Studiosanderson is a leading communication consultancy for the new real estate era.
We work with developers, architects, agents, and others to discover what makes their offer special, articulate the right story and develop the ideas, systems, and communications needed to cut through and connect with customers.
We believe that real estate is for people.
Yet if you look around at the real estate landscape today, it has become devoid of humanity. The ability to connect with people in meaningful ways has been substituted with plug n’ play marketing; listing platforms, rendering software, search, social media and outdated ideas of luxury have become a crutch rather than a tool.
Deeply ingrained concepts of what homeowners want have a lot more to do with the needs of the building industry and realtors than the reality of what people desire. Investors, developers, and architects no longer try and fight it. Creative professionals and outsourced marketing firms earn their living by maintaining it with lifeless renders, manicured floor plans, and homogenous graphics. And real estate blogs amplify it on their front pages.
It is unlikely that the traditional industry players can deal with this issue. With a focus on buildings as an asset class, the quick resale and communications as a last-minute expense, there is little hope for the end-user experience.
But as the cities of the world seem like they are drowning in undifferentiated condominium developments all is not lost, change is coming. A new generation of real estate entrepreneurs is putting customers back at the center. This human-led approach is driving new models, experiences, services, and systems designed around the way people live work, shop, and play today. And in turn, acknowledging fluid lifestyles, desires for genuine sustainability, community, and technology is transforming the way we design, build and sell properties and developments.
A new real estate era is redefining how we communicate real estate forever. Not everyone in the industry will agree, but those that decide to put humans first stand to build stronger practices amid the forces of commoditization, draw the right customers and talent and command a price premium.
For tomorrow’s successful placemakers, these challenges represent an incredible opportunity to reconnect us with our cultures and landscapes and create habitats that resonate with the way we want to live. The new real estate era is not a trend but a catalyst for innovating the way we bring people and places together to create ever-improving experiences for everyone.