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
The other day, a potential customer gave me some bullshit. “Your competition offers renders and videos at a lower price.Why should I choose you?” I understood his concern, but I knew he wasn’t seeing the whole picture. I accepted the challenge to explain the difference. I asked him to think of an ad that really … Read more
“Don’t judge someone until you’ve walked two moons in their moccasins” This idea has shaped the way I work in visualizing real estate projects, because, in the end, it’s all about understanding how the person you want to convince sees the world. Developers often look at projects from their perspective: technical details, delivery times, margins. … Read more
In new real estate development, integrity is not just a value: is the foundation on which relationships with buyers are built. Because, let’s face it, selling something that only exists in pretty renderings and spectacular mockups takes more than persuasion: requires honesty. Promising “unobstructed views” knowing that in three years there will be another building … Read more
The astronauts, Butch Wilmore and Suni Williams, arrived in space in June 2024.It was a very short mission of just one week. If it makes me angry how much the trip costs me when I’m only going to the beach for a weekend, I don’t know, the mission must be very important for NASA. They … Read more