Building images, creating legacies in real estate
Today, the process of buying or selling a home, renting a retail unit, or securing an office also involves building an identity.
Beyond the physical aspects of a place, investors today consider the track records of developers. They envision the image that a partnership with a particular developer would create, as well as the longevity of the developer’s brand. Buyers seek developers known for delivering consistently, even after all payments and turnovers are completed.
Thankfully, many developers are stepping up to the challenge. Beyond architecture, design, and construction, marketing has also become a crucial component in establishing a brand in real estate.
The PR strategies and marketing campaigns created by various companies help shape their brand’s identity. In turn, these messages and visions affect our society as they create the living standards of Filipinos for generations to come.
Today, let us explore how various real estate firms are shaping our futures through the messages they communicate in their projects. The marketing heads of the Philippines’ leading developers share with us how they help create the images and visions behind the brands. Here’s what they have to say.
Storytellers and strategists
Catherine Bengzon
Federal Land NRE Global Inc. (FNG)
Federal Land NRE Global Inc. (FNG) provides discerning Filipino buyers with a Japan-inspired living experience, integrating unique Japanese design concepts into our offerings.
We do this by leveraging the expertise of the two powerhouses that support us. Federal Land’s legacy of more than 50 years resonates with traditional buyers who value reliability and want to see their real estate investments appreciate in value, while Nomura Real Estate excites younger buyers with its amenities and inclusions which are built with the future in mind.
Despite differences in generational preferences, we look at the core of what our audience values the most: family, convenience, safety, health, and well-being. Our messaging and branding are anchored on these key preferences and our compelling value proposition.
The bridge
Our team acts as the bridge between internal stakeholders’ design and planning activities and the external audiences’ needs and wants. We ensure that the projects resonate with and are highly regarded and patronized by our target market.
We craft a brand narrative that appeals to diverse preferences yet delivers these messages with precision to the target market segment. As we continuously learn, we gain insights that help refine the standards of our products and the experiences they offer. Lastly, we ensure that communication remains cohesive and consistent with our brand promise.
Universal values
While we recognize that preferences may vary, the core values of safety, security, health, and accessibility for families remain universal. Thus, our marketing and communications strategies focus on sharing what the market values most, what makes our spaces and amenities thoughtfully designed, and communities that offer enduring value.
For The Observatory, we emphasize the excitement of different Japanese cities. Sora Tower, the first of multiple towers, was inspired by the vibrant Shibuya district of Tokyo. Its mixed-use nature includes a retail component that highlights its value proposition—complete, convenient, and comfortable living. Features like accessibility, safety, and health-centric amenities are important to buyers of all ages who value family time, connectivity, and well-being.
For Yume at Riverpark, we underline its accessibility through key infrastructure developments and our offering of a select number of Japanese houses alongside lots.
Understanding clients
Whenever we conduct events, meet clients, or close our sales, we see to it that we hear from our clients and understand their reasons for buying our products. We observed that the younger generation focuses on experiences and engaging in diverse activities. We also saw the importance of growing one’s roots—which drives interest in buying property.
These insights have shaped our efforts. We listen and we keep audiences in mind when creating integrated communications campaigns as well as digital engagement activities. We are storytellers who put priority in content marketing.
Gatekeepers of the brand
Jayme Uy
Shang Properties Inc.
One thing that stands out about true quality is its timeless quality. It’s important to keep up with current trends and technology and we certainly pride ourselves on that.
For the Shang brand, however, I feel it is vital to ensure that the core message of supreme quality and attention to detail is reflected in all internal and external communications. Every person who represents the company, every unit we release for sale, every touchpoint to the end customer must reflect that DNA of our brand.
Shared values, passion
The marketing team in every company sees themselves as the gatekeeper of the brand, and we are no different! The great thing about Shang, however, is that every person who comes on board is steeped in the values and shared passion for excellence that the company represents. This makes our job quite a bit easier, as you can imagine.
