The developer or the owner
Decides, funds, and wants to know what is left at the end. With them the conversation is about assets and ownership: what remains when the development is sold out.
The client
Marketing for developers, not for estate agents
A developer does not sell a standing stock. You sell something that does not exist yet, during a window that opens and closes, to a buyer who decides from a floor plan. Almost everything that works in resale marketing fails here.
The difference
Why ordinary property marketing does not transfer
An estate agency sells what can already be visited, with photographs of what is there, and its problem is finding stock. A developer sells what is still a plot behind a hoarding, with renders instead of photographs, and the problem is rhythm: selling enough off plan for the finance and the works to breathe.
That changes the whole job. Content has to replace the viewing, because there is nothing to view. Trust has to replace evidence, because the buyer is paying in advance for something they will see in two years. And the calendar is not set by marketing: it is set by the site.
It also changes who you are competing with. A resale listing competes on price within a portal. A development competes on how completely it is explained, in how many languages, and on how fast somebody answers. Those three are the only levers a small developer can pull against a national one.
Site content
The building site is the best content you own
While the development is a plot behind a hoarding, the one thing that moves every month is the construction. It is free material, already paid for, and almost always wasted: it stays on the site manager phone.
One photograph a month of the structure, a short video of a slab being poured, the first brick of the facade. It does not only convince the undecided: it reassures the buyer who has already signed and is paying for something they cannot see.
- A photography calendar tied to the rhythm of the works, not to the marketing calendar.
- The same material feeds the website, the mailing to registered enquiries and the social accounts, in all five languages.
- No renders presented as photographs: a render is called a render.
The cycle
Three moments, three different jobs
- 01
Before licence and off plan
You are selling an idea and a company. What weighs is the render, the specification, the location explained properly and the solvency of whoever is building. The goal is not enquiry volume, it is the qualified waiting list that carries the launch.
- 02
During construction
You are selling progress. Real photographs of the structure are worth more than any render, and a steady publishing rhythm holds the confidence of those who have signed. This is the moment to open the foreign markets.
- 03
Last units and handover
The product changes: you are no longer selling the development, you are selling the units left over, usually the harder ones. One sheet per unit, narrow campaigns and precision. And everything is handed over to the next development.
Who we work with
The three people who usually call
The brief looks quite different depending on who it comes from, and it is worth saying so before the first meeting.
The sales manager
Lives off the enquiries that arrive. With them the conversation is about quality and speed: how many come in, in which language, how long they take to be answered and which ones deserve a call.
The company with several schemes
Needs the corporate brand and each development to coexist without eating each other. With them the conversation is about architecture: what lives on the company site and what lives on each product site.
What we do not do
Not a full service agency, not a social media package
We do not run corporate communications, employer branding, offline media plans, or daily posts for the sake of posting. There are agencies that do that well and it is not our line of work.
Ours is one specific thing: giving a new build development its own digital sales channel, in several languages, with the developer owning everything that gets built. When what is needed is something else, we say so in the first conversation.
The pieces
What the infrastructure is made of
Each piece can be read on its own, but they only work together: a website without languages reaches nobody abroad, and acquisition without measurement cannot be corrected.
The development website
The central asset. Why the development website is not the developer corporate site, and what goes inside it.
International property marketing
Multilingual structure, hreflang and international SEO, so you compete in the buyer home country and not only in Spain.
International buyer acquisition
How enquiries come in, how each one is tied to its source and how you learn which channel paid for the keys.
Social media and community
Content, publishing and community management for the development: who answers the messages, in which tone and how fast.
The international buyer
Who buys, from where, in which language and at what point in the year they start looking.
Digital marketing of new build
The page that explains the whole thing: the borrowed channel problem and how an owned one is built.
Questions
About the brief
We already have a marketing agency. Do you overlap?
Usually not, because the jobs are different. They tend to run the company brand and its social accounts; here we build the sales channel of one specific development. What does have to be divided up in writing from day one is who touches the advertising accounts.
Do you work per development or per company?
Per development, because that is the unit that gets sold and the unit that can be measured. When several are running they are ordered by priority and whatever can be shared is shared, starting with the copy and the languages.
Do you replace the sales team?
No, and it would be a bad idea. Whoever shows the development, negotiates and signs is your team. We make sure the enquiry arrives, arrives in its own language and arrives with its origin written next to it.
We are a foreign developer building here for the first time. Where does that leave us?
Usually with strong contacts at home and no Spanish digital presence at all. The first phase then weighs more towards local search and towards the Spanish speaking buyer, which is the half of the market a foreign developer tends to leave on the table.
Tell us about your development
Project name, municipality, number of units and how far along the works are. That is enough to say whether this fits or not.