At Elevate Summit 2024, the real estate festival held on October 16-17 in Limassol, CAPSBOLD’s PR Director Olga Loktionova took the stage to discuss the rising importance of emotional storytelling and innovative marketing strategies in the real estate industry. In this interview, she shares her insights into the latest trends shaping global markets.
Olga, why is branding so critical for real estate developers today?
Olga Loktionova: Branding is no longer just about having a memorable logo or catchy slogan. It’s about creating a deep emotional connection with buyers. In today’s competitive market, buyers want more than just a place to live; they want a lifestyle. Strong branding communicates values and a way of life, helping developers stand out and build lasting relationships with their target audience.
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What marketing tools do you see as essential in the real estate industry right now?
Olga Loktionova: Branding, influencer marketing, and emotional content are crucial. Combining these elements can create powerful engagement with potential buyers. Influencers play a significant role in humanizing properties, especially for international buyers, by showing homes through a personal and relatable lens. Visual storytelling through photos and videos is also essential, helping to create emotional connections before buyers even visit the property.
How do influencers affect international real estate purchases?
Olga Loktionova: Influencers bring authenticity and personality into property marketing, which is essential for reaching buyers who may not be able to visit a property in person. For instance, in markets like the UAE and the USA, we’ve seen influencers increase lead generation by up to 60%. Ryan Serhant, a broker and TV personality, is a great example of how personal branding and storytelling can make real estate more accessible and appealing globally.
Which marketing trends are you observing in different regions?
Olga Loktionova: In the UAE, there’s been a 45% increase in video marketing budgets, showing the growing importance of CGI videos and emotional marketing. The USA is more data-driven, with companies like Zillow and Redfin using predictive analytics to personalize the buyer experience, which increases lead generation by 20%. In Europe, sustainability is at the forefront—buyers are willing to pay more for eco-friendly developments, and this is shaping the way properties are branded.
Can you tell us more about Cyprus and why it’s emerging as a key real estate market?
Olga Loktionova: Cyprus is gaining traction due to its favorable tax policies and Mediterranean lifestyle. The residential real estate market is projected to reach €87 billion by 2024, with a 4.15% growth rate through 2029. Developers in Cyprus should focus on promoting properties as lifestyle investments rather than just financial ones, tapping into the emotional motivations of buyers who want to invest in both quality of life and property value.
What advice would you give real estate professionals looking to elevate their marketing?
Olga Loktionova: The key is to focus on the emotional side of real estate. Don’t just sell properties; sell a dream, a lifestyle. Branding, storytelling, and CGI videos are powerful tools that can differentiate your business and help you build meaningful, long-term relationships with your buyers.
Πηγή: Cyprus Times
