GRUPO INSUR
Real estate developments on the road to success
This is the fourth real estate development that Grupo Insur trusts us with, some of them now with all units sold. A careful combination of advertisement elements in the digital and offline space, and different target audiences to focus on with clearly differentiated messages.
GRUPO INSUR
Real estate developments
on the road to success
This is the fourth real estate development that Grupo Insur trusts us with, some of them now with all units sold. A careful combination of advertisement elements in the digital and offline space, and different target audiences to focus on with clearly differentiated messages.
Goals
- The first goal was to support the sale of almost 250 homes in four different developments.
- To introduce the Insur brand in Costa del Sol amongst the real estate agents in the area, creating a network of trust and communication.
- To improve the visual connection between the brand and its target audience.
- To respect the brand promise of the Insur group.
Challenges
- To create differentiating products and messages able to compete and position themselves amongst huge competition in Marbella. Some of their promotions have even competed amongst themselves at certain times.
- To use different communication strategies between target audiences with different interests.
Comprehensive 360º projects, from 0 to 100
Each project has its own unique features. They are targeted to different audiences, have different specifications and, naturally, they must be presented in a customised and identifiable way. We carry out a thorough market research for each development, analysing the competition and benchmarking against it until we find the differentiating elements that will make your project a success.
In the ideation phase the messages start to be defined, as well as the tones, colors and shapes, that later will translate into real and living elements that are again analysed through different KPIs in a constant iteration process.
Agent area
One of the star products of the agency is the implementation of a customised agent area which is crucial to keep the real estate agents informed about the success of the project. This is why we have created a powerful document manager with an internal communication tool that keeps the agents always informed about the modifications in each project (sold or reserved properties, changes in prices, etc.), as well as being a great commercial support tool thanks to the access to high resolution downloadable material.
Conclusions
We have designed the marketing and communication strategy of four real estate developments in Marbella for Grupo Insur. Some of them are already in the second commercialisation phase after fulfilling its sales expectations set in the first master plan. Another one is still on its onset.
Due to the market saturation, the main challenge was, and still is, to design a unique identity able to function as a differential selling point against the competition. Also, it is important to fulfill the brand promise of the brand and communicate with creativity given the market demands.
To promote them, we communicate with their final customer through online marketing campaigns and specialised real estate agents, which act as brand ambassadors, attracting potential buyers and spreading the messages that were previously defined in the communication plan.
THE ROAD TO SUCCESS
100 %
of the properties sold in two real estate developments in less than 24 months.
85
apartments sold between Summer of 2020 and Autumn of 2022.
National and international campaigns
1000
over 1,000 leads received through our multi-channel campaign – organic positioning, pay per click, social media campaigns and email marketing, specifically focused in a very differentiated target audience.