Context & Challenge

Tierra de Oportunidades is a real estate developer that creates open neighborhoods and sells lots. They came to me with the need to build their digital presence, strengthen trust, and accelerate sales in a saturated market where several competitors offer the same lots, at similar prices, and where skepticism is high due to real estate scams in Argentina.

My Role (360° Consultant)

I joined as a 360° consultant, leading brand strategy, marketing, paid media, content, funnels, data, and user experience, making end-to-end decisions, from how the brand is perceived to how it converts.

Client

Tierra de Oportunidades

Services
  • Brand Strategy & Repositioning
  • Marketing strategy
  • Paid Media (Meta & Google Ads)
  • Content Strategy & Production
  • Funnel Design & CRO
  • CRM Implementation & Automation
  • Loyalty & Retention Programs
  • Creative direction

Repositioning the Brand

Even though they already had a visual identity, I redefined their brand strategy, repositioning them away from “selling land” toward “helping fulfill dreams”. We built a narrative rooted in empathy, closeness, and human guidance, so every interaction felt like having a trusted person by your side throughout the process.

Neighborhood-Specific Branding

Each neighborhood was treated almost as a separate brand, with its own tone of voice, creative approach, and content strategy. For some, we emphasized accessibility and family life; for others, exclusivity or long-term investment potential. This tailored approach allowed us to connect more authentically with the distinct audiences each neighborhood attracted.

Performance & Funnel Optimization

On the performance side, I ran Meta Ads and Google Ads campaigns, comparing lead forms vs. direct WhatsApp flows. The latter vastly outperformed, so I designed a hybrid ecosystem driving users to WhatsApp via both chat ads and a streamlined site experience, optimizing every step to reduce friction and increase conversions.

Content Strategy (Trust-Building)

Data showed that heavily produced pieces (drones, animations) weren't building trust. What worked were raw, UGC-style mobile videos that felt like a friend recommending the neighborhood, conversational, trustworthy, and relatable. This emotional shift not only lowered the cost per conversation but also improved lead quality.

CRM, Automation & Loyalty

I implemented a CRM, structured tone of voice and sales scripts, automated remarketing flows (where even small copy tweaks increased comprehension by 60%), and built a loyalty program that turned buyers into advocates, including an exclusive benefits card giving buyers access to construction products and services at discounted prices to help them start building faster. This not only fostered referral behavior but also positioned the brand as a long-term partner instead of just a seller.

Data Analysis & Insights

I conducted ongoing data analysis to identify conversion patterns, benchmark ratios across channels, and spot emerging trends. This allowed me to constantly refine targeting, adjust budget allocation, and double down on the creative/content angles that actually improved lead quality.

RESULTS

Of clients come from these digital channels
+ 0 %
Cost per lead
$ 0 0
Cost per acquisition
$ 0
Monthly inquiries
+ 0

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