Area Development – communication strategy
How to design real estate communication for premium clients?
Area Development is a Poznań-based developer renowned for delivering intimate houses and high-standard multi-family buildings. The company is known for responsible construction in harmony with the environment, attention to detail, and the selection of unique locations.
Their projects stand out through thoughtful architecture and respect for existing greenery, which is confirmed by numerous industry awards, such as the Jan Baptysta Quadro Award or the Architectural Award of the Greater Poland Voivodeship.
Client's business goal
- Building brand awareness for Area Development and promoting investments (both completed and currently in the offer).
Our proposal: strategy first
The strategic process helped us find answers to the following questions:
- What are the main rational and emotional reasons why the audience will believe the company’s message?
- What is the purchase path of potential customers?
- Which communication activities and tools should be chosen to effectively build a strong brand?
What did the process look like?
Environmental analysis and desk research
We examined current market trends and competitor activities in the premium real estate sector, including international benchmarks. This allowed us to identify Area Development’s image gap compared to other market players.
Qualitative research (in-depth interviews)
As part of the qualitative panel, we conducted 10 IDIs (Individual In-depth Interviews) regarding the actual needs and motivations of clients. The research procedure was established by two experts with experience in business analysis.
Data-driven approach analysis
We analyzed the collected data for dominant motifs present in the respondents’ statements, which allowed for the creation of a reliable foundation for further design work.
Interdisciplinary strategic workshops
During the workshop sessions, we worked closely with the board, the marketing department, and the sales team. Group work ensured a flow of different perspectives and experiences, which was key to developing a new, shared vision for the organization.
Definition of groups and touchpoints
Within the recommended meetings, we precisely defined the priority target groups and developed a map of the most important customer touchpoints with the Area Development brand.
Effects
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Communication strategy
We created a communication strategy consisting of: brand context, target groups, transformation plan, strategic concept, key messages, TOV (tone of voice), tools, and activity recommendations. We prepared a detailed schedule of activities for the first quarter (Action Plan for Q1), covering the preparation of foundations, the start of content work, and communication development.
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New strategy in social media
We launched regular communication on Facebook, Instagram, and LinkedIn platforms and developed tactics and activities for YouTube, focusing on building aspirational desire and customer education.
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Building awareness through paid campaigns
In Meta Ads, we aim to build awareness of the brand and design philosophy while inspiring premium clients. In Google Ads, we reach premium customers who are actively seeking information about the real estate market and architecture and comparing developer offers.
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We entered the world of the client's values
Presence at the Baltic Cup or TVN’s “Projekt Plaża” embedded Area Development in the sphere of prestige and leisure, positioning it as a company that not only builds but accompanies the client in their lifestyle.
