative) architectural drawings.

For this, the use of rendering, that is, three-dimensional representation techniques, has been introduced. However, it is a “generalist” technique since it is used in many other sectors. It is usually developed by visual designers without specific training in Real Estate and therefore unable to give value to the technical content of a project. For this reason, results were always modest.

Finally, to add some charm and have a positive impact on communications, we tried working with communication agencies, “specialists” of emotional communication. In this situation as well we encountered a problem: the traditional advertising agencies lack the “sector culture” needed to create an effective communication, the culture necessary to study, interpret and exhibit the technical content of a project. The developer-client typically tries to fill this gap with long explanations, a sort of “training in progress” for their communication consultant.

A training that will never be enough, resulting in time lost for the client. Not to mention that the result is never satisfactory…

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