Real Estate · Selva Norte
41 presale units sold in 7 months
January – July 2026
A master-planned community of 220 lots and townhouses in northern Tulum. A presale launch from scratch — no brand, no database, and competitors shouting on every digital corner.
Challenge
Launching a presale in Tulum in 2026 means entering the most saturated real estate messaging market in the country: everyone promises appreciation, everyone has renders with the same palm tree. Selva Norte started with zero awareness and a financing calendar that required 35 units sold before August.
The target buyer — Mexican and American first-time vacation-home investors — distrusts by default: the area carries stories of projects that never got delivered. Credibility wasn’t a branding topic; it was THE topic.
Approach
We built the campaign on the verifiable: a clear ownership structure, the trust (fideicomiso) explained in a three-minute video, and a construction timeline with public dates and penalties. The landing page answered the twelve questions every sales agent hears — before asking for a single piece of data.
In media, we split the budget by demand maturity: Google for active searches for lots in Tulum, Meta to build an audience with the credibility content, and remarketing with phase-one buyer testimonials as they appeared.
Every two weeks we reviewed the real quality of appointments per channel with sales and reallocated budget. No drama: the data decided.
Results
The financial target was hit a month early: 35 units by June and 41 by the end of July, with marketing costs at 1.9% of sold value — half of the 4% the developer had budgeted. The qualified database is ready for phase two, launching October 2026.
- presale units in 7 months
- 41
- marketing cost over sold value
- 1.9%
- in attributed sales, as of August 2026
- $96M MXN
- qualified leads in an owned database
- 2,340
We were told Tulum required shouting louder. HAB communications proved it required answering the hard questions better.