Storytelling In The City:

6 New Rules for Property Marketing

Make no mistake, the game is changing.

More people are engaging with how their cities are evolving.

Rule 1: forthe built environment

Be global

Rule 1: forthe built environment

Be globalOur advice: Tell the story of how you’re

taking the world’s best and improving it for your market. forthe built environment

Great example: The Library @ The Dock

Rule 1: Be global forthe built environment

Next Chapter: Ask the original designer to comment on your adaptation of their idea.

Rule 2: forthe built environment

Be human

Rule 2: forthe built environment

Be humanOur advice: Tell the story of the people

behind (and inside) the building. forthe built environment

Great example: Restaurateurs @ Barangaroo

Rule 2: Be human forthe built environment

Next Chapter: Gather the personalities from your development for a panel discussion or guided video tour.

Rule 3: forthe built environment

Be social

Rule 3: forthe built environment

Be socialOur advice: Tell your story in snackable sizes

and shareable formats. forthe built environment

Great example: @DesignHiveDTLA

Rule 3: Be social forthe built environment

Next Chapter: Create a ‘social media documentary’ about your project or team and cover the journey the way a reporter might.

Rule 4: forthe built environment

Be part of the bigger picture

Rule 4: forthe built environment

Be part of the bigger pictureOur advice: Tell the story of what you’ll be

bringing to the neighbourhood. forthe built environment

Great example: PowerHouse @ Battersea

Rule 4: Be part of the bigger picture forthe built environment

Next Chapter: Make the ‘community consultation’ phase of your development an ongoing stream of dialogue and a ‘learning lab’ opportunity.

Rule 5: forthe built environment

Be more than just real estate

Rule 5: forthe built environment

Be more than just real estateOur advice: Tell versions of your story that

speak directly to different stakeholders and their interests.

Great example: Conde Naste @ One World Trade Centre

Rule 5: Be more than just real estate forthe built environment

Next Chapter: Create a ‘translation guide’ to help each tribe in an organisation understand the other departments’ priorities.

Rule 6: forthe built environment

Be unexpected

Rule 6: forthe built environment

Be unexpectedOur advice: Tell a story that uses a

memorable hook - a personality, image or object.

Great example: Marquand 1 NYC

Rule 6: Be unexpected forthe built environment

Next Chapter: Ask a local historian, a film maker or a street artist to collaborate with you on the stories, films or visuals you create for your project.

6 new Storytelling opportunities:

6 new Storytelling opportunities:Be global

6 new Storytelling opportunities:Be globalBe human

6 new Storytelling opportunities:Be globalBe humanBe social

6 new Storytelling opportunities:Be globalBe humanBe socialBe part of a bigger picture

6 new Storytelling opportunities:Be globalBe humanBe socialBe part of a bigger pictureBe more than just real estate

6 new Storytelling opportunities:Be globalBe humanBe socialBe part of a bigger pictureBe more than just real estateBe unexpected

Be a developer of stories forthe built environment.