I work in digital acquisition for residential development — strategy, paid media, and the analytics that decide where the budget goes.
What interests me is the whole path, not the part inside the ad account. From the first hypothesis about a creative or a value proposition, through the campaign, into qualification and the CRM, and out the other side as a sale. The interesting problems are almost never in one place.
I have been in digital marketing since 2013 — content and SEO first, then paid media, then running digital as a whole: strategy, budgets, the website and the team behind both. Before real estate the work moved across e-commerce, professional services and automotive, including digital for Peugeot, Citroën and Opel and for one of Ukraine’s larger law firms.
Marketplace work teaches you something
that is hard to unlearn:
EVERY NUMBER IS MONEY.
Average order value, margin, the whole path from impression to receipt. With large programmatic budgets I was reading post-view alongside post-click, because guessing at that scale gets expensive fast. Change something, and within days the numbers tell you whether you were right.
Real estate does not work like that
I moved into property marketing in Cyprus in 2022. Working in the Cyprus market meant competing with larger and better-known real estate markets such as Spain, Portugal, Greece and Italy.
The most valuable thing I learned early was the gap between warm and cold.
Sales teams know the warm buyer very well: the one who has already spoken to someone and already wants to be here. That knowledge does not transfer to cold advertising. The messages that work at the end of the journey are not the ones that work at the start, and applying the first to the second quietly costs a lot of money.
Two degrees: law, which I practised briefly, and marketing management,
taken twelve years into the job and spent largely on the academic side of property marketing.
Why this exists
Property marketing is full of questions that look simple until you follow them further.
This is a place to ask the less obvious ones. Where did that number come from? What was actually counted, and on whose data? Who decided this is the figure we should be hitting?
Mostly I want to get down to something countable. Marketing carries a lot of confident opinion, and some of it is right, but an opinion and a pattern are different things and only one of them survives being checked. So the work usually ends in arithmetic: how many events are behind this, how large a difference would have to be before it means anything, and whether the answer holds if you follow the same lead one stage down the funnel.
The answers are often less comfortable than the original claim, which is usually a sign the question was worth asking.
Written for people who make these decisions and recognise the problems from their own work.
