Stories that Sell: Reinventing Digital Marketing In Luxury Real Estate Market

By Natalia Vlasova February 14th, 2025 · 5m. reading time

The Competitive Edge of In-House Marketing

One of the central themes of Artur’s presentation was about the strategic decision to bring all marketing efforts in-house. Unlike most competitors who outsource their marketing, Drumelia’s internal marketing structure has become a defining competitive advantage.

An in-house marketing team provides several benefits that are particularly impactful in the luxury real estate industry:

Adapdability: By managing marketing internally, the team can experiment, adapt quickly to the owners’ needs and expectations, as it should be in the luxury market, and implement new strategies without delays. This flexibility allows Drumelia to stay ahead of industry shifts and client expectations.
Quality control: Maintaining strict control over the creation and execution of campaigns ensures that every piece of content meets the high standards demanded in the luxury market, and allows to manage the presentation of the house. This consistency strengthens brand perception and client trust.
Personalisation: An internal team gains intimate knowledge of the local market, the brand’s unique selling points, and the nuances of the target audience. This knowledge informs campaigns that resonate more effectively with high-net-worth clients.
Integrated Approach: Combining expertise in marketing, real estate, and client engagement within one team creates a seamless process where branding, storytelling, and sales align perfectly. Having an in-house marketing production team allows us to be faster and broader in experimenting, allowing us to stay ahead of trends.

Leveraging Digital Platforms for Impact

The company’s digital marketing strategy focuses on:

Communicating expertise
Inspiring the audience
Storytelling, not just selling
Creating unique branding for properties
Humanizing the Drumelia brand
Investing in personal branding alongside company branding
Selling the location before selling the product
Creating global reach for exclusive properties
The Power of In-House Marketing

One of the key decisions that set Drumelia apart was bringing marketing efforts in-house. This approach has allowed the team to experiment, learn, and adapt quickly. Drumelia has essentially built a marketing company within its real estate business, enabling it to track and interpret results immediately and grow its expertise year after year.

Drumelia’s in-house marketing efforts extend across several key digital platforms, each serving a strategic purpose.

Instagram for Community Engagement: Instagram’s visual format and Reels have allowed Drumelia to create a strong connection with its audience. Rather than focusing on direct sales, the platform emphasizes brand awareness and lifestyle, which helps attract and engage a broader audience.

The Central Role of the Website: While social media introduces potential clients to Drumelia, the website acts as the cornerstone of its marketing strategy. By centralizing property listings, expertise, and client resources, the website ensures a seamless transition from interest to inquiry, often generating leads from high-net-worth individuals.

YouTube for Brand Building: Long-form content on YouTube serves as a powerful tool for engaging clients and showcasing properties in an immersive way.

Case Study: Villa Cullinan

Drumelia’s marketing campaign for Villa Cullinan, a €32 million property, demonstrates the power of its digital strategy. The team produced three distinct videos, each serving a specific purpose:

A teaser video to create buzz and anticipation
An architecture-focused video to highlight the property’s unique features
A detailed property tour with cinematic storytelling

This campaign garnered over 5.5 million views on YouTube, attracting global attention.

Remarkably, it led to the sale of the property to a buyer who had never considered purchasing in Spain before encountering Drumelia’s content.

Read more about the sale in our previous blog.

Value of Our Marketing for Property Owners

An in-house marketing team also brings unique advantages to property owners. By controlling every aspect of the campaign, Drumelia offers tailored strategies that highlight a property’s unique features while aligning it with the lifestyle and values of potential buyers. The integration of storytelling, high-quality visuals, and targeted outreach ensures that each property receives maximum exposure to the right audience.

Here are some examples of marketing materials created by Drumelia our in-house marketing team:

Direct listings:

Apartment in Los Granados Playa - D4197

Plot in Monte Mayor, Benahavis - D3495

Exclusive listings:

Apartment in Palo Alto - D4004

Villa in La Zagaleta - D4046

Villa in Lomas del Virrey, Marbella Golden Mile - D4203

Lessons for the Luxury Industry

Artur’s presentation emphasized that in-house marketing is more than a structural decision—it’s a philosophy. It reflects a commitment to understanding the brand, the market, and the audience at a deeper level. For the luxury sector, where every detail matters, this level of control and integration can make the difference between standing out and blending in.

By maintaining agility, ensuring quality, and fostering innovation, in-house marketing has allowed Drumelia to thrive in a competitive market. It serves as a model for other companies looking to build a lasting impact through digital transformation.

Artur firmly believes that through digital marketing, any brand can reach its ideal audience. “You can put your brand in front of anyone today. You can reach absolutely anyone who has access to the internet if you do it right,” he says. This is the power of digital transformation in luxury real estate.

Looking to sell your property? Lets discuss how our marketing strategies can help you reach the right buyer worldwide.