On the 25th November the CIB organised its annual conference at the Kursaal in Oostende. Publishing company Kluwer had proposed to add the theme of real estate marketing to this year’s conference.
The various elements which contribute to the success of a project’s communication were analysed in detail during hooox’ presentation, entitled “Turning bricks into brands”. Marketing can be seen as an asset instead of a cost. The importance of segmentation and brand positioning were shown thorugh a series of concrete case studies. Finally, the role of social media and the broker were discussed.
It could be concluded that the world of real estate marketing and communication is a continuously evolving. Everyone was convinced of the need to further professionalise this aspect of real estate.