Precision Audience Wayfinding for Real Estate Development and Property Marketing
Put the right project in front of the right market.
PAW Develop helps real estate developers, property owners, investors and leasing teams identify and reach the audiences most relevant to a property, development or market objective.
It combines audience intelligence, campaign strategy, precision advertising, creative integration and measurement to support sales, leasing, project launches, repositioning and investment interest.
Talk to Us About Your CampaignTurn a Property Objective Into an Audience Strategy
Every property has a market.
PAW Develop helps define it.
We identify the people, businesses, investors, tenants, buyers and geographic audiences most relevant to the opportunity, then build the audience and media strategy required to reach them.
That strategy can support a new development launch, residential sales, commercial leasing, tenant attraction, investor awareness, redevelopment, repositioning or another property-specific objective.
The property sets the context. The objective defines the audience. PAW builds the path between them.
Built Around Real Estate Growth
PAW Develop is designed for developers, property owners, investment groups, leasing teams and organizations responsible for creating demand around a property or project.
That can mean launching a new development, increasing awareness around available space, reaching prospective tenants, attracting buyers, generating investor interest or repositioning an existing asset in the market.
The campaign is built around the specific opportunity rather than around a generic real estate audience.
Launch a New Development
A strong launch begins long before the first inquiry.
PAW Develop can help identify the audiences most relevant to a new residential, commercial, mixed-use or destination project and build awareness around the opportunity before and during launch.
Audience strategy can be aligned with the project's positioning, geography, buyer or tenant profile and stage of development.
Attract Buyers
Property marketing becomes more effective when the buyer audience is clearly defined.
PAW Develop can help identify and reach prospective purchasers based on market context, geography, audience characteristics, location relevance and project positioning.
That gives the campaign a clearer path from awareness to inquiry and sales activity.
Support Commercial Leasing
Commercial leasing often depends on reaching a relatively narrow group of high-value prospects.
PAW Develop can help identify businesses, operators, industries and decision-makers with stronger relevance to the property and leasing objective.
Audience intelligence can also help uncover opportunities around competitive locations, nearby business environments, expansion patterns and market activity.
That allows media to be concentrated around the organizations and people most likely to matter to the lease-up strategy.
Reach Investors and Strategic Audiences
Some projects need to reach beyond buyers and tenants.
PAW Develop can support campaigns designed to build awareness among investors, business communities, development partners and other strategic audiences connected to the opportunity.
The audience strategy is shaped around the role those groups play in the project and the outcome the campaign needs to create.
Reposition an Existing Asset
A change in ownership, redevelopment plan, leasing strategy or market position can create a new story around an existing property.
PAW Develop can help identify the audiences relevant to that new direction and support the advertising required to reintroduce the asset to the market.
That can be especially valuable when the opportunity has changed more quickly than market perception.
How PAW Develop Works
Define the Property Objective
We begin with what the project needs to achieve.
That may involve leasing, sales, awareness, investor interest, project launch, repositioning or another measurable property objective.
Find the Audience
PAW develops audiences around the people and organizations most relevant to the opportunity.
Depending on the campaign, audience intelligence may incorporate geography, demographics, behaviours, interests, affinities, real-world locations, professional or industry characteristics, competitive environments and other project-specific criteria.
Build the Media Strategy
Audience intelligence informs media selection, campaign timing and where resources should be concentrated.
The media plan is built around the relationship between the property, the audience and the objective.
Align the Creative
Existing project creative can integrate directly into PAW Develop, or messaging and creative development can become part of the engagement.
Audience intelligence can also help shape how different audiences encounter the same property or development.
Measure Response
Campaign measurement can connect advertising activity with website visits, inquiries, registrations, lead submissions and other property-specific actions.
That creates a clearer view of how the market is responding.
Audience Intelligence for Property Marketing
A residential development, commercial property and mixed-use project may all occupy the same city and still require completely different audiences.
PAW Develop helps define those differences before the media plan is built.
A residential project may need to reach people at a particular life stage or within a specific purchasing context.
A commercial asset may need to reach businesses in particular sectors or operators connected to competing locations.
A redevelopment project may need to reach tenants, investors, community stakeholders or audiences already connected to the surrounding area.
The property is the starting point.
Audience intelligence helps define the market around it.
Residential Development Marketing
Residential projects compete for attention well before a prospective buyer reaches a sales centre or inquiry form.
PAW Develop can support audience strategies for new communities, condominiums, multi-family developments, luxury projects, townhomes, master-planned communities and redevelopment opportunities.
Campaign strategy can be aligned with buyer profile, geography, price point, project positioning and stage of sale.
Location as Audience Intelligence
Physical location carries valuable information about the market around a property.
Project sites, neighbourhoods, business districts, employment hubs, retail areas, competitive developments and growth corridors can all contribute context to audience strategy.
PAW Develop uses that context to help determine who should see the campaign and where media attention should be concentrated.
Location becomes part of the strategy rather than simply a point on a map.
Work With the Team You Already Have
PAW Develop integrates with developers, internal marketing teams, brokerages, leasing teams, agencies, project marketers, creative firms and other existing partners.
Your current project strategy and creative can remain in place while PAW provides audience intelligence, precision media and measurement.
For organizations seeking broader support, PAW Develop engagements can also incorporate campaign strategy, messaging, creative integration, media deployment and measurement.
Turn Market Response Into Property Intelligence
Every campaign can reveal something useful about the market around a project.
PAW Develop can help identify where response is strongest, which audiences are engaging, which geographic areas are producing interest and which messages are moving people toward inquiry.
Those insights can inform future leasing strategy, sales campaigns, project positioning, media investment and even future development decisions.
Frequently Asked Questions
What is PAW Develop?
PAW Develop is the real estate development and property marketing solution within PAW™: Precision Audience Wayfinding.
It combines audience intelligence, strategy, precision advertising, creative integration and measurement around property and development objectives.
Who is PAW Develop for?
PAW Develop supports real estate developers, property owners, investors, leasing teams, asset managers, commercial real estate groups, residential developers and major property projects.
Can PAW Develop support both commercial and residential real estate?
Yes. PAW Develop can support commercial, residential, mixed-use, redevelopment, hospitality and other property marketing objectives.
Can PAW Develop help with commercial leasing?
Yes. PAW Develop can help identify and reach businesses, operators, industries and decision-makers relevant to a leasing objective.
Can PAW Develop support a new project launch?
Yes. PAW Develop can support awareness, buyer acquisition, leasing, investor interest and other launch objectives around a new development.
Can PAW Develop work with our existing brokerage or marketing agency?
Yes. PAW Develop can integrate with existing brokerages, project marketers, agencies, internal marketing teams, leasing teams and creative partners.
Does PAW Develop support campaigns in Canada and the United States?
Yes. PAW Develop supports property and development campaigns in Canada and the United States based on campaign requirements, market, geography and available media capabilities.
Build the Market Around
the Opportunity
You know the property.
You know the objective.
PAW Develop helps identify the people and organizations that matter to it and builds the path to reach them.