Reality shows that separate marketing disciplines exist only in theory. From a customer’s perspec­tive, it makes little difference whether a website is visited digitally or a show­room in person. Which makes an integrated brand image and identity all the more important. In our studios, we have set ourselves the challenge of blurring the bounda­ries between different disciplines such as interior design, product design and digital formats. And we’ve been pionee­ring this integrative approach for over 20 years.

A key component of real estate marketing is connec­ting meaning with sales. A company’s attitude and values play an increa­singly important role in purcha­sing decisions and customer loyalty. The ethical, cultural and social positio­ning of a company has a profound impact on the strategic direction and accep­tance of the brand. At a time when consumers are paying increa­sing attention to the values and integrity of companies, it’s no longer enough to simply state your set of values. Rather, it is crucial to integrate these into the branding in a structured way and make them come alive. This is the only way to make a brand image both convincing and credible.

Real estate marke­ting requires hybrid thinking that combines both digital and physical experien­ces. Innovative show­rooms offer a success­ful example of this, combining digital elements in a live setting to offer visitors a comprehen­sive experience. This combination of real and digital experien­ces strengthens brand perception, and creates a deeper connec­tion with potential buyers.

Finally, it is crucial that companies in the real estate sector conti­nuously develop their brand identity. The needs and expec­tations of customers are constantly changing and the challenge is to respond to this by staying relevant.