Founded by the second and third generations of a family in the land development business, Unaurb had just been born as an independent company, with the know-how of the original company's more than 60 years of experience, but with only a fraction of its capital.

 

In practice, this meant that instead of subdividing its own land with its own money, Unaurb needed to find partners willing to contribute land and investment.

But whether it's land or money, how can you ask someone you don't know for millions?

Engaged by Unaurb, we developed a strategy to understand and communicate the advantages of investing in an affordable land development with Unaurb versus other investment opportunities. The result was a website and a sales pitch presentation.

 

First, we worked with the founders to understand their credentials and the advantages of affordable housing development. Then, we sought insights from large land brokers and family office managers regarding the fears and motivations of these potential partners.

 

Finally, we compiled data from three sources:
- Internal data from the family's original land development company and the founders' track record within it
- Data on competing investment opportunities
- Urban planning data that reinforced the founders' arguments.

​

Based on the research, we created 20 key messages with numerical and factual support. These messages were placed on the website and in the presentation, respecting the potential partner's journey.

 

We also connected the four audiences: land developer, landowner, investor, and consumer within the concept of 'legacies that come together to grow together'.