There is a very precise way to turn an understanding of people’s deeper needs into a practical tool for marketing a property development.
It is called the Client Protocol, one of the cornerstones of the Habitat Evolutivo® method, and it identifies what we call resonance target profiles. These buyer profiles go beyond conventional targeting, taking into account emotional drivers, ancestral memory, deeper needs and place drivers, alongside traditional socio-demographic criteria.
A major property development I worked on between March and April 2026 gave me the opportunity to further refine this part of the method.
For this project, we identified nine resonance target profiles, each given a name that captured its distinctive character: the Unwinding Professional, the Social Networker, the Wellness Purist, the Active Performer, among others.
For each profile, we identified which aspects of the place would resonate most strongly with these potential buyers, how best to communicate its value to them, and which emotional drivers to draw on in the sales narrative.
The result is an approach to property advisory and brokerage that moves beyond addressing a broad, undifferentiated audience. Instead, it enables sales teams to identify and engage, with far greater ease, the buyers who are already naturally attuned to the development.
For your next development, do you know how to speak to the people who could truly fall in love with it?