Real estate and development

For a development project, the specific site is what counts. A billboard on the access road that people from neighbouring districts drive every day does more than a network of panels scattered across the city. So we choose sites by route and catchment, not by what the package happens to contain.

Where it makes sense, we add citylights and digital screens near shopping centres and stops to the classic billboards — places where a current offer can be communicated too, such as remaining units or an open day.

A short, heavy campaign with large reach brings interest at the start of sales, but a buyer deciding over six months forgets it in the meantime. So we spread the budget over a longer period at lower but steady weight and keep the stronger bursts for milestones — sales launch, a new phase, completion.

Regional and trade press, property supplements in dailies and advertorials in local media serve as the space for explanation: layouts, location, financing. None of that fits on a billboard, and a buyer seriously considering a flat is glad to read it.

Project milestones are also opportunities for public relations: a foundation-stone ceremony, the opening of a show flat or the completion of a phase can become a press event for regional and property journalists. An editorial article about the project reads differently from an advertisement — it adds credibility and supports the paid campaign while buyers are making up their minds.

Planning permission, start of construction and sales launch all move. Out-of-home is rented by period, and good sites are booked well in advance. A firm booking for a date that then slips means paying for a panel promoting something that cannot yet be bought.

So we agree with the developer which parts of the plan are fixed and which can move, and negotiate booking terms accordingly. Verification is part of the buy as well: photo evidence of posted sites and an evaluation showing what actually ran and was printed.