Why Do We Only Do Real Estate?


Verv Projects is a collective of individuals who have specialized in real estate marketing for many years. While our roots and backgrounds are diverse, the common thread that ties together our kick-ass team is the branding, marketing and selling of property. Our greatest feats have been in the areas of residential, rental, industrial, commercial and recreational real estate over the past 11 years.

Residing in a city with one of the hottest housing markets in the world, it’s no surprise that we wanted to join the “cool” kids and showcase our talents in the industry. In doing so, we’ve had the opportunity to create some unique and, in our opinion, downright sexy campaigns for some of the biggest local real estate influencers and largest players across Western Canada and the United States.

Let’s just say we don’t plan to start promoting the newest gluten-free cereal or the hottest local restaurant on the block. (Unless, of course, either of these could help our clients sell more units!) We eat, breathe and sleep real estate. It is what we are great at, and why we create exceptional value for those we work with. If you want to market your cereal, we’re probably not your go-to. But real estate? Go with the specialists. We got this.

We have worked in several different real estate markets over the years… the searing hot markets in which product is gone faster than you can list it, and the cooler markets in which sales occur at a much slower pace. No matter the circumstances, each has excited and challenged us. Each has provided yet another case study and increased our knowledge base working within the industry.

Real estate might be our focus, but part of what we love about this business is that it’s not just buildings we are marketing: these are people’s homes. Everybody needs a place to call home, and we are privileged to participate in helping home-seekers find the perfect place to hang their hats.

What’s the future of Verv? We will continue to make our mark on the world of real estate by creating exciting, engaging content and strategy that compels our clients and their customers alike. We’ll nimbly navigate the evolving digital landscape and ever-changing consumer behaviours. And of course, we will continue to feed our passion for real estate in varied, always fascinating markets. Alas, no gluten-free cereal!

Is the Millennial Exodus Real?

There’s a theory floating around that housing unaffordability in Vancouver is driving the younger crowd away in droves. It’s tougher for this demographic to own a home here, especially having just graduated post secondary or only having been established in a career for a short time. Okay, but is that true? Are they leaving?

British Columbia Real Estate Association (BCREA) reported that the number of millennials in Vancouver has increased by 15,800 people since 2005. That’s 9.5% growth. The report, released April 22, said, “An examination of population estimates for the region reveals that millennials are, in fact, not retreating from Vancouver and that the population aged 20-34 years old has increased significantly.” As of the most recent census, the proportion of Millennial homeowners is much higher than in preceding decades.

As of 2015, approximately 569,000 Millennials live in Metro Vancouver.

Read the original story at Business in Vancouver.

For the Target Market That Hates Advertising: Unadvertising

Image Source: Adweek

There is noise flying at consumers from every angle. Something clever, something practical, something interactive, something hilarious, something memorable. Something that creates value in the target’s mind. Statements linking features to advantages and positioning these as benefits (FABS). How can marketers be more clever than the competition?

Small Luxury Hotels of the World decided to do the opposite. Less visually appealing. No FAB statements. They’ve rolled out an unadvertising campaign. Beige headlines do anything but scream, they whisper. “Even the most exciting, glossy advert can’t seduce people who know what they want. So here’s a boring one.” “This ad is for people unaffected by retouched advertising images.” “A super slick luxury ad might have looked great, but it wouldn’t have swayed independent minds. So we didn’t do one.”

The campaign cleverly plays to consumers who consider themselves highly discerning. It’s ironic; the “free-thinking” audience is manipulated the opposite way other targets are.

The $1 million campaign media buy  includes Bloomberg, Departures, the Financial Times, Boisdale Lifestyle and Travel + Leisure.  These print and digital outlets clearly target the affluent traveler.

To read the original story, visit Adweek

The Marketing it Takes to Put a City on the Map

Ever been to Serena del Mar? Probably not, because it’s a Colombian city that hasn’t been built yet. Developers and masterplanners have come together with a vision to build a city neighbouring the old city of Cartegena, taking inspiration from the culture and heritage and integrating it playfully with modern architecture that honours nature and urban amenities (Much like Currie, just, you know, more tropical). The principles of social inclusion, environmental friendliness, and an enriched quality of life are woven through the plan. Chicago-based VSA Partners and Colombian consultancy Novus Civitas were challenged with defining a place that won’t be completed for at least 20 years.

The big idea? Dreams meet reality, shape the world around the land, and evolve alongside the earth.

The visual identity, inspired by the early vision of the project  is derived from “los morros”, a geographical feature of the land that includes the mountains and the ocean.

In Colombia, watercolour is a treasured art form so the logo often appears on a watercolour treated backdrop in application. The brand colour palette is both modern and indigenous to the region.

Check out the project video: https://youtu.be/PZmGOYfbdM4

Three Theories for Cooling the Housing Markets in Canada’s Hottest Cities

Toronto and Vancouver have markets perceived to be totally out of control, to the point of policy-makers calling “emergency” meetings to discuss the causes and strategies. How can the rules be adapted to cool things off? At Vancouver’s meeting, three ideas were proposed.

  1. Refine mortgage qualification – the mortgage payment:income ratio can be scaled up or down. Right now, maximum 40% of a buyer’s income can go to a mortgage payment. Decreasing this would result in fewer qualified mortgages.
  2. Increase the banks’ capital requirements – if banks are required to keep higher reserves, naturally, they will increase interest rates and/or tense up their underwriting guidelines to protect themselves against buyers defaulting on their loans. If it is more expensive to loan, banks will have less incentive to do so.
  3. Tax foreign buyers specifically – other countries including Hong Kong, Australia, Switzerland, the United Kingdom, and Mexico apply specialized tax for non-permanent residents who buy local real estate. Economists think foreign investors trying to avoid taxation or parking cash in residential real estate drive up the prices in the hotter markets while homes remain vacant. Applying the tax could help alleviate the issue; how much this would actually help is hotly debated.

Source: Buzz Buzz Home