Let's Talk!

Generating appeal with a clear site identity

Strategic Real Estate Marketing

Halter AG's "Henz" project is a building development on the former site of steel trader Henz AG in Suhr. The offer includes both owner-occupied apartments and rental apartments. The centrepiece of the development is Suhr's tallest house. In addition, extensive public spaces are being created, which include a neighbourhood square, shops, studios and a large playground.

The challenge was to generate a great deal of appeal in a short period of time in order to attract interested parties to a project that was still in the planning phase. A site identity was created, a "sense of place", which offers a taste of what it will feel like to live in the area and forms the basis of the offer. A VR tour also helped the project to stand out from the crowd, giving prospective buyers a realistic feel for life on the site and demonstrably increasing apartment sales.


show flats designed and prepared for the VR tour  


degree tours for convenient property viewing from the comfort of your sofa  


marketing phases for a sustainable market presence  

A consistent site identity across all touchpoints

With the Henz site development, Calydo was able to pull out all the stops when it came to modern marketing, starting with the name "Henz", which comes from the site's former occupier, Henz Stahlhandel. This name is well known in Suhr and instantly calls to mind that period in the town's history. Calydo used this fact to draw attention to the project as early as the teaser phase by playing on the double meaning of the word "henz". A poster campaign with the message "Henz Sie's scho ghört" ["henz" resembling the regional form of "haben Sie es...", used here to say "have you heard yet?"] was intended to pique people's interest in the project. Another poster campaign solved the mystery and directed interested parties to a teaser website. The next phase was the start of the actual marketing.

VR tour, 360° tour and configurator

Interested parties could request a link to a 360° tour or book an appointment for a VR tour via the website. The consulting team from Primus Property then guides interested parties through the premises using VR technology. Everything is just like the real thing, only entirely virtual. For the marketer, the ability to offer VR tours meant not only generating more leads, but most importantly, leads of a higher quality.

As the sales process progressed, interested parties could then easily furnish their dream home according to their wishes and needs using the apartment configurator designed by Calydo. The final selection was then made at the specially equipped showroom.

Consequently, it was possible to sell a large proportion of the owner-occupied apartments even before the foundation stone had yet been laid, thanks to an all-round authentic and appealing brand experience.