Be Bigger Than Yourself. It Will Pay Off.

Principal Consultant , David Allison Inc.
  • Jun. 2, 2010

How real estate developers promote the homes they have for sale needs to be done differently. The market is constantly changing and therefore the way developers approach buyers in the market needs to change too.

As far as I’m concerned, that change comes in the form of truth. Good real estate developers should provide potential buyers with facts and provide them with the appropriate knowledge to make an informed decision about their purchase.

So, the launch today of Intracorp’s book, Show and Tell makes me a very happy camper.

Intracorp in B.C is our client – I need to state that clearly – but it is not my intention to use this space to promote a product. Rather, I want to point out a developer that is willing to change the way they approach the market. The team we work with at Intracorp think that real estate developers have a responsibility to make sure customers make smart and informed choices. And we couldn’t agree more. So, we set out together to write a book packed with secrets and insider tips; from architects, urban planners, interior designers, construction guys, realtors and more. This is the first time that industry experts involved in all facets of home building have come together to dish the dirt. It’s a landmark development, if you will.

Of course, I am delighted to have found a real estate developer that shares the same philosophy as we do, but I am even more thrilled at the prospect of a developer daring to make their mark in an innovative way. It’s important for developers to establish themselves in the purchaser’s mind as a reliable and trustworthy company, but how they go about doing that is what I’m interested in.

In this day and age, we need to utilize all forms of media and we need to use them in a way that is open and truthful. Show and Tell is a prime example of this. With this novel approach, Intracorp positions itself to become a company bigger than itself. Anybody can pick up a copy of the book and whether they choose to purchase a home from Intracorp or another developer is entirely up to them. Regardless, Intracorp is successfully extending its brand in a way that is memorable, but non-invasive.

Simply by giving consumers the tools (a free book) to understand the various stages of home buying, and having other experts in the field weigh in on these platforms as well, Intracorp becomes a developer that potential homebuyers feel confident investing with.

And the book opens up the door to reach homebuyers on other levels as well. Facebook, YouTube videos, blog posts – all of these social media platforms extend the reach of Show and Tell, and ultimately Intracorp itself, helping to educate new home buyers.

I believe it’s this kind of innovative thinking and marketing strategy that we need to see from more developers. “Build it and they will come” is no longer an effective strategy. A pro-active, go out and get ’em approach is what is needed, but what gets ’em? The truth.

You can get a copy of “Show and Tell,” the free guidebook with new-home buying secrets, by visiting www.intracorp.ca.



David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

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David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more




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