COMMUNICATIONS IN REAL ESTATE

CREATING DREAMS WITH POSITIVE OUTCOMES

“Communicating possible dreams” is the mission of good marketing. Each market field has its own rules to show related “dreams”: technological products have storytelling, cars have their technical language, haute couture has its own particular communications rules and so on. Anyway, what a good communicator does every time is always the same thing. In order to involve the audience, advertisements should always:

1. Draw attention: stand out from the static background of people’s fast-moving lives and hook the public even just for a second.

2. Anticipate specific interests: suggest something real for the public, to involve them in something relevant for their lives.

3. Spark a “desire”: speak to people’s emotions (as well as their minds), to the part that motivates them, both consciously and unconsciously.

4. Call to action: as a consequence of the previous points, the listener should feel the urge to act (even for something very small). Without behavioral influence, communications cannot be considered effective.

The process just described may seem complex when talking about Real Estate communication: a highly specialized world in which communication towards clients is generally traditional with architectural drawings (not very evocative). For this, the use of rendering, that is, three-dimensional representation techniques, has been introduced. However, it is a “generalist” technique, since it is used in many other sectors. It is usually developed by visual designers without specific training in Real Estate and therefore unable to give value to the technical content of a project.

For this reasons, final results have always been modest.

Finally, to try and add charm and have a positive impact on communications, we tried with communication agencies, “specialists” of emotional communication. Also in this situation, we encountered a problem: the traditional advertising agencies lack the “sector culture” needed to create an effective communication, the culture necessary to study, interpret and exhibit the technical content of a project. The developer-client typically tries to fill this gap with long explanations, a sort of “training in progress” for his communication consultant. A training that will never be enough, resulting in time lost for the client. Not to mention that the result is never satisfactory…

Music and architecture are connected to each other by an ancestral link that is rooted in the Classical world: the Greeks indeed transferred to architecture mathematical relations and proportions that they had already recognised in music. Both arts look to recreate environments and atmospheres that go beyond the fashions and transience of time. Thanks to architecture, TECMA conceives a physical space made of conceptual, visual and spatial details that accompany man in the discovery of the beautiful.

The origin of the theatre, a noble and profound art, is lost in the realms of time. Well and truly an instrument of profound knowledge of reality, theatrical representation is also a “doubling” of the same, in other words an attempt at representing its ideal content beyond that which is real. Through Sensory Apartments, real environments have been faithfully reproduced, where it is possible to directly test the cognitive and sensory effects of living quality. It is not only possible to imagine your future home but also touch it with your own hands.

 

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