In terms of generational preferences, these can refine your offering to a certain extent—for example, a higher focus on well-being and work-life balance. When it comes to our core brand values, we believe these are timeless. Many products today are transactional and are made to be discarded almost immediately. We stand as a counterpoint to this and take pride in creating projects that are built to last.
Difference among generations
I feel that the real difference between generations is on how you approach them. Older people may wish to scan a brochure or visit a showroom before making a decision, whereas some younger people may prefer to view everything online before making a decision. The units themselves have a timeless feel, and are really open to different designs and interior decors.
Younger buyers want to be involved in their purchase at all the different stages. Even while the building itself is being constructed, they want to see photos and videos, and really feel close to the process. Regardless of their preferences, these Shang Properties buyers would want to ensure that they are getting their money’s worth and would want to invest in a company with a proven track record of creating and maintaining quality luxury developments.
Shaping minds of future generations
Chrissy Roa
Ayala Land Inc.
Customer centricity is a priority to Ayala Land. While our main business line is selling property, equally primary is the promise of a good life that awaits the community through “live, work and play”. Therefore, it comes natural for us to ensure that our brands, products and services adapt and evolve to their ever-changing needs.
We take to heart the customer journey and being able to provide an end-to-end experience that takes these into account by filling in gaps and finding opportunities. No matter what age or status and how diverse their interests are, they all share an aspiration towards elevating and enhancing the way they live today and in the future.
Understanding generations
Market research and consumer insight generation are imperative in understanding the different generations especially the younger and emerging ones.
This is where our role is critical. We need to immerse ourselves into their shoes, dive deep into their thoughts and feelings and how these are factored in their decision making. The intersection of their pain points and how strong our brand’s role would be in addressing them is the lynchpin of providing creative business solutions spot on to each generation.
Capturing audiences
Marketing communications is not one-size-fits-all. Having said that, communicating and marketing to multi-generational audiences entail capturing each audience where they are most receptive. We study their lifestyle vis-à-vis their information-consumption habits.
The overarching message is single-minded and consistent but it is medium neutral so, we can customize and tailor-fit how it is delivered to our varied audiences without being “lost in translation”. We select the appropriate touchpoint and customize content according to what matters most to them.
Hand in hand with this is where it is delivered – select channels, platforms that provide optimum reach. This approach allows us to cast a wider net without risking audience alienation since it is very targeted.
In summary, the medium is the message—because the medium used to convey a message is just as important as the message itself.
Purpose and meaning
Universally, the younger market segment is known to live in the now and in a fast-paced world. We take this as a positive because their choices are quite deliberate and they know exactly what they want. They are “prosumers” or proactive consumers who identify with brands that stand on strong beliefs and champion them. This power of discernment enables them to gravitate to, identify with authenticity and grow affinity with brands that share their principles and values.
It is admirable that at their young age, they already seek purpose and find meaning in what they do. Thus, they engage and support worthy advocacies and endeavors that impact their own community and even society.
Sharing the same mindset and mindfully considering our actions’ impact on them not only shape our campaigns but more importantly, shape the minds of future generations.
Brand custodians
Patricia Javier
Hann Resorts
Hann Resorts is in the business of leisure integrated resort developments (hotels, gaming, retail, residential) in Central Luzon with Hann Casino Resort as the first in Clark, Pampanga.
We are known for our world-class playground amid nature, a sanctuary up north of Manila that provides extraordinary recreational experiences for multi-generational families, lifestyle seekers of the best in travel, hotels, dining, golf and gaming. Our brand is anchored on giving each and every guest an experience where life is play, play is life.
With our second property, 450-hectare Hann Reserve we continue to develop innovative estates for more recreation—three golf courses, multiple luxury hotels and resorts, new residential communities of unparalleled quality in New Clark City, Tarlac .Our hospitality brands are loved globally and locally—Marriott, Swissotel, Banyan Tree, Intercontinental Hotel, Sofitel and more.
All of this makes a difference to the region through job creation, tourism development, uplifting the lives of our employees, stakeholders and communities in this part of the Philippines.
