In her latest opinion article, Susana Costa e Silva explores the weaknesses of property marketing and presents what she describes as “smarter and equally simple approaches that make these tactics obsolete”, arguing that “potential buyers are not initially looking for a rational transaction; they are looking for a feeling.”

“The final paradox is that today’s buyer is autonomous and sceptical. They want to research, compare and analyse before exposing themselves. Hiding the price and locking photos behind forms is the digital equivalent of a street salesperson approaching us with a closed box and demanding our ID card before allowing us to take a look inside.”

Read here (available in Portuguese) the opinion article by Susana Costa e Silva, Professor, Director of the MSc in Management and Co-Director of CIGMA – Centre for Impact in Global Management at Católica Porto Business School, published in Marketeer.