And suddenly, there
was a building…
“Today, we no longer market spaces – we market a lifestyle.”
When I took my first steps in real estate marketing, I thought it was all about square meters, floor plans, and site maps. But soon I began to wonder: isn’t it really about how a place makes us feel? Today I know – it’s about emotions, stories, and that subtle spark when a space doesn’t just exist, but moves something within you.
Maybe it’s because, as an entrepreneur, I don’t just see properties – I see possibilities: An empty room can become a boutique, a rooftop can turn into a bar, a lobby into a meeting place. And I often ask myself: is it magic, or simply imagination, that lets me feel the pulse of a place long before it opens?
I remember a meeting with a client in a completely unremarkable shell construction. While he talked about cable ducts, I was already seeing a pop-up gallery, an after-work bar with a DJ, a coffee lounge where people don’t just grab coffee in the morning, but ideas. Maybe that’s the difference: I hear floor plans, but I see stories. I often find my inspiration far away from construction sites – while traveling. Hotels in Marrakech that smell of orange blossoms. Concept stores in Milan that feel like private salons. Rooftops in New York that define entire neighborhoods.
And every time, I ask myself: Why do some places instantly feel like home – and others never do? Lifestyle, to me, isn’t an “extra” – it’s the core. Today, we no longer market spaces – we market a lifestyle. An office in a mixed-use quarter isn’t simply “conveniently located.” It’s where you grab your flat white in the morning, discover a designer pop-up in the lobby at noon, and watch the sunset during rooftop yoga in the evening.
Placemaking is styling: architecture provides the cut, design delivers the fabric, and activations like pop-ups or brand collaborations are the accessories. And I wonder – would a place ever feel complete without those small but defining details? With Studio EMR, I want to turn real estate into brands – places curated as thoughtfully as a perfect dinner. Because in the end, it’s not about concrete, steel, or glass. It’s about transforming spaces into stories. And sometimes I think: maybe I’m not just in real estate marketing. Maybe I’m in the business of making places you’ll fall in love with.
HOW SOCIAL MEDIA IS CHANGING REAL ESTATE MARKETING
Social media has fundamentally transformed the way we market properties. In the past, real estate marketing focused on classic channels – brochures, print ads, and viewings. Today, projects become digital experiences on Instagram, LinkedIn, TikTok, and Pinterest – often long before the first ground is even broken. Visually striking content, authentic stories, and short videos generate not only reach but also an emotional connection to a place. Marketing now begins with storytelling: drone footage, architect interviews, construction updates in reels, and behind-the-scenes moments make real estate tangible. Social media allows us to showcase not just architecture, but the feeling that comes with a place. For mixed-use projects, hospitality concepts, and placemaking initiatives, social media is the ultimate amplifier. Brand collaborations, pop-up events, and activations are shared in real time – allowing followers to feel part of a community long before they ever step inside. The result: properties become brands with a digital presence that extends far beyond their physical address. Those who invest in social media today aren’t just building reach – they’re building long-term brand equity.
And sometimes I wonder: does a building even stand a chance today without marketing? We used to wait for people to discover our projects. Now, we invite them in digitally – during the construction phase – through glimpses designed to spark curiosity. Maybe marketing in real estate is what high heels are to an outfit: not essential, but the defining element that adds posture and leaves a lasting impression. And I can’t help but think – if a place can already create love at first sight online, how irresistible will it be in real life?