Beachfront Real Estate, Costa Rica

The developer had leads, but too many weren't a fit. The brand looked like every other Costa Rican project, and nothing guided foreign buyers through their doubts, so many stalled in the pipeline.

Most developments sell the same quiet, private oasis. This one sat in a lively surf town, at a more accessible price. With the agency team, we rebuilt the brand around that energy. I led the research and strategy behind it.

I mapped the buyer journey and wrote a 21-email nurture sequence. Each email answered one real question: Can a foreigner own this? Who is the developer? How do I pay for it?

I built a dashboard to track results and kept what worked: a concrete number, a real milestone, something tangible to click.

When construction started, all the messaging needed a refresh to reflect that momentum and use it to create urgency.

Working closely with the digital team, I rewrote the landing page using lead data from the first phase. The data showed most qualified leads were already solution- or product-aware, so I restructured the story from what is this? to why this project?, with the differentiators front and centre.

As a native Spanish speaker, I then adapted the page for Costa Rican buyers (30% of the target market), rewriting it so it reads naturally to a native speaker, with local terms and expressions.