Marketing / Online advertising

sPlace Park — marketing for a residential development

Client: Layetana Real Estate
Category: Strategy, Google & Social Ads, social media, offline marketing

About the project

Digital for a real estate developer

Real estate developers make up a large share of our clients. One of them is Layetana Real Estate — a Spanish developer known for high-standard projects and original solutions.

For Layetana Real Estate we delivered full marketing support for several developments, including sPlace Park in Warsaw’s Żoliborz district.

Scope of work

Marketing communication strategy
Promotional and sales materials
Online campaigns incl. lead generation
Social media incl. Social Ads
Monitoring
Reporting
Branding of the development and sales office
Outdoor

Goals

Broad promotion of the development among the target group
Positioning sPlace Park in the premium segment
Selling apartments in consecutive phases within a set time frame

Challenges

Strong competition on the real estate market
Higher prices than competing projects nearby
Relatively low awareness of the developer’s brand in Poland
Working under time pressure

Strategy

Defining and clearly highlighting what sets sPlace Park apart — from direct competitors and the whole city
Communication focused on the benefits of buying an apartment at sPlace Park
Promotion on social media and Google (incl. lead generation)
Unconventional online and offline activities

Execution

Materials for online and offline activities — content, graphics, branding and photo shoots
Online/offline synergy: social media, landing page, OOH special actions, branding
Google Ads and Social Ads campaigns