Remaining relevant
Given our brand story, we ensure that our key messages in all marketing initiatives remain relevant by continuously aligning with evolving audience preferences and trends.
We employ data-driven insights to understand generational behaviors, media preferences, and lifestyle interests. For example, we utilize digital platforms such as social media to engage younger audiences, while maintaining personalized touchpoints like exclusive events to older demographics.
Strong identity
As the brand custodian, our team is responsible for keeping Hann Resorts’ brand identity strong, increasing awareness, creating a relationship with our guests over time, ultimately developing brand love for “Hann Resorts”. Our tagline, “Play Bold. Live Bold” is an invitation to bravely pursue or create an extraordinary life that explodes with joy, filled with meaning and endless adventure with a purpose.
Our Marketing team also serves as the bridge between tradition and innovation, a force of synergy, unifying center of communication for the various commercial offerings of the integrated resort, with the goal of communicating with impact our collective promise of delivering exceptional leisure experiences.
We constantly adapt and innovate in terms of communication formats and creative expressions to align with the preferences of different geographic markets and generational audiences. We use more of videos and dynamic photos, digital campaigns for younger, local and foreign audiences, and experiential campaigns for older guests who value in-person engagement.
Making an impact
We are doing our best to communicate an inspiration to always choose a life of courage, to be a gamechanger, in order to make an impact. This is expressed in our thematic and tactical campaigns year-round, in our bold partnerships with global brands and commitment to social responsibility. Besides our thematic campaign, we have The Gamechangers digital magazine, strategic partnerships and corporate social responsibility initiatives.
‘Marketing is everything’
Tracey Castillo
Rockwell Land Inc.
Studying the different profiles of our market per project helps us determine our messaging.
It’s actually been more challenging as we see the rise of new types of buyers, with different interests and lifestyles. Our traditional way of always keeping the personal touch and keeping in contact with our buyers has helped us understand them better. Most if not all of the time, conversations and building relationships are much more meaningful than data in planning for our main communication points and, even product development.
With each product having its own persona, we adjust based on preferences of the target market. We’ve seen an uptick in younger audiences for example in our upscale buyers – more dynamic, more agile in buying behavior, and so we adapt to their preferred medium such as digital media
This—without losing our natural inclination to keeping personal relationships that transcend all types of audiences—just goes to show why majority of the closing process doesn’t happen in the digital space.
Brand ambassadors
We consider ourselves as both gatekeepers and brand ambassadors of the brand.
Our CEO would always tell us, “Marketing is everything!” And, it’s true! Everything Rockwell does has a reflection on the brand that we built so we must make sure it’s consistent despite the rapid growth both in our organization and in number of developments. We acknowledge having to adjust some efforts that would have to appeal to a different market. But, as gatekeepers, regardless of market segment, or audience age, we must not lose the purpose of why we built the brand.
Ears on the ground
Of course I cannot share with you our strategies (haha!). But I think what has consistently worked for us is really keeping our ears on the ground. We have observed so many market changes in the past years, and the natural reaction would be to pivot at once without really understanding the lifestyle and behavior, whether of the older or younger audiences.
However, our relationships with our loyal customers have allowed us to see and feel their real preferences before making drastic adjustments. We have also put importance in working closely with our younger clients, acknowledging that in a few years, they may be our most loyal buyers and ambassadors of our brand.
One thing that’s consistent in any generation is their flight to quality – something that can transcend all ages, and is a powerful tool for us as we push for our projects.
Agile, inquisitive
They’re more agile and more inquisitive. We actually like it since we’re able to share more information about the projects we’re selling. They also want their homes (the first for some), to be something to be proud of, and worth their hard-earned money. We see a lot more who are investment-savvy at a younger age.
Even in retail, we see a younger demographic growing, allowing us to send our key messages faster and in media that allows us to be more creative. Their behavior and preferences keep us on our toes and push us to produce campaigns and programs that stand out in a very busy and challenging industry.
