150+ apartments sold in just a few months with our marketing strategy

In the first strategic workshop, we collaborated with Nest Real Estate Agency and Uniko Real Estate Developer to align on the identity and vision for the new Parma Nova development in the heart of Ljubljana. We identified its key strengths and delved into the specifics of the real estate industry. As part of our secondary role, we assisted in developing and designing content for Uniko's new B2B website and Nest’s B2B2C website, which involved further exploration of their operations, services, and target customers in the second strategic workshop.

In our market and competition analysis, we observed that new developments in Ljubljana have surged in recent years. Despite this, demand remains strong, driven by rising construction costs, leading to an all-time high in property prices. An interesting trend is the adjustment of second-hand properties, which are only marginally cheaper than new builds, despite their lower value.

We also found that new developments often sell out quickly, creating pressure on buyers. However, there remains a latent concern within the real estate industry that the market could suddenly slow down, making it harder to sell large projects like the 180 apartments in Parma Nova. This was taken into consideration in our planning.

The strategy addressed the challenge by establishing a strong position and clear image for the project, agency, and developer, while outlining the necessary tactics to boost interest and ensure sales. These tactics began with engaging potential buyers early on, followed by intensive promotion and building trust in the project.

We studied the buyer personas and mapped out their decision-making journey, diving into the psychology of homebuyers. We explored their needs, desires, expectations, fears, and the challenges that influence their purchasing decisions.

A key insight was that home buying is largely driven by emotion, and visibility plays a significant role in perceived value. The more frequently buyers encounter a brand or property, the higher the value they assign to it. Therefore, properties with the greatest visibility are more likely to attract viewings and generate higher sales.

To establish a unique market position, we defined the brand archetype for the property and developed guidelines for its visual identity. Based on this, we created a positioning story that emphasizes the harmonious lifestyle within the peaceful green neighborhood at the heart of the city. The property was named Parma Nova, inspired by its location on Parma Street, named after the Italian composer and conductor.

We crafted the brand identity and its messaging to reflect a lifestyle influenced by the Italian mantra of effortless living in the city center. It’s a neighborhood where peace and the beauty of life are celebrated, just steps away from the vibrant city core and the largest green space, Tivoli Park. We developed communication messages highlighting the property’s unique advantages, aligning with the brand archetype, and integrated them into the brand’s marketing channels alongside the visual identity.

A key differentiator for the Parma Nova project is its website, which exceeds the industry standard in terms of quality.

During the website planning phase, we focused on streamlining the user experience to help property seekers easily visualize their purchase. The site allows users to view specific apartments, access detailed information, take virtual tours, and create a list of their favorite properties. This modern digital marketing approach not only enhances the credibility of the project but also boosts its perceived quality—a vital factor in real estate, as it alleviates concerns about construction quality and builds trust.

We further improved the experience by offering personalization based on the user’s profile. Upon their first visit, users can select a profile (single, couple, senior, family, or investor), which customizes the website’s content to their preferences—showing relevant property benefits and nearby points of interest.

We also contributed to the development of the Nest Real Estate Agency website, which serves two main purposes: targeting private and business buyers (for renting, selling, or buying properties) and engaging investors and real estate developers.

Additionally, we provided strategic advice for the Uniko Developer website, aimed at positioning the company as a reliable and trusted partner for domestic and international investors planning developments in Slovenia.

In the following phase, we successfully SEO optimized both websites and developed their content.

We launched advertising campaigns on Meta and Google platforms, supported by creative materials and an automated email system, with a segmentation strategy targeting various audience groups and stages.

During the campaign, over 4,000 emails were sent, achieving an open rate of over 50% and a CTR of 31.51% from all sent emails (not just the opened ones).

In just 14 days of advertising on Meta, we generated around 100 leads at an average cost of €20 per lead.