The Inspiration:
Location, location, location -

- we all know this real estate mantra. The fact that location can make or break your property’s success is a no-brainer, but what’s not so obvious is how to work with location as a key feature. How can we make the most of it, how do we highlight it, and how do we spin the narrative around it so it works in our favor?

In this edition of The Inspiration, we’re going to deep dive into all of the above.

The value of a location isn’t just defined by its coordinates

- it’s shaped by how we present and experience it, even before the property is built. The way we showcase a property’s surroundings can influence its appeal just as much as the space itself.

That’s where our Interactive Aerial comes in. Our digital tool transforms the way locations are showcased, allowing you to rotate, explore, and filter views for a fully immersive experience.

By offering potential tenants a comprehensive, interactive perspective of the property and its surroundings, Interactive Aerial makes all the insights we’ve discussed a tangible reality—bringing location to life like never before.

Use technology to your advantage

We’ve been observing (and participating in!) the shift in the real estate market toward a more digitalized and efficient reality. With today’s digital tools, all processes surrounding planning, marketing, leasing, and even maintaining a property are more streamlined, making operations more time- and cost-efficient. Which is the reality we all want, right? Add AI-driven possibilities on top of this, and you end up with a centralized powerhouse working to your advantage.

Interactivity and smart data collection & analysis are the most important aspects of this shift.
Interactivity allows all actors in the development process to experience spaces before they are even built, making the decision-making process easier and more knowledge-based.

But beyond interactive visualization, data insights are crucial in how we market and position real estate projects. Heat maps of foot traffic, AI-generated market shift predictions, and demographic analyses are transforming how we understand a location’s true potential—and allowing us to anticipate how that potential will evolve.

Turning potential into a vision

It's not always easy to find the defining feature of the area where your property is located. Industrial suburbs, underdeveloped areas with limited infrastructure, or places that have simply been overlooked for a long time—they don’t have the WOW factor at first glance. But finding potential in these locations is key. The fact that these areas don’t yet have a distinct storyline can work in our favor, as it allows us to boldly craft a vision.

By framing the narrative for the location as the next innovation hub, cultural district, or business ecosystem, the focus shifts from what the place is to what it could be. The most successful projects aren’t just about showcasing a property—they create a compelling, aspirational story that makes investors and tenants want to be part of something bigger.

Find a key feature and build a story around it

We’ve seen it time and time again—people gravitate towards stories. It doesn’t matter if the story is distinctive, unique, or simply something people can relate to, as long as it’s genuine.

At WtR, we have worked repeatedly with urban planning developments and properties where the story behind the project was the driving force behind its success. Some recent projects we had the opportunity to contribute to include: St Pancras Campus, whose communication was based on being part of the Knowledge Quarter and featuring low-carbon designs; Kraftriket – The Crayfish Kingdom, where the core communication focused on education and research; and the Besqab’s Sundbyberg undertaking, which built a story around big-city living quality with access to vast natural spaces. All of these projects had unique features that allowed for a compelling and relatable story to be built around them.

Timing matters – anticipate & leverage market momentum

A strong and compelling location narrative is most effective when it aligns with bigger market movements. Is the area undergoing a major infrastructure expansion? Are there new commercial or residential developments that will drive future demand? Is there a shift in tenant demographics reshaping the area’s appeal? Knowing these factors and incorporating these insights makes the communication strategy future-proof. By staying ahead of these shifts and positioning a property within the momentum of change, marketing efforts become not just informative but also end up being truly strategic.