Market entry and brand launch for a global luxury real estate firm in Portugal
Led the Portugal market entry for The Agency RE, covering internal setup, agent enablement, and external visibility, resulting in an estimated $11M in PR value.
INVOLVEMENT
Contract
CREDITS
Launch Strategy: Priska Oroz
Brand Management: Priska Oroz
PR Agency: YOLO
Creative Assets: The Agency USA
BRAND / COMPANY
The Agency
YEAR
2023
PROJECT SUMMARY
I led the Portugal market launch for a global real estate firm, The Agency RE, overseeing both internal readiness and external market visibility. The scope covered local setup, agent enablement, launch planning, and PR coordination, with the goal of establishing the brand quickly and credibly in a competitive luxury real estate market.
I owned the launch strategy end to end. This included shaping the market entry plan with leadership, adapting global brand standards to local requirements, setting up marketing operations, and ensuring agents were equipped to represent the brand from day one. I also led coordination with a local PR agency and worked closely with the global team on creative assets and messaging.
CHALLENGE
The launch was led under global brand and operational guidelines set by headquarters in the US, while needing to work within local European requirements and market realities. Marketing systems, processes, and agent support were not yet fully in place, and the soft-launch timeline left little room for trial and error. At the same time, the brand needed visibility quickly to support agent recruitment and early deal flow.
APPROACH
I focused on translating global guidelines into a setup that worked locally. Rather than rebuilding from scratch, I adapted existing frameworks to meet local operational needs, legal considerations, and market expectations.
Internal readiness came first. I streamlined marketing back-office processes and created practical tools and training so agents could operate confidently within the brand from day one. In parallel, I developed ATL and BTL plans suited to the Portuguese market and coordinated closely with a local PR agency to secure early visibility and credibility.
Decisions were driven by what would move the launch forward without compromising brand standards, prioritising clarity and speed over unnecessary complexity.
OUTCOME
The internal launch ran smoothly, with agents supported by clear tools, training, and processes from the outset. The external launch achieved broad media coverage through coordinated PR efforts, resulting in an estimated $11M in PR value. The brand established an early presence in Portugal’s luxury real estate market and created a strong platform for ongoing growth and recruitment.
