Luxury Real Estate – Marketing – Case Study – A challenging market requires exceptional people with unique skills

Summary

PGA Catalunya’s Luxury real estate portfolio was launched in 2009. The definition of luxury real estate -the development is a showcase for leading edge, contemporary and sustainable design. This echoes and extends the positioning and values of the PGA Catalunya brand in a very exciting and dynamic way. The Luxury real estate portfolio was launched into a challenging market. Against this backdrop, the owners recognised the need to develop an exceptional executive team that would successfully realise the next phase of development. Having already started a search for a new CEO; the final piece of the ‘leadership jigsaw’ was to find a new Head of Marketing.

The task was to identify a marketer with a luxury real estate brand track record,  who had a clear record of achievement in generating sales in a premium brand context. This was also an ‘end to end’ sole ownership marketing role. This person would be required to support the achievement of stretch targets whilst working with tight budgets. The commercial edge, drive and flexibility to thrive in a fast moving, small entrepreneurial team environment was essential.

This individual literally had to have the range and flexibility to stretch from presenting plans, under robust scrutiny from the board, to drafting website content to changing light bulbs at an event venue.  The person having a luxury real estate background, also had to be both fluent in Spanish and English. The owner’s management had been trying to find the right marketer for some time. The boom in the Spanish property market up to 2008 made it an even trickier task. Finding a luxury real estate marketer who had actually made a difference(rather than ridden the market’s crest of the wave’ during the ‘00s) was the challenge.

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