Jade Minh (Everything-PR)
Today, a Q & A with Peter Dayot, Managing Director, Publicus Community. Over the past two decades, Peter has been among a select group of experts in resort real estate pr and marketing. His strength comes in putting cohesive, industry-specific teams together that have driven success in extremely diverse and complex markets.

In 2011, Peter founded Publicus Community, which has been quick to rise to national prominence, specializing in strategic marketing for real estate developments, destinations and the hospitality industry. Peter has worked with hundreds of notable high-profile projects in the US, Latin America, and the Caribbean, helping clients generate billions in sales revenue.

Prior to Publicus, Peter served as a Senior Marketing Manager for IMI Worldwide Properties. He sits on a number of advisory boards and is a member of Urban Land Institute (ULI), the American Advertising Federation (AAF), and has directed multiple grant campaigns for non-profit organizations.

Q: Publicus has seen a year of significant growth in the activity in the real estate public relations and marketing. What do you think are some of the driving forces behind this?

A lot of people may ask, In a time of pandemic and economic uncertainty, how would searches for luxury homes go up?
The answer is simple: people want to live where it is safe and private. A growing number of these million-dollar-plus searches are for private, master-planned communities, which offer security, seclusion, and safety.

Q: We are seeing families and individuals placing a premium on safety and well-being. Instead of waiting for retirement, or for the kids to leave the home, families are seeking the security and privacy of master-planned communities now rather than waiting. Their driving impetus is health and well-being during an uncertain time.

This trend is particularly evident in large urban centers that have a tendency toward pandemic risk. There’s even a name for it: Hipsturbia.
Hipsturbia refers to the growing exodus of families from large cities to quieter, more secluded homes in the suburbs or country.

The appeal of many master-planned, private communities is that increasingly they are modeled after traditional neighborhood developments, which are largely self-contained environments which give homeowners access to food, shelter, shopping, fitness, and general well-being.

Q: What have been the main methods of engagements with these audiences?

Digital has been substantially effective. People are spending more time on computers, and watching video content, and with that, they are taking a look at their surroundings and asking “what they can do to improve their life?”

We’ve been able to bring more brands to prominence this year. There’s a captive audience and a pent-up demand for larger residences in communities that offer a “live, work, play” lifestyle.

Q: What’s Next for Real Estate Marketing?

The real estate market and the hospitality industry are always evolving. At Publicus, we have helped all sorts of clients navigate the inevitable twists and turns of the market and achieve success. Our singular goal is to drive prospects, that lead to tours, that lead to new sales.We do this by bringing to light the very essence of the project.

We seek to understand what makes a buyer interested in this project.

We identify these questions through a series of interviews with our clients and their existing owners and then develop a complete marketing strategy to guide the client’s through these complicated new scenarios.

Q: What are some tips that clients should consider when thinking about their goals for 2021?

Reassure your customer

It’s all about trust and transparency. Don’t avoid, downplay, or hide from the realities that Covid-19 and challenges within the economy have created. Your customers are savvy. They want to be heard. They want to know you understand them—their dreams and fears—and that you have solutions that take into account the variables presented by the pandemic and economic uncertainty.

Don’t pause your marketing

Now more than ever it is critical that you stay in front of prospects and customers with positive messages. The worst thing a company or brand can do now is go dark. They need regular communication across multiple platforms. Speak to them where they live socially and digitally. They need to see that you have adapted to the new playing field and that you have implemented practices that make them feel safe and confident.

Make your marketing nimble

The practice of setting a year-long marketing strategy and then forgetting about it is obsolete. Companies must be attuned and reactive in order to address the shifting sands of the market. Because of outside forces, what is important to prospects today may change radically tomorrow. You must have your finger on the pulse in order to engage them with ongoing relevant messages.

Client:

Cabo Luxury | Cabo San Lucas

Project:

Website

Description:

Real Living Productions took Cabo Luxury’s iconic sea horse in a new direction a brand refresh, and a user friendly website. These clean, classic designs raise the bar in defining the luxury rental and concierge provider’s brand.

imac-front
hover over the screen to scroll the full page

Client:

Three Bridges | Salem, Utah

Project:

Rendering

Description:

Real Living Productions offers an array or rendering capabilities. From artistic watercolor renderings to ultra-realistic animated residential fly thru rendering—our team is always pushing the boundaries of rendering capabilities. Real Living Productions colorized floorplans and a created a realistic rendering for Three Bridges, to help prospective clients visual the residential offerings.

macbook-front

Client:

Estates at Banyan Cay | Palm Beach, Florida

Project:

Video Renderings

Description:

The Estates at Banyan Cay utilized fly through renderings to drive sales in the early stages of development, allowing prospective buyers to preview 5 different floor plans before construction had even started. These renderings are Incredibly detailed and customized, from the color schemes to the appliances, and a great tool for bringing a new project to life.

Client:

Monarch Realty | Raleigh, North Carolina

Project:

Digital and Print Brochure

Description:

A collection of print and digital brochures were created for the client to use as sales tools. The information was clearly presented and allowed our client to showcase their expertise in the local market.

Client:

Hartness | Greenville, South Carolina

Project:

Digital Newsletter

Description:

In an average month, Real Living Production designs, programs and deploys 20-30 digital newsletters for communities across the US, Mexico and the Caribbean. We work carefully to create newsletter content that is relevant and user-friendly for database leads, brokers and key influencers with whom our messaging resonates.

macbook-front

Client:

Four Seasons Anguilla

Project:

Digital Banner Ads

Description:

Real Living Productions created a variety of digital banner ads to be strategically placed across the internet. These banners reinforced branded messaging and provided direct links to custom landing pages and the client’s website.

Client:

Frederica Estates | Sea Island, Georgia

Project:

Digital Banner Ads

Description:

Real Living Productions created a variety of digital banner ads to be strategically placed across the internet. These banners reinforced branded messaging and provided direct links to custom landing pages and the client’s website.

Client:

The Reserve at Sea Island | Sea Island, Georgia

Project:

Gift Box

Description:

With great marketing, comes great gift sets. This is envisioned as a gift for the most select of clients. A bespoke, matching bowtie and earring set from Brackish that carries on the client’s colors and brand.

Client:

Tropicalia | Dominican Republic

Project:

Leather Book

Description:

These hand-sewn leather books with large landscape format Tyvek pages make for a stunning sales presentation tool. Both durable and luxurious, the leather books make an impactful first impression during property tours.

Client:

Trailhead Condos at Suncadia | Cle Elum, WA

Project:

Condo Rendering

Description:

Real Living Productions offers an array or rendering capabilities. From artistic watercolor renderings to ultra-realistic animated residential fly thru rendering—our team is always pushing the boundaries of rendering capabilities. These interior renderings created for our client show how the interior of their residences will appear when complete. Renderings are especially beneficial for our clients pre-development.

Client:

Red Ledges | Heber City, UT

Project:

Brand Video

Description:

This short brand video was created for the client to use as a YouTube commercial. The video matched the messaging and branding that was used on the print advertising campaign.

Client:

Quivira | Los Cabos, Mexico

Project:

Video

Description:

This video encapsulates the beautiful scenery, culture and history of Quivara. The stunning aerial video paired with John Sather's description of the area, and the vision behind the architecture, allowed our team to share a meaningful story with prospective buyers.

Client:

Utah Company

Project:

Commercial Rendering

Description:

These conceptual renderings are for a project in Utah that has yet to begin construction. They are a vital part of our comprehensive plan to support their sales team and engage potential prospects during the reservation and pre-sale process.

Client:

Hartness | Greenville, SC

Project:

Email Campaigns

Description:

In an average month, Real Living Production designs, programs and deploys 20-30 digital newsletters for communities across the US, Mexico and the Caribbean. We work carefully to create newsletter content that is relevant and user-friendly for database leads, brokers and key influencers with whom our messaging resonates.

iphone-pro-front

hover over the screen to scroll the full page

Client:

Tamarack | Donnelly, ID

Project:

Lead Generation Landing Page

Description:

Real Living Productions specializes in online marketing campaigns that include ads, lead generation landing pages and nurture campaigns that get results with high precision. We are experts in identifying qualified audiences, encouraging them to request information and nurturing the lead to purchase.

imac-front
hover over the screen to scroll the full page

Client:

St Regis Los Cabos

Project:

Website

Description:

Quisque bibendum arcu est, in venenatis velit porta quis. Aenean dapibus blandit mauris tristique vehicula. Suspendisse posuere imperdiet eleifend. Aenean blandit, tortor et laoreet vehicula, tellus felis efficitur arcu.

imac-front
hover over the screen to scroll the full page

Client:

Falls Tower Camperdown | Greenville, SC

Project:

Website

Description:

Overlooking the iconic Reedy River waterfalls in vibrant downtown Greenville, SC — Falls Tower Camperdown is among one of the newest residential offerings in the city. Real Living Productions, in collaboration with the sales and development team, helped propel this project to total sellout at they highest “price-per-square-foot” in the history of the city’s downtown.

imac-front
hover over the screen to scroll the full page