This iconic campaign created by Contrapunto BBDO in the early 80’s was and still is a total success. It is part of our life and we use this expression that everyone recognizes. ECI launched its first sales in January 1940. Linking sales with good weather or on the way to good weather is a good … Read more
A year ago, a developer saved a few euros on renderings and, surprise:is still pissed off that he didn’t sell like he dreamed. The expression “the parrot’s chocolate” has its origin in a popular anecdote from 19th century Spain, although its historical accuracy is uncertain.The story goes that in a middle-class family, where expenses had … Read more
Hey, if you’re the Marketing Director of a real estate developer,I have this question for you: What would you do if you had absolute control of your time? Not being in control of your time is a powerful liability. Marketing Directors know this better than anyone: Between presentations, campaigns and sales, it seems like we … Read more
In the last century, they ignored the unbaptized children The expression “not a dead child” has an origin as curious as it is somber. It comes from the phrase “ni qué niño envuelto”. It referred to babies who died before being baptized and were not considered citizens with rights. Over time, the phrase evolved into … Read more
I started where many do: in a room at my parents’ house, with a computer that seemed about to explode and the dream of setting up something big.There wasn’t much glamour, but I didn’t need it either. I knew what I wanted: to build my own studio and work with the best. The path was … Read more
The son of a developer told me his innermost reflections. My father has always done things his own way. He started from scratch, built his real estate development company without training, based on effort. I admire him, but since I joined the business with all my fresh ideas, friction arose. “That’s the way we’ve always … Read more
In the first 5 seconds, after seeing the images of your RE development,your customer should only think one thing: “This is what I want” And as he got nervous, he will end up saying: the card of the anthill. Let me guess. I’m sure they already promised you “the best price”, the most “professional” service … Read more
You’ve been there: you get excited about a new real estate project. You have a clear vision, defined deadlines, and everything seems to be going well. But when it comes time to receive the renderings, frustration sets in. The visualization company doesn’t capture what you really need. The renderings don’t reflect your vision, and they’re … Read more
That’s just what your real estate marketing is missing. In 1661, Calderón de la Barca introduced a concept that defines ingenuity: “maña”, the ability to overcome challenges without brute force. Here in Zaragoza, this term is inevitably associated with our heroine, Agustina de Aragón, who defended the city with a bravery that still resonates today. … Read more
“What matters most should never be at the mercy of what matters least.” GOETHE In business, it is common to spend time on aspects that, although useful, do not generate an immediate impact. This also happens in real estate marketing, where technical details, such as square meters or the orientation of the property, are often … Read more