At the Elevate 2024 summit in Limassol, Olga Loktionova, PR director of the Cyprus marketing agency CAPSBOLD, shared her views on the role of branding, marketing and emotional storytelling in the modern real estate industry. She noted that successful branding in this sector is no longer limited to logos and slogans – it is designed to create a unique identity that resonates deeply with potential buyers.
The real estate market is becoming increasingly competitive, and buyers are looking for not just real estate, but a certain lifestyle. Loktionova emphasized that companies that can create an emotional connection with the audience build long-term relationships with clients. In this process, quality content, influencer marketing, and vibrant visuals are key tools. According to a Harvard study Business Review , customers who have an emotional connection with a brand are twice as valuable to a business as simply satisfied customers.
Influencers play a vital role in making properties more accessible and approachable to international buyers. Loktionova noted that platforms like Instagram and YouTube allow influencers to show properties in a personal and approachable way, especially for buyers thousands of miles away. She cited blogger and Netflix star Ryan Serhant as an example , who has achieved success through personal branding, storytelling, and innovative marketing campaigns.
Different property markets have their own preferences and marketing strategies. In the UAE, the focus is on video content and CGI (computer graphics), in the US, personalized data such as predictive analytics, and in Europe, interest in eco-friendly properties is growing. In the case of Cyprus, Loktionova highlighted tax incentives and the Mediterranean lifestyle as attracting buyers. She predicts that the local market will grow to €87 billion by 2025, growing at an annual rate of 4.15% until 2029.
CGI is becoming especially useful for properties under construction, allowing buyers to see their future home in great detail, creating an emotional attachment. Globally, the CGI market is estimated to be worth €12 billion by 2028, highlighting its growing importance.
Thus, modern real estate marketing requires the use of tools such as branding, storytelling and CGI to not only sell real estate, but also to convey dreams and emotions, making the purchase of real estate a deeply meaningful and personal choice